Customized Multi-channel Marketing - hosted by L2

While eating my normal breakfast of OJ, toast and celeb news, I came across an article on the New York Post (Ok, really I was reading Huffington Post, and THEY linked to it…..). Written by Holly M. Sanders, it points out what I already knew…..pretty much: the people you feel you trust, or know, or would like to know, you buy from. The celebs who, regardless of attractiveness or wealth, you don’t trust, you do not tend to buy from.

When I take it down to a personal level, if I was in a bookstore, and James Earl Jones walked up to me and said "This is the book you want, Luke," I would buy the book. I wouldn’t even stop and say "Hey, my name is Wrich….with a W, but you say it just like Rich, without the W, and who the hell is this Luke guy?"  No, pretty much I would just say thanks, buy the book (hope it’s a novel!), ask for the Autograph (hope he’s the Author), and go to the check out stand.  However, if Anna Nichole Smith asked me to buy something, she would have to be selling me water in the middle of a desert…and I think we have already established that we are in a bookstore! Ha! (errr…..I think you know what I mean.)

Anyway, my point here is that trust in the message, and sincerity (perceived or real) of the messenger have a huge impact on all parts of marketing. Most of you who are reading this are saying "No [kidding] Sherlock"…but consider this…..somebody thought that Anna Nichole Smith was a great choice to sell their product (weight loss as I recall), and it must have had some impact (they used her for a while), so either not every one is motivated by the trust issue in the same way, or different people speak to different segments.

Finding the right ‘voice’ (and James Earl Jones has a great one) is very important. 

Note- Edited to fix my creative spelling of perceived…..