A lot of marketing process is quite automated and mechanical. When you’re looking at numbers in a dashboard it’s easy to become detached from the fact you’re dealing with real people.
One metaphor I’ve used to help with this thinking is the idea of a ‘trust bank’. An account between you and a person you’re communicating with.
Every time you do something helpful, that provides good service, you’re making a deposit. Every time you do something self-interested, jumping in with the sale, asking for a share, you’re making a withdrawal.
A salesperson initiating communication by immediately sending you a terrible sales email is a big withdrawal right when you open your account. You’re not going to have that account open for long.
Blasting your lists with emails that aren’t relevant isn’t going to keep accounts open long.
This doesn’t mean you should never attempt to make withdrawals, but you should ensure your deposits can balance the effect first. If the account is unbalanced, someone’s losing out. But if it is balanced… good things might happen.
As Aretha Franklin almost accidentally sang – R-E-S-P-E-C-T. Find out what it means to your potential customer base.
Learning to trust is one of life’s most difficult tasks.