Observed

Why all the fuss about intimacy in marketing communication and, especially, sales?  Does it really matter whether you stay in touch with a client or prospect via Twitter or something more personal?

I believe it does.

Sure, it depends on the stakes.  In my case, I’m a freelance writer selling into a mature market.  If I want someone to hire me, I must offer them something more than my experience and credentials.  Something more than the promise or intention that I’ll be accountable.

So, here’s a re-frame for my last few posts on memorable communications from my own business development perspective…

• In order to hire me, a prospect must first trust me.
• In order to trust me, they must believe I care.
• In order to believe I care, I must demonstrate that I care…not merely assert that I care.
• In order to demonstrate that I care, I must be as tangible and personal as possible.  The more I sacrifice (e.g., my time, money and the like) in communicating that, the greater the value and impact.  The more I prove I care.

What I’m seeking is to be in relationship with someone.  Because I’m asking them to trust me with their baby.