Helping vs Selling: Why Modern Marketing is About Building Trust

I’m guessing you’ve probably made it to a local or regional home and garden show at least once in your lifetime. What comes to mind when you think about that experience? Close your eyes and picture the scene. I’m guessing it was NOT a relaxed, no-pressure scenario.

There were likely hundreds, if not thousands, of vendors – all of them trying to grab your attention, give you a little tchotchke (yah, that’s how it’s spelled! Bet you never thought about how to spell “tchotchke” before!?!), sell you something, or get you to sign up for something. 

I’d like to share a tale of two different experiences at the imaginary local ABC Home Improvement Show...

The first experience goes like this...(imagine you’re the consumer for a minute)

You’re excited for the Home Show this year because you’ve decided to remodel your kitchen some time in the next 12 months or so, and you’re looking forward to learning a lot and possibly connecting with someone who can help.

You walked by my booth (let’s pretend I’m a home remodeler), and I was lucky enough to get your attention and have a short conversation with you about your kitchen and some of the ideas you have. We chat a little bit, and you’re kind enough to share your email with me so I can follow up with you after the show. You move along with the rest of your day at the show – interacting with several other remodelers.

Then, a day or two after the show, you get an email from me with a link to an article I wrote that relates to the very situation you explained to me at the show. No selling, just offering a helpful article based on our conversation – something that provides a little information to help in your research.

A few days later, you get a postcard in the mail with a link to download a free e-book that shares the “Top 10 Things to Consider When Remodeling Your Kitchen.” Along with the e-book download, there’s an option to request a free consultation in your home; but you’re not quite ready to jump in just yet. You’re still gathering information.

Ten days pass by, and you receive another email from me with a note to check in and a link to another blog or video that relates to your kitchen project. No pressure, no urgency to act. Just helpful information and an offer to talk more if you’d like.

How are you feeling right about now?

Now, the second experience is quite different...

It starts the same. You walk by my booth, and I was lucky enough to get your attention.

But, this time I pressure you out of the isle for a minute to hear what I have to say. We’re giving away a free iPad, so that’s where I begin. “Fill out this form to be entered to win a free iPad,” I explain.

I ask if you’ve got any plans to make changes in your home soon, and you share a little about your upcoming kitchen remodel plans. I tell you about the discounts we’re offering if you start your project by the end of the month; and you say you’re not quite ready to start yet, but you fill out the form for the iPad drawing. You figure, “Why not?”

A week later, you receive an email offering a discount on all remodeling services, as long as you begin your project by the end of the month. You ignore the email because you’re not ready to jump in just yet. You’re still gathering information.

A week later, you get another email offering an even bigger discount and an urgent message that says the offer will disappear if you don’t respond in two days. You have to “click here” to schedule an appointment right away!

You unsubscribe and delete the email.

Which version did you like? Which one made you feel better? Which one built credibility with you as the consumer?

Interruption vs. Engagement

This scenario can play out in any number of ways – not just for remodelers at home shows. The difference is engagement versus interruption. Effective marketing today is focused on engagement, not just trying to sell you my stuff, but rather trying to help you make the best decision for your particular situation.

Is your marketing engaging, or are you following the old-school selling model of interruption?

If you’re stuck in the “interruption” mode of marketing, it’s time to make a change. Customers are buying differently. 

HELPING IS THE NEW SELLING.