Someone invited me to connect on social media, quite a while ago. I can’t remember if it was Faceboook or LinkedIn and I’m determined not to remember the person who inspired this post. Hopefully she’s smartened up and changed her copy.
Since I don’t want to remember her name, let’s call her Lydia. (I’m pretty sure it was something else).
Lydia claimed to be a business coach. She didn’t seem to have a lot of experience. Here’s her promise. See if you can catch the credibility-losing word.
“I help talented women become entrepreneurs, build their businesses and earn a six-figure salary.”
That stopped me cold. I don’t know any business owners who would describe their earnings this way. They talk about revenue, sales or income.
You can certainly pay yourself a salary as the business owner. You could write something creative, such as, “I help women build businesses where they draw 6-figure salaries every year from their revenues.” It would be awkward and unusual. But …who knows?
This business owner violated one of the six pillars of credibility: relevance. She’s not speaking the language of her market. She shows she doesn’t understand what her audience needs.
Or she has a clueless copywriter, which is another story.
When you lose credibility, your prospects ask, “Why should I trust you to help me?”
Take away their reason to say, “I don’t believe you.” Check out my video course – Content For Credibility.