Hey guys Mike Saunders, the Authority Positioning Coach bringing you another authority positioning asset. Now today we’re going to talk about something really important and it’s almost invisible until you see it in action and it’s called ZMOT. You know back in the old days people would interact with a brand or a business and that would be the moment of truth. You know did their experiences live up to what they were expecting. Well today with technology being what it is there’s a Zero Moment of Truth. It happens before anyone even engages with your brand. They don’t care about you. They don’t know about you until they look and find things online and off line and that’s the Zero Moment of Truth. You have to win at the Zero Moment of Truth to even get up to bat. Right. So I’m not a baseball fan but I do know that the more times up to bat the more chance you have to make a hit. So here’s something to do a little homework assignment and it’s totally free. You can Google the phrase ZMOT and you can see get a free download It’s a PDF download written by it’s either a current or an Ex Google employee but it’s super super super content really quick read. But I pulled out a couple of slides and I want to show those to you here. We pull this up. OK. So this is from the book. And basically right here is this stimulus. So what that stimulus could be is maybe even you noticed something negative happening in your life or business and you go boy. I need to figure this out. Right so you go online to search it out.
And here’s just an example let’s say you are a runner and you are coming back from a run and you’re you know your ankles hurt or your you know your shins hurt and you Google you know why are my ankles hurt all of a sudden after running. Well you may find you know here is ZMOT Zero Moment of Truth. You may find an article you may find people talking about the same thing you might find a video about this exact thing. And now all of a sudden you start reading through this because the first moment of truth may be finding out what the product or service is that would solve your problem. OK. And then of course the second moment truth is you bought it you experienced it did it fix it and then maybe you circle back around to this and you become one of these people hey crazy idea here but I had the same thing happen and here’s what fixed it for me as well.
This is called Social Proof that for another lesson coming up real soon. But how can you position your brand as an authoritative voice in front of the first moment of truth and be right here smack dab at the Zero Moment of Truth. So as we talked about here it’s like a lot of things search engine searches or web site educational content. Here’s something that’s not in the list but it’s kind of like a little “writer-downer” integrated marketing. So let’s say that you have a strategic alliance with a company that has the same target audience as you do and you can provide for them content maybe an article or a video and it’s about specific problems like what we just talked about. Well now that those those prospects may be searching out there yes online yes from social media but they might find your strategic alliance and they might find your article about that and they were trusted even more so than just an online source because they know and like and trust you were strategic alliance. Here’s an interesting chart as well here. This is you know specific industries and this is the percentage of shoppers influenced at Zero Moment of Truth. And you know it goes all the way down. But I just think it’s really interesting you know look at this. I think this was done in 2011 so I think this is probably change now because they’re saying that only 72 percent of people are influenced at this Zero Moment of Truth. I’ll tell you this. I’ll think your head should be nodding up and down right about now. Have you ever not gone to a restaurant because you saw a review online that was bad. Yep me too. Right. So this is what we’re going to talk about next time. I just want to just give you this really great graphic we’re going to talk about this CA-TA-SA strategy that I put together. But for now I just wanted to just wrap up with this thought of how can you position your brand as an authoritative and credible source at the Zero Moment of Truth. Because remember building your authority is your number one priority. And if you would like I would be happy to take a look at your authority positioning. I run a Authority audit and it’s one on one 30 minute consultation with myself after I’ve gone through your authority positioning on line. You get an authority scorecard and a plan of action to see what you can do to make sure that you’re winning at the Zero Moment of Truth. Make it a great day.