For the last several decades, big brands have dictated a certain process from consumers:

Step 1: Trust me.

Why? Because I am famous. Because I run big clever ads. Because I have money to waste. Because there is no one else.

Step 2: Give me money.

Preferably quickly and before you have a chance to tell if my product is really the quality you expect.

Step 3: I’ll give you the value I promised.

Or something close to it. Thanks a lot, please come again.

 

This is what is meant by ‘Buyer beware’. You aren’t going to get what you want until you put your trust and money into someone you may never meet.

Let’s take the example of a law firm specializing in corporate law. In this old process, they would throw up some slick images of their partners in expensive black suits and expect you to line up to hire them. Companies chose the firm based on how famous or reputable it appeared, and would start paying retainer fees without really knowing how trustworthy they actually were.

 

The New Process

However, there is a new process that has started to usurp the old one. It is causing disruption in every industry. Those who understand and embrace it are able to thrive. Those who reject and ignore it will slowly wither and die and pine for the good old days.

 

Step 1: Let me give you some value.

Before anything is exchanged and before I ask you for anything, let me give you something you might find really useful at a price-point much lower that what you’d expect.

Step 2: Trust me.

If you like the thing I gave you, then please come back again and I can show you that I really do know what I’m talking about.

Step 3: Give me money.

Now that you know what you are in for, if you are interested, I’ll accept your money and give you even more value.

 

Going back to our example, a new law firm might start hosting monthly luncheons for leaders of growing businesses, where they discuss a topic related to law that is interesting to them. The luncheons are a big hit, but the firm also takes all the work they’ve put into creating the presentations and converts the most popular topics into short e-guides that they mail out to subscribers and use to attract new business.

Someone who attends the luncheons already knows what they are getting into if they want to do business with this firm. Perhaps one of the e-guides solves a major issue an owner has been wrestling with for a long time. As his business grows, he’s going to see the incredible value in partnering with this firm over another one.

 

Sound Scary?

This approach is frightening for companies because they start thinking, “What if the consumer never pays?” or “What if I get taken advantage of?” – which actually sounds a lot like the position the consumer has been stuck in a long time.

Essentially, the key element in all of this is where the trust is built. It is no longer acceptable for a company to assume or demand that a customer trusts it. Customers expect you to earn their trust, and if you aren’t doing it, your competitor likely is.

 

Which process is your marketing following right now? If you are still expecting your customers to trust you before you give any value to them, you are marketing in the wrong century.