Washer opened with videos to exemplify that we don’t need a ton of facts to build trust. However, many companies who do B2B don’t understand this, and think that the only way to have a successful B2B business strategy is with facts. Lots of facts. The people who feel this way do not realize that:
- People like simple. If something is simplified, you know the presenter knows the topic and it will be easier for everyone else to understand it as well.
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- It’s okay to have a story, and not just a message about the facts.
- Documentaries that are interesting are often a positive experience for those watching.
- People like humor.
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- Humor evokes positive emotions, cuts through the noise, humanizes the brand, and is a gift to the audience.
- Make someone laugh, and you’ve already created a bond with them.
- Build trust.
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- Trust goes a long way in creating a relationship. A business relationship, just like a personal relationship, cannot survive without it.
The point? Build a relationship with others. How did Washer prove this point? He finished with a video, a funny one, and it brought the room together.
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