One of the most popular things taught in the marketing community is the “know, like, and trust” factor.

Basically, you are taught that people have to know, like, and trust you before they can buy from you.

I don’t agree with this.

Obviously, people have to know you (how else would they buy if they don’t know you exist?).

And again, people have to trust you (people don’t give their money to those they don’t trust — except for thieves and the authorities.)

However, being liked is one thing you absolutely do NOT need.

Of course, it doesn’t hurt if they like you. It may even make the sale easier at times. But the people who are serious about getting results don’t care whether they like you or not. They only care whether you are effective.

Think of it this way:

Say you have a type of cancer that could rapidly spread, and you need urgent surgery…

Do you care whether or not you like the surgeon? Would you mind if he was a total prick? Maybe you would, maybe you wouldn’t.

But if he is the best in the world at that particular operation, and you have the best chance of survival if he operates on you, would your opinion of him (or lack thereof) affect your decision?

Of course not.

All you need to know is that he is effective at his job and you’re good to go.

It’s the same in your business.

Yes, your prospects need to know you.

Yes, they need to trust you can deliver.

No, they don’t need to like you.

This is very important, because the best businesses are an authentic representation of the business owner.

And if you talk how you talk, say what you think, act how you want to act … you are not going to be liked by everyone.

However, you will be respected.

And if you are extremely good at what you do, whether or not people like you won’t matter in the long run. You’ll eventually attract your type of prospects and your business will grow either way.

For more articles like this on marketing, sales and copywriting, check out my website: https://ikonmedia.net/

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Fola.