For Owners of Small Service-Based Businesses

Take away their reason to say,
"I don't believe you."

Leave no doubt that you're the BEST OPTION to do their job (even if you've got an unconventional background and a style they've never seen before).

You get lots of "can you deliver" questions because...

  • You didn't follow the conventional path to become an expert in your field
  • You're pivoting in a new direction and you need to be credible in your new field  
  • You need to be credible to justify your prices
marketing credibility for small business

Your content needs to convince them...

...you’re a credible straight shooter.
...you deliver on your promises
...you're highly motivated to keep your clients satisfied
... you're asking high prices dd

Your content creator challenge: Turn those suspicious skeptics into supportive fans and enroll them into your tribe.

  • Build a foundation of trust (so it gets easier over time)
  • Find the stories that position you as the Real Deal
  • Avoid sending unconscious signals that say, "I'm a fake."

If you're looking for ways to establish credibility, you probably haven't found any answers...until now.

I'm Cathy Goodwin. I've been around for a long time. My clients usually sign up from my website, from all over the world, before we meet on the phone.

I've learned how to create trust, and I'll show you how you can too.

small business and service business marketing with cathy goodwin

Sign up now - scroll down to the orange button.

Get immediate access to the bonus course. 

Content For Credibility gives you hands-on techniques you can apply immediately to answer the question, "Will they believe I can do this?"

branding for small service businesses

MODULE 1: BUILD A BOND WITH THOSE HESITANT CLIENTS

You know the ones...not those who genuinely don't need your services and won't be a fit. Those who would love working with you once they got started, who need what you offer and can't get it anywhere else. They can afford you. They know you and probably like you. But...something's holding them back.

Would you be surprised to learn that nothing in your marketing is holding them back? Are you responding to their backstories — their memories and fears that get in the way of hearing your marketing message? And are they looking for the missing piece in your story — something that assures them you've got both empathy and expertise?

In Module 1, we're going to look at the 6 stages in your business where your "street cred" will be on the line and your story needs a key piece to be credible. We're going to delve into your client's backstory to find out what they're actually thinking...based on their experience with marketing as well as your past and current competitors.


small business brand for about page

MODULE 2: COME UP WITH THE PERFECT RESISTANCE-MELTING STORY

Storytelling is so powerful you have to use it carefully. Just as the right story can translate to instant connection with your clients, What happens when you don't have a hard luck, rags-to-riches story? Or you aren't marketing to clients who walked the same path you did? You'll discover how to find the story you need to build credibility. You'll discover the "connect the dots" story you need to tell when your path resembles a zig-zag more than a straight line.


MODULE 3: HOW TO CREATE CONTENT THAT MAKES RELUCTANT CLIENTS FEEL COMFORTABLE SAYING YES

Your business success increasingly depends on your ability to connect through content, rather than meeting in person over coffee. Your content will be pinging signals like a radar station: "Totally confident she can do the job," "Really knows his stuff," or (sadly) "Claims to work miracles and probably won't deliver."

Too many business owners ignore the message they're sending. They just know the clients are holding back.

In this lesson, I'll share 6 pillars of content credibility and I'm betting at least one will surprise you. We go way beyond "make sure you've spell-checked."


stories that sell

MODULE 4: HOW TO APPLY THE 5 PILLARS OF CONTENT CREDIBILITY TO WRITE YOUR WEBSITE

Credibility sounds great - but what does it look like in practice?

In this module we review websites of businesses who have mastered credibility, as shown in their websites. We compare websites that check off all the boxes on credibility with those that use only some elements of credibility butToo many business owners ignore the message they're sending. They just know the clients are holding back.

In this lesson, I'll share 6 pillars of content credibility and I'm betting at least one will surprise you. We go way beyond "make sure you've spell-checked."

BONUSES #1: Go beyond credibility to become a recognized expert.


BONUS #2:
The small stuff: little things that have a big impact on credibility.

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