Let’s face it. Business is personal, especially if you’re in the business of serving others.
In the B2B arena, the “Relationships, Relationships, Relationships” mantra is as prominent as “Location, Location, Location” is for the real estate industry.
In a global economy, competition is fierce. If your services can be provided virtually, you may have competitors you don’t even know about — on the other side of the world!
Now more than ever, the power of relationships is critical to your success.
Because wherever they may meet you, your clients prefer to do business with people they know, like + trust.
Every piece of content you send out is an opportunity to increase or decrease your “know, like + trust” factor.
Yes, EVERY piece. That means tweets, emails, web pages, white papers, annual reports, newsletters, proposals—all of it!
But it’s a noisy world these days, where we all have our own media companies. It’s daunting to think about how to cut through the clutter of content.
Don’t let that bog you down!
Businesses can stand out from the crowd. We can develop a virtual circle of trust, a group of folks who know + love us.
By making business personal.
This means having more personal conversations + communicating on a personal level. It means being authentic, showing our own true colors. It also means noticing the unique traits of our clients – and customizing our communications accordingly.
Case in point: You might be stoked about a new Excel trick you learned from a co-worker today, but you wouldn’t drone on and on about the details of it over coffee with your cousin, who as a professional artist, hasn’t seen a spreadsheet since his freshman year in college – would you?
No way! You’re most likely going to hold a sign language “d” up to your forehead, telling him some new trick was the highlight of your day and quickly move on to ask him about his upcoming art show.
And you can get THAT personal with your written communications + put each and every one of them to work building your business.
Think for a second about the last email you sent?
Did you hammer off a one-line directive? A single-word “yes” or “no?” Maybe you actually spent a little more time on it, since it was going to a client or prospect. Did you mention anything at all that could only apply to them personally?
I’m not advocating spending 30 minutes on every email reply. It only takes 15 seconds to say something personal that shows you care. “How’s your grandmother doing?” “Did you see the score of the game last night? Unbelievable!”
How about that white paper you’re working on? Does your research include a trip to related online forums to see what your target audience is really struggling with right now (i.e., not what you assume they’re struggling with)? Are you surveying your current clients to ask them what information they’d like to receive on the topic?
It’s not rocket science, just caring. And maybe a few extra minutes.
What personalization strategies are working for your business? What are you struggling with? Drop a line in the comments, or get personal + email me at email@example.com.