"Consumers hate advertising but, luckily, love their friends. ... They will listen to their friends' recommendations, open their friends' emails first, and take their friends' advice over the most cleverly phrased ad message.
Marketing has now become a trust game. Consumers will listen to sources that they trust, because these are entities that won't yell at them, slick them, or spin them; they will simply pass on relevant, accurate information." ~ Kim Brooks as quoted in C.J. Hayden's book: GET CLIENTS NOW!
Kim Brooks also says; "... the Internet has finally brought advertising cynicism to a head. Consumers are simply tired of all the noise being thrown at them."
Bottom line: People recognize the internet as a communication medium and prefer it to be a way to communicate with friends and are just tuned out and turned off by all the advertising. Therefore, when we use the internet as a method of direct contact with people, we must offer more value (love) in our communication and less (if any) advertising. As Kim Brooks says; "... marketing has now become a trust game." An excellent way to gain people's trust is through various networking venues. The more people are personally exposed to you and receive value (love) from you (information, referrals, introductions) the more they will view you as a trusted source.
Here is the networking equation for getting new clients:
Networking leads to Referrals which leads to Direct Contact/Follow-Up which leads to Presentations which leads to Sales
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