We’ve all seen it before. Sitting at the top of the mountain is a person so in tune with their feelings, the product or service that they’re selling, and their “tribe” that they don’t think once about what overall impression their actions make.
Convinced that marketing is the shiny new car that needs to be polished daily, the hero comes down from the mountaintop to check his or her progress before considering the steep climb back up to the crest.
Fixated on figures, fluctuating social media numbers, and fool-proofing their strategies with Google, the Hero misses the most important part of marketing.
Your customers are real people with real needs
Behind every computer screen sits a person who has their own unique ideas and visions for the future. They want to invest in products and services that they feel good about and connected to. When people get to know a business owner intimately and truthfully, they feel invested in it.
They know that they’ll get more than a product or service or result. They’ll receive something of deeper value … like inspiration, community or connection.
To stand out in a sea of competitors, you need to be genuine first.
That means admitting to the wrongs you’ve done, remedying customer complaints, and creating a true need for the products and services that you provide by demonstrating how they add value to your own life. This show-not-tell way of marketing gets better results than anything else that you do.
When you explain how the product or service changed your life for the better, you’re paying testimony to your own brand. When you show videos of you using said offerings, you’re letting others know that you’re an entrepreneur of your word because you stand behind the products or services you’ve created.
Authenticity is among the greatest ways to build valuable customer connections.
Here’s why it will help you build a stronger business:
Your customers will provide unwavering support
When your clients know you and like you they want you to succeed. They won’t jump ship at the first sign of a slump or slowdown. They are eager to see what you offer, forgive you of minor mistakes and seek ways to support you.
When, customers understand the growing pains a company faces, they can play their part by spreading the word, giving feedback and continuing to buy what you offer.
However, if you take a cookie-cutter approach to marketing, your customers will expect to find someone — just like you – somewhere else, who is offering similar products and services. With a cookie-cutter setup, they don’t see the value that you, as a person, brings.
Your customers want to be engaged with what you are working on next
It’s better to have a few loyal followers who visit your website, read your content and buy what you’re offering than thousands of fans who do absolutely nothing but represent a number on a page. Interacting with the people who make your business possible breaks down barriers and gives them the chance to form an authentic relationship with you.
You’ve seen instances where companies have “bought” followers. What good does it do? If a person represents a number on a page but doesn’t buy from you or engage with your content, they don’t help you build your business.
Don’t sell yourself short by failing to acknowledge your power to connect with others.
After all, it’s your ideas that have come to life through the business. Give people an inside view of your thought process, what it takes to create and launch an exciting new product or service, and the challenges you meet with the spirit of a champion. People have great respect for hard work, and it won’t be any different when they see the great lengths you’ve gone to, to ensure your business success (and theirs, as well).
Customers like to feel good about who they buy from
Hit them with the feels. You want to sell things without relying on hard-hitting sales tactics, right? To do this, you need to make an emotional connection with the customer.
Buying a woven rug from a Guatemalan artisan gives a person a sense of pride knowing that their action directly affects the lifestyle of people in need. There are no flashy sales tactics needed. Consumers buy to fill an emotional need of their own and they want to know that their purchases are helping others too.
Build valuable customer connections by adding emotion to your sales campaign
Here are some tips suggested in Entrepreneur:
- Trust. Be transparent in your practices and authentic in the messages you choose to deliver. Think about how there are often hidden fees tucked away into sales offers that you’re not told about and couldn’t plan for. Be straightforward without giving away all your secrets.
- Value. Again, what makes your products and services unique? Why are you the right person to sell to them? How can these items improve the lives of your customers by helping them save time or money and bringing more joy and ease into their lives?
- Belonging. People want to be part of the communities they encounter in person and online. Go the extra mile to show how your customers are the type of people who value intimate relationships. Offer a community forum where customers can share their experience, ask questions of one another, and bond over their love for your company.
- Leadership. Think of the newly coined term “Girl Boss” or “Lady Boss” and how powerful it can be. Historically, women haven’t had the same opportunities in the workplace as their male counterparts. Today’s woman can take charge of her own destiny by starting a business of her own. This type of leadership challenge is one that you can bank money on. Make it a point to market to your target demographic by empowering them to smash through the glass ceiling and other hierarchical systems to reach success for themselves. This can be applied to whatever aspect of leadership you offer and whomever your target demographic is.
Your customes don’t tolerate you but instead embrace you
When they perceive you and your business as being honest, they no longer just “tolerate” you but instead embrace you. You become a valued expert that they come to for advice, knowledge, and expertise. You’re not posturing because you’re serving the role of the real-life professional expert – instead of the Hero, who is often unreachable and only found under certain circumstances and for shorter periods of time.
You don’t want to grow a business that can’s sustain itself. If you stay clear of fad marketing tactics, you can build sustainability into the model.
Instead you can work being a good communicator. You can create content that not only fills up space but also adds value to a person’s day and life in the long term. Finding a way into your customers’ lives and staying there takes time. But it’s a result well worth the effort.
People can discern between good information and bad information
The internet is full of information. It’s not all full of good information, though. Challenge the norm by being a quality resource for your customers.
Filling space on a page or an account for the sake of impressing Google isn’t a wise move. It’s something that won’t get you the results that you want because even if it drives traffic your way, there isn’t anything substantial enough to keep the person on your site, clicking, sharing or buying.
Conversion is what makes a business owner successful. You want to turn visitors into brand believers, and eventually customers. And you do that by giving the best value you can and meeting or exceeding their expectations.
Sharing is caring so make it count
When you provide free advice or exclusive content, men and women are more likely to join your email list or come back to visit your website once again. and share it with others.
They learn what subjects you’re most passionate about and feel a deeply rooted connection to you because of the things you share. It’s not necessary to lay it all out on the line, just share somewhat of what is happening your world, to make people understand your M.O.
You don’t have to be deemed a Hero or Know-It-All to do this. You simply must possess knowledge about a subject or experience and share it with others. When you find ways to resonate with your customers, you earn their loyalty.
A professional hero leads by example while a hero leads by hearsay
Stop being the “Hero” and making exuberant claims about what you can or can’t do for someone. Instead, show them the way by creating real connections based on trust and reliability! When you constantly claim to overdeliver, then don’t, you’re hurting your business reputation-wise and financially. You lose some of your credibility with each disappointment you deal with one of your customers.
What do you think?
How are you showing up in your business? As a professional expert in your field, building and connecting, adding real value and quality offerings?