Establishing Your Credibility

We have all heard the saying that people purchase from people they know, like and trust. With so much distrust happening in the digital space, how can you effectively establish your credibility (and keep it there)?

In this edition, I spoke to friend, colleague and master publicist, Russell Trahan (who is my publicist of choice) on ways to gain credibility and break away from the noise of bad actors.

The Publicity Game Has Changed: Leveraging publicity is not to just put out the story, but to be a part of the story. "This new paradigm is when the editor has deemed your content worthy to be a part of their magazine, that's the credibility. That's that stamp of endorsement. That's when the reader is going to say, okay, this is the go-to authority. This is the thought leader. This is the person I can trust to bring into my company to help me lead the way."

In this way, you are getting another party to put out your story on your behalf. And having that third party endorsement is very different from tooting your own horn. It not only provides you with credibility, it can help you hone your content message to something that a reader will find of value and be able to implement immediately. Editors are not looking for fluff pieces. They are looking for articles the readers find inspirational and content they will keep coming back to read.

Don't Dismiss The Trade Publication: Trahan shared an amazing story of a client who was featured in Laundry Today. The client at first was a little flippant on the placement. The next month, however, he changed his tune when he landed a six-figure contract from that article.

"Placement in magazines like Entrepreneur are sweet and sexy and sound great when you're being introduced to the stage. But honestly, what gets you to that stage, what's going to give that meeting planner the idea to hire you, is seeing you in that association magazine because they know that credibility. They know when that editor puts your article in that association magazine, that your content is applicable to their audience. Editors aren't wasting column inches these days."

No offense to Jason Feifer and other top tier editors in the publication world, but focus on your industry communities and where those readers live. Association and trade publications may not be glamorous, but will allow you to connect with right-fit clients where and when they are looking for your solutions.

There Is No Rest For The Credible: Whether you have been working on article placement for three months, three years or three decades, there is never a summit to that climb. Gaining credibility is great, and staying relevant and known are the next phases.

"It may not be obvious, but it's important for people who have been in this business for a long time to keep up publicity. There are people coming up behind you trying to take that business away from you. You have to stay top-of-mind."

You may feel that you have been in the industry long enough for people to know who you are. Not only are others coming up the ranks to take your authority spot, there are new industry colleagues coming into the field who have no idea who you are. The next generation of experts can be guided by your wisdom, but only if you continue to share it.

You can watch the entire pre-recorded webinar session with Russell Trahan here .

If you are struggling with how to share your story for credibility and brand legacy, be sure to purchase my latest book, The Greatest Personal Brand Story Ever Told .