"I Provide Yadi, Yadi, Yada!"
Dr. Toni Elias comes from an industry that's heavily regulated.
She wants to rescue young people from the predatory side of her industry
without coming across like she's advertising.
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Between all the braces and clear aligners, she talks about,
she might have well put up a sign saying I use cutting-edge technology come and buy.
Clients Only Care About Your Solution
Framing the goal of her target audience with insight on her industry,
gets prospective patients interested in what she brings to the table without saying
"I sell invisiline".
THE RESULTS
You don't build trust by saying "I'm trust-worthy", or by being vague about the issues you're trying to shine light on. You have to be worthy of trust by what you're saying. And yes, doing that is scary, but understanding why you feel that way proves more terrifying. If what you feel is coming from a place of pleasing others not connected to whatever the initial purpose is then it's weakening you instead of empowering a more effective approach.
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