Who would have thought that Gleb Zheglov and Seth Godin have so much in common.

The first is a favorite character, whose statements have long been dismantled into quotes. The second is the creator of a new principle of doing business - content marketing, which is gradually taking a leading position among other lead generation tools.

Interestingly, both Gleb Zheglov and Seth Godin talk about four main rules for interacting with people. Only Comrade Zheglov means interrogations during search activities, and Mr. Godin means building relationships with the target audience.

* (4 theses of Seth Godin are listed on the cover of the book "Trust Marketing" by publishing house "Alpina Business Books", Moscow, 2004)

So, a thief should be in jail, and a potential client should be in front of his laptop and greedily catch information that is communicated by your brand.

"But it doesn't work that way!"- the incredulous reader will say in this place. "It happens!"- we will answer.

At least as far as customer behavior is concerned. After all, thanks to the rules of Zheglov-Godin, you can build the right content strategy that will attract attention target audience and turn readers into buyers.

The essence of the concept of trust marketing by Seth Godin

In his book Trust Marketing, Seth Godin explains that the age of distraction marketing (direct advertising, cold calling) has long been on the pages of economics history books. Frontal marketing attack stopped working. And she brings nothing but irritation and dead budgets.

And instead of direct and rude influence, Seth Godin offers a new tool, thanks to which a potential buyer will get acquainted with your offer himself, and voluntarily and carefully. (Emphasis on the last words).

This technique builds a long-term relationship with the client. And he will buy from you over and over again. Without spending millions of budgets on your part and advertising overload - from him.

And this approach is called "trust marketing". If you are interested in this idea, be sure to study the book of the same name by Seth Godin.

Gleb Zheglov VS Seth Godin

Let's return to the four rules of Zheglov-Godin, which we talked about at the very beginning.

When we watched the film "The Meeting Place Cannot Be Changed", in particular the episode where Zheglov teaches Sharapova to communicate with people, we were struck by one moment: Gleb's main theses reflected the essence of Seth Godin's concept of trust marketing.

But between the brothers Weiner (the authors of the story "The Era of Mercy") and the famous marketer there is nothing in common at all - different eras, different cultures. But the fact remains: the sensational rules of Zheglov and the concept of trust marketing almost duplicate each other.

It should be said that the film and the story are about Zheglov's six rules. But, unfortunately, in the middle of his lesson, the hero falls asleep without telling the world about the last two laws of communication.

Zheglov-Godin rules

Let's compare the main ideological postulates of our today's heroes.

The power of a smile in marketing and tracing

Let's do a little analysis of these statements.

Zheglov's idea of ​​"talking to people - smile" fully reflects the first thesis of trust marketing from Seth Godin: a company with every marketing step must establish strong relationships with a client.

Those. not to sell head-on from the first contact, but to create the correct information field, which will push the client to "wiggle his fingers", in the language of Mr. Godin.

Smile, friends. Smile in text, video, audio, graphics. Smile at potential buyers wherever you can meet them: on the website, in social networks, email newsletters. This is the main idea of ​​the folk (for the people).

Then the experienced operative Zheglov teaches his young friend Sharapov to be more attentive to people and try to make them talk about themselves and their problems. Seth Godin in the second thesis also insists on dialogue. He says that before contacting a person, you need to find out if he is ready to communicate and perceive information about the brand.

The general idea is conversation. Proper content marketing is not a monologue, but a dialogue that takes place in comments on websites or social media pages.

Points of contact will help to talk secretive eyewitnesses and distrustful shoppers

The next tip from Zheglov relates to the search for topics in common with the interlocutor. Seth Godin insists on this too. Think about whether you have common points of contact with a potential client, do you know exactly what to offer to him?

Content marketing is an individual approach to the buyer. You create content that answers the questions of each individual target audience. And the secret is that a person, receiving answers to his questions from you, begins to trust you.

And your money as well.

Sincere interest is the key to trust

The last piece of advice that comes from the mouth of the sleepy (based on the film) Zheglov, perhaps, can be called a super-idea of ​​content marketing: "Show sincere interest in a person"... Do not impose your values ​​on him, but take an interest in what he himself lives by.

Because the fourth thesis of Seth Godin repeats the idea of ​​the fourth rule of Zheglov - expand trust.

Zheglov + Godin = People's Content Marketing

The ideas that come from Zheglov's mouth, and are also outlined in the book by Seth Godin, are a conceptual platform for the emergence and development of content marketing.

