Communication Strategy: Share a Piece of Yourself
Communications that reach the mind of buyers successfully share
common traits. They are authentic, conversational in tone and
relevant to the person reading it.
For example, as some of you know, my dog passed away a few months
ago. I still investigate better ways to feed and care for dogs, out
of personal interest.
One day I found a Web site that promised, “What you don’t know
about commercial dog food may kill your dog.” They offered a
book for purchase on
the subject too.
I was interested, even though my dog had passed. I subscribed to
find out more about this information. I wasn’t buying the book yet
because the author did not build enough credibility with me to
warrant a purchase.
Now I get emails from the site trying to sell me the book. It’s not
working because credibility is not there yet. Tell me more about
what you know on the subject. Make me want the book.
Instead I receive offers of discounts and guarantees if I purchase
the book.
In time ahead I’ll probably get another dog. At that point, I may
want to buy this book. What if the author told me stories about
their experiences with dogs and dog food?
What if they shared their heartbreak over losing their dog, how they
coped with the loss and resources they found that brought them to
the conclusions they are sharing?
How about a weekly tip. Show me what you know instead of
telling me to buy a book. Once you’ve gained my trust, I’ll buy
the book as the next step.
Authentic communication that tells me something about the author,
their knowledge and ideas goes a long way in building sales from
people who have not purchased yet.
Look at your business. What can you share about yourself that will
be helpful to prospects and new clients?
Johnny G at
Hair by Johnny G. sends a weekly how-to beauty tip. He shares
his knowledge of creating and maintaining beauty.
Otto Siegel of
Genius
Companies sends out a monthly email to his corporate and
coaching clients helping them create a focus point for the month
that improves results.
What tip, how-to, or idea could you send out on a regular basis?
What personal experience did you have that lead to the discovery of
this content?
How did it impact your life and business?
How about personal observations? The things you notice in the world
around you are great posts for blogs.
You can use the blog posts as content to share with interested
clients and prospects regularly.
The secret is, give me access to your personal life. Show me what
you’re thinking. Tell me stories about others who use your ideas.
Share a piece of yourself with me regularly.
Content creation is one of the many services offered by Creating
Words That Sell.
As a reader of this eZine you have a distinct advantage over other
people in business. Take advantage of it
today.
