The Purple Cow

If you are a marketer, can you sell trust ?

It sounds silly to ask, but can you ever sell trust as a marketer instead of your product/service?

‘Coz that’s what the customers are looking for. 

Regardless of how interesting your product/service is, the only thing people care about is NOT your life. Theirs.

And if you can make their life easier, better or different, atleast to a certain extent, they will trust you. And trust is a killer asset to have in a crowded marketplace. Only big brands after spending billions of dollars appear to marginally earn trust, but again, not permanently. 

The secret is you can earn it too, without actually spending those billions by simply being nice. Being genuinely generous is under-rated these days. Companies can’t act like people they say. Why not? 

Seth Godin and Gary Vaynerchuk consistently approve and advocate this ideology which they formally call, “Thank You Economy”.

The premise is that if you constantly do something wonderful to your customers, delight them, better their lives, educate them, and work hard for their benefit, eventually they will recognize your dedication. You will then have the license to sell whatever you want to sell and make them pay attention to you. 

It sounds quite counter-intuitive, right? Basically, any MBA grad would deny the above statement saying it’s too old-school. Well, the world of marketing isn’t entirely new either. Some old approaches still work, but in a different disguise.

Consider this amazing story:

Guinness, the beer company from Ireland wasn’t having a great season in 1951 and its director had thought about a brilliant idea to help grow his customer base. It wasn’t to offer flashy Christmas discounts on his beer, but by printing out a book of facts so that people could play trivia games while they were drunk at the bar. Simply, to make their experience of drinking a bit better. He printed out a 1000 copies of the book, which was then unofficially called Guinness Facts Book and gave them away for FREE. 

And you know what happened next? That guy didn’t create a marketing campaign for his beer, he essentially created a cultural icon and then the beer ofcourse became famous as a side result.

Now, have you ever thought how Guinness Book of World Records has come into existence?