myth 57 of 150 There are so many basic principles, that can be readily applied in marketing a product, service, business or brand, which are often overlooked. For example, there is potential in driving sales by encouraging people to like you. Most people are more inclined to do business with people they like – or […]

myth 57 of 150 There are so many basic principles, that can be readily applied in marketing a product, service, business or brand, which are often overlooked. For example, there is potential in driving sales by encouraging people to like you. Most people are more inclined to do business with people they like – or like doing business with. To appreciate this, you need only consider the big four accounting firms and the big 6 law firms. The differences between the big 4 accounting firms – or the big 6 law firms is unclear to me – and, indeed, to most people. As a result, clients are, more often than not, attracted through relationships – doing business with people they like. The literature suggests two kinds of liking: Wanting to be a friend Wanting to be similar Both are important and offer real potential. I once had a consultant mate…