By listening to them, you will create a truly popular product that will turn potential buyers into volunteer followers of your brand. They will buy from you over and over again. And, mind you, without millions of direct advertising budgets.

Trust marketing, also known as "permissive marketing", originally "permission marketing" or "voluntary marketing" or "collaboration marketing" - a technique of working with prospects, which emerged as a reaction to ineffective advertising campaigns.
Trust Marketing is the complete opposite of traditional sales strategies, that is, distraction marketing. This approach requires more effort, more time, a more personal approach to future customers, but the effectiveness is several times higher.
The scope of trust marketing is unlimited, although many entrepreneurs believe that this activity is only suitable for the internet. But building unobtrusive, trusting and mutually beneficial relationships with future and existing clients is also possible in the B2B field, retail, network sales and so on.
The use of trust marketing elements can change the entire enterprise model and profit structure.
The famous internet marketer Seth Godin is considered the founder and promoter of the theory of permissive marketing.

The Difference Between Traditional and Permissive Marketing

Distracting marketing is based on the following approaches to finding customers:
- Marketing campaigns are targeted at the entire target audience en masse without distinction between consumers.
- The growing advertising congestion on all possible media, in different formats, which calls for buying "here and now."
- Actively attracting the attention of consumers and, as a result, failure, since massive appeals ignored.
- It is believed that it is possible to organize a postal or e-mail distribution, a stream of "cold calls", regardless of the source from which the contact information is taken.
As a result of such activities, the ratio between informed consumers and final customers is approximately 100: 1.
Trust Marketing Are the following approaches to attracting clients:

• Understanding the main value for the consumer is time that needs to be saved. Without distracting people from their current affairs (advertising, calls to purchase), but trying to be useful, there is a chance to get a more loyal audience.
• Marketing campaigns are characterized by long-term and interactivity. Neither the first nor subsequent contacts with the audience carry any appeals or intrusive advertising messages. Instead, consumers are offered inviting bonuses, tips, free samples, various incentives are practiced as gratitude for their attention, and they are asked for their opinions and reviews.
• Expectancy and personal approach are two of the most important aspects interaction with consumers. For permissive marketing, it is unacceptable to reach out to the audience without their prior permission. You can write a letter, call or send a catalog by mail only after the consumer personally and voluntarily left his contact information. All further communications are carried out in the most personalized form so that the client has the impression that communication is happening only with him alone. For example: address by name, remember your birthday, congratulate you on the holidays, and so on.
• The first deal, the first purchase is never the final stage, it is still First stage, which must be further developed and continued. For example: request a review of a product or service after a while, offer service, upsells, etc.

Collaboration Marketing Benefits

In trust marketing, one person can be considered as a target audience, and the costs will be lower than in traditional marketing. Cause.

Trust Marketing [How to Make a Friend from a Stranger and Turn Him into a Buyer] Godin Seth

CHAPTER II Trust Marketing as a Way to Make Ads Earn Again

Imagine what would happen if you managed to turn the excess of advertising information to your advantage? What if the colossal hurdles that distraction marketers face became beneficial To you and your company? The point is that volunteer marketers are capitalizing on the growing advertising congestion. In essence, the stronger the advertising abundance, the more profitable the results of voluntary marketing.

In this chapter, I'm going to outline the basic ideas of volunteer marketing. The results of any marketing campaign are improved by using the elements of trust marketing. In some cases, the transition to trust marketing methodology can fundamentally change the entire enterprise model and profit structure. At least familiarity with basic concepts trust marketing will help you more actively and successfully develop and carry out any marketing campaign.

Distraction marketing fails because it fails to sufficiently capture the attention of consumers. Trust Marketing turns attention deficit problem into an advantage.

Time is running out

Two hundred years ago, there was a shortage of natural and raw materials... People needed land to grow food, metal to make kitchen utensils, silicates and other natural materials for the manufacture of window panes in homes.

Industrial tycoons have made their fortunes by monopolizing the market of various natural resources... It turned out that making the market based on a shortage of resources is a very profitable business.

With the onset of the industrial revolution and the growth of the consumer economy, the scarcity shifted from raw materials to finished goods... The factories were running at full capacity. Big industrialists like Carnegie and Ford made their millions on satisfaction economic demand... With limited alternatives, marketers could dictate their terms.

