Whether we admit to it or not, we as humans love things like gossip, soap operas, eavesdropping, sharing secrets, peeping, and Entertainment Tonight (basically, everything on the E! cable network). And let’s not forget People Magazine—yes, I read it religiously every week. Why are we obsessed with this as a culture? It’s the human interest. It’s finding out about OTHER people’s lives, the intricacies, the quirky little details, the strange ways of being. Sometimes we’re looking to see how DIFFERENT others’ lives are. Perhaps we’re aspiring to be like them, or maybe we’re ridiculing them. Sometimes, we’re just looking to see how SIMILAR their lives are. (“Hey, celebrities go grocery shopping too?”)
For whatever reason, we stay glued to the minutest details of peoples’ lives. It’s something you should think about implementing to attract clients. Don’t laugh, I’m serious. You can use this deep ‘human interest’ need we all have to your advantage.
How? By letting people into the little details of your OWN life. By making your network of prospective clients, strategic alliances, and current clients more familiar with your everyday life, your family, or your adventures, you’re essentially creating three things:
- a curiosity
- a deep loyalty
- a brand
Any marketer would do ANYTHING to have a legion of people curious, loyal, and committed to a brand.
Your life almost becomes like a television series, where people tune into your marketing materials to just see what happens next. That’s especially important in a marketing world where consumers are bombarded with advertisements at every turn, and email ‘open rates’ are in the 30-40% range, at best. To be honest, it takes some getting used to.
At first, my husband Derek was a little hesitant about me using pictures of our family in my e-zine articles and on my website. Believe it or not, we’re actual pretty private people, although I guess you wouldn’t know it. The thing is, once I started letting people in to the everyday events of my life, my sales went up, there were fewer unsubscribes to the newsletter (in fact, it grew dramatically) and even more prospects started calling to work with me privately or enter my programs. (By the way, he’s now OK with the whole thing and actually encourages it. I guess the proof was in the pudding.) 🙂
Your Assignment:
Start thinking about how you can incorporate more of YOU into your brand, your marketing, and into your actual work with clients. It doesn’t matter what you sell: consulting, financial services, cosmetic dentistry or magic tricks. Once people are clear about what RESULTS they can expect from working with you, then it’s all about human interest to make them curious, loyal and wanting more from your brand, looking forward to seeing your materials and buying up everything you’ve got to offer. And that, my friend, officially makes you a The Leveraged Business machine!
If you’re not sure where to start with networking to get clients in the first place, check out The Secrets of Master Networkers Manual™. Step by step, I take you through everything you need to do to get clients from networking, and pull clients and referrals in easily and consistently. Get it today at www.secretsofnetworkers.com.
© 2011 The Leveraged Business LLC. All Rights Reserved.
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Fabienne Fredrickson, The Leveraged Business Mentor, is founder of the The Leveraged Business System
, the proven step-by-step program that shows you exactly how to attract more clients, in record time…guaranteed. To get your F.R.E.E. Audio CD by mail and receive her weekly marketing & success mindset articles on attracting more high-paying clients and dramatically increasing your income, visit www.clientattraction.com.
One Response
Hi Fabienne
I couldn’t agree more! For me it was sharing photos and bits about places I have been, images of my dogs etc. People buy from people they like, know and trust. When you are building trust on line you need to behave in a manner that makes you likable and trustworthy. Recently a client of mine made a big change in her business and was trying to figure out how to tell her clients. She also had just got a new puppy. Solution, picture of her and the puppy with a line about Big Changes was the perfect way to capture attention and share both stories. Combining business and personal in a savvy way makes you seem less salesy and definitely more attractive. Thanks for the reminder. Lisa