MARKET YOURSELF THROUGH PERSONAL COMMUNICATION: Create an Image
That Enhances Sales
One of the problems that I've seen with Internet business is the
isolation it can create. Of course, some people may see this as
a positive. In fact, I've even read articles that claim that one
of the biggest advantages of running a business over the Net is
the fact that you don't have to deal with anyone face-to-face.
These articles make it sound like personal communication is
something to be avoided or feared.
All I have to say to this is "Nuts." EVERY BUSINESS, whether it
is a roadside apple stand or an Internet Solutions Center run
from a cave in Tibet, can benefit from simple human contact and
communication. In my opinion, one of the biggest ways you can
benefit from "the human touch" is when you begin to market
yourself.
Now, when I say, "market yourself," I mean just that; I don't
mean marketing your business, your product, or your opportunity.
I mean marketing YOU.
Think about it: What do successful Internet businesses have that
the losers don't? In many cases, the answer is simple: a person
behind the business who has a reputation for being a trusted
expert.
Someone who knows what they are talking about, and is seen as
trustworthy, has a definite edge over a nameless, faceless
person lurking behind a business front. People want to deal with
PEOPLE, not with corporations, and definitely not with just a
web site.
So, how do you create the kind of image that will make customers
feel comfortable and secure dealing with you? I've found that
there are many different ways of doing this, but here are three
tried-and-true techniques:
1) Share your expertise: You can help build a reputation by
simply offering your knowledge to others. If you have a lot of
experience on the Internet, share your stories. If you have
knowledge of marketing, teach people how to be better marketers.
How? Well, you can offer this information on your web site. Or,
you could go onto discussion boards and share your knowledge
with other participants. You could even write an article sharing
your experiences and opinions!
2) Share your enthusiasm: Your clients will almost always feel
more comfortable when they know they are dealing with a real
person -- someone who has feelings and opinions. So, express
your feelings when you can and when it's appropriate. If you are
really excited about your product or opportunity, tell them WHY.
If your business has improved your life dramatically, let your
audience see the joy, gratitude, relief, etc. that you feel
(within reason, of course!). Some cynics may say that expressing
your feelings is unprofessional, but I say it's just a matter of
being a human being, and your customers will appreciate seeing
that part of you.
3) Reach out to people: Customers love it when they are treated
like people and not just customers. Take some time out of your
day and write personal emails to your clients (and NO, auto
responders don't count!). These could just be follow-ups, asking
how things are going, or to check to make sure that there are no
problems with their purchase. When you write these, it might not
seem like you are being productive, but you will be surprised by
the goodwill (and repeat sales) a simple gesture like this can
create.
Remember that most sales in this world are made face-to-face in
stores, markets and bazaars. One reason why some people may balk
at buying on the Internet is the fact that it seems so
impersonal. You can help relieve these anxieties, however, by
doing everything you can to show your customers that they are
dealing not only with a REAL person, but with a person who has
the ability to solve their problems and who enjoys helping them.