I just finished a fantastic book over the weekend on communication and starting young horses, and some parallels struck me this morning as I was coming down to make coffee.
Get an ear on you.
Then an eye focus for a couple of seconds.
Next, maybe tolerating a touch of the hand for a moment.
You can see where this is heading.
Does this sound similar to anyone?
Building trust in a brand?
Tiny glances that slowly build up from “are you something that is okay?” to a “You are kind of interesting,” to “I might give you more attention and observe,” into finally, “You’re allowed to come into my space.”
Its. The. Same. Pattern.
Creating trust in something new that requires effort (time, money, energy) and asks the viewer to do something (act, buy, read) requires the same amount of thought and sensitivity.
Why? Because we are all animals and subconsciously react the same way when encountering something foreign.
You need to establish safety first. Then offer up what you do.
If you want to read the book that hooked me, pick up Tik Maynard’s “Starting In The Middle.”
