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 and informed. The worst are written by people who come across as lacking in personality or distant.
- 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 Bob and…’ they start with ‘Bob has worked in web design since 2002…’
Why does this matter to you?
All things being equal, we much prefer to do business with the vendors we like. We also tend to remain loyal to them and recommend them to our friends and contacts.
By building the human touch into the very foundations of your business, including your marketing, you start to nurture a positive relationship with your prospects. You help them form warm feelings toward you, long before you ever speak with them.
This combines to help them feel massively more comfortable contacting you, hiring you or buying from you.