To Become Successful, Build Trust. Here's One Crucial Step.
I was at a car dealership recently. Fox News was blaring loudly from the TV in the crowded waiting room. Something about Donald Trump and Russia.
Everyone in the waiting room wore irritated faces. The Trump haters wore one type of irritation. The Trump lovers wore another. Those trying unsuccessfully to tune it all out wore the most irritation.
Playing Fox News in the car dealership was a giant sales and customer service mistake.
Now everyone in that waiting room that the car dealership employees would soon be dealing with were, to varying degrees, pissed off. That makes it much harder to sell a car. That makes it much harder to let someone know their vehicle is going to need $756.44 worth of repairs.
Do Not... Unless You're Selling Weapons of Mass Destruction
I often see this mistake, to the same or lesser degree, repeated in both physical and online businesses, and even with people who are trying to convince someone else to buy or do something in person.
At the extreme, these businesses and people are playing TV, radio and other media programs -- or discussing things aloud themselves -- that anger, sadden, irritate or otherwise set people in a downer mood.
Perhaps unless you're selling alcohol, antidepressants or weapons of mass destruction, you don't want people in a downer mood.
People in negative emotional states pattern that negativity onto you and your business.
They're harder to get to any "Yes." They close off. They either want to eat a gallon of ice cream somewhere private and cry, or punch someone -- and you're the closest target.
At the lesser extreme, which is very (very) common, websites, physical businesses and individuals may not be showing or doing anything to put people into a negative state. But they do absolutely nothing to lift people out of a negative state -- to make them laugh or smile or at least brighten up.
Think about it and tell me if you don't agree:
Almost every website and every physical business -- and many individuals -- are stiff, serious, "corporate" and flat-out BORING. Many people in "serious" businesses think they have to be this way to be perceived as serious and capable, but they couldn't be more wrong.
Because when people laugh or smile -- no b.s., even the slightest of smiles from something simply pleasant like pictures of babies, flowers, mountains or happy lovely people is far better than nada -- it sends instant signals to their brain that they like the person or place that made them smile.
That liking instantly elevates their level of trust.
And whether you're selling them food, insurance, pipes, car repairs, criminal defense -- or yourself, as their potential employee for example, or even their potential lover -- their trust is the hardest thing to gain and what you need most from them.
Honestly... Are You Being a Massive Beige Wall?
So do an evaluation of your "waiting room" -- your website, physical business, yourself in personal interactions with others where you're trying to influence them to take actions that (also) benefit you.
Is there anything that might be putting people in a downer mood, making it much harder for them to like and trust you? Or is it like one massive beige wall, inspiring no emotion at all, which makes it hard for anyone to even give one tiny crap about you?
What can you do to make people laugh, smile, or otherwise brighten up from the negative world on the outside so your business or you have the feel of solace, and they like and trust you even if little bit more?
You don't need to try to be a comedian. In fact, if you're not actually a comedian, don't try to be one, because going "over the top" with trying to be funny usually backfires (just think of that guy, probably your uncle, who cracks all those stupid jokes that make people groan versus laugh... that's almost as bad as Trump on Fox News in the waiting room.)
Instead, within the context of whatever your business is, think through what can make people smile and feel good.
A bit o' your wit? Comic strips? Brief and funny stories here and there? Clips from some funny show? Or simply some heart-warming or heart-racing pictures... cute puppies or kittens, fit firemen or construction worker with their shirts off, violet roses, people laughing as they wipe each other's faces with toast and jam, whatever is relevant to your audience.
So... Have YOU Ever Been Flabbergasted?
That car dealership I went to, where Fox News was pissing everyone off in different ways, needs to put someone empathetic and smart to this knowledge in charge of what's playing on that TV in the waiting room. Even reruns of some sitcom like Friends could work, because though some people might consciously "tune it out" while sitting there and poke at their phones instead, the canned laughter alone puts people in an upbeat mood (which is why they use canned laughter.)
And to succeed in your business or at anything, you need to put someone empathetic and smart to this knowledge in charge of the tone you're setting in your business, on your website, and in your conversations too.
To others it might seem like a small thing, but you've read this far and you get it can make a big difference, so that someone is likely you. (If you have a team that's also involved in these decisions, make sure they see this article!)
Finally, what are your thoughts? Ever been flabbergasted at the irritating tone a business or individual foolishly sets? Any suggestions on getting people to feel good without going over-the-top and becoming that annoying joke-cracking uncle?
Share them below! ↓↓↓↓↓↓↓↓
Brian Vaszily, Founder of Advantage Hacks, has grown 5 successful startups, launched many successful products, authored several books including a #1 bestseller, and coached many good people and 2 jackasses. For 20+ years it's been his passion to discover what MOST enables successful people to become successful. From timeless success strategies to new technology coming soon that will change our world, he reveals the most important secrets to you here, and usually does so in a damn enjoyable way.