As production met demand, marketers began to develop brands that buyers would be willing to pay to own. good price... People were ready to “walk a mile for Camel” and would rather quit than switch to another brand of cigarettes. In those days, when brands have not yet lost their brightness and sharpness of novelty, it was very important to choose the right brand.

In the current conditions of the free market, there is an abundance of manufactures and brands, respectively, there are an order of magnitude more alternatives. Without special efforts and costs you can buy almost anything you want. Every American family now has a television. People throw away broken microwave ovens instead of returning them for repair.

The abundance of commodities is especially striking when it comes to information and services. You can make an extra copy of a computer program or burn a CD for almost nothing. Bookstores are vying with each other to offer 50,000, 100,000, even a million books for less than $ 25 per copy. There is a colossal oversupply in the market for intellectual property and services.

Imagine a tropical island inhabited by people with minimal needs and many resources. There is no economy there, since two conditions are necessary for its existence: first, there must be a need for goods, and secondly, these goods must be in short supply. The economy is based on scarcity.

When there is an abundance of any consumer goods, their market price is falling rapidly. If you can produce as many goods as you like, and even at low or almost negligible costs, then it is unlikely that there will be shortage of goods... Situation on modern market information and services have developed such that a lot of goods are offered and at a low price. The Internet is generally full of free information.

One more example - software... The most popular server on the web isn't built by Microsoft or Netscape. And it does not cost $ 1000 or $ 10,000. This server is called Apache, and it was developed by a free community of programmers, and it is completely free to download and use, and, according to users, it contains a sufficient amount of information.

Nevertheless, there is one important resource, the chronic lack of which is felt by absolutely everyone. Bill Gates has exactly the same amount as you. And Warren Buffett is also unable to increase his supply. This scarce resource is time, and in the light of today's information surplus, the lack of time is equal to the deficit attention.

The union of time and attention deficit is a feature of the modern information age. Today, consumers are willing to pay lavishly to save time, while marketers are eager to pay huge bucks to get attention.

Distracting marketing is the enemy of anyone looking to save time. By constantly pulling us away from the business at hand, the distraction marketer is not only wasting his time trying unsuccessfully to sell a product, he is also wasting our time — our most precious commodity. Therefore, in the end, distracting marketing as a tool of mass impact is doomed because it is too expensive for the consumer.

The alternative is trust marketing, offering the consumer the chance to become voluntary a participant in a marketing campaign. By reaching out to only those willing, voluntary marketing ensures that consumers pay more attention to the ad message. It allows professionals to communicate their offerings briefly and without unnecessary emotion, without fear of interference from competitors or distraction marketers. This collaboration benefits both consumers and marketers alike.

Collaboration marketing encourages consumers to participate in a long-term interactive marketing campaign that rewards customers for paying attention to messages that matter to them. Imagine that 70% of prospects (not 5% or 1%) read your marketing message. Then imagine over 35% responding. This is exactly what happens when you communicate with potential clients individually, sending them individual messages and in return obtaining their consent to long-term cooperation.

Trust Marketing is expected, personal and relevant marketing.

Personal - messages are addressed directly to this person.

You, of course, thought that there is some kind of ambiguity, because it is too expensive to personalize each appeal to the consumer. If you still think in terms of traditional marketing, then your skepticism is justified. But in our information age, considering one person as a target audience is not so expensive as it seems at first glance. A volunteer marketer needs as much money for ten messages as a distraction marketer for one. The cost benefit achieves significant competitive advantages and arrived. While your competitors continue to distract people from urgent matters, and with little chance of success, you, using trust marketing methods, turn strangers into friends, and friends into customers.

The most obvious way to compare the work of distraction versus trust marketers is by analogy with getting married. This technique will help demonstrate that sending out multiple, personalized messages over time works better than a single message, no matter how vivid and memorable.

Two ways to get married

A distraction marketer purchases an extremely expensive suit, new shoes, chic accessories. Then, with the help of the best database and marketing strategy experts, selects the ideal (in terms of numbers) dating bar.

Entering the bar, a distraction marketer takes a decisive step up to the nearest girl and offers her his hand and heart. Having met a refusal, he in turn makes an offer to all the ladies present here.

After spending an entire evening looking for a bride and being left with nothing, the distraction marketer concludes that his suit and shoes are to blame. He fires the tailor, as well as the strategy expert who recommended the bar, and tries again at the next establishment.

