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What are the best brands doing to stay relevant, build trust, and create content smarter?
At Share Your Genius, we have the same questions, so we're tapping the best in the space for their answers—one voicemail at a time.
Join us each week for quick hits of insights from b2b marketers and leaders.
Rachel Downey (00:00):
Rachel Downey. Building trust early is hard. You have no name recognition, no established product, and no case studies to lean on, but Anyah, she's not waiting around for credibility. She's creating it as the co-founder of Pitch Ghost. Anya is proving that trust starts long before that first pitch deck. She leads with authenticity from the first LinkedIn post, the first voicemail, and it's working. Her approach is grounded in connection, no fluff, no facades, just consistent communication that shows prospects. I understand you and I understand you because I've been you. So I asked her, how do you build trust? When you're in the early stages of a brand new business? Your call has been forwarded to an automatic voice message system. At the tone, please record your message.
Anya Law (01:04):
Hey Rachel, thanks for the call. I'm just returning your call now. How I would go about building trust in the early stages, super, super important, especially when the product is not really known. There isn't a ton of information on the internet to learn more about it, and the approach we've taken with that is being very personable and sharing the personality on social media across any kind of communication, whether that's email, text messages, voicemails, anything like that, and building a relationship from the get go. How I've approached it with Pitch Ghost is I need to demonstrate value in the product, but that's kind of the second stage. The first stage of that is always learning more about where the prospect is, why this might or might not be a fit for them. If there is trust in the relationship building, then you can have a sales conversation.
(01:57):
I'm sure that you as well get like 5,000 spam emails that land in your inbox, and it's a really, really crowded world in the whole revenue operation side of things. It's hard to crack through the noise unless you can build that trust. A lot of that trust can come as trust by proxy, so it can be if you are referred to the person, that definitely helps build trust that somebody else is vouching for the product or the person and can make that introduction for you. And apart from that, I think it's more about just showcasing yourself as being authentic, not having a hidden agenda. A lot of these people already know that you're trying to sell to them, which is totally fine. It's just about how you go about it. For me personally, when I joined Pitch Ghost, my founder story was I was responsible for doing what Pitch Ghost does manually at the previous job that I worked at, and that became a big part of how I've built trust with my customers is because I can speak their language and I can speak about the pain points that I personally faced while trying to do this stuff manually.
(03:02):
When I met my co-founder who had already built Pitch Ghost as an internal tool for use to use for himself for his previous startup, we kind of joint heads and I said, this exact tool that you've built sold my biggest pain point with my job right now. And I bet there are a lot of marketers out there that don't have a cost-effective and personalizable social listening tool that they can use. That budget does allow for that is not so technical that you need the dev team involved with it and I might be the right person to help voice those concerns. There's a little bit of trust by proxy there with my prospects and my customers because I can speak to their exact pain points as well, and I understand which phase they are and the kinds of activities they're running. It's not like this outsider that's pushing this product into your huge tech stack already, but it's about understanding where that might fit because I can understand the rest of the process as well. Those are my 2 cents for right now. Let me know if you have any follow-up questions. Rachel, I think you have my number. Feel free to call me back.
Rachel Downey (04:14):
Thanks for listening. Want your podcast to do more? Subscribe to Genius Cuts because it's never just a podcast. You can find it@shareyourgenius.com.