Chapter 1: Understanding Website Credibility

Establishing credibility online is essential for portraying yourself as an authority in your industry and a thought leader.

Recently, I had an interesting experience that reminded me of the importance of being seen as a credible expert. While I was feeling a bit under the weather, I found myself mindlessly scrolling through YouTube. I stumbled upon numerous videos featuring individuals who actively confront scammers.

Every year, countless lonely individuals create profiles on dating sites or social media platforms like Facebook and TikTok. They often receive messages from attractive strangers saying things like, "You are beautiful. I want to know you better because you seem kind and nice."

One YouTube channel, Catfishes, investigates these interactions for those wondering if they have been scammed.

After watching a few episodes, it became clear that the warning signs were quite similar. The flattering messages were often generic, impersonal, or downright strange (like "I'm undercover, so I can't contact my bank").

Ultimately, these interactions lead to requests for money, and the rest is history. So, how does this relate to business?

Right after viewing one of those videos, I received a message that seemed overly friendly. The sender included a smiley emoji next to the "Dear Cathy" greeting, which felt forced.

She wrote:

"I found some of your work on Udemy while browsing (as I am a personal development enthusiast) and wanted to reach out! I am impressed by your work and would love to help you reach a broader audience.

As a heart-centered digital marketer, I exclusively assist individuals like you, who believe in making a positive impact and fostering personal growth. I feel the world needs more of what you do, especially as we enter a new phase in our world. Would you be open to a Zoom call to explore how I can support your mission?

Looking forward to your response, Cathy! 😊"

Having just watched those scammer videos, I was skeptical. This person might be a legitimate business owner, but her message either indicated she was a scammer or just inexperienced.

A major red flag was her failure to personalize the message. I have never worked in the personal growth sector, and her message felt entirely generic.

Another subtle cue was her excessive use of the word "reach." People typically don't pay to reach more individuals; they invest to gain more paying clients, even if they are heart-centered.

Upon visiting her website, I found it lacking clarity regarding her business. Although her website claimed she had been in business for ten years, it didn't showcase any evidence of her expertise. There were just three vague testimonials with only first names—no locations or details about the clients.

After even one year in business, most of us can gather more than three testimonials that include names and photos. She claimed to be an expert in funnels, yet there was no discussion of common mistakes or insights into making funnels more effective.

If she had been in business for a while, I expected her to present a unique approach to funnels that others might not offer.

Most concerning, there was not a single story to be found on her website. I couldn't help but think, "If this person aimed to deceive naive business owners, she certainly had the formula." More likely, she had an exceptionally poor marketing coach or bypassed that step entirely, failing to start with her client's backstory. Undoubtedly, she did not consult a copywriter, and I hope she did not overspend on her website.

I also doubt anyone in my community would respond to a message like hers. My audience typically includes seasoned business owners.

Yet, sometimes an extreme example can effectively illustrate a point. You can often discern whether someone is a thought leader or a genuine expert without them overtly stating, "I'm an expert." You can sense when something is amiss, even if a website appears to fulfill some criteria.

You communicate subtle signals about your expertise through the content you create for blogs, websites, sales letters, and emails. This includes how you present your insights and your unique perspective on topics.

It's improbable that anyone visits your website and immediately thinks, "Scam!" However, if you find that people do not trust you to deliver on your promises, it may be time to reevaluate your copy.

To deepen your understanding of building credibility and positioning yourself as an expert, consider my self-paced video course on promoting yourself as an authority in your field. Learn more here.

My courses on Udemy cover various topics, including storytelling, copywriting, and public speaking. Additionally, I offer a specialized course on website copywriting tailored for EFT practitioners and other healers.

I also provide a copywriting review service focused on any piece of content, be it a website or sales letter.

Chapter 2: Learning from Scammer-Response Videos

The first video titled "How Anyone Can DESTROY A Scam Website in Minutes (Scammers Will HATE This)" discusses effective strategies for identifying and combating scam websites. It emphasizes the importance of being vigilant and aware of the tactics scammers use to deceive individuals.

The second video, "How To Know If A Website Is A Scam Or Not | Is it Legit or Fake?" offers valuable insights on distinguishing between legitimate and fraudulent websites. This can help viewers protect themselves from scams and build their online credibility effectively.