Andrew: What we’re going to be talking about today is building trust with prospects, specifically why is it so critical to build trust with prospects and then how do you do it, which is the most important question.
So that will be the bulk of our podcast today and we will also include our ongoing sections which will be a question from clients and I will be talking there about blogging because I get asked about that all the time and it’s a great tie-in to the topic of trust.
Then Kenny will be providing a tip of the week, a way to keep you guys feeling successful and winning every single day. I will be closing with an inspiration and then we will wrap up and talk about the next show.
So with that, let’s get right into the meat. So Kenny, why do you think it’s absolutely critical to build trust with prospects?
Kenny: I think it’s a really good subject. The good thing about trust and if you think about it yourself, when you’re buying something, trust helps to reduce the speed at what you would buy something.
So if you really trust in somebody when you’re looking to buy something from them, then you’re going to make your decision a lot faster. So what it does for you as a consultant is it reduces the length of the sales cycle and we all hate lengthy sales cycles where people are “umm-ing” and “ahh-ing” about whether they’re going to actually do business with you.
So what it does is when you reduce the length of the sales cycle, it increases your confidence which allows you to get more success. It also increases your profits and obviously increases your sanity as well because trust like I said gives prospects that confidence to make the decision and take action faster.
We all know time is extremely precious. In fact it’s your most precious yet fastest depreciating asset. So building trust ordinarily takes time but there are ways that we can accelerate that. As you and I both know Andrew, we can accelerate that process which we’re going to be coming onto shortly. But before we do, why do you think it’s absolutely critical as well?
Andrew: Well, it’s certainly in the same vein and that is that as consultants, certainly we want to have successful sales flows and sales cycles and also we ideally want o get paid higher and higher fees over time.
That only comes from trust because people and companies are not going to pay high fees which are associated with high risk if they don’t have confidence in who you are and what you can deliver.
I would say this doubly true if you are targeting medium to large-sized companies because in those cases, it’s an executive or a manager who is making the decision to bring you into the company and in doing that, they’re taking on risk.
No one ever gets fired for hiring IBM, as the saying goes, or Accenture or Deloitte. Even if they’re very expensive, no one is going to get fired for that because it’s deemed a low risk, almost obvious approach.
But if people don’t know who you are, if you don’t have an established reputation, now there’s risk. So this is where building up that trust is so essential in order to even have an opportunity in many cases to land these consulting jobs.
Kenny: Absolutely. It’s amazing that you’ve mentioned those big businesses because they’ve spent years, decades, some of the big businesses out there centuries, at building that trust.
So if you really want to make an impact and you want to shorten that life cycle and also get into places that you ordinarily would struggle to get into, then you need to have some good strategies on building trust.
Andrew: It’s a great point. They’ve spent years building that trust and it can topple in a moment if they don’t manage it carefully. That’s just as true for us but you’re reminding me of a story from Intel from years ago. Actually when I was an intern there way, way back when, they had a major issue with one of their micro chips and I forget which one, if it was the 46 or Pentium – you know, very early version from where we are today of their microprocessors.
Instead of trying to play it off as not a big deal or trying to not take responsibility in some way, they went completely the opposite direction and said, “You know what? We made a mistake. This hurt you, the customer. We’re going to be fully responsible for it. We’re going to take back all of those chips, give all of you replacements.”
They did that and took the truckloads and truckloads of microchips that they had to take back and used it to build a basketball court for needy children in California there.
Andrew: I just thought that was an amazing way to not only maintain the trust they’ve spent so much effort to build up, but to even increase it. In fact, it did. It just made people like Intel even more. Whether you like them today or not, this was an amazing move for that company and it’s something we all have to keep in mind. Trust is a precious commodity. It takes a long time to build but it can be easy to lose.
Kenny: Yeah, absolutely and especially with social media these days. We’ve seen even whole nations topple down with the Arab Spring and all of that kind of stuff through lack of transparency, lack of trust.
