How to Have Instant and Lasting Credibility and Trust
Kevin Hogan
Page 2
Q. People seem to have two criteria for credibility. Quick
fixes and remediation. How do our listeners address those factors?
A. The quick fix and long-term remediation are probably not two aspects
of credibility in the vast majority of circumstances. In reality,
credibility is central to trust and expertise...perceived and real.
Perceived and real credibility are very different things. People
treat them the same, and it dramatically harms their income potential.
When someone or a business is not credible or perceived as
credible, they will end up broke and without reputation.
So let's create a common ground for truly understanding
credibility and look at what the six factors are that have been shown
to combine to form credibility.
The Six Factors of Credibility
- Competence (Building true competence and the perception of, are
two different things)
- Trustworthiness
- Expertise
- Likeability (not a jerk, nonthreatening on whole, fun or funny,
friendly)
- Composure (poised)
- Sociability (extroversion)
It's important to understand that each of the six factors of credibility
have their elements or factors as well.
For example, with the factor of competence, McCroskey and Young
have found that there are...
7 scales of competence:
a) being experienced,
b) informed,
c) trained,
d) qualified,
e) skilled,
f) intelligent and
g) an expert
So credibility stands on six pillars and each of those pillars stands
on other pillars.
Credibility is not a quick fix kind of a thing....
Suffice it to say that you want to have long-term credibility and
that means creating a brand, even if it is you, that people can trust
and be seen as an expert, not by bogus positioning, but by adding
tangible value to your field.
So don't just write a book. Write a book that is GOOD and actually
says something of value.
People Identify with Faces
It's worth knowing that people identify with faces.
So get video of you on your website, let people see you and observe
you communicate. You don't need to be elegant, just be you. Be real,
authentic.
The process of uploading video to a website is perhaps going to take 30
minutes including creating the 5 minute "hello" and insight. So, do
that.
Borrow Credibility
Another rapid credibility builder is to borrow someone else's who
trusts you.
Endorsements, celebrity endorsements, testimonials, research studies
about your product/brand/you, etc.
For the long term, do business with people in such a way that your
future customers tell you the same story about you: "I heard great
things about you, had to give you a try."
Credibility and Influence
Let's bring this up to the context and purpose of the interview. It's
about growing a business, creating a successful life, venture or
even a relationship. And to succeed in these areas you must be
able to influence.
There are four elements of the persuasive setting...
- the context
- the persuader
- the message
- the audience/recipient
The first three dimensions require high credibility for success.
Are entrepreneurs and salespeople perceived as credible? 
Continue: Page | 1 | 2 | 3 | 4 | 5 |
Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732
Photos appear under license with Stockexpert.
