Beating your competition as a small sized studio without spending a fortune on marketing… Part 2
In the previous part, we talked about customer awareness. Today we will expand on how we are going to get our leads/prospects to trust us and treat us with authority in a fun way.
Establishing authority & trust with a pinch of Copywriting (this is fun, trust me).
This part is often where people fall short.
Authority is just showing competence and that you know what you’re talking about.
Best way to prove to someone you know what you’re talking about is by writing a book. But that’s a lengthy process.
You’d have to go to a publisher, make a draft, deal with legal stuff. All that stuff takes waaaay too long.
Luckily there’s a way around this.
It’s called an E-Book.
It doesn’t have to be 100’s of pages long. No one will read it. (remember it’s free)
Anywhere between 10-30 pages is about right.
Let’s talk about what you should put into your ebook.
What I like to do and what I tell my clients to do, is tell your leads/prospects how to fix their problem without holding any information back.
Giving them a free and complete solution to the problem establishes authority and trust like nothing else.
“But Filip, if I give away my secrets, people will do it themselves, my competition will copy me and I won’t make any money.“
You’re partially right. Let me explain.
People that actually will copy your stuff will fail in the long run because they are too lazy doing the thinking & work themselves.
Majority won’t copy it and won’t do anything with it. I know it’s harsh. But it’s the truth. People don’t care that much about stuff you care about.
Nonetheless, the point lies within your ability to create an ebook. A person seeing that you made an ebook automatically assumes that you know what you’re talking about.
Creating an ebook is a feat and takes time. People tend to be busy and don’t have hours just to write an ebook. Therefore, they think, this person must really know their stuff. I will trust him.
By not holding back and giving people an actual solution, it subconsciously creates deep trust.
You're the guy who gave them the solution for free without wanting anything for it.
Now compare this to someone who’s asking for a flat hourly fee for consulting them on their issues.
I hope this makes sense. There are some logical assumptions to make but trust me it works. After all, I'm the one writing blogs about this stuff (Ha!)
Trust is built by giving away valuable information that's specific to your prospects' case.
Then we have to ensure people actually consume it.
That’s where copywriting comes in. Think of it as the art of words.
Did you ever read a post on X (formerly Twitter), or read a very engaging book?
Both of those are examples of effective copy.
Copywriting makes sure people read what you’re saying and don’t click off because your stuff is booooooooooooring.
In order to write effective copy, you can simply Google some copywriting techniques and frameworks. It’s really not that difficult to be better than 80% of people.
Vast majority write boring stuff, especially with the rise of AI, which is SUUUUUPER boring when it comes to contextual and precise stuff.
But what should I write about?
It all depends on the problem you’re solving. First time I made an ebook it was called “4 simple steps to getting more clients through Meta Ads”
It was simple and effective, because it spoke to people looking for more clients.
For an interior designer, it very well may be something along the lines off:
“4 things to avoid when hiring an interior designer”
“5 things to know when you want to redesign your kitchen”
“Where to start when designing a perfect room plan”
It’s super simple. You just need to know who you’re talking to and what problem they struggle with.
In the next post we are going to talk about what to put into your emails to further establish familiarity and trust.
Always the best,
FJ
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P.S.
If you don’t want to write an ebook yourself, book a call with us and we can help you out.
