- The thing about books
- Visibility and trust
- Quintile A buyers
- The king gets hungry
- Rented and owned visibility infrastructure
- Owned visibility infrastructure
- Focus and visibility
- 5 ways of focusing
- Platform specializations and thought leadership
- The 3 visibility method categories
- Fundamental marketing labor
- We are average at earning trust
- Some people are freaky-good at earning trust
- How normal people earn trust
- A good example of beachhead thinking
- Average but trustworthy
If you specialize, you can be completely average and trustworthy.
As with visibility, specialization is an amplifier for your ability to earn trust.
Specialization can make you an insider to your client’s world. It won’t happen overnight, but specializing accelerates how quickly you can gain the market insight and reputation that makes you read like an insider to your prospects.
Market insight might help you engineer a solution that is particularly well-fitted to your clients needs. In this case, it’s not that you are great at earning trust; it’s more that your solution feels trustworthy because of how well engineered it is to solve the need or problem the prospective client has.
And finally, we see some folks who seem incredibly smart about a specific topic and seem to get buyers’ heads nodding along very quickly in a conversation.
In reality, they may not be all that impressive in terms of intelligence or life choices, but when in a conversation with prospective clients, they are able to quickly focus on what’s important and problematic to the prospect, and from that conversational beachhead, they are able to build a lot of trust quickly.
Specialization amplifies your ability to earn trust, which increases your ability to get clients to hire you for impactful or transformative projects.
How specialization amplifies our ability to earn trust is the second major topic of The Positioning Manual for Indie Consultants. I’m summarizing the main points of the second section of this book in daily emails here, and you can buy a copy of the book anytime via Amazon: http://thepositioningmanual.com.
If you’ve already bought the book and read enough of it to have an opinion, I’d appreciate you sharing that opinion via an honest and balanced Amazon review. Just search for The Positioning Manual on your local Amazon site and leave a product review there.