Become the Authority. Building Trust in Your Industry

I have recently become enamored with the possibilities of digital marketing, and have spent a tremendous amount of time researching the different methods and applications available for small business owners to efficiently and effectively market their products on the web.  One of these methods is the podcast, which allows businesses (with a relatively small up-front investment) to have a pipeline to broadcast their knowledge directly to their audience.  The podcast can also be beneficial to the casual user (such as home inspectors), as it allows us an easy (and free) method to enhance our knowledge, and we can do it while riding in our cars each day on the way to work!  Now, my intent is not to make this a blog about the benefits of podcasting (which we will certainly explore in future posts), but rather to expound on a recent podcast episode that I encountered.


One of the podcasts that I have been recently enjoying is called Digital Marketing Radio, and the host, David Bain, interviews the movers and shakers in today’s digital marketing realm.  One of his podcasts from 2014 was with Andrew McCauley, entrepreneur and co-founder of the website, and their discussion was on small businesses getting started in digital marketing.  The central point of Andrew’s explanation was that when small business owners attempt to get started in digital marketing, the multitude of options can be overwhelming.

He says that so many people try to learn how to do everything, they get overwhelmed and end up doing nothing.  He compared it to trying to catch goats, saying that “he who chases three goats will end up with none.”  Try to catch only one of the goats, and at least you will have some success.  His advice is to pick one thing and get started on it; version one is better than version none.  Try one thing, see how it works, and make changes as needed.

And while this is excellent advice regarding building your presence in the digital realm, it can also be applied directly to your inspection business.  Too many new inspectors attempt to offer every service under the sun.  In their (understandable) attempt to become immediately profitable, they often fall for every marketer promising them boundless income if they will just add their service to their inspection offerings.  Whether it is thermal imaging, mold testing, air quality testing or any of the many ancillary inspection service “certifications” marketed to home inspectors, new inspectors often fall prey to the opportunity for additional income.

While no one can be blamed for wanting to expand their offerings or increase their income, you certainly don’t want to come across as a ‘jack of all trades and master of none.’  Andrew’s advice regarding digital marketing certainly is applicable in this situation: pick one thing that you would like to master and become an expert in that area.  If you become the “go to” authority in one particular area, people will be drawn to you for your knowledge, and you will develop their trust.

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I will leave you today with a quote from Albert Einstein, who said “Whoever is careless with the truth in small matters cannot be trusted with important matters.”  When you nurture your business relationships, cultivating the trust of your clients by becoming their authority in a specific area, that trust will soon extend to all areas.  And then you will have a successful business.


I welcome all feedback (positive and negative) about my take on this subject.  Please leave your comments below.  Thank you!


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Thanks, Joe


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