A familiar situation, isn't it? This is how most major marketers behave. They hire an agency and create fabulously expensive ads. They "explore" the ideal locations for her. They distract consumers in the hope that at least one person out of a hundred will take and buy the product. And then, having suffered a fiasco, they refuse the services of their agency!

The other way to get married is much easier, more rational, and more successful. It's called a date.

A volunteer marketer goes on a date. If it goes well, then the couple meets again, then again, until, after ten or twelve dates, both parties can clearly state their needs and desires to a friend. After the twentieth date, they introduce their families to their choice. Finally, after three to four months of dating, the trust marketer proposes to the partner.

Trust marketing is a lot like dating. Using many of the dating rules, he turns strangers into friends and then customers.

Five steps before the first date

Every marketer has a responsibility to offer the prospect an incentive to volunteer. In the language of courtship, on the first date you should be sufficiently interested in your proposal. Of course, the first date is expensive and time consuming. You must also show yourself with better side so that there are grounds for cooperation with you.

Not seeing a personal benefit, your new potential client (he is a potential partner) will refuse to meet again. If you do not reward the buyer for their attention, your offer will simply be ignored, and such a bleak fate awaits every second advertising campaign.

The choice of incentives is wide - information, entertainment, lottery and direct cash rewards for attention. But the incentive must be explicit and clearly articulated.

This is the most obvious difference between trust and distraction marketing. Distraction marketers spend all their time trying to maintain popularity and gain attention, which is almost fruitless. Trust marketers spend a minimum of time and money in dealing with strangers. Instead, they turn them into prospective clients as quickly as possible who voluntarily agree to cooperate.

Secondly, taking advantage of the client's attention, a trust marketer, while talking about a new product or service, offers a long-term program. The marketer knows that the first date is a chance to sell the product on the second. Each step along this path should be interesting, useful and meaningful for the buyer.

Since the prospect has agreed to give you time, it becomes much easier to describe the product. There is no need to use visual or sound effects in every message to grab the client's attention. Instead, the marketer focuses on benefits - the specific benefits that the prospect will receive. Undoubtedly, the ability to communicate with the client freely, regardless of time, is the most strong point this type of marketing.

The third step is to maintain interest with new incentives. Over time, any interest diminishes. Just as your girlfriend can get bored with even the most sophisticated restaurant, so a potential customer can get tired of the monotony. A trust marketer must work to maintain interest so as not to miss the customer's attention. This is extremely easy to do. It is necessary to accurately orient the proposed "bait" to the needs of each potential client, since trust marketing is a dialogue, not a monologue about yourself.

Along with maintaining interest, the fourth step is to expand the scope of what is allowed to you from the outside potential buyer... Now I will not dwell on what stage of dating this process corresponds to, but, in marketing language, the goal is to stimulate the buyer to expand the scope of what is permitted over time. For example, get more information about his personal life, hobbies and interests, or allow him to propose a new category of goods, or allow him to send him a sample of products. The range of actions that a buyer can allow you is very wide, and depends only on the buyer's mood.

Over time, using the permission received, the marketer changes the attitude of the buyer, that is, makes him say "I agree." In this way, you convert the obtained permit into your income. Once permission is obtained, the marketer acquires a valuable asset. From now on, you can live in peace, repeating the above process when selling more and more products to your client. In other words, the fifth and final step is to turn the resulting permit into a benefit for both of you. Remember, you have gained access to a customer's most valuable capital - their attention.

Five steps to a first date

1. Get the potential buyer interested so that he wants to voluntarily meet with you.

2. Take advantage of his attention and offer a long-term cooperation program by talking about your product or service.

3. Keep the prospect interested with incentives so they don't revoke their permission.

4. Offer additional incentives to expand the shopper's boundaries.

5. Gradually convert the permit you received into your income.

You have to pay for permission (trust marketing requires investment)

All good things have to be paid for. This rule is doubly true for trust marketing. Gaining constant, lasting attention from your target audience comes at a cost.

How much does a permit cost? According to the annual report of the Internet provider AOL, the company spends $ 300 per customer. American company Express spends about $ 150 to acquire a new credit card holder. Is this justified in terms of profit? Not at all. But the other benefits associated with trade authorization from the cardholder outweigh the high costs. In addition to credit cards, Atech offers its customers a wide range of products. The company also uses sophisticated database management tools to track customer behavior and make customized offers. They use customer engagement to boost their income.

