The Trust Factor: How Marketing Can Help You Win Over Clients (and Keep Them!)

Photo by Alan Levine

I was recently re-watching The Karate Kid (the original) with my daughter (who happens to be a brown belt at Taekwondo), and so I had a feeling she would enjoy this movie. What I didn’t expect is to see the story mirror exactly what I’ve been teaching my clients!

But first, watch this TED EX video on the Hero’s Journey -  every hero has a similar journey and they usually have a guide that helps them along the way.  Remember, think of your client as the hero and you are the guide. So many times in marketing, we think WE need to look like the hero and it sends a mixed message to your client. 

Ok, now let’s break down Karate Kid and see how this can help you connect with your clients!

Here’s Daniel, a frustrated teenager who just moved from New Jersey to California and is constantly being beaten up by a group of boys who know karate. Daniel knows a little karate but not enough to defend himself. He’s pretty frustrated and wants to learn karate but struggles because he can’t afford to go to a dojo.

He’s the hero of our story. 

Here’s Mr. Miyagi,  he’s mastered bonsai trees, fixing bikes, and karate. He sees Daniel struggle and he continues to be bullied over and over again. Mr. Miyagi wants to show Daniel the best path to learning karate and starts by having him clean and wax his cars and paint his fence. 

Daniel goes along and does the chores Mr. Miyagi asks him to do but doesn’t understand why. At one point, he’s frustrated and wants to give up but Mr. Miyagi asks him to Wax On and Wax Off and demonstrates why he had him to do these movements over and over...that’s when Daniel really believes and sees in his ability to learn and do karate.

Let’s pause here, this is an important part of the story and without the trust in the path and education, Daniel would have walked out on Mr. Miyagi and said “No way, I’m not going to do any more chores for you, screw karate.” 

Are you guiding your clients and helping them gain trust with you? 

Are you using your marketing to demonstrate that?

Are you using different techniques as the guide to demonstrate your authority and empathy? 

Let me know if you are being a true Mr. Miyagi with your clients and helping them solve their problem! I’d love to hear how you are marketing yourself and sharing that story with your online marketing.