I’m going to be honest. I don’t know much about home repairs. If there is a leaky faucet or broken garbage disposal, my first reaction is to freak out, then call a handyman.
With time, I’ve come to learn that these issues only require simple solutions. So, with encouragement from Julie, I taught myself how to maintain a home with tips from Home Depot associates.
I trust Home Depot associates because they explain the reasons behind their fix-it techniques. Ultimately, I trust them because they know a lot more than I do, which brings me to Rule #4.
4: Authority Figures can Sell to You
Authority figures are experts in their fields. Not being an expert, I look to them for answers.
Therefore, if you’re a photographer, teach freely about your craft. If you’re a florist, explain why some colors work better with others. If you’re a cinematographer, describe how certain songs set the cadence for the video-story. Whatever you do, share your expertise.
Those who are most willing to hire you are those who are most passionate about whatever you’re teaching. Become their authority figure. Build a relationship. If you don’t, I promise you that someone else will.
This will also help you maintain top of mind awareness (TOMA), which means that a particular product comes to mind first when thinking of a particular industry. For example, when I think of ketchup, I think of Heinz (American ketchup company). When they think of your service, they should think of you!
Read about the other rules:
- Rule 1: You Cannot Sell Directly to Someone Else
- Rule 2: … Unless It is Tied to a Selfless Cause
- Rule 3: A Friend Can Sell to You
- Rule 4: Authority Figures Can Sell to You
- Rule 5: Endorsements Can Sell to You
- Rule 6: You Can Sell to Yourself
For more content strategy posts, read here.
P.S. Who is an authority figure that you trust? Comment below!