That's
it. That's the secret.
The formula for
success = your human capital (what you know) times
your social capital (who you know) times your
reputation (who trusts you).
You can take away
all my money and even my customer list, but if I can
keep my smarts, my business relationships and
reputation, I'll get it all back and then some. Having
knowledge, social capital and trust is the ultimate
security blanket in good times and bad.
Today's economic
climate is an excellent time to increase your market
share by reaching new prospective customers and
building better relationships with your present
customers. But building your company's social capital
is not about sitting alone in front of your computer
trying to come up with a winning marketing formula on
your own. No one I know who is successful in creating
a marketing presence does it that way.
Successful people
may have started out going it alone, but as soon as
they possibly could, they began to leverage their own
and other people's ideas, experiences and
relationships, and that's what this message is all
about.
How
can you increase business revenues? Have more
opportunities flow to you first? Gain the resources
you need when you need them?
The answer is to
build your personal and business social
capital
and reputation.
Building Trust
The ancient Greeks
taught that all conversation involved three
ingredients: Ethos, or the character of the speaker;
Pathos, connecting with the emotions; and Logos. The
logos discussed by the Greeks refers to the factual
content of a message, the words used.
To hear your
message, people first need to positively connect with
you emotionally
before they are ready, willing and able to listen to
what you have to say.
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