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You're listening to the Travis Makes Money podcast presented by gohighlevel. Com. For a free 30 day trial of the best all in one digital marketing software tool on the planet, just go to gohighlevel.com Travis what's up everybody? Welcome back to the podcast. Today it is me, you and the mic. Also, we have two other episodes dropping today because we're crazies and we're doing three episodes a day right now. One of them's a solo show with just me and you and the mic. The other one is a co host with me and my producer Eric, a little bit more fun, light hearted. And then we have another another one that's going to be an interview with an inspiring entrepreneur. So you get a little dose of inspiration, a little dose of motivation, little dose of practicality. And today's practical content is the credibility code. Top 5 Ways to Build credibility in your brand if you know anything about me, I've been talking about credibility for quite some time because I noticed this very, very early stages of my online business journey was that the people who got the most business were not necess always the best at what they did. They were just the ones who were well known for doing it. And the credibility piece came in huge when it came to the celebrity effect that we're going to talk to or talk about in just a second here. So five ways to build credibility in your brand. And this goes for personal brand as well. In fact I might even say this might even be more for personal brands. So number one, and this is I'm starting here because the lowest hanging fruit, this is the thing that everybody's known for a really long period of time and it's pr, it's publications. Why? Because they there it's a credible source of information that is lending its credibility to you as the creator or as the independent, the personal brand and they are basically giving you their stamp of approval. So getting featured in some sort of publication, whatever it is for your industry. So for my industry when I was first starting it was Entrepreneur, it was Forbes, it was inc. Those types of things And I made it a goal of mine at the very beginning to go ahead, let's go ahead and like try to start knocking these off one by one. And so I, I would inter publicists, I would interview journalists on my show. I'd built some good relationships, some people, we got some pretty good press out of that. And ultimately I leave it as the number one thing just because it's so obvious. But also in today's day and age, I find that it matters a little bit less than some of the other things that we're going to talk about just because it's easier to get in all of these things. Like you have a little bit of a budget and a decent PR rep, you can get your name and company featured in several publications and periodicals or whatever fairly quickly and the benefit pretty much stops there. Like, what I've noticed from those is once you have the logos, that's really all you need because you can just then go put them on your website and say, featured in these particular articles. And if you go to my website, you'll find all of those things, all the different places we've been featured in, like TechCrunch and Forbes. And when people come to the site and they see those, they go, oh, okay, well, I know that I'm at least talking to somebody with some sort of brand credibility out there, but that doesn't really do much for you in terms of traffic. It's not gonna un. Unless we're talking like massive. You know, you do a spot on the Today show or something like that that still gains millions of viewers across the country, then it's probably not going to do much for your business in terms of sales volume or anything like that. But it will do a good amount in terms of credibility. So PR is the first one. Number two is results. Results bring a massive amount of credibility. This is, if we're looking at Robert Cialdini's framework, this is the social proof part of building an influential brand. This is basically other people are telling other what you do is good and that it's probably a good use of their money and, or time or investment. So social proof results, people who've worked with you that have gotten great results with you, this is another great form of credibility. Do not undervalue this one. I spent a long time undervaluing this one. It was like, oh, let's throw on a testimonial or two and we'll be good to go. And it was like, ah, the, the people, the, the people who I've seen especially in the marketing space do this really well. They'll have like a library of these things. Like they, they, to gain testimonials from the people that they've helped because they know that this is one of the number one things people are going to be looking for. Because especially like each avatar almost has a different angle, a different story, different case study that they're looking for to liken it to their situation. And once they find that it's something that's likened to something that the situation they're coming up against, they're much more likely to take action. So if they're, if you, you know, help people with their sales, let's say you're, you're a sales trainer and you're gonna, you're gonna, you're trying to get more clients to hire you to teach or coach them, build and train their sales team. Great. Well, if you have one or two or three testimonials on your site and they're all fairly similar avatar, you're going to have people question whether or not this is going to work for them unless you can have a testimonial that matches their exact situation. That's why I say, like, it's better to do a volume play here and just go as many testimonials as you can get. Because you might have like, in your mind, you're thinking, yeah, of course we help pest control companies do this. Yeah, of course we help business consulting companies do this. Of course we help golf companies do this. Of course we help all these different, you know, types of businesses. That's what we do. We