Watching Obama’s inauguration, I was struck by one of the comments in his address.

“Greatness is never a given.  It must be earned.”

A powerful attitude as he steps into this new leadership role.  But it also struck a chord for me in relation to marketing.  So I’m going to paraphrase his sentiment for that context:

A sale is never a given.  It must be earned.

And the currency by which you earn sales is trust.   

Having an excellent product or program to offer is just one small part of the trust factor.  An even bigger part is authentic connection.  That means regular, consistent communication that delivers engaging and valuable content – even when you’remaking a pitch.

I see so many unsuccessful entrepreneurs creating product after program after product after program.  And they don’t understand why folks aren’t buying.

It’s because you haven’t EARNED the sale.

Focus on the authenticity.  Focus on the connection.  The sale will come.

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This entry was posted on Wednesday, February 4th, 2009 at 1:51 pm and is filed under Client Retention, Internet Marketing, Motivation, Solo Entrepreneur Mindset. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.