At the end of the day, people want to do business with companies they like.
Of course, it’s important to have a great product or service and consistently deliver on your promises. But when someone is comparing your service to a competitor’s, how much they like your company is going to be a huge factor in determining if they choose to purchase your product. Whether it’s a conscious decision or not, emotions play a huge role in the buying process, so it’s important that your company has a personality that your audience wants to get to know and can connect with.
Tim Sanders, in his book The Likeability Factor, says that in all areas of life, it’s proven over and over that people choose who they like. That’s why it’s important to work at increasing your business’ likeability factor.
It just so happens that the content you share is a great way to let people get to know your company’s personality. This is one of the main components that allows your audience to not only trust your company, but to like your company. Here are a few tips for increasing your likeabilty (and bringing in those sales because of it).
Teach but don’t preach.
Nobody likes a know-it-all, and although you want your content to showcase that you’re an expert in your field, you don’t want to come across as unapproachable or preachy. Make sure that your content is educational, but keep it fun and approachable. Show that there’s a real person behind the content your company is presenting.
Help your audience.
Then help them some more. Everything you create and share should be with the intent to help your target audience. If you don’t know what your audience needs and what theirpain points are, you can’t help them! Make sure your content stays focused on your audience and serving them – not just dishing up content that talks about how great your company is.
Listen to your customers and act on what you hear.
If you’re in tune and constantly in conversation with your customers, you’ll learn a lot like: what your customers like about you, areas they think you could improve, and what parts of your service they find most valuable. But, acting on the feedback that your current customers give you is the most critical part of the puzzle. If you truly listen and take to heart their feedback, you’ll be able to more effectively reach your prospective customers. Ask your customers for their honest opinions about what your company excels at and what you could do better.
Make sure that you’re utilizing social media channels to engage in and host conversations. And above all, when your current customers actually share with you, make sure that you listen with an open mind.
About the Author:
Katie Humphreys is co-founder and Chief Action Officer of MatchStick Strategies. Find more musings from Katie on Twitter, Facebook and Pinterest.