In a recent post I revisited the direct response marketing idea that people do business with those that they know, like and trust…
Noticed this post over at CopyBlogger…
…that’s well-worth the read.
Three sections with 10 tips each on getting better known, getting liked and building trust.
The first section is all about getting better-known…
…and can be summed up as…get published (with the proviso that what you publish is in your specialised area).
Next comes how to build likeability…
…which comes down to two things.
Firstly, and this may sound obvious, present yourself and write in person. Don’t be a faceless, impersonal presence.
Secondly, communicate in a likeable manner. There are a number of tips included in this section on how to do that. For example, be nice…
“Don’t annoy or badmouth people. Be helpful, responsive, and generous with your time and your attention”.
This section is, frankly, a little weak on specifics. I’ll return to this topic in a future post.
Finally, comes the section on building trust.
10 good tips, including the general principle of being consistent. Say what you mean and do what you say.
This section does, however, deal more with tactics rather than strategy.
Building trust is not simply a matter of a few tweaks here and there.
It’s an ongoing process, and an integral part of your whole approach to doing business.
Dan Kennedy’s recent book…
…is a comprehensive guide to this subject.
One final observation.
In the long run, you need to be genuinely likeable and trustworthy to truly reap the benefits of this approach. It’s not about clever marketing tricks and tactics to make extra sales in the short term.
UPDATE (25 May 2013):
A simple personal observation on the value of being “known”.
Was up in London the other day to see the show “Burn The Floor” (highly recommended).
After the show, my companion and I decided to have dinner. Having only recently returned to the UK, my knowledge of nearby restaurants was limited so consulted the “Time Out” listings (first example of turning to a “known” source).
That produced well over a hundred possible choices!
Scanning through the first few pages, frankly I was getting a little overwhelmed.
Then my eye alighted on “Jamie’s Italian Covent Garden”…
…”Jamie” being the well-known chef Jamie Oliver.
The review was quite positive, so decision made.
The lesson here, is that a familiar name will stand out among alternatives. Provided there are no adverse associations, that provider will at least be considered.
If you’re the only known name, then if others fail to provide a compelling reason to choose them, that may be enough to win the business.
Of course, we’re not all celebrity chefs with a well-known brand. But if you can become known in your own market, among your selected prospects, that can be of great benefit…
…provided it can be done cost-effectively and you have a proper marketing system in place to benefit from the opportunity.
And if you’re wondering…
…the restaurant was fine. Food was good and very reasonably priced, in my view. Would happily go back.