“I don’t trust you.”
That’s what your prospect thinks when she first encounters you. That’s inevitable. You have to earn that trust.
But all too often businesses (coworking and otherwise) think they can earn that trust in a single tweet or headline. They make fantastic claims such as:
LEARN 7 STEPS TO LAUNCH YOUR OWN PROFITABLE ONLINE COURSE IN THE NEXT 30 DAYS!
Something like this causes our brains to send error codes faster than we can finish the sentence.
Somewhere along the line marketers started taking advice from salespeople and that’s where the trouble began. The salespeople said, “be more direct, use buzzwords, type in all caps, and create as much urgency as possible”. The salespeople aren’t interested in good marketing, they’re interested in doing less work to make the sale. They know that the prospect who walks in, clicks, or calls after getting the message above is almost definitely going to buy with minimal questions asked.
The problem is that this style of communication turns away all the others who are still figuring out if they can trust you.
If your initial marketing relies on quick sales and getting to the sale without building trust first, not only won’t people believe you, you’ll lose any chance of building the trust you need to prove them wrong.