Let’s discuss TAR. Not the negative tar in nicotine or the stuff that fills cracks on roads, but rather the positive TAR that is the foundation of successful businesses:
- Trust
- Authority
- Reputation
Without these three elements, a business is basically a copy of its competitors, multiplying choices for prospective clients.
When TAR is present, prospects become emotionally engaged, which leads to loyalty.
As for the other businesses that lack TAR, they dilute the choices, creating tougher decisions for prospects who don’t want to make tough decisions.
