Every marketing primer out there, it seems, includes the obligatory line about “know, like, and trust” – one of those things, I suppose, we can all agree on.
Do you agree?
This brings up a question…
Why Do So Many People Question Their Audience’s Affinity?
They say things in their sales copy, e-mail messages, videos, etc. along the lines of “If you’re anything like me”.
If that isn’t an invitation for challenge!
It immediately begs the question, “Am I really anything like you?”
Two-part barrier immediately erected:
- The reader may now stop and ask “Gee, am I anything like this person? Are they anything like me? Should I listen to them?”
- A huge opportunity to plant a suggestion is totally missed.
Why fight with your audience?
Why make it more difficult?
Now, Here’s The Subtle Shift That Means The Same Thing, PLUS Something Extra Special!
Compare these two phrases:
“If you’re anything like me, and know that maintaining a healthy lifestyle gets you more focus and energy that drives your entrepreneurial success, then check out this revolutionary new meal plan.”
“If you, like me, know that maintaining a healthy lifestyle gets you more focus and energy that drives your entrepreneurial success, then check out this revolutionary new meal plan.”
See what I did there?
Using the phrase “If you, like me” is both same and different because
- It still creates the idea that we may be similar
- But it positions it a lot more subtly
- And it plants the suggestion that you like me
You like me!
Step Two Of The Know / Like / Trust Continuum – Surmounted By A Leap And A Bound!
First step is “know” – you’re reading this article – so you’re getting to know me, either for the first time or in a new way.
Second step is “like” – if you like me, then you’ll keep reading (speak now or forever hold your peace).
Once there’s “like” – the door is open to build “trust”.
We just saved you a couple words, and a BIG step.
Now that I’ve given you this special gift, accept this one, too.