- You want your customers and clients to like you. Maybe even love you. You hope that whenever possible, you’re the provider of choice. And, you hope they like you enough to pass your name on to their peers.
Can we all agree?
So why doesn’t that happen? For our purpose here, let’s presume that your product or service is exemplary. (It is, isn’t it?) If the product or service is great, then it may be how you communicate with them, so that you are always advancing the relationship.
We want to create relationships. Too often, I see copy where the business screams its attributes to clients and/or prospects. The problem with talking about how wonderful you are is that your clients and prospects need to be emotionally moved to continue to read and to build an ongoing business relationship.
Think about the last time you were at a social event, and got stuck in a conversation with someone who kept repeating how wonderful they were…did you give them a minute, or five, before you wanted to run away, screaming?
Without an emotional engagement, your clients, customers and prospects feel the same. You don’t really matter to them. They matter to them. Listen, engage, and speak to the benefits from working with you. Be real.
Think about your business from your clients’ point of view. What is it they say about you? You have asked, right? Conversations about what you bring to them, in their eyes, will help guide successful communication with them.
Try this exercise the next time you sit down to write copy for your business. Make a list of the points you’d like to get across. Then make a list of how your target audience feels about those points. The second list is your lead, supported with points and facts from the first list.
Try it and see what happens! Be sure and let me know how it works for you.