The “Mom Theory”

As I write this we are right smack dab in the middle of the holidays.

I was driving down the beautiful 280 freeway today, (you heard that right, it is a beautiful drive) and my mind was wandering in and out of online marketing, email funnels and family. Weird, eh? I love California!

Anyway, I was contemplating how to explain the concept of know, like and trust, a well-worn idea in marketing and trying to come up with a fresh way to explain it.

Mom, mum, mother, ma… my family it was mom. She is a legend in our family. An artist, a musician, (kind of) a disciplinarian, and most of all, someone I could rely on. And trust.

Who better to stand for the concept of know, like and trust?

Mom would never steer me wrong. She wouldn’t suggest a product to me solely because she was getting an affiliate commision. Mom wouldn’t try to sell me something in every email. Mom listened before thoughtfully portioning out her advice. And she was the funniest person I ever knew.

She was a terrific storyteller!

Mom didn’t tell me what to do (when I was older) but she did voice strong opinions based on her own life experiences. I didn’t always listen or take that advice but she was right more often than not.

Yep, my mom encompassed the very nature of know, like and trust and that is exactly why I treasured her advice.

It might be something for you to think about. Be a little more like mom in your marketing, especially your email marketing.

The “Mom Theory!”

You cannot be everyone’s mom but maybe thinking about her as an example might help you in your marketing efforts. Put your customer first, be helpful and honest, and make sure the advice you give is about them and not you.


What Makes People Buy?

 “What makes people buy” is a complicated question. Getting people to hand over money is tough! 

Obviously, it depends on the product, the circumstances, and the individual. Ever heard of “know, like and trust?”

For purveyors of online courses, digital products and various services sold online, one of the most important factors in a buying decision is how the buyer perceives the seller.

You will want to have your prospects KNOW who you are, you will want them to LIKE you and most importantly you will want them to TRUST you. We call this KLT or Know, Like and Trust. It should be the goal of your online marketing to nurture this idea amongst the people who you are going to sell your product to.

Let’s say you are selling an online coaching program of some kind for $297.00. That’s a lot of money. Most people aren’t going to fork over that amount of money to some stranger who simply has a fancy website full of promises.

Prospects are much more likely to buy that course if they have been following the coach on a podcast or blog for some amount of time (know), have gotten a “feel” for their personality and found yourself admiring them or interested in them, (like), and finally have read enough comments on their blog from customers or read “testimonials” of people who have gone through their coaching, (trust).

Of course, you can sell to a “cold” audience but it is a heck of a lot harder than selling to an audience of people who know-like-trust you. When you have KLT on your side price becomes much less of an issue. People are willing to pay for value.

Here’s an Example

Apple is one of my favorite companies. There was a time when I was a cold audience for their products (a LONG time ago lol). I was a long time user of other lines of digital hardware. Then I decided I wanted one of those little doodads that I could store music on.  I wanted to listen to it while I was running. One of my kids  (whom I trusted) suggested I try an Apple iPod. I did and I loved the whole experience of doing business with Apple.

  • So I bought the first iPhone (and many, many more after that).
  • And the first Mac Air (and many, many more after that).
  • The first iPad? Yep. Stood in line! (and at least three more after that).
  • Since I am sort of a “center of influence” about these sort of products, I have persuaded a lot of people in my life to buy their products. Apple has stood behind everything I ever had “an issue” with. I know them, I like them and I trust them.
  • When they come out with something new I am all ears.

Customers with my “Apple attitude” should be your goal. Prospective customers like that should also be your goal.

That’s one of the ways you can sell without being “Salesy.”

TAKEAWAY: Offering a quality product or service to a warm audience, one who know-like-trust you, will dramatically enhance your sales results!