Your clients trust you. That’s why they continue to hire you and refer others to you. You’ve shown them they can rely on you to do what you said you would do, and do it well.
Now, what if you could earn the same kind of trust with prospective clients (and others)? What if people trusted you before they ever meet you?
You can. And should.
Getting good reviews is a great place to start. So is focusing on referrals. But there’s something else you can do to build trust. You can use your “content” (newsletter, blog, seminars, articles, videos, podcasts, books and reports, etc.) to show people you are someone they can trust. You do that when:
- You publish your content on a regular schedule, and on time
- You provide great information and ideas; no fluff or filler, no click-bait
- You explain things thoroughly, don’t talk down to anyone, don’t assume your readers know (anything) but also don’t assume they know nothing
- You’re friendly but professional; you share personal stories but don’t over-share; you edify your staff and colleagues and other members of the Bar and community
- You tell them what you do and how you can help them, and why they need it, and encourage them to act, but you aren’t pushy
In other words, you treat them the way clients wanted to be treated.
Your readers and followers, prospective clients and professional contacts, are watching and judging you. They want to know what it would be like to be your client, or refer their client or friend to you. They want to see they can trust you, and this is a good way to show them.
You don’t have to provide extraordinary quality or be prolific. You just have to show them you do what you say you will do and do it well.
When they see they can trust you, even before they meet you, they are much more likely to hire you and tell others about you.
