I received an email from one of my readers, S, who is a dentist:
"I feel like I'm just offering a commodity (which I'm not)... I'm easily replaceable... I can't seem to form any kind of strong bond with my patients. Any advice?"
Yes, I do have advice.
This problem is all too common throughout every industry, profession and business. Everyone is so focused on solidly offering the product or service that they forget what REALLY matters in marketing and branding:
People Don't Do Business With "Companies" --
They Do Business With People
Your customer wants to connect with you, not just as a business owner, but as a person. They want to see the human side of you. You can't show that by simply offering your customers a list of services with prices.
Don't just be a storefront.
Don't just be a law practice or financial advisor or realtor, or medical clinic or training center, etc.
You must give your market something to identify you by, something to know you by, someway/somehow to connect with you.
Especially in today's social media age, people want to bond and connect with those they do business with. Ignoring this advice is no longer optional. This is how business is now done.
And, like I've said before... ADAPT OR DIE.
So, How Do You Create That
Connection With Your Customers?
Here are 5 Ways That Work Great:
1. Remember that every business should have a story -- How did you get the idea for your business? Why did you start it? Who influenced you? What struggles did you have to overcome? TELL YOUR STORY AND TELL IT FREQUENTLY.
2. Don't hide your personality -- (Unless you're a serial killer lol) Sharing different sides of your personality can quickly attract people to you. Social media is a great place to do this.
3. Share your hobbies and interests with your audience -- Whatever things you can share that let people in on who you are (within reason!) -- they can be a great help. Whether you're a basketball fanatic, lover of classical music, or will drop everything to hunt down the nearest kofta and kabab place (like me), all these give people a little glimpse into who you are.
4. Be forthcoming with struggles and even mistakes -- We are all flawed. And nothing endears us to someone more than the person who can openly admit their faults (and what lessons they learned). We also love a comeback story. If you have overcome odds, share it.
5. Maintain a regular method of communication with your audience -- With so many modes of communication available to us nowadays -- email, social media, video, blogs, etc., -- it's a mortal marketing sin to not be in constant contact with your audience. How do you think you can compete when the only time your people hear from you is when they owe you money or to remind them of an appointment? The answer? You can't compete. Your
competition is working their tail off sending photos, messages, special offers and emails trying to pull your customers away from you. Sadly, they often succeed.
PLEASE PLEASE PLEASE read and re-read this email several times until it totally sinks in. And share it with other business owners you care about.