train sales teams. Doesn't matter if you're doing this or doing that, but if somebody logs on and they see these three testimonials and two of them in the business consulting space and one of them's in the real estate space and they're in solar, then they're going to look at that and go, maybe, maybe they only do that. Maybe it doesn't really apply to solar. So you want to give as much social proof and as many testimonies as you possibly can to increase your overall credibility in that particular prospect's mind. So that when they look at it, they can see an example of how you help somebody that's very, very similar to the situation that they're in. That is effective social proof. That's results. So PR number two. Results, number three is content. This is, this is not just other people saying it now. This is sort of you saying you're showing the, you're showing your credibility through the content you create, which is why you can't avoid creating content. And not to mention the content itself can act as its own credibility factor based on the production value that you might have in the content that you're creating. Or maybe you're an effective communicator. Maybe this is an area that you shine in. Like the content itself can bring its own air of credibility, but then also putting it out there once it's consumed, that's another step in the credibility ladder, is to have the content out there working for you where you're showcasing your expertise in a way so you have pr, which is other credible people saying this, you have results, which is other people, other other former prospects saying that you're good at what you do. Then you have content, which is you showcasing your ability to do what you do well. And then you have volume, which is number four. That is, that is evidence that suggests that you do know what you're doing. And I would add to this in, in the idea that volume, volume of other people's content is probably better than volume of your own content to some degree when it comes to credibility, or at least percept credibility, is that you can post a thousand times in your social. But if somebody Googles your name, are they going to find anybody else that they already know like and trust saying good things about you? And this is one reason why I love doing guest spots on other podcasts. Because even if that podcast doesn't get a ton of traction on its own, right? Like, like, it's not like it's, it's not like I'm going on, you know, Tim Ferriss's podcast or whatever. Even if it doesn't get that if you search my name, enough of these are going to pop up because I've done so many of them that it becomes overwhelming case for credibility. That's like, it's like, can you show. We heard you nine years of bring back the snack wrap and you've won. But maybe you should have asked for more. Say hello to the hot honey snack wrap. Now you've really won. Go to McDonald's and get it while you can. Well, the holidays have come and gone once again. 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See terms to in a courtroom to a jury of your peers, can you prove to them based on the evidence that exists on that you know what you're doing? And that jury would actually say like convict you of, of being guilty of being the best, you know, digital marketer on the planet? Like, are. Is there enough evidence online to, to garner a conviction that you are good at what you say that you do? And this is sort of that volume of evidence to me is that if, if anybody that's listening or watching this, you went online, did your own research on who I am, what I've done. You're going to find so many back links and, and articles and podcast guest appearances and appearances and publications. You're going to find so much volume in that space that it's going to be overwhelming to the degree that you can't avoid the idea that I'm at least credible, that other people have, have spoken for me, that I do what I say that I'm going to do, or at least that I'm good at this particular thing. And that is something that can't be, can't be bought. You know, like this is something that you, you just have to do a lot of, over a long period of time. And that, that volume by itself is going to create this perception of credibility because like, man, if this person's done 350 of these podcasts, like I'm still, I'm on page 13 of Google and I'm still finding more appearances from this guy. Like if that is the case, then it's probably decent at which, and frankly, most people are going to give up after page two, page three, they're going to scroll down and see, okay, they did this show. They don't want that show. This person says they're good at this, this person says they're good at this, this person claims they'. Like there's going to be so much evidence that suggests that you actually know what you're doing, that it's going to overwhelm the prospect with the, with the idea that you are actually who you say you are and that you can deliver the results that you say that you can deliver. So pr, press, publications, things like that, other people saying it, then results, then content, then volume, and then lastly, I'm going to go with association and I saved this one for last, because it's one that not a lot of people talk about. But to me, it's been the single most effective credibility tool that I've ever used in my business. And, and that is associating with people that are undeniable. So my brand, my name, Travis Chappell, like, I'm not undeniable, meaning that you could walk into any, you know, place in this country basically, and talk to somebody and they're probably not going to know who I am. And, you know, every once in a while you will. And obviously you go to more concentrated places like events that I frequent or stages that I've been a guest on, or podcasts that I've been a guest on. And you hang out in those worlds, you're going to find a lot of people, a lot more people who know who I am. But for the most part, I'm not an undeniable brand. So what can I do to