We wait to win the lottery. The screenplay that will make you a Hollywood star. The blog post that will lead to a book deal and speaking engagement. The woman of your dreams. The dream job. The end of the world.
We tend to waste a lot of time waiting.
Companies wait for the new product to turn everything around. The new marketing campaign will change everything.
It doesn't work that way anymore.
Brands succeed one person at a time. You make one person happy, they will tell others. Rinse and repeat. If you disappoint your customers, they will leave one at a time. Drip, drip, drip.
One at a time is not as cool as the big bang. But it's the way the world works now.
Social platforms are "one at a time tools".
You show up every day. You tweet. You blog. You give to the world. Over time, you build a body of work, leading to trust.
Many marketers want to use these tools for breakthrough efforts. Let's get a million followers and then convert them into a sale. They don't understand that you have to build trust, one at a time, to earn the right to make a sale. You need to build that trust over time, tweet by tweet, post by post, interaction by interaction, one person at a time. Trying to build trust right before you want to make the sale is a foolish undertaking.
Build a foundation of trust now before you really need it.
Uwe Hook is the CEO and Co-Founder of BatesHook, Inc. (www.bateshook.com) and a veteran of the advertising and marketing industry with the goal of building connections between people and brands. Uwe can be reached at firstname.lastname@example.org.
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