When you first enter a relationship you keep the subject light but still talk about things that are of interest to you, right? You share things that happened throughout the day or the week, you unveil bits and pieces of yourself at a time and in turn the other person finds comfort in this and learns to open up and share things with you too. You are creating a space for trust to take root and flourish. I’m guessing that if you were in a relationship with a person who would only talk about their clothes, car, phone, TV, candle set, and how great these items are, you’d get bored pretty fast and move on, right? Yeah, thought so.
Why then is it so hard for businesses to see that only talking about their products ‘burns’ the relationship that they’re trying to build with clients?
This is why I love marketing so much now.
I mean, it’s not about billboard ads and sales people jumping on you like a hungry animal, shoving products in your face. Now, its people centred. It’s about building trustworthy relationships with clients and then answers to a need (or a want).
To do that, you must share something – preferably something human and something of value. I often tell my clients that they should consider sharing behind the scenes stuff – office people, pranks, coffee time, etc. It’s crazy the interactions that these things get! People want to know that they are dealing with people, not robots that will throw a ready-made answer or product in their face. Remember – People make relationships, not brands. Click To Tweet
But the answer I often get, especially from solopreneurs is: “I don