Billy and Terry are at a party chatting away.
They’ve just met and Billy is telling Terry all about how terrible his car is and he’s thinking of buying a new one.
Terry then takes over the conversation and does a good job convincing Billy that a Toyota should be Billy’s next car.
Terry then goes to the bathroom and Billy’s wife, Loretta, comes over to talk to Billy. To Billy’s surprise Loretta informs him that Terry is a Toyota salesman.
In Billy’s eyes this new information taints everything Terry said about cars.
Why?
Because how can Billy know that Terry was telling the truth or just working him for commission?
…
An uninformed consumer is weary of hidden agendas and scrutinises opinions.
What is this person’s incentive? What is their motivation?
It’s why followers stop listening when they see the influencer’s post is an ad. They know to ignore what they say because they are getting paid to say it.
The person who shows up simply to help earns a lot more trust than the person who shows up to sell.
Pointing potential customers to your competitors is a great way to show you are here to help not sell.
HT to Seth Godin
Thomas Duggan 