There is a communication dynamic called "instant intimacy". In communication terms, it is not really the same thing as love at first sight. The process of information exchange typically (in normal social interactions) go through layers of information from public, then social, then personal and finally (over time) intimate information. Instant intimacy is really instant trust to allow people into your world and to engage in intimate topics.
The reason what we do is at times, tough - is that "money" is a very personal/intimate topic for most people, especially if you don't have enough of it. As marketers, we violate and blast right through the outer two layers of information exchange. So, how do we compensate for this?
As you will find out as you become more familiar with our business philosophy, first and foremost, we are a relationship-centered, community-based and culturally grounded model. We encourage "look before you jump" and "learn all you can" kinds of reasonableness. But at the same time, before we lose people, there has to be an element of instant intimacy to capture people's attention and a handful of their belief.
As such, everything we do, everything we say has to be viewed as "refreshingly honest". It has to be different and unique in the marketplace of money opportunities. It has to be both reasonable and well-reasoned. There is no room for anything other than genuine and earnest information with the inherent goal of developing trust.
It is somewhat sad in industry and marketing terms - that the central thesis here is to simply be honest. What does this say about marketing in general? In any event, this is how we roll. We want to move people through an information acquisition process and be as transparent and candid as we can.
In doing so, we hopefully build and earn trust.
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