So last week, I published your reactions to me dropping my ABV credential. Then even more email came in that supported my decision. In fact, so much so, that it made me rethink my AICPA membership. And now I have dropped that as well. Just note that I am not saying everyone should do this … but these were the right decisions for me.
On to this week. How do you fill the know, like, and trust buckets with people who don’t already know you … and who happen to stumble across your website or LinkedIn profile? Well, one way is a video FAQ library.
And if you’re new here, welcome aboard. This is what we do!
Everyone has a freakness and a weakness.
Emphasize the freakness and become an 8, 9, or 10 at it.
Because no one wants to pay for anything less than that.
People you work with – clients and referral sources – they already know, like, and trust you and likely don’t need to visit your website (or LinkedIn profile) to refill those buckets.
But the people who don’t know you – would-be clients and referral sources – they stumble upon your website (or LinkedIn profile) and are looking for someone to know, like, and trust.
So how do you fill those buckets with those people?
Hi. I’m Rod Burkert. And welcome to my Practice Development Corner, the place where business valuation professionals like you come to learn how to turn the practice they have into the practice they want.
So how do you fill the know, like, and trust buckets with people who stumble across your website or LinkedIn profile?
One way is a Video FAQ Library.
And I got this idea from the practice development ninjas who help attorneys over at Spotlight Branding.
A Video FAQ Library is a collection of short videos in which you answer questions that your previous prospects asked before they became clients.
The videos could also address various BVFLS misconceptions that you find yourself repeatedly addressing with your existing clients and referral sources.
So the idea is to create videos addressing these common questions so that prospects can see you as a trust-WORTHY resource who understands what they are going through and who is in a position to help them.
I know what you’re thinking … Rod’s talking video again.
Look, other than a face-to-face conversation, video is the best way to build rapport with prospects.
Video allows prospects to see your face, hear your voice, and read your body language.
And these FAQ videos don’t require detailed technical explanations.
Just brief conversational overviews to explain the practical implications of the questions.
You want to give just enough information so that the prospects want to call you for more information.
So try to keep your answers to around 60-90 seconds.
Sounds simple, right?!
It is if you don’t overthink it.
I only use an iPhone, a mic, and a tripod for my videos.
And when posted on your website, these videos become a marketing tool that works for you 24/7.
You can also post the videos on a platform like LinkedIn, further increasing your reach.
So that is this episode’s practice development tip. Hopefully, it’s been helpful.
What do you think? Could this work for you?
Let me know by taking just a few seconds to like, comment on, or share this video.
Even better – if you are looking to grow your BVFLS practice faster and smarter so you can get more time, money, and freedom from it – subscribe to my YouTube channel.
Thanks for watching!
– If you like what I write about, tell a colleague.
– If something resonates and you want to reach out directly, email me.
– If you think we share common interests, connect with me on LinkedIn.
– If you want a sense of how well your practice is working for you, take this Practice Self Assessment.