So let’s look at how we can build that trust. What kind of strategies can we use to build trust with a prospect? Do you want to start with that?
Andrew: Actually I would like to just finish with one other thought and then we will move right into that.
Andrew: Because I love Zig Ziglar. Are you familiar with Zig Ziglar, Kenny?
Kenny: Yes, absolutely.
Andrew: He’s a very well-known, very successful salesman, public speaker. Hugely popular here in the US and I used to listen to many of his tapes.
Kenny: Before we carry on, he has also got one of those strange names, hasn’t he? You people in the US have some strange, strange names, don’t you? You know, Clay, Chuck. Where did you get these names from? Zig.
Andrew: Andrew, John. I have no idea. Everyone is named Zig here. It’s crazy. Zig Ziglar, easy name to remember. I’m pretty sure that’s his real name too. I don’t think that was a stage name. But anyway, he had so many memorable quotes, but one here that’s really pertinent was that every sale has five basic obstacles and those five obstacles are no need, no money, no hurry, no desire and no trust.
What really strikes me about that – first of all, it’s certainly true but second of all, the only one of those five things that a prospect can’t overcome on their own is trust.
They can develop the need. They can get the money. They can feel urgency for a whole variety of reasons. They can build up their desire to take action and buy a product or service that they need. But trust, that’s a two-way street. You have to play into that. You have to help them come to trust you. So as one of the five obstacles to sales, you better take it seriously.
Andrew: Now, let’s go ahead and get into how do you build trust. Kenny, actually, why don’t we start with you here? I know you had some great thoughts on this.
Kenny: I like it. You’ve thrown it back over the Atlantic there, haven’t you? I like it. I like it.
Andrew: Why not?
Kenny: OK. So yeah, it’s just so important to know exactly what you’re doing around trust. I’ve had years in sales and first of all, with your audience, you’ve got to know exactly how you’re dealing with. All good marketers do know this. You’ve got to know your audience inside out and you’ve got to do your research to get this information and I think we kind of briefed on this last week. You’ve got to know their wants and their needs and you’ve got to know what is going on with their emotions and the three emotional hot buttons of pain, desire and curiosity.
Then what you should do is create a persona based on this, a client persona, a buyer persona, your ideal client. What do they look like? How old are they? What’s their name? More importantly, what are these wants and needs that they have?
Then ensure that you are totally relevant and you speak directly to this persona in their language, in whatever way you’re communicating with them, because people generally trust people easier if they feel that they are like them. They feel a similarity, a relevance to them. It’s a really important point now.
Andrew: Kenny, if I could on that point right there, I think this is something that a number of people encounter at some point. Certainly in the corporate world, you may hear some marketing folks say, “Well, we have to develop a buyer persona.”
Andrew: And people spend some time on that. They create something and then almost never talk about it again because it’s one of those things – it kind of makes sense. People think, “Yeah, I guess we should do that.” But then they don’t really know how to use it.
Andrew: So one of the things I’m going to talk about in a few minutes is how to actually use that once you get to creating your marketing material like your website and why it’s so important to make sure you really do focus on those individual personas.
Kenny: Yeah, absolutely. The good companies that use buyer personas, they will have even a cardboard cut out of this persona and they will put them all over the office that people, whatever department they work in, know the prospects, know the clients really, really well.
So that brings me on to your prospects and knowing them really, really well. Care about them as well. Understand their concerns and have a real care for them and be yourself. Be real and authentic and don’t be afraid of telling good, relevant stories when you’re communicating with them because this will really engage them.
There’s an ancient part of our brain that just loves storytelling. Now if you can tell stories around your message, then you’re going to really connect with them.
This will build that necessary connection that we all need if we’re going to start building that trust and even if the stories include errors you’ve made in the past and you’ve learned from those errors, let them know this because this will humanise you even more.
It’s really important to just be yourself and it sounds a bit of a cliché there. When you’re going to go and be a public speaker, if you’re doing some public speaking for the first time, people always say, “Be yourself.” But it really does pay to be yourself because you don’t have to cover anything up. It’s really easy to be authentic.
