I was on an email string with my sisters* today that started with one recommending an expensive skin cream. Without reading the official product claims, I knew I was going to buy it.
Assuming they’re not peddling some weird homeopathic avocado mask (which is entirely possible given my entire family’s obsession with anything homemade, entrepreneurship, and guacamole), sisters make ideal cosmetic marketers. They have nothing personal to gain, precisely know your skin issues (as they typically have the same ones), and don’t feel the need to sugarcoat anything. Without really even offending, they can say, “You look INSERT UNAPPEALING DESCRIPTION HERE (dry, greasy, wrinkly, spotty, dotty, tired, or old, etc. You seriously need this.” And without blinking, I’m buying.
In all, they offer a sense of both urgency and a confidence in purchasing because of their high degree of trustworthiness and perceived objectivity. This is a special role and maybe the pinnacle of consulting.
What can be borrowed when approaching a current or prospective client?
Building a reputation as unbiased, highly knowledgeable on the history and context of the problem, and able to use straight, simple language to discuss pros and cons seems pretty awesome. Anything short of that is going to require a lot more convincing.
*There are technically 3 girls but we count my brother’s wife as a fourth for a variety of reasons—not the least of which is her kick-ass style and no fear approach to business, motherhood, and life.