Articles Tagged ‘Sally Hogsheads’

Do You Have Trust and Lust in your Marketing?

Tuesday, May 27th, 2014

Sally Hogsheads book FASCINATE is a must read for VP of Sales and CMO’s. It will challenge you to discover how you can get your customers, prospects and suspects to “LOVE” you.

Personally, one of the most important concepts to get out of the book is in trying to “create the experience” for your customers of “trust and lust.”

Now, what do I mean by lust?

Can you get people to “lust” in anticipation of what you are going to do next, to teach next, to release next, to innovate next or to breakthrough next? Simultaneously, can you also get them to trust you? Can you establish yourself as their rock, their go-to resource providing peace of mind? Ultimately, giving them the feeling as if you are their partner.

Trust and lust are not usually two words you put in the same sentence, let alone the same brand.

However, if you are trying to carve out attention from your target market, to then carve out a business case to lead to a contract, which ultimately results in a sales. Then trying to incorporate “trust and lust” into your messaging is a must yet it may seem impossible.

It isn’t impossible but it is hard. Which is why most people opt out.

There are other triggers of fascination. By learning how to navigate between ‘trust and lust’ or tie them together is the most common argument found in the C-suite between the CMO, CIO, CFO. COO and VP of Sales.

So how do you build strategy to drive “lust” and build “trust”?

The answer is simple. People trust in you when you know more about their business than they do.

Take Sally’s book. Her website, for the book, is great example. I was so intrigued by the idea of understanding more about what makes me a “leader” by the report. This report gave me great insight into how to build our brand. Even though I have spent my whole professional life studying this, this site knew more than I did. Therefore, allowing me to trust it. In addition, I was so intrigued I lusted in anticipation of my results thus driving me to action. I then bought the book and recommended it to three other people. Trust and lust really can work together.

I was fascinated with Check it out if you get a chance and let me know what you learned!
Tony Scelzo
Rainmakers Marketing Group

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