People tend to do business with people they know, like, trust, and value. So, what is the best way to build rapport with your marketing? It's not by telling your ideal prospect you're the right fit for them before you even meet them, and it’s not by insisting you know what's best before you have a conversation either.
It's all about their OK-ness. You want them to feel okay about themselves, their actions, and your organization before they even meet you. Because if you make someone feel not-OK, they're not very likely to buy from you. People will remember how you made them feel long after they forget all the other details.
Here are three ways you can make sure your marketing makes your prospects feel okay.
Tip 1: Tell people they're not alone
When you're writing for your marketing, whether it's your website, a flyer, or even a LinkedIn update, assure people that the problem or pain you solve is actually fairly common. That makes your prospect feel okay because they realize they're not alone.
Of course, if it isn't fairly common, you probably won't be creating marketing material for it anyway, but in that case, don't draw attention to the fact that it's not common. Instead, mention how you've helped multiple clients with it.
Tip 2: Avoid acronyms and industry terms
Nothing makes someone feel dumb like acronyms they're not familiar with or industry terms they've never heard of. Using jargon can make your prospect feel not-OK quicker than almost anything else.
Find a different way to say what you're trying to say! Or, worst case, explain the term or acronym immediately after using it.
Tip 3: Have a consistent look and feel
Finally, have you ever clicked on a link, but the page you ended up on looked different than you expected? Talk about feeling not-OK!
Don't let the same thing happen with your marketing. Are you sending out a postcard with a link to a web page on it? The web page should have similar branding, colors, and even imagery. Are you sending out an email newsletter that links to a blog article? Use the same headline and image in the newsletter and on the blog article.
Using these three tips will help you make sure your prospect feels okay.
Subscribe to Marketing the Sandler Way
Mike Crandall
Sandler Custom Growth Solutions
Mike Crandall is a Speaker, Consultant, Coach and Trainer focused on Sales, Management, and Leadership Development.
He's also the owner of Sandler Custom Growth Solutions, a world leader in innovative sales, management, and leadership training. They offer consulting, coaching, and training for individuals and organizations serious about professional development and growth.
Mike is the author of "Motivational Management The Sandler Way" and has written a sales column for several years.
Tim Priebe
Tim Priebe is a public speaker, author, columnist, and the owner of T&S Online Marketing. He helps businesses that are worried they don’t have the expertise or time required to invest in doing their own digital marketing. He helps them plan where and how much to invest and often helps execute the plan.
Tim’s company helps with websites, social media, blogging, email newsletters, Google rankings, and online video. Tim is the author of several online marketing books, including "102 Tweets," "Blog a Week," and "Online Marketing Mindshift."
