The marketing power of confidence

Have you ever noticed that it’s easier to attract new clients or customers when business is already going well, and that it’s harder to attract them when your business is struggling.  One of the primary reasons this happens, is that business owners tend to act, communicate and make decisions very differently, when times are good than when times are tough.

Marketing in good times: Typically, business owners act with confidence when times are good.  They speak in positive terms about their business, their marketplace and their future.  They make decisions based on what they want to achieve.

Marketing in tough times: Typically, business owners act with trepidation when times are tough.  They speak in neutral or negative terms about their business, their marketplace and their future.  They make decisions based on what they fear.

Marketing and confidence

Confidence plays a massive part in the success of any business, for example:

• We buy from people, who we feel confident about.
• We recommend people, who we feel confident can deliver.
• We follow people, who we feel confident can lead.
• We buy products that we are confident we can trust.

When we listen to people who speak with confidence, we tend to believe in them.  However, when we listen to those who lack confidence, we don’t.  In both cases, the speaker transfers either their confidence or their lack of confidence to us, depending on their disposition.  This is why leaders in every area of life, are those who can inspire confidence in their message; be that in a boardroom or sports arena.  By the way, I wrote about another aspect of marketing with confidence here.

The great news, is that confidence starts from within.  WE get to decide whether we project confidence or concern.

Marketing tip: Take a look at the information you currently feed into your marketplace.  This includes your interactions on social media sites, as well as marketing-specific messages and business conversations.  Now, check them to see how likely they are, to inspire confidence in you or your services.  If you think there’s room for improvement, seek to inject a more positive, confidence inspiring message from here on!

What makes you feel more confident about a potential provider?  What can providers do, to help you feel more confident about them and their business? Share your thoughts!

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