Andrew: That’s a really important point because I think a lot of people feel like they need to always present an aura of complete success.
Andrew: And when you do that, it makes you unapproachable and un-relatable because no one is completely successful, right? No one knocks it out of the park all the time. If you want to connect with people, you need to be relatable. If you can share some cases where, “Well, I did fall down, but I got back up and this is what I learned,” that really helps to build trust.
Andrew: Which brings us on to the next point, be visible as well. Now use advertising tools like retargeting. So if you’re out there and you are advertising – for example if you’re doing pay per click advertising, using Google AdWords or if you’re doing Facebook advertising, then use tools like retargeting.
I think we could cover up a whole show on this Andrew but retargeting basically means when somebody has visited a certain page on your website, you can actually drop a cookie there. Now if I’m getting too technical here Andrew, please pull me up here in trying to explain it, because you’re highly technical.
But it basically means if somebody lands on a certain page on your website, then what it allows you to do is advertise just to that person with a certain message in other areas of the web. So it’s almost like you’re following them around the web and that allows you to be in multiple places.
So these people just keep seeing you and I think when you’re visible, if you’re visible in different forms of marketing, they call it the marketing mix, then you’re going to be building that trust because people are going to be starting to see you in multiple places.
Now, that also brings me on to social proof. So, social proof just basically means showing that other people who are similar to them trust and know you and like you. There are various ways you can do this. Referrals are obviously the best way. You can’t beat a referral.
Speaking engagements is a good way because whoever is hiring you to speak at an event and if somebody is at that event, whoever is hiring you to speak at the event, you’re playing on their trust as well. So you’re able to coattail on the back of their credibility.
Also strategic alliances. So if you can build alliances with other businesses, then again you can coattail on the back of the credibility they’ve already built with their own audience.
There are lots of other ways as well. If you’re good, if you find that you have a good following on Twitter for example or a good – a lot of fans on Facebook or lots of connections on LinkedIn, then again let people know that you have this because again that gives social proof. It allows them to see that other people like them actually know, like and trust you.
Andrew: I would throw into that mix at about the same level the idea of writing a book.
Kenny: Oh, absolutely.
Andrew: Because that just naturally bestows on you such a level of authority, an innate trust just by the fact that you published a book.
Kenny: Yeah, absolutely.
Andrew: Someone pointed this out to me recently by saying that – you know, look at the word “authority”. What’s the first part of it? It’s “author” and think about that. Think about the connection there and how powerful it is.
Kenny: Yeah, absolutely. I’m about to start writing my book and I’ve been thinking about writing this book for a long time. So I think we should do a show definitely Andrew on procrastination and how to beat procrastination.
Andrew: How to procrastinate, Kenny?
Kenny: Exactly. We will try and do the opposite. Another point that I wanted to cover on how to build trust with a prospect is subtly – and I’ve kind of breezed on it before. Subtly use credibility statements. So don’t go out there and start saying, “Hey, I have an MBA.” Subtly let people know. Let your audience know because they will feel more confident and obviously make sure that your audience actually resonates with that.
So is it the type of audience that will respect you for having an MBA? If it is, then subtly let them know. Like I said before, don’t be afraid to coattail off the back of somebody else’s credibility either.
So whenever you’ve done business with a big company like PWC or Google and you think that will impress some confidence on your prospects, then don’t be afraid to subtly name drop. But Andrew, the keyword here is subtlety. You have to be subtle with this.
Andrew: I think this also ties back really well to your point about knowing your buyer persona because you really need to understand your target market. Are they going to want to see that you have an MBA or could that actually be a turnoff for them? You need to understand that before you decide how you’re going to present yourself.
Kenny: Correct, absolutely. So what about your thoughts on this?
