Self-efficacy is defined as a person’s perceptions about how capable they are at executing a course of action and handling given situations.

Do Your Intended Customers Have All Three of These Reasons to Believe (and Buy)?

My seven-year-old daughter is away for a week-long sleepaway camp for the first time.

When we presented the idea to her earlier this summer, she immediately started dancing around and singing excitedly about what it would be like to be away from her parents for a week.

I was both inspired by her bravery as well as caught off guard by her eagerness to be rid of us!

Upon further investigation, we realized her courage originated from a show she’d recently watched about kids going away to camp for the summer.

Watching a story about kids her age having a rewarding experience at sleepaway camp had fed her belief that she would be fine being away and would enjoy the experience as well.

Your intended customers often need a similar dose of self-efficacy before they will say yes to working with you.

Self-efficacy is defined as a person’s perceptions about how capable they are at executing a course of action and handling given situations.

Your marketing can do a perfect job of getting someone to believe in you and your product, but if they still don’t believe that they are capable of successfully reaching the outcome, they won’t say yes and invest.

This is especially true if they’ve previously tried other solutions and failed to reach the desired goal.

So how can you help a prospective customer or client to believe in their ability to successfully take advantage of and benefit from your product or service?

Research by psychologist Albert Bandura points to several factors that are proven to boost self-efficacy.

Today, I want to take a look at one in particular that you can use right away in your content and marketing.

In the same way that my watching a show about kids her age at sleepaway camp increased my daughter’s confidence, you can increase your intended customer’s belief in their abilities with storytelling.

Bandura calls this “modeling.” When we see someone else succeed, it boosts our own self-efficacy. This is especially true when we view that person as being similar to us.

Tell stories that model self-efficacy in your content, particularly content that plays a part in earning someone’s trust before they do business with you.

Include details that help them identify with the character in the story so they get that “if they can do it, I can do it, too” feeling.

Until all three levels of belief are in place — belief in you, belief in your solution, and belief in their own ability — you will lose potential clients and customers.

One final note, it’s also important to build self-efficacy boosting factors into your courses and other programs to maintain the motivation of your clients and students.

Now let’s just hope that when my daughter gets home tomorrow she still believes she still needs her mom and dad? Yay for independence! But she’s still my little girl for a while longer. 🙂

How to Stand Out in a Noisy Market

How can you stand out in a marketplace where so many are saying and offering similar expertise as you?

The commonly echoed advice is to have a compelling Unique Selling Proposition. Which tells your audience why they should choose your solution over others valuable to them.

While there is truth to this statement, it takes the focus away from one of the most powerful ways to create a one-of-a-kind thought leadership brand and business.


Ultimately people will follow your message, support your work, and do business with you because of who you are, how you think, and how you make them feel.

This requires infusing your content and brand with your values, stories, opinions, and unique point of view.

The more you share these parts of yourself, the more your audience discovers the things you share in common.

This shifts the relationship with your audience and customers away from being simply transactional. It turns it into a relationship of shared meaning and values.

This is Resonance.

Resonance breeds trust. Our brains are wired to trust people that we perceive as being like us.

Resonance elevates you above the sea of sameness in your market.

You go from being one of many experts in the marketplace to being the best and only choice for those who resonate with you.

To do this, you must infuse your content, brand, and messaging with the things that are most foundational to who you are — your stories, perspective, personality, values, purpose, beliefs, etc.

Even things as simple as your mutual interests — Great British Baking Show anyone? — plant seeds of Resonance with your audience.

While expertise and credibility are important, if you rely on these elements at the expense of shared meaning, it will limit your reach and impact.

When you create content this week, find opportunities to share the resonant side of who you are. Lean into it. It’s one of your greatest assets.