People love to work with those they know, like, and trust and will be more willing to purchase from you if they feel a connection. One important way to build this trust is to add a personal touch to your marketing materials.
Above all, be authentic in everything you do. If you’re not, your readers will know it immediately, and it will turn them off. They want to know that companies they partner with will be honest with them.
Allow your personality to shine through all of your communications.
Don’t be afraid to take a stand and articulate it—even if readers don’t agree with you, they’ll respect you. This is not to say you should pontificate about current events or sensitive topics every time you communicate with your clients and prospects, but do let them know whom you are and what you stand for. Those who want to do business with you will, and they’ll be raving fans. Those who don’t wish to do business with you won’t, and they don’t matter.
Let them see you.
Be visible. Put your photo in your marketing materials and regularly feature photos on your blog or website. Don’t hide behind your business. Make sure you have an email address that appears to go directly to you, even if you have someone else answering your emails. Appear at company-sponsored events.
Go the extra mile.
If you receive a personal phone call, email, or LinkedIn or Facebook message, answer it yourself within one day (two at the latest). People like and trust those who return messages promptly, and it strengthens their connection to you.
If you receive a complaint, respond immediately and do everything possible to resolve the situation to the client’s satisfaction. While you may not be able to do exactly what the client wants, often coming as close as possible and adding an extra touch or two will make him or her happy. And if the client is satisfied, don’t be afraid to ask for a testimonial to use in your marketing materials!
For example, you may have a client who is unhappy with one aspect of your service and demands three months of free service to make up for it. Perhaps you can offer 6 weeks of free service and sweeten the deal with one free month of a different service or a new product offering that appeals to the client. You’ve made him or her feel important, and you’ll be surprised at how many clients you retain by doing something so simple.
Click here to see how we add a personal touch to our online marketing materials.