Andrew: Yeah. So I wanted you to go first there Kenny because I know your thoughts here were more high level and apply across a lot of different areas. I wanted to dig in and focus on websites today for this topic of building trust. I mean for one reason because this is what I focus on. I do website marketing to sell services and help my clients do exactly that.
It’s something that a lot of us these days certainly want to do. We want our websites to help us sell our services, sell our consulting services. That can be done either as a brochure. So we meet someone or get a referral and we send them to our website to learn a little more about us or it can be done as a cold prospecting technique or you’re driving people who don’t know you to your website through paid advertising, SEO and looking to your website to help establish that initial kindling of trust.
So that’s what I want to talk about here. How can your website help you convey this all-important trust? There’s really quite a few ways you can do it.
First I want to talk just briefly about the look and feel of your website. So, a lot of folks really – when they think about rebuilding their website, the first thing they focus on is, “I need to get a really cool-looking, ultra modern website.”
My feedback is always, “Is that really what you need? Is that really what your target customers want? Is it necessary? Is that the right place to focus your time and money?” because really when someone comes to your website for the first time, all you have to do is make sure the design doesn’t turn them off.
Make sure at least it just matches their expectations. It doesn’t need to be a $100,000 amazing visual website design. It just needs to be what they expect to see.
So that’s the first step in building some trust. Make sure your website is – looks like they might expect it to look in terms of style, fonts, professionalism, et cetera.
Now once they’re there, there are many ways that you can establish trust. Probably the most important way is by including statements of trust from other people because anybody can put up a website, talk about all the ways you’re great, all the amazing things you can do. But why should anybody believe you?
The way we believe people we don’t know is by what other people say about them. That’s why Amazon is the number one shopping site in the world because of all the amazing customer reviews. So think about that for your website.
What trust building can you add in terms of statements from third parties? If you’ve worked with clients in the past and have some success stories, can they give you some very relevant, helpful testimonials? Can you write up what you did as a case study so that people like them coming to your site can see, “Oh, this guy actually really knows me and my industry”?
This is all incredibly important for trust building. It helps you get clients down the road. I can’t say enough about including statements of trust from third parties.
Kenny: Absolutely. Also on that point Andrew, if you’ve ever appeared in any press and you think that kind of press would impress – I like the word “press” with “impress” there – would impress your prospects, then again utilise their logos on your site.
It’s known as coattailing, coattailing on the back off the credibility of a big company that is already – spend millions on their marketing and advertising to build trust and you can coattail on the back of that and just have links to those press articles.
Andrew: Yeah. If there is any way that you’re associated with big, well-known companies, certainly take advantage of that. If they’ve published articles for you, if you’re partnering with them in some way, if they’re your past clients, even if you’ve just helped them out in some way in the past. You can take advantage of that, so again help build that initial trust when someone visits your site for the first time.
Other ways include credentials. Kenny talked about mentioning the MBA. On my site, I talk about my MIT affiliation and the work I do over there. These things again can be incredibly important trust-building factors for the right target prospect.
Now, aside from those individual pieces on your site, the thing I really want you to think about is authoritative and insightful content. This gets exactly back to, Kenny, what you were talking about of focusing on your buyer persona. You want to develop content and messaging that focuses on them.
So when they get to your website, they don’t see a generic statement of services, which is what most websites are. But instead, they see something that’s talking to them. It calls out their problems, calls out their pain, talks about why your solutions are perfect for them and shows that you really understand this topic, this industry, and what you’re talking about.
That above anything else is the most important way to build trust. This is one thing I try to do with my blog posts. Talk about top of mind issues for my key prospects and the best prospects I get are the guys who call me up and say, “Andrew, I found your website. I read five of your blog posts. I love everything you wrote. Can we work together?”
That’s exactly the kind of thing you want your site to do for you. That’s an amazing trust-building. You put the effort in once to do this, right? It just keeps paying dividends and dividends over time.
