No matter what business you’re in there is a pressure to be sexy.
Or hot or what’s happening now, or even more, insidious, cool.
Yes, the flash gets the attention no way around that.
But long-term I think the best quality is to be trusted.
Because no matter what you are selling you will at some point have to tell the unsexy truth about something that matters to your customer.
My best example is weight loss. I lost and kept 46 pounds off my frame using a humble food diary.
It is not special or branded. There are no tips or motivational quotes on the pages.
For every day I use a single sheet. Write the date at the top, my weight for that morning and the I write down everything I eat during the day.
I keep a running count of calories for the day. To maintain 164 pounds of Frankie I cannot eat more than 2,000 calories a day.
Sometimes I’m over sometimes I’m under. Keeping track is the key.
The food diary probably extended my life by 5 years.
Nothing sexy about it but it is the truth. If I was in the weight loss niche I would have to figure out a way to sex up the food diary. Probably add motivational quotes.
But you can only sex up the unsexy so far. To get people to do it and stay with you they have to trust you.
The simplest way to build trust is to be consistent. We send out a special email every day to members of Retired Writer’s Club.