Know, Like & Trust
In digital marketing and consulting (which is part of our business model) I follow a mantra that ALWAYS reveals the right path to go when in doubt about how to word and phrase our content. And that is …
People buy from other people they know, like and trust.
This goes along with the following story as told to me by a fellow online marketer:
There was a time, back in the 90’s, when some of us were doing something called “fax blasting.”
This was similar to email marketing, in that we were sending out faxes via a service to people who had expressed interest in our niche.
And frankly, we made very good money using this method.
Obviously it wouldn’t work today, but there was one lesson I learned via fax blasting that I’ve never forgotten.
I was working one of those multi-level programs that were so popular then.
I’d send out a blast of 1,000 faxes, and recruit several people into the program without even talking to them. Yes, it was that easy, if you had the right copy.
I would then continue to keep them updated via fax or email, their choice.
And there was one message I sent out that got more response than all of my other messages combined. In fact, I was frankly shocked at the response. People referred to that message on personal calls,
conference calls, in emails and so forth.
Quite simply, it resonated like nothing else I ever sent.
So what was the message? It was simply me rambling on a bit about my typical working day: When I got
up; when, where and how I worked; when I finally got to bed and a couple of amusing but personal anecdotes.
It was something I dashed off without much thought, yet it was the message that everyone wanted to hear.
Why? Because it was personal stuff about me.
I was their upline. And in marketing, people like to buy people, not things. If you think about it, there are probably a dozen or maybe a hundred other people selling the same or nearly the same things you’re selling.
Yet your customers buy from you. Why? Because they like YOU. Maybe they like the way you write, or talk, or the look of you… I don’t know. But I do know there is something about you that they relate to.
So next time you send out an email or write a blogpost, put a little bit of YOU into it, and see what happens.
And make that a pattern, always offering a little insight into the mystery that is you.
While it will never be your main message, it will go a long way to bridging the distance between you, your customers and making sales.
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