Kenny: Absolutely. I think also the good thing about blog posts and whether you’re doing videos, audios or just text is it shows that your site is a living, breathing organism. It shows that you’re up-to-date. You’re current and you’re not just some static, cold, lifeless site which – let’s face it – most websites are out there right now. This will be a big differentiator for you and we will talk about differentiating in a future show. This is a great way to differentiate yourself from your competitors out there.
Andrew: So there are many great benefits to blogging and that’s actually a good lead into the question of the day, unless there is more you want to say first on this topic Kenny.
Kenny: One of the things about what we’re doing right now, we’re doing it right now exactly what you just said Andrew. We’re talking about stuff that is hopefully very relevant to our audience and our audience are consultants. If you can do exactly the same on your blogs – like I say, whether you’re into doing videos or if you want to do podcasts like this or whether you just want to write articles, then it’s just so, so powerful because you mentioned before you can add testimonials to your site which is great.
I mentioned it on the last show. There are three ways you can tell people that you’re good and you know what you’re talking about. The first way which is the least effective is to actually tell them. So you can wave a flag around and say, “Hey, I’m great!” which is what most websites do Andrew. Most websites say, “We’re great!” and they talk about themselves. That’s the least effective.
Andrew: That’s right.
Kenny: So stepping it up a notch is have a testimonial and testimonials are great if you can get them in audio and even better if you can get them in video, because then if you get a video, you can strip the audio out and use the audio for different parts of the site. You can also use the text as well.
But for me, the best way to show people that you know what you’re talking about is actually show them. A good way of doing that is by producing good, relevant content.
Andrew: You got it, whether that content is video, podcasts, blog, white papers, books. I mean content is king. That still holds true today and just as well as in the past.
So just before we get on to the question, I almost forgot one other very important piece here. That is that you can’t expect someone who has just come across you or your website for the first time to immediately feel the level of trust and understanding that they need to actually contract your services.
We command high fees that require high trust, that requires relationship building. So a very important piece of all this is to make sure that you find ways to take these visitors and get them into a relationship-building process.
A great way to do that is with email, still email. Even with all the social sites around today, email is still very powerful for this. So when someone comes to your website for the first time, make sure you’re capturing their email address and there are different ways you can do that. We will cover that in a different show.
But the reason for doing it is so that you can stay in touch. So you can send them a weekly, monthly – some folks even do a daily email on different topics that they care about. You can share your blog posts. You can share your podcasts. You can share news or events that are really critically important for them that relate to your services.
In this way, you stay top of their mind. They keep getting reminded of who you are, how valuable you are, the authority you have, the way you can help them, and that builds trust over time. When the time is finally right for them to take a step, who are they going to start with? They’re going to start with the person they know and that’s you.
Kenny: When you get somebody to land on your website, if they leave your website, and you don’t have their email address, you may never see them again. So it’s really important to have something that is irresistible for them on your website as a giveaway and that also ties in well with reciprocity.
If you’ve ever read the book Influence by Robert Cialdini, he talks about that as a really big way to build authority and build trust with your audience and that is by giving them something first. Then they feel that they want to give something back. It’s the principle of reciprocity and the charities use it very well. Old gypsy beggars, Romani Gypsy beggars used to do it very well by giving out a little flower and then it would trigger something. The recipient of that would think, “Well, they’ve given me something. I should give something back.”
So when they see the same person five minutes around the corner asking for money, then they feel the need to give that something back. Right now, we want their email address so that we can then stay in contact with them because like I said before, once they hit your website and they leave, you might never see them again.
This allows us to start building that relationship but also we want their time. Like we mentioned before, time is the most precious asset. So to get their time, you need to give them something of extreme value and that’s what we call a lead magnet.
Andrew: That’s right. There’s the word “magnet” again.
Andrew: The key here is you’re giving them something of value with no strings attached. You’re giving, giving, giving and it comes back for you in the end.
Kenny: Yeah. I think we could do a whole show on lead magnets as well at some point. There are so many topics –
Andrew: At least one show, yes.
Kenny: Yeah, exactly, exactly.
