In any industry, the most trusted brand is always the most profitable one
The situation
There are too many companies spending increasing amount of dollars vying for limited attention and money of consumers
The mistake
Companies try to minimize their marketing spend by broadcasting the same marketing materials to as wide an audience as possible.
The right approach
Forget about the majority. Be laser focused on the audience you are targeting to build trust by starting and maintaining a dialogue with your intended audience.
Jay Levinson: An Ad needs to be ran 27 times on the same individual to get the desired impact.
- An Ad is seen 1 out of 9 times
- An Ad needs to be seen 3 times to have the desired effect
How to gain trust
- Be personal
- Be relevant
- Be Specific
- Be anticipated (don’t surprise them by building a regular cadence to your continued dialogue)
Stages of trust
- Frequency
- Awareness
- Familiarity
- Trust
- Profitability
Related readings
- The One to One Future, Peppers and Rogers