then, quote, unquote, share the stage with people who do have an undeniable brand, People who everybody on the face of the planet would know. And so that's, that's why I've spent so much of my time. And this is sort of, this sort of goes into like the brand endorsements space. So if you go to my website, you're not gonna see a bunch of, you're not gonna see as many testimonials for social proof about a certain program or something that we've sold because we've changed that over the years. And the core, our core product right now is just the podcasts and the episodes that we put out, the content that we create. But what you will find are endorsements from larger names, more well known people. And I sort of have like a mixture of different people, like people from the online marketing world, people from the author world, people from sports world and things like that. You're going to see a mixture of different people who are saying basically, hey, Travis is a good person to connect with. You should connect with him, you know, whatever he's got going on. And I kept the verbiage a little bit more supportive of me as a person rather than like a particular product or service that I was selling because I wanted it to be able to live forever. So a lot of them, like I said, they're not going to say something about like, you know, Travis's Product X changed my life type of a thing. That's more for like the product landing page when we build that out, but for my personal brand site that kind of lives as this real Estate online to share with people more about who I am. I have these endorsements that are just sort of generic. They're just like, Travis is leading personal development for the new generation. You should follow him, things like that. And I found those to be extremely helpful. And the reason is that they're way more difficult to win than these PR opportunities. So that was like the first time that, that I, that I started realizing it was like I got some of these logos on my website and then I'd go look at some other competitors of mine. It's like, oh, they have all the same logos. Everybody's been featured in Forbes, everybody's been featured on Entrepreneur, everybody's been featured in, you know, all these different periodic periodicals and publications. But not everybody has interviewed this person, this person, this person, this person, this person. Not everybody has shared the stage, quote unquote, with these 12 New York Times best selling authors or these professional athletes, or these, these billionaire founders or, you know, fill in the blank here. So my, my goal just sort of became interview so many people, share the stage with so many people that are that well known, that liked, that trusted, that if somebody comes into my world and they know any of these people, they're automatically going to assume that I'm somebody that's worth connecting with or that I at least know what I'm talking about, or all these other people probably would not have taken the time to spend with me. Which is why the Shaquille o' Neal interview on the show has done wonders for my brand in so many ways because it's a ubiquitous name. Everybody knows who Shaq is. Even if you don't know who Shaq is, you know who Shaq is, right? Like, even if you don't, you didn't follow basketball or you don't watch NBA on TNT or, or you know, you, you, you, you don't. You didn't follow his personal career or know anything about his family life or anything. It's like he's an undeniable brand. You still know who that person is. So it doesn't necessarily have to be the Shaquille o'. Neal. Obviously, somebody like that is very, very helpful. But this could be translated directly into your world. Who is the Shaquille o' Neal of your world? Who's this Shaquille o' Neal of the sales training? Who's the Shaquille o' Neal of, Of, I don't care. Pottery. You know, like there's kind of, there's just going to be people of, of, of food influencers, of Fitness coaches. Who, who's the shack of these spaces and how can I connect with more of those people? What it does is, is, is it, it's literally like an endorsement. This is why Nike spends tens of billions of dollars a year in endorsements. They're basically just buying trust with their ideal audience. That's all it is. And this is basically what you're doing is you're saying that like, look, if these 12 people knew me, liked me, trusted me enough to spend some time with me and come on my podcast, or I was able to share the stage with them at this event or they tried my product out or whatever it is, then you're probably going to get a lot more people who are willing to pay attention to the things that you have to say because they may not know who Travis is, but they definitely know who Shaq is. So, you know, even if they didn't come into my brand from Shaq or from seeing his name associated with mine, they come in my brand for whatever the entry point was and they go look on my site or they look at my Instagram and they see that Shaq follows me and that we've created content together and he's done. Collaborations with me. Like that by itself is going to raise the overall credibility of my brand to a tremendous effect and probably have a lot more influence over the quality of my personal brand overall than just like random PR logos on my website or any of the other things we've already mentioned. So that's why I saved that one for last, because I think it's the thing that's made the most impact for me and probably the thing that you're not going to see a lot of other places. So. So top five ways to build credibility in your brand. Let's call it personal brand even, just to be a little bit more specific. But PR results, content volume and association. Go attack those things and watch the credibility of your brand explode this year. That's it for this solo episode today. Be sure to check out our interview and our co hosted show as well and appreciate you for tuning in. Catch you in the next one. Peace.
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