Andrew: OK. But to get this show moving ahead, let’s get on to the final pieces here. So we’ve got a question from clients coming up. We’ve got Tip of the Week and an Inspiration of the Week to wrap it up.
So first, the question from clients this week, it’s my turn. The question that I chose because I get this all the time – in fact – well, let me tell you the question first. The question is, “Will a blog help my business?”
Interesting tidbit here is that I wrote a blog post six or nine months ago on the topic of, “Should you integrate a blog to your website or keep it separate?” I thought that it would be a rather niche interest topic. It turns out to be my most popular blog posts ever. It has garnered over 70 comments and I respond to every single one.
It just made me realize how important of a topic this, how much interest there is in this topic, because people see bloggers everywhere. They know it really works for some people. They wonder, “Can it help them with their business?”
There are some good suspicions as to why it should help, right? We hear that having a blog can help with our SEO, our search engine optimisation, so that we show up more in Google search results, that having more content out there gives us more opportunities to attract links which helps with our SEO and actually get people to click through to our sites. We get more visitors and all that is true and all that can help tremendously.
What I would caution you is that it helps directly to the extent that it’s helping your customers come to trust you better. So when you can publish blog posts that show your authority, that are insightful, that are on topics your prospects really care about, that’s when it works.
What you need to avoid at all costs – it’s what I see still in so many company blogs. They share company news and events. We’re congratulating our VP of marketing who just blah, blah, blah or next week is our annual company retreat or sometimes they will put in random musings about life and work.
All of this, it’s interesting only to you, only to the company. It’s not what your ideal customers care about, at least not until they really get to know and like you.
So you’ve got to keep the focus on what is in it for them. So what is very effective for a blog post, the way to make it work for your business, is to publish content that addresses the bleeding neck problems of your target prospects.
What I mean by bleeding neck, this is something I got from Perry Marshall. I think it’s a great term and great imagery. A bleeding neck is something that is obviously both important and urgent.
You’ve got to take care of it and if you don’t, very bad things will happen. You can write about things that are important but not urgent. You can write about things that are urgent but not important. But if you really want to connect and hit it out the park with some blog posts, find the topics that for your target market are really important and urgent.
When you can do that, that’s when you can really find the engagement, find people commenting, find people contacting you, find people linking to your post, which is always a great thing to see. So yes, the answer is a blog can be fantastically beneficial like everything else you do for your business marketing.
It has got to be highly focused. It has got to be focused on your ideal prospects and focused on their bleeding neck needs.
Kenny: Absolutely. One thing that I have found and seen people do in the past is say, “Yes, we need content. We need a blog. We need content,” and then just add content. Nothing that resembles anything with any life in it and I think we need to put time aside to do this or get somebody to help you with your – if you’re not into writing or creating videos or anything like that, get somebody to help you who can, because it needs the time putting into it.
If you’re going to do a blog post, do it properly rather than just writing for the sake of writing, because I’ve seen so many blogs out there, especially with consultants where they’re just rambling about something that doesn’t really matter and yeah, we’ve – like you mentioned before, just stuff that isn’t going to connect with their audience and has no passion in it, whatsoever.
Andrew: Maybe they’re not saying anything that’s new or insightful. Five or ten years ago, you could get away with publishing mediocre content because not too many people are doing it. But these days, there’s – how many millions of blog posts published and updated every single day? If you want to stand out, you’ve got to make it really good. You do that by making it targeted and insightful.
Kenny: Yeah, absolutely.
Andrew: OK. So Kenny, I think this brings us on to our tip of the week and so for this week, I will pass that over to you.
Kenny: Yeah, I saw a wonderful blog post the other day. It was on SuperFastBusiness.com, a friend of mine James Schramko, and it was a podcast actually he was doing with a guy called Dean Jackson.
They were talking about habits and all of that kind of stuff which brings us on to our topic next week, which I will come onto shortly.
