One of the main things you want to do (as a marketer) is to give the prospect that feeling of safety and trust when they read/listen/watch something about your product. That’s why it’s so important to learn how to become trustworthy.
Many marketers tend to focus more on entertaining the prospect, rather than offer them true value. And thus, you get a ton of gimmicks and shortcuts used in their marketing to try and lure the prospect in.
And sure, they get the prospect’s attention… for a while. And then what?
Once the prospect gets the little value offered (which is entertainment), they move on to the next thing.
If they buy, it’s probably just a one-time purchase. And then, forget about it.
That’s not how a marketer builds long-term customer relationships.[Read more…]