This is the second in a series of two articles discussing the importance of credibility for business owners—and how to improve it. 

In part one of this series, we discussed the importance of credibility when it comes to making sales. Ultimately, before a prospect is willing to sign on the dotted line, they want to be assured that you have the expertise and the ability to get the job done right.

We covered three steps for increasing credibility in the previous article. Today we are going to look at three more:

Use video. Video is a great way to enhance your credibility and connect with your audience at the same time. Of course, it has to be well-produced and well-edited – poor image or sound quality can make you look like an amateur. One great way to use video is to provide short tips that offer value to your audience, while enhancing your credibility at the same time. A well-done video will leave your audience saying “wow, this guy really knows what he is talking about!”

Publish a blog focused on your industry. A blog presents a great opportunity for you to establish yourself as an expert in your field. Providing valuable insight and analysis to your audience elevates you to the level of an expert in their eyes. Focus on news and developments that impact your customers and prospects, and use your blog as an opportunity to address common questions and reservations that prospects may have about your services. Remember, despite the fact that a blog feels much more casual than a book or other form of media, it’s still every bit as important to present yourself as an expert. Check your spelling, grammar, and content every bit as thoroughly as you would if you were writing a book.

Publish an article or editorial in a local newspaper or magazine. If you don’t have the resources or the time to commit to publishing a book, consider seeking opportunities to be published in a magazine or newspaper. The process isn’t as difficult as you may think, most editors are always on the hunt for great content. Browse the websites of a few local publications and send an email to the editor… you might be surprised how easy it can be!

If you can build a reputation for yourself as an expert in your industry, you’re going to attract new business, and you’ll be able to charge premium rates. But credibility doesn’t materialize overnight—you have to work to develop it. However, it’s an investment well worth making!