No B.S. Trust Based Marketing

too easily pushed into making promises and commitments you initially did not make.

their weekly poker or bridge game, or as their uncle. People sensed Walt′s enthusiasm for everything he brought to them to be genuine, and it was.

Everybody has at least one character trait that is authentic and genuine, that can be magnified so the clientele′s attention is focused on it, and that is generally beneficial in selling and, specifically, contributes to trust. For Walt, it was his authentic enthusiasm. For Reagan, it was clarity and plainspoken simplicity. Similarly, every company has a stren

The technical term for this tactic is an ″Endorsed Mailing #1,″ followed by a sequence of direct solicitations

of the grand old masters of marketing for professional services, Harry Beckwith, reveals the problem with true superiority in this, from his fine book Selling the Invisib

is why it is so worthwhile to scheme to gain the trust of key centers of influence within any target group in which you seek to develop a clientele. Why it is so worthwhile to invest in securing that trust.

An Example of a Trust Virus Ta

the Plumber engineered this entire thing, as means of leveraging a customer′s gratitude and satisfaction into a circle of that customer′s influence.

Their fortress walls are their reliance on peer-provided information. They trust each other and distrust all others. This is a strong fortress, difficult to penetrate; yet it is also extraordinarily imperfect and secretly weak, because once it is penetrated at any one point, with just one insider inhabitant, it is erased as a safeguard for all the other inhabitants. One to a few very quickly b

manufactured with the stolen money. But at the core, Bernie perpetuated his scam thanks to passed-along trust.

­munity— and the very wealthy are a closed community.

handyman for many years and trusts him implicitly, therefore that trust transferred to me.