As predicted, Phil Van Treuren won his Council-at-Large seat.

In a follow-up to last month’s blog post, Sending Tiny Credible Signals That Go Beyond Words, I thought I’d share an email I received from Phil this morning:

From: Phil Van Treuren
Date: November 4, 2009
Title: You Are Nostradamus

Subject: Tom, you are the man. You were right, I beat everyone in the city, including the incumbents, was the top vote getter out of all four candidates. When are we going to get to meet face-to-face? Thanks again! – Phil Van Treuren

In the cut-throat business of politics, Phil won the hearts of voters by sending them tiny signals that elevate credibility, taking his campaign beyond words. Phil knows that trust understands a language that does not rely on words, and that’s why he took a “show, don’t tell” approach with his campaign.

Oh, and did I mention that Phil ran as a Republican in a predominantly Democratic town?

If you want to learn the communication techniques Phil used to win his campaign, go back and read my original post. Applying these methods to your marketing will help you speak more credibly and win your customer’s trust.

No, I don’t follow local politics. And I’ve never met Phil. Heck, I can’t even recall his political party affiliation. My bold prediction is based solely on observing Phil’s communication style.

What This Has To Do With Your Marketing

Phil’s techniques can help you pierce the skepticism that guards your customer’s mind and pocketbook. And get this: His roadmap is ridiculously simple to follow, and has nothing to do with hollow campaign promises or rhetoric.

Phil’s winning the hearts of voters by sending them tiny signals that elevate credibility, taking his campaign beyond words.

Take a peek below at the campaign postcard Phil recently left at my doorstep. Two credibility boosters should smack-you-between-the-eyes:

1. Phil took the time to add a short, handwritten note of thanks.  It’s a simple gesture that builds credibility and helps his postcard stand out from the other campaign literature that voters promptly toss in the trash.
2. Phil reveals his personal phone number and encourages residents to call him to talk about the city’s future. This communicates with credibility that Phil is willing to listen to voter’s concerns.  The cost — giving up power & control — guarantees the signal is reliable.

You’ll also appreciate that our pal Phil invites voters to sit down with him to discuss the issues that are important to them. He’ll even bring the coffee. And yes, Phil has pounded plenty of pavement. In the past seven months, he’s visited more than 4,000 homes in the small town of Amherst, Ohio.

Do you believe Phil now when he says that he has your best interests at heart?

The bottom line: Phil realizes that trust understands a language that does not rely on words, and that’s why he’s taking a “show, don’t tell” approach with his campaign. And you can do the same with your business.

Here are a few foundational tips to get you started:

• Make it easy for customers to contact you. Phone number, website, email, etc.
• Send out handwritten thank you notes to customers.
• Place follow-up phone calls with customers after they purchase from you.
• Maintain convenient hours-of-operation.
• Greet customers with a friendly “hello” and smile as they walk through your door.
• Offer free coffee and other refreshments.

Yes, these ideas are simple. But it’s often the simple things that make a meaningful impact. Just ask Phil’s opponent on November 3rd.