When we wrote our best-selling, five-star rated book, Recommend This!, JT and I thought a lot about what it would take to establish trusted human relationships with people you've never met (and never will) using only online and digital communication.
We're both big believers in Zig Ziglar's approach - sell yourself first, help first, build trust first. In fact, we wanted to title the book, 'Help First", but the book marketing folks thought otherwise.
At the time, we were enamored with Dollar Shave Club's online use of video, friendly quirky approach to build a tribe, and have some fun. We wrote a lot about DSC in chapter two.
Well now, DSC has some tough competition in the let us ship razor blades to your house business. Harry's is hitting it hard with promotion, tie in, and tribe-building.