The Client Letter
July 12, 2013
Arizona
Partly Cloudy 72 Degrees
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The internet has really messed with the whole idea of direct marketing.
Yes, there are still plenty of old school direct response companies out there sending out offers and generating a ton of revenue.
But if you choose to build your business online (as I do), things get much, MUCH messier.
What I do could better be described as “indirect marketing.”
You DO get a response (sign-up/purchase, etc.) but it might take a year.
That’s because I no longer make a business of selling to strangers.
Selling to strangers is expensive, risky and (in my opinion) not the smart way to go.
Strangers don’t want to be “sold to.” They never wanted to be sold to, but it’s even worse now. Because these days, everyone’s selling something!
I’m putting all my time/money on trust. If you have that, you have everything. From there, it’s about creativity. You can go anywhere on the trust ticket.
The internet gives you access to amazing tools you can use to basically build your own village of prospects and clients.
This isn’t a normal village, though. This village is only full of people that already like you!
The currency of the village is (ding, ding, ding!) TRUST. I talk about this a LOT because I think it’s becoming more important every day.
Back in the old days, you could show up with some direct response chops and get people to send you money.
But then Claude Hopkins’ Scientific Advertising goes public domain. Anybody can get it.
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If you aren’t building trust, this can help:
http://www.artofclients.com/swts
Fees increase $500 on Sunday at midnight.
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Then marketing experts all over the world start teaching this stuff to anyone and everyone.
Now everybody knows (or at least has access to) everything. By definition, that makes what everyone knows less valuable.
Want to be noticed? Want to get your message out there? Then earn the trust of thousands of the right people. There are plenty of ways to do it. But you have to choose one.
Where is the trust factory in your business?