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I’ll confess that one of the big missing links in my own marketing tool set is LinkedIn and while I am “on” LinkedIn I don’t really use it or understand everything it is capable of. Thinking this is something I’m going to work on this winter and spring and “get in shape” around I decided to order Josh Turner’s book Connect: The Secret LinkedIn Playbook to Generate Leads, Build Relationships, and Dramatically Increase Your Sales to help get me up to speed.

I was already familiar with Josh Turner in that this past summer I read a pre-release kindle version of his book Booked: The digital marketing and social media appointment setting system for anyone looking for a steady stream of leads, appointments, and new clients. and thought it was valuable enough to re-read again this winter too.

Well anyway before I jumped into Connect I decided to see what I might find in the way of YouTube videos on Josh Turner and his book on LinkedIn and found one in particular that was an interview conducted by Wade Danielson of The Entrepreneurs Library | A Resource for Business Book Lovers which I’ve posted below.

But putting aside both of Josh Turner’s books I wanted to comment on something I heard Josh talk about towards the end of the interview (19:00) that goes towards supporting something I’ve been advocating with contractors for years. Josh Turner speaking says:

“One of the things I learned when writing this book and doing a lot of research was from a study by Elliot Aronson, I believe is his name, in a book called The Social Animal. They found that all other things being equal, the more familiar an item is, the more attractive it is. People prefer faces they’ve seen ten times to equally attractive faces they’ve seen only five times.


The moral of the story there is the more times that somebody sees your face sees your message the more likely they are to open up to you.

What he doesn’t get into there is the that a persons face becomes an anchor. If we are delivering a good positive message all those feeling will be linked in the mental model that you prospective client has created and associated with your face. Without the face, there may not be anything to anchor those message memes to and they can then drift off and disappear or perhaps even worse drift off and attach to the another face that client has in mind perhaps even the face of one of your competitors giving them credit for the good positive message you actually generated.

The moral of the story, the story I am telling is… use your face, use the faces of your company personal in your marketing. And use it often.

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J. Jerrald Hayes
Primus Inter Pares at Paradigm Projects, Ltd.
I am an architectural woodworker and general contractor turned IT, Business and Project Management consultant, software developer wannabe senior division triathlete and ski racer, Yankee fan and founder of, 360 Difference, and now too.
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