It’s not that I don’t trust you but…
For me to believe you, I need to see social proof.
And not just any social proof will do. I’m looking for expert advice.
These experts are not being paid for their advocacy, but they do get specialized instruction or access to products before the general public does.
If you want to create such expert advocates for your brand:
- Think about who are the most influential advocates on your behalf. Whose advice do your prospects seek? Where online (or in the real world) do these experts gather?
- Make them better at recommending you. Make these people more knowledgeable and experienced with your products so that they can be a more effective advocate on your behalf.
- Put their recommendations to work where it matters to your business, where consumers look for advice: retails stores, ecommerce sites, professional organizations, social media, etc.