How easy is it, for your prospective clients or customers to get in touch with you?
I’m not talking about how visible your phone number, email address or contact form are. I’m referring to something that is just as important and yet seldom written about: How approachable you seem to be, to a prospective client or customer.
- When a prospect is reading your newsletter, how approachable do you sound to them? The best newsletters are written, so that the author comes across as friendly, informed and interested in helping you. The least effective are written by people who come across as impersonal, distant and only interested in what’s in it for them.
- When a prospect reads your comments on social media, how approachable do you sound to them? Some business owners can appear patronising or sarcastic when people dialogue with them or ask questions. This is a really, really bad move, if you want prospective clients to feel comfortable contacting you.
- When a prospect reads the about page on your website, how approachable do you sound? Many small business owners write their about page in the 3rd person, rather than speak directly to their reader. Instead of saying; ‘Hi, thanks for stopping by. My name is Jack and…’ they start with ‘Jack has worked in web design since 2012 and… ‘
Why does this matter to you?
Here’s what we know for absolute certain: The less comfortable someone feels about approaching a potential service provider, the less likely they are to contact them.
By building the human touch into your marketing, you start to nurture a positive relationship with your prospects long before you ever speak with them. This helps them feel far more comfortable contacting you, hiring you or buying from you.