One of the leading brokerage firms on Wall Street currently pays $ 15 just to get a prospect to call him! Yes, it's expensive, but it pays off. Company employees have found that profits from the expected, the desired, the deeply personal phone call so much superior to the result of an indifferent call during lunch break that they are willing to pay generously for such a privilege.

While these marketers (and others) have realized the power of resolution, many distraction marketers have found, to their great disappointment, that the cost of acquiring one customer will soon be reached. net profit from the same client. In other words, marketers start to lose money on every customer, so they try to make up for lost profits with volume.

Trust marketing breaks through advertising cramping and allows the marketer to talk to a prospect not as an outsider, but as a friend. This one-to-one, expected communication affects the client much more than a random message shown at a random place and at a random time.

Trust Marketing - Expected, Personal and Relevant

Expected - people expect messages from you.

Personal - messages are addressed directly to this person.

Relevant - a potential client is interested in this product or service.

How do you choose a good restaurant? If you find out about it from an indifferent seller by phone or from an advertisement that came by mail, you will most likely ignore the recommendation. And if this restaurant is recommended to you by a trusted friend, then you will surely listen to his opinion.

In trust marketing, strangers who otherwise would have ignored your uninvited services become friends who gratefully await your message.

A distraction marketer is looking for a job by sending his resume to thousands of unfamiliar businesses. A trust marketer concentrates all his efforts on one company, conducts versatile work with it, provides services and consultations until he is so trusted that he will be offered a full-time job.

A distraction-marketing children's literature publisher delivers goods to bookstores hoping that the books will find their own buyer. Anyone who uses trust marketing in practice organizes a book club in each school.

Distraction marketer implements new product via national television. The Trust Marketing Specialist informs everyone existing clients how to get a free sample.

Trust Marketing - Old Concept with New Content

Trust marketing is hard work... Of course, it would be more effective to invite Steven Spielberg to shoot a commercial with Hollywood stars in the lead roles. It's easier to scroll the ad a few more times. It's cheaper to build your website on the internet and hope people find it through a search engine.

Alas, worst of all, trust marketing takes patience. His campaigns take off over time, and most marketers today want it all. Plus, trust marketing has to be believed. Even a badly organized distraction marketing campaign yields immediate results, while trusted marketing requires infrastructure and a strong belief that the concept will bring you success sooner or later.

But the process of trust marketing is measurable, and this is how it differs from other types of marketing. It develops gradually and becomes a valuable asset for every company that uses it. The more you invest in a marketing campaign, the better it works over time. These fast-paced, regulated processes are the key to success in this age of ad overload.

But if trust marketing is so effective and the concept behind it isn't new, why haven't its ideas been used productively before? Why is this book only now written?

Trust marketing has always been around (at least as long as people go on dates), but it takes better advantage of new technologies than other forms of marketing. There has never been a better way to send direct mail than the Internet today. The low cost of regular communication with the client makes the Internet an ideal environment for trust marketing.

The internet initially caught the attention of distraction marketers. They rushed to master it, spent billions of dollars, and as a result, their methods were almost completely defeated. Voluntary marketing is a tool that allows you to harness the full power of the Internet. Voluntary marketing is a new and powerful tool that, even in a challenging advertising plethora, offers great benefits over the next ten years.

With the development of new sources of information dissemination and the further strengthening of advertising tightness, it is the Internet that will be a source of profits for marketers.

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Trust Marketing as a counterweight to the traditional. What does it look like traditional marketing or traditional advertising? They are trying to offer something to a large audience. The bet is on coverage - the larger the segment, the better. But in practice, a significant part of the offer does not find its consumer - for most people, such advertising is not interesting.

Seth Godin - American marketer suggested a completely different approach - trust marketing ... It is not just a broad segment of the market that is being promoted, but the offer is made to a specific consumer. A more targeted offer allows you not to waste resources - work is carried out only with those who are ready to accept advertising.

Seth Godin

Seth Godin is a popular American economist. Author of several business books that have been recognized as bestsellers. For example, "Gift to boot", "Pit", " Purple cow". The author of the method of trust marketing.

Purple Cow is the term Godin uses to refer to outstanding offerings. Godin believes that only outstanding and exceptional offers can be effectively promoted.

Seth Godin believes that broadcast advertising such as radio and television advertising is categorized as distracting advertising. It is expensive and ineffective.

Godin became vice president Yahoo! on trust marketing - an idea that was formulated by him.

