Why clients are like frozen noses

It was 20 degrees below zero when I left home the other morning. 

That was after a sleepless few hours – the house had been making cracking sounds all night as the timbers contracted. 

My poor old car started with a “do I have to?” wheeze. It took 15 minutes idling before it would even consider hauling me anywhere. 

That’s winter in these parts. 

So cold that your nose freezes up. 


There’s a point to me sharing this misery. 


Business relationships are like a freezing morning. 

They start off cold. 

And you have to warm them up. 

After all, people don’t know you when they first meet you. And because they don’t know you, they don’t trust you. 

So that relationship has to be built over time. 

That’s how newsletters work. By keeping in touch with useful and interesting articles, you are building trust, month after month. And when people have warmed to you, they are more likely to buy from you.