The biggest reason for failure - you've got no relationship with your market

[richpeck]

Okay this is more of a note for myself but thought I'd make it public too.

What's the one reason why people & companies fail to make an impacy in business?

Poor sales technique? Bad products? Poor customer service? NOPE!

It's my view that the biggest reason why some businesses fly high and some businesses can't seem to get anywhere is simply their "friend factor" in the market.

There's a lot of talk about building relationships and all that stuff but I really want to make this simple as pie - the more your company can appear to be a 'friend' of its customers, the more willing its customers will be to buy its products no matter how bad they are.

This is not only true for IM and Internet business but is also true in the "offline" world - the more your business can appear to be a company that knows its customers and can help them, the more business it will do with them.

The more it can become a "friend" to its market, if you will.

Think about all the top names in IM - they've all got their own little things going on which makes them such high profile figures because everyone wants to be their friend or wants to sit down and listen to what they've got to say.

They've created a "cult" aroundt themselves which make people warm to them and buy their products. And it's the same with offline business too.

Think about the brand "Virgin" and it's owner Richard Branson - every time I've seen him, he appears to be a cool guy who a LOT of business people want to 'befriend'. Look how successful his business is.

Now think about all those people on the likes of "The apprentice" they aren't that likeable so they don't fly as high as others... no matter how good they say they are.

Don't know what you guys think but I think success is down to how much of the "friend factor" you have in your market - how much your market wants to hang out with you and listen to your ramblings.

Rich

[Jeremy Kelsall]

I think a lot of what you say is dead on. Especially when it comes to email marketing.

[J.Knight]

I agree.

But what's the best way to cultivate the 'friend factor' (as you put it)?

Is it by telling stories about yourself?
Is it by writin' sorta like the way you might speak?
Is it by creating a 'them' and 'us' scenario?
Is it by pushing the free line continually, and overwhelming people with free stuff?

What contributes to being your customers friend?

JK

[richpeck]

Originally Posted by J.Knight

I agree.

But what's the best way to cultivate the 'friend factor' (as you put it)?

Is it by telling stories about yourself?
Is it by writin' sorta like the way you might speak?
Is it by creating a 'them' and 'us' scenario?
Is it by pushing the free line continually, and overwhelming people with free stuff?

What contributes to being your customers friend?

JK

The friend factor - to me - is just someone that embodies who the market would like to be... Who their "perfect" friend would be.

It's kind of like growing a celbrity status where you just "become" the market OR it's where you convince others that you're someone who they will want to spend time with (if you don't have the 'credentials' to become a real marketing "celebrity").

I see many successful people in the IM market just embodying their products and what their marketing messages are.

It's however you go about doing that which will determine your "friend factor".

Don't worry about all the "free line" and that crap because most of these IM guys don't post out much quality information anyways. I mean, they obviously DO point out some good tips, etc but it's always in their sales pitches. Their real claim to fame is how they rally their partners (friends in the market) and customers (friends in the market) to sell & buy THEIR product.

Creating that initial relationship is just about convincing your audience that you are someone who they would be willing to spend time with - which is why the people who that have such successful launches with their own products - because because want to buy the privelage to emmerse themselves more into the world of that person.

So in answer to your question, I think it's a combination of all your ideas. That's why so many marketers use Twitter now. It's a great way to "open up" your life and show people that it really is worth spending $150 to hear more of what you've got to say.

Jason Moffatt is a good "friend" to many people and look what he's just done - got people to come to his house for $10,000 a month.

R

[chris_surfrider]

Rich,

You've outlined the two keys of sales:

1) Offering what people want

2) Being likeable

They are not mutually exclusive.

If you don't have something people want, it doesn't matter how much people like you. Your results will suck.

Alternately, if you DO have something people want, but you're an A-hole or a cheeseball, your results, again, will suck (although probably not as bad as the first mis-match).

But if you've got both of those things - you can write your own ticket.

This only applies to markets that want to be identified and part of a community.

There are some markets that are hugely profitable where list-building and relationships simply aren't part of the game whatsoever.

Such as ringtones, etc.

-Chris

[richpeck]

Originally Posted by chris_surfrider

Rich,

You've outlined the two keys of sales:

1) Offering what people want

2) Being likeable

They are not mutually exclusive.

If you don't have something people want, it doesn't matter how much people like you. Your results will suck.

Alternately, if you DO have something people want, but you're an A-hole or a cheeseball, your results, again, will suck (although probably not as bad as the first mis-match).

But if you've got both of those things - you can write your own ticket.

This only applies to markets that want to be identified and part of a community.

There are some markets that are hugely profitable where list-building and relationships simply aren't part of the game whatsoever.

Such as ringtones, etc.

-Chris

Hey chris,

Agreed - thanks for the reply!

I was actually going to put up another "reminder" thread to myself about providing what people want. It's the other main component of success, like you stated.

There's also something else I think is really important too - you need to keep your messages and content simple.

Just reading Chris' post then and although he's a great influence to me, his use of vocabulary sometimes catches me off guard (AKA what's mutually exclusive!?).

If you look around the net at the markets where it is beneficial to create a presence - like Chris said - then the top guns are all pushing their own methods which they have "dumbed down" so that they are not only understandable but also brandable to them.

John Reese said "do more than is expected of you" on his Income.com videos. I always thought that was called "adding value" Doesn't have quite as cool ring to it I don't think.

Anways thanks Chris

R

PS - that's why I called it the friend factor! It's easier to releate to than "relationship building".

[chris_surfrider]

Sorry about the ridiculous vocab...

"Mutually exclusive" means that two or more things cannot operate simultaneously.

So if something is NOT mutually exclusive, it means that "you can't have one without the other".

I guess I really could've just said "you can't have one without the other"...

Whoops.

-Chris

[richpeck]

Originally Posted by chris_surfrider

Sorry about the ridiculous vocab...

"Mutually exclusive" means that two or more things cannot operate simultaneously.

So if something is NOT mutually exclusive, it means that "you can't have one without the other".

I guess I really could've just said "you can't have one without the other"...

Whoops.

-Chris

Haha no need to appologize dude,

Just using it as an example was going to write about simplicty anyways.

Thanks for pointing out what it means though

rich

[harrybusinessmarketing]

I agree with your words,that a friendly relationship can work in both the ways and either way it affects our career and business success.

A good relationship gives us a high that can help us achieve a lot in our business.

Thank you ...

[Ken Preuss]

Originally Posted by chris_surfrider

Rich,

You've outlined the two keys of sales:

1) Offering what people want

2) Being likeable

They are not mutually exclusive.

If you don't have something people want, it doesn't matter how much people like you. Your results will suck.

Alternately, if you DO have something people want, but you're an A-hole or a cheeseball, your results, again, will suck (although probably not as bad as the first mis-match).

But if you've got both of those things - you can write your own ticket.

This only applies to markets that want to be identified and part of a community.

There are some markets that are hugely profitable where list-building and relationships simply aren't part of the game whatsoever.

Such as ringtones, etc.

-Chris

Once again Chris nails it. Took the words right out of my mouth. Being likeable is a major marketing boost, but if you aren't selling exactly what people really want you're going to be broke.

You sir are a marketing stud.



Ken

[SeanIM]

Frank His-Kernness has this down pat.

...as do a few other marketers...

Coming across as a friend that is showing them something cool is
wicked powerful.

Great post & reminder for people out there.

Come across authentically as possible and people will respond.

-S