Guerrilla marketing

Seth Godin's method is largely suppressed with another direction that is now popular in the West - guerrilla marketing. In contrast to traditional marketing, guerrilla marketing favors completely different accents.

For example, Jay Konrad Levinson, the founder of guerrilla marketing, did not bet on a large market. The offer should go through the narrowest possible channels of promotion. For example, advertising on radio or television will have less effect than a message on specialized resources. Advertising of plastic surgery on TV or advertising on internet resources for those looking for a plastic surgery clinic will have different effects.

Jay Konrad Levinson also described the use case for trust marketing. Summer director children's camp sold vouchers at home presentations. But she did not try to give presentations to a large number of people - this approach could take a long time with minimal results. Instead, the director advertised DVDs with a pre-presentation. People could watch the disc and those who were interested agreed to a home presentation. As a result, the success rate of personal presentations was at least 80%.

In addition, people who received an unobtrusive offer became distributors of the offer - they advised this summer camp to their relatives and friends.

Trust Marketing. Basic moments

Seth Godin in his works describes four main points / questions that need to be answered in his work:

1. Whether the message elicits a response from the client, or leads to the establishment of a relationship.
2. Is there common base those clients who have given their consent to cooperation.
3. Is there an offer for those clients who have given their consent to cooperation.
4. Is work being carried out to expand cooperation and the trust of clients who have agreed to cooperate.

According to Seth Godin, trust marketing has the following characteristics:

• Expected. The client should expect an offer, be ready for it
• Personal. The offer must not be broadcast. It must be targeted
• Relevant. The client must be interested in the offer

The traditional method (Seth Godin's term is distraction marketing) spends as much on one message as trust marketing on ten messages. Therefore, the apparent complexity of implementation is opposed by the cheapness of promotion - one of the pillars of guerrilla marketing (low cost).

Traditional promotion tries to reach out to a wide audience by distracting it. This often only leads to annoyance. Confidential promotion, as a counterbalance, seeks to turn a person into his friend, and after a friend into his client. A client with whom there will be a long-term relationship.

Trust Marketing by Seth Godin

Seth Godin in his works gives an example of the difference from the distracting (traditional) direction in the example of marriage.

From the point of view of traditional promotion, you buy an expensive suit and shoes, hire specialists who select a suitable bar for dating. You go into this bar, go up to a girl and invite her to marry. When you get rejected, go to the next one. In the end, not finding your chosen one, you decide - the problem is in the suit, in those specialists who advised you to the bar. As a result, you change all this and in a different suit bypass another list of bars.

Trust Marketing offers a different solution. Before you buy a suit and order a ton of wedding invitations, you go on a date with your chosen one. And only after, over time, together with the girl came to general harmony, do you propose.

This approach allows you to achieve results at lower costs. This is achieved by selecting the audience that is ready for your proposal.

But in spite of its effectiveness, in our country this approach does not enjoy due trust. In general, the method of guerrilla marketing is perceived with caution in our country. Advertisers are betting on proven methods. The choice follows the massiveness and reach of the audience, instead of creative, individual approach... It is believed that it is typical for the CIS to allocate no more than 10% of the budget for creative advertising of the total cost of promotion.

Trust Marketing. Five steps

1. To interest the buyer so that he agrees to further cooperation

An incentive is created for a potential client, ensuring further cooperation. For this, a wide range of methods are used, for example, monetary rewards, various open events etc. A potential client should see his benefit in further cooperation

This stage can be quite costly - but without it the further is meaningless. Consent to cooperation should be rewarded. Without this, the ad campaign has a chance of failure. It makes no sense to deal with those who do not show interest for a long time - it is necessary to turn strangers into clients as soon as possible.

• 2. Offer the client a long-term cooperation

The client pays attention to you, this is an opportunity to talk about his proposal or offer long-term cooperation. There is no need to spend time and effort every time in order to catch the client's attention. It is possible to work only with needs.

• 3. Maintain customer engagement

Any interest tends to fade and with long-term contact it is necessary to maintain it. First of all, a dialogue is needed - a dialogue about the interests and needs of the client.

• 4. Pay attention to expand the framework of trust

Receiving information about the client, his preferences, hobbies, interests, and so on, use this information for new proposals - new products, new designs, and so on.

• 5. Use achievements for profit

The received attention and consent to cooperation is used to agree to the transaction. Using the client's attention, they get his consent to purchase more and more goods.

