Trust is not a lock to be picked.

Trust Is Not A Lock To Be Picked.

People trust doctors with their lives.
They may get second opinions.
They may not be happy.

But right now, people are in 
operating rooms with total strangers
getting ready to operate on them.
That's how much trust doctors have.

Promises and integrity
are before and after.

Lots of people 
make promises.

Not all make it to 
the level of integrity.

The easy way is
to point to "the bad people."

Feels good, right?
That's not US!

I've never seen a major copywriter
post about the virtues of lying.

So we should be all set! lol
If you light a pile of straw on fire,
it will burn the place down fast.

Best quote that fits is Shakespeare.

"The strongest oaths are straw
to the fires of the blood."

Lots of websites
go on and on
about being honest.

They can't fit enough
badges of trust on the page.

Looks like a Nascar
racing car with all the logos.

Flooded with testimonials.

But when the fires of greed
or mountains of bills begin to rise
some people's blog post vows
of purity start to burn.

The web has endless pledges:

https://www.google.com/search?q=our...h4baAhXLnuAKHdg9BY0Q_AUICygC&biw=1259&bih=865

"What you do speaks so loudly

that I cannot hear what you say."

Ralph Waldo Emerson 

How much integrity is there
when sales are down?

When you need money badly?

What corners are you willing to cut?

What clients and products will you rationalize away?

I've seen some otherwise good people
segue pretty fast to the dark side
when their bank accounts get light.

The slippery slope begins 
when trust becomes a conversion metric.

Here's the dark logic:

If trust gets sales....
and sales gets you paid faster....
how can you get trust faster?

Hurry up! We have a deadline! lol

Having a great product 
or service is the bare minimum.

That just gets you to next week.

People pledge their lives in marriage
with wedding vows
that bring tears to everyone's eyes.

Divorce lawyers still 
put their kids through school
on every broken vow.

So even the most heartfelt pledges
of quality on Facebook Live
aren't invincible.

Proof can be shown in a sales letter.
Reputation takes longer.
That's the long game beyond the sale.

Trust is not a lock 
to be picked
or a means to an end.
It's a relationship.

Your sales copy
is your prescription pad.

You're vouching for
a product or service
and someone may be praying
that just this once, 
they can count on you.

When you give someone
hope for their life,
that alone may
be greater than any result 
they get from your
product or service.

The gift of 
believing again.

Most people have 
had their heart broken by
a tragedy or death.

Some so much 
that they wondered
if they'll ever trust again.

Your list has those people.
Even if they never tell you.
Someone reading this 
right now has a broken heart.

No psychic powers 
or predictive analytics required.

Breaking that trust
can do damage
that even sending money back
won't change.

Part of selling requires you 
being able to show all
the benefits of something.

All the parts of someone's life
your widget can make better.

There are also all 
the ways that same widget 
can do damage too.

Knowing both takes 
some getting used to.

People are afraid 
they'll lose their passion 
if they think too much about that.

I know lots of 
great doctors 
who know 
all the risks of their advice.

That's why I trust them.

Years ago I worked
for a suicide hotline 
and then a dating service.

Being trusted
and holding someone's hope, 
possibly for the last time
is humbling. 

I keep that 
same thought with marketing
and everyone I teach.

Translated to online marketing
for the watch tapping 
actionable advice people:

You can have a high click through rate 
because you get their attention.

But that doesn't mean 
they're the right person for you.

If they're not the 
right person for you, 
they're not unwanted 
fish you caught in the net.

They're human beings 
who are trusting you too.
Even if they can't give you money.

Keeping a promise is secondary
to knowing the potentially 
staggering damage of breaking it.
Damage you may never see or know.

Marketing multiplies
that damage on 
an exponential level.

In marketing,
someone's life
is always in your hands.
Whether you get paid for it or not.