More rapport with the people in your market = more customers

Seems like simple math, right?!

But how do you build rapport in your market, especially at scale?

That’s exactly what the second level of the visibility ladder helps you do.

For a quick refresher, the visibility ladder mirrors your value ladder, and focuses on your exposure, your audience, and you know, your visibility. 

This is how people are going to be able to come across your content, get familiar with you and your personality and interact with your content.

In step 1, we focused on Discovery Content. Once you’ve begun to distribute your discovery content in a targeted manner, you’re ready to start strategically positioning your Rapport-Building Content.

With your Discovery Content, which is the lowest level, you are casting a bit of a wider net and getting people into the bottom of your value ladder. Remember – the visibility ladder mirrors your value ladder. Once you attract your ideal avatar and get them into your value ladder, it’s time to ascend them.

With your Rapport-Building Content, you are speaking to people differently than you are in your Discovery Content. These people are likely already somewhat familiar with you so you don’t need to waste time introducing yourself. 

You can safely assume they know you already, and if they don’t then there is a ton of other Discovery Content you’ve planted out there that can bring them up to speed.

So, what does Rapport-Building Content consist of? 

Glad you asked! 🙂

When you begin creating your Rapport-Building Content, you should focus on intently crafted stories. This is where you want to show some vulnerability and share the truth – the ups and the downs – the struggles and the victories. 

Showing your imperfections is how you build trust.

You want the people consuming your content to have that “me too” moment.

The only way to systematically produce this response with your audience is by priming them with Discovery Content and progressing the relationship with Rapport-Building Content.

Once you can take people on a journey with you through content, you’ll see that likes and followers start turning into clients and paychecks. 

That’s the power of the Visibility Ladder.