Trust Marketing Example

In the United States, an education company has launched a two-stage advertising campaign. At the first stage, potential buyers were asked to call hotline and get a free consultation. At this stage, nothing was sold to potential customers - it was just an offer to receive free information.

You are annoyed by e-mail spam, you are tired of the "advertising waste" that constantly drops into your mailbox, do you feel sorry for the people who distribute flyers on the street to everyone in a row? Then the concept of trust marketing will be close to you.

Traditional distraction marketing reigns supreme today. When a manufacturer seeks to impose his products on the customer. Intrusive adware accompanies us everywhere: on television, radio, on banners and billboards on the streets of big cities, on the Internet. Huge masses of standardized advertising are poured onto the millionth viewer audience.

As a result, a crazy advertising tightness is created, the consumer is exhausted by the abundance of information. But to solve the problem of advertising oversupply and reduce the effectiveness of distracting marketing, marketers for the most part spend more more money and distract customers even more.

Thus, the attention of buyers is scattered, they have little time and a lot of things to do. And getting through to the mind and heart of the consumer with the traditional distraction approach is increasingly difficult.

Seth Godin offers trust marketing as an alternative.

It is not only highly effective, often less expensive, but also contains a humane, philanthropic grain. Although Seth Godin focuses on the benefits and effectiveness of trust marketing, it is worth remembering about its decency and environmental friendliness in relation to a potential buyer.

So what is the essence of trust marketing?

The focus of trust marketing is the dialogue with the buyer. The marketer aims to engage the consumer in communication in order to best find out for himself the needs of the potential client and then satisfy them in the best way.

If the manufacturer, with the help of a trust marketing specialist, can satisfy the identified consumer need in the best possible way with the lowest cost, then he will have the most important resource - the client's trust.

Seth Godin suggests considering customer trust not as something momentary and coming, but as the most important resource, on the development of which marketers need to constantly work.

Seth Godin - author of Trust Marketing

But how can this be done when the consumer's attention is scattered by traditional advertising, with constant busyness and lack of time?

Seth Godin suggests going through five steps to solve this problem.

At the first stage you need to interest a potential buyer so that he wishes to voluntarily meet with you. It could be a meeting through Email, phone call. Seth Godin is convinced that there is a price to pay for initial attention! For example, one of the leading Wall Street brokerages pays $ 15 to allow a prospect to make a phone call. Why pay if you can pick up and call?

Employees of this firm have found that the profit from a desired, expected phone call significantly exceeds the result of an unexpected distraction call at a not always convenient time. And they are ready to pay for this permission. Paying for attention may not always be monetary. It can be a bonus, a significant discount, the right to participate in the lottery, valuable information for the buyer.

The incentive must be understandable and clear to the potential consumer.

Of course, having received the right to attention, the marketer must show his product from the best side so that the potential buyer has a desire to continue the dialogue.
It is important to remember that trust marketing must be expected, personal and relevant at all stages.

The prospect must be so motivated that they wait for the message marketer. And these messages should be addressed to this particular person.
In the second stage a trust marketing specialist offers a potential buyer a long-term cooperation program by telling about his product or service.
In the third stage The marketer maintains customer engagement with various incentives so that he does not revoke his permission to dialogue. To do this, the proposed "bait" must be focused on the needs of each specific potential buyer. This is easy to do if, in the previous two stages, the marketer was able to establish an interesting and beneficial dialogue for the client, collecting information about urgent needs. potential consumer.
In the fourth stage the trust marketer offers additional incentives to broaden the scope of the client's permissions. For example, to get more information about his interests, hobbies, to get permission to send a new category of goods to the client for consideration, to send a sample of new products. The possible range of expanding the scope of what is permitted is wide enough and depends on the mood of the potential buyer.
At the last stage the trust marketer converts the resulting permit into his or her income. That is, a potential consumer becomes such in reality.
It should be noted that this is achieved without any manipulative techniques.

It's just that from the very beginning, the marketer is focused not on his product, service, which must be sold at all costs, but on the needs of the client.
At the same time, a trust marketing specialist, receiving this or that confidential information, permission to contact a client, values ​​them and in no case shares them with anyone without the client's permission. Otherwise, the buyer's confidence is instantly lost. And with him the permission to continue cooperation is lost.

You can read in more detail with interesting vivid examples about the concept of trust marketing in the book by Seth Godin “Trust Marketing”.