 In marketing, there is a common idea that you need to build the no-like trust factors with your audience. Basically, your audience needs to be aware of who you are. They've heard of you from somebody else, maybe, or they've seen your content. They need to like you enough to consider your services. So maybe you can build that through your articles or through the videos you make or through engaging with them one to one, and then they need to trust you enough, maybe by being recommended by somebody or seeing your background and how much experience you have or some other trust factors that would make them want to buy your services. Well, I have a similar but different framework to present to you in this video that may be even more useful for you. I call this your no-ready and trust factors. So I think that the audience that you're talking with need to not just be aware of who you are, but they need to know enough about the context of your services to understand the value of such a thing that you're selling and so that they could also imagine themselves buying that kind of thing. So for example, if you had a yoga studio in the rural south of the United States where maybe in a particular community where nobody does yoga and somebody there doesn't even know anybody who does yoga, the no factors are very difficult. Even though they might know who you are because you're in the community, they don't understand the context of what yoga is and why it's important, why it's valuable and helpful. And so a lot of education would need to be done in that kind of circumstance to get people to know that kind of no yoga enough to be interested enough to even consider buying it. Do you see what I mean? So if you can instead talk to an audience that already knows the context of your services. So for example, if you're selling life coaching and you're talking to an audience who has purchased psychotherapy before or they are in an urban community, maybe they're in such a culture where they maybe know somebody who's purchased psychotherapy, then that's much easier to educate them into what life coaching is, maybe similar to psychotherapy in certain ways and different than other ways. Do you see? So choose the audience that you're talking to, whenever you can, whether it's in a talk or in writing your articles or in knowing where to share your content. Okay, choose the audience that already has some context of the kind of thing that you provide. And if you're providing a very unique type of service or product, then you do need to do a lot more education of the general public so that they would then understand the value of your industry and your niche enough to consider buying it. So build the no factors in that kind of way through education. Okay, the second factor is the ready factors. Readiness is about timing. So for example, let's say you're a barber. You sell haircuts and the person walking by your shop knows what haircuts are. They bought them themselves. They know that people who bought haircuts, they know the value of haircuts, but they just got a haircut. Okay, so no matter how much you try to hand them a coupon and try to interest them in coming to the salon, they're not ready for that. However, now, I know most of you are building an online presence. So if you can have your audience member follow you on social media or join your mailing list so that you can continue to keep in touch with them with helpful ideas, helpful tips, valuable suggestions that help their life in the way that you provide in your service, but in a more lighter and more casual way, then you are continually educating your audience on what your niche is and what the value of your type of service. And when they are ready, the timing of their life, when their life is ready, then they can then consider buying your services. So readiness can be built by having your audience join your mailing list or follow you on social media or keeping in touch with them in some way. That is more sustainable for you to keep in touch. Now, readiness also has to do with the timing of the year. So if you are selling some kind of life coaching service that's about changing people's life. The new year's the first quarter of the year is incredibly important in terms of readiness and timing because people are thinking of new year's resolutions. They're thinking of there's an energy for the new year that is inspiring them to want to change their life. So they're more ready to maybe hire a coach to do that kind of thing. Maybe you sell relationship coaching and then Valentine's Day would be an incredibly important time of year to prepare for for some kind of launch. So think about the readiness of the year as well as the readiness of the person's ideal reader and ideal client's life. In your content, you should also think about when you're writing an article or you're making a video, think about the persons that I'm talking to, what stage of their life are they're in right now where they might be ready for this type of content? What stage of readiness are they where they would find this content valuable? Or if you're selling your service in a piece of content, then you need to be talking to people who are ready to buy that content, not trying to convince somebody who isn't yet ready. Does that make sense? So think about the readiness stage when it comes to the content that you're creating and then the third piece of the framework is trust. So once they know about your niche and the value of the kind of thing that you provide and once they are ready in the stage of their life or in the time of the year that they have the energy to buy it, then they need to trust you enough to say, yes, you are the one that I'm going with. And there are lots of different kind of trust factors on your website. You may trust can be related to graphic design. If you have a website that is designed very poorly, unprofessionally, there the readiness, there are trust factors goes down immediately. But a website doesn't have to be amazingly designed. It simply needs to be clean, professional looking. And I do the kind of work all the time with my clients. So I guess I have a natural eye for that kind of thing, but talk to somebody who has a natural eye for graphic design or marketing to just give you a sense of that. You may need to hire a graphic designer or hire a coach to be able to give you a professional sense of it. But other trust factors include does your audience, your ideal client, do they care about some kind of educational pedigree? Maybe they don't. Maybe they don't care about your certification because they don't even know what that means to be a certified something, something. But maybe they do. Maybe they care about your PhD or they care about your years of experience or you've studied with a particular famous person that they would care about. Trust factors could also include the testimonials you include on your website and, of course, the content that you have through your website and through your other online presence that would build the trust with your audience so that they can really resonate with you and say, I feel like I can believe this person and work with that person. So think about these three factors of are you educating the public and you're educating your ideal audience enough to understand the value of your type of service and of your type of advice or wisdom? So the no factors, think in terms of that understanding, OK? The readiness factors is thinking in terms of timing and the readiness stage of the person that you're talking to or the audience that you're writing for or you're creating content for. And think about the ways that you are building trust with your audience through testimonials or through engaging with them so that they are ready. Oh, another thing about trust is the options of the offerings that you offer. So if you only offer an expensive thing, you are asking your audience to to go from just a little bit of trust to trusting you greatly in an instance, which is unrealistic. So if you can offer just a few offerings that maybe one is very affordable, one is medium and one is more expensive, then you allow people to trust you in the way that they feel ready. Does that make sense? So somebody might look at your offerings, maybe you have three offerings, an online workshop, a single session with you and a package of sessions with you. The online workshop may be really affordable. And they said, you know, I don't know this person well enough, but I can trust at least just that little bit to buy that cheap online workshop or that book or that video series or something like that. And then maybe after that, they're ready to trust you with a single session. And then after that, they're ready to trust you with a package. Although some people may be following your content for years and they already trust you enough or they got recommended to you by somebody that they really respect. And then they may be ready right away to trust you at the higher level. So you do need to have several options for people to choose from that would help to meet them where they're at, in other words. OK, so I hope that this is helpful. And until the next video, my name is George Cao, and I'm always open to your comments and your questions. Take care.