As a teacher, instructor, and writer, I try to set a good example in order to build trust and credibility. I consider myself more of a writing coach. I teach the steps to becoming a good writer.
Credibility is the act of conveying belief or trust in what you are saying. When you are writing, for instance, credibility comes from how well you back up the information that you are providing. Do you cite your sources? Do you add usable links to websites? Do you provide usable information that your readers can actually refer back to, or are you just writing to see yourself in print?
Once you build credibility, your reader’s trusts that you will continue to provide helpful information, and therefore they may be more likely to come back to your work again and again. In addition, in the future, they may actually pay for your work.
Establishing yourself as an expert in your field will improve your credibility. Publishing is one way that many business owners seek to establish and boost their credibility. Coaching also helps establish credibility. When you position yourself to coach others, you are essentially telling the world you are an expert in your niche. However, there is a difference between being an expert and being an authority.
Authority is achieved when you are considered an expert in your field. For example, Donald Trump is an authority on commercial real estate. Here, authority and credibility often go hand in hand.
Why Does It Matter?
Both authority and credibility are buying triggers. They motivate people to become customers. Robert Cialdini discusses them at length in his book The Psychology of Persuasion. Essentially, people are more likely to buy from someone they trust or consider an expert in their field.
How Coaching Fits Into This Equation
Imagine you are looking to train your dog. Perhaps your dog has begun to misbehave. You have hopped online to search for information about dog training. You find two websites that have helpful information. One site offers an information product, a video series, on training your dog. The other site offers a similar product and they offer coaching. Everything else being equal, you are more likely to buy from the website that offers coaching.
Why? Because coaching implies they have expert knowledge. In addition, if the website has testimonials supporting their coaching program, they have amplified their authority and credibility. They have set themselves apart from their competition.
You too can add a coaching program to your business and set yourself way above your competition. You will give your prospects and customers an impression that you have more authority and credibility simply because you coach. In addition, you will have more credibility and authority with your coaching customers, which results in loyalty and repeat purchases.
Finally, the media often consults businesses with a credible and authoritative presence as well. You may find that coaching opens up a completely new world of possibilities and marketing opportunities.
I do have one word of caution. Be careful. Everyone on the internet claims to be an expert or authority on something. Be sure to back up your claims with education, experience, and real-world applications.