But they had mentioned an app and this app was called – it’s called WinStreak and it is the most simple app that anyone could ever build. But it’s so powerful and basically, what it asks you to do each day is add your three wins that you want to achieve today. Then add your three wins that you want to achieve tomorrow.
Now it sounds very, very simple and it is. But it’s so powerful Andrew because I’ve been using it since I read this I think about a week ago. I’ve just noticed that I’ve started really hyper prioritising stuff.
I’m looking at my priorities and going, “Right, OK. They’re my priorities right now. But what could I do that would be a real big win today, that would really, really move my business forward even more?” Then I list three of these Andrew and I’ve just noticed that it’s a very simple app but it keeps me accountable and again, we should do a whole show in accountability because it’s so powerful. That’s just an app keeping me accountable.
Andrew: Just an app.
Kenny: Exactly. You’ve started using it as well, haven’t you?
Andrew: I have and what I really like is the simplicity. Just what you described and nothing more, which makes it very easy and even fun to use.
Andrew: So it not only keeps you accountable but at the end of the day, when you record your wins, it just helps motivate you that much more.
Andrew: It’s not something that we are naturally in the habit of doing. It’s so easy to focus on the things that go wrong, the things that drag us down. But obviously quite often if not every day, we are also completing wins, achieving wins. It’s great to keep that focus too. It really helps keep us going.
Kenny: Yeah, absolutely. I was reading a book recently by CJ Hayden, Get Clients Now, and she was mentioning in the book that you should reward yourself for effort. I noticed this when I was actually adding my wins into my app because sometimes, I would turn up and – I might show up in – with great intentions to – my big win for the day might be getting a new prospect on board. I do everything right but the prospect for whatever reason doesn’t show up for the call or doesn’t show up for the meeting.
What she’s saying is, well, reward yourself for the effort. Yo were there. You did everything right and make a note of that as well. This is a great way of doing that. What I’ve noticed is I’ve started changing my wins ever so slightly. So instead of putting something in there like close so and so today as a client, close so and so prospect, I’ve changed it slightly so that I don’t get hugely disappointed if something falls out of my hands and it’s still a win.
So what I would put is show up on time ready to speak with so and so. That’s a win and I do that as a win. I’m doing my part. I’m playing my part in the act and I just thought that was some really good advice from her.
Andrew: I like that a lot because there are things we have control over and things we don’t.
Andrew: I think rewarding yourself for the effort regardless of the outcome is the right way to keep motivated and keep going. This is something we started doing – trying to do more with our kids, right?
Andrew: It’s actually a parenting technique. Don’t just tell your child they’re smart. Praise them when they spend effort to do something and eventually produce the results and that’s a much better way to encourage children too. That works for us just as well as adults. It never goes away.
Kenny: Yeah, there’s a great book called Bounce: The Myth of Talent and the Power of Practice and it’s by Matthew Syed. A highly recommended book, really a good book. He talks about that, how to reward children by telling them about their effort. You work really hard like that.
I think there was a test done across children and some children were told at the end of the test, “You’re really, really bright. You’re really, really intelligent,” if they had achieved a certain result.
Another section of children were told, “You worked really hard at that. Well done.”
Come to the next test, the ones that were told that they were very intelligent and they didn’t really need to try very hard, they were really bad on the next test because they just thought they were really bright and they didn’t need to try very hard whereas the kids who were actually told, “You did really well and you put lots of effort in there,” they did it again. They went back and put lots of effort in again because they were rewarded for that.
Andrew: Oh my god, absolutely. That’s such an important psychological shift and we need to do that for ourselves too.
Andrew: If this app can help a little bit in that regard, then it’s a huge win.
Kenny: Exactly. So what has inspired you this week, Andrew?
Andrew: So for me, tennis has always been a big part of my life. I played all through school, varsity in high school, JV at MIT until I had a shoulder injury. It’s still my favourite thing to watch.
So this week was the US Open and what inspired me was watching Kei Nishikori of Japan and his amazing run. I hadn’t even heard of this guy until earlier this year.