If there’s one fundamental flaw with 99% of the marketing out there, it’s that customers have NO REASON to trust the people who are buying their products… and marketers fail to build trusting relationships with their readers, customers, and followers.
Just like a movie trailer, even if a person promoting a product or service gives away a ton of their best stuff, the reader is skeptical of whether their products are scam, whether they’re the real deal, or whether their products are worth the investment.
However, deeper down, there’s something MUCH MORE SIGNIFICANT going on.
The problem is there’s NO TRUST.
Here’s an example:
If I went on a date with a woman, and I tried to get her attention by saying, “i make lots of money, I’ve got a giant house, I know lots of celebrities, everyone is always after me because I’m so popular”, how far do you think I would get?
Not very far.
Now, how is that different from saying, “want to discover how I made $39,676 in 12 hours?”… it’s basically just bragging.
So what’s missing?
There’s no WHY.
So many marketers try to talk about what they’re doing, what they invented, what they want to sell you, without talking about WHY they did any of it (so you can only assume they did it for the money).
Imagine if, on a TV commercial, the Red Cross said, “our volunteers are giving blood to thousands who were injured in the war, because we want to help as many people as we can”, you’d probably be inclined to think of that as a generous gesture by both the Red Cross and the people involved.
But if Wal-Mart said, “we’ve recruited volunteers who are giving blood to thousands who were injured in the war, because we want to help as many people as we can”, you’d be inclined to think it was a marketing stunt, because in your mind Wal-Mart has the image of being a greedy, profit-obsessed company, and they’re only image is doing things that serve their own motives and benefit them ultimately.
Or, as another example…
Imagine, instead, if I went on a date with this same woman, I said, “I set out to change the world, and I made lots of money, have a giant house, know lots of celebrities, and everyone is always after me because I’m so popular, but it’s not really that important to me, because I’m surrounded by great people every single day, I wake up every morning and get to do work that inspires me, and I get to do what I love”
That sounds a lot more humble, and instantly fosters a sense of honesty and trust by telling WHY he’s doing what he’s doing, and by talking about how he wants to inspire people, and that he just loves what he does genuinely, he is expressing his human passion and focusing on building a relationship with another person, rather than bragging about himself.
We judge how much we trust someone based on their motivations and intentions, and how honest they are with is; marketing is more like a game most people play to put on a facade to try and convince people of why their product is great, and everything is a technique or tactic to try to “rope” their customers and readers into buying their products and services.
Instead, why not try focusing on just sharing yourself, what you love, and how it will benefit others?
A WHY allows us to connect with others, to understand their mission, and to join in on that mission, and feel personally connected with others.
Also, as humans we love to sit and enjoy a good story; especially if it relates to us personally.
So why not give you readers an amazing EXPERIENCE they’ll remember, and want to share with and promote to others?