Trust is the first thing almost every sales professional needs, and winning it can be easy and intuitive, or it can be a nightmare. Fortunately, you can create trust with video, with no effort (beyond creating the video in the first place), over and over again.
The important thing to remember about trust is that it cannot be created by any of the following:
- Your professional credentials
- Your education
- Your work history
- Your affiliation with a trade group
- Your company name
- Anything that’s a 1-line field in your LinkedIn profile
These things are generally meaningless to people outside your industry, despite the fact that most company websites are absolutely inundated with them.
People don’t come to your website or your LinkedIn profile to read a boring chronology of your career. They also don’t come to learn things that are true of any company in your industry. They come to discover the answer to one burning question:
Can I trust you?
Obviously, you can’t answer this question directly (i.e. “You can trust me!” – though I actually do see this cringey phrase occasionally). You need to show the prospect that they can trust you.
Trust is created through (partial list):
- Intuition (a person’s hunch about you)
- Your beliefs and values
- Passions (what’s really important to you)
Video can do all this.
Though a great brand video can’t be expected to establish unshakeable trust on the first go-round with every viewer, it is an incredibly powerful trust-building tool.
If you do it right, your brand video can send positive signals for all of the above. The guiding principle is that it all has to be authentic and true. You cannot manufacture authenticity.
For more more in-depth information on how to create trust with video, check out 5 Marks of an Authentic Brand Video.