How Telling Your Story Helps You Keep Customers BUSINESS IS PERSONAL
When it comes to figuring out the best way to market a business, getting personal is a choice that many business owners shy away from. Some think they have no worthy story to tell, while others find it hard to imagine that their personal life will strike a chord with another person, let alone get that person to buy a product or service. But the reality is that numerous studies and market tests have shown that when business gets personal, it can yield great results. No business owner got to where they are today without experiencing moments that fundamentally changed their perspective in some valuable way, and consumers love to hear about these insights. These stories are important and need to be shared with current and prospective customers if a business is going to succeed. It’s a fact that consumers want to do business with people they know, like, and trust. When a consumer is engaged with a company on a personal level, they’re more likely to delete a competitor’s emails or ignore its ads, even if the competitor offers a better price. If a consumer has a negative experience with a business they feel close to, then they’re also much more likely to give it a chance to make it right. The opposite is true too — people are quick to sever all ties the first time something goes wrong if they don’t feel any personal connection to a company or the people who run it. The logic behind personal marketing is simple: Your competitors can duplicate your product, your pricing, and your models, but they can’t duplicate you . If you’re recoiling at the very thought of sharing your stories, consider how much easier marketing can be by injecting some personality into it. Your greatest marketing tactic could be found right in your head. That episode of "Law & Order" you caught last night may have you thinking about the perils of overworking, whereas a family trip to the beach may have offered insight into the value of relaxing. These revelations are powerful glimpses into the true brand of your company: humans! For as fast and innovative as technology is, humans will always crave interaction with other humans. It’s that connection that fuels your business. Remember, your marketing messages are not the place to flex your Ph.D. or awards. Those can be valuable marketing tools, but they shouldn’t be the main message. What makes you human is what bonds you to your potential and current customers. This is called personal marketing.
Giving customers a peek into your life via personal marketing, whether it’s about your pets, your family, or your own journey through the pandemic, is important. Remind people that you’re an expert in your field and that you know how to help them, but don’t forget to show them your character and give them a reason to want to connect with you. Embracing vulnerability in your communication with your clients and prospects can lead to a dramatic increase in your customer lifetime value. That’s something that every business needs as they continue to navigate through these strenuous times. Your stories can be great for your bottom line, but they’re important in more ways than one. They can provide more value and insight for your customers and yourself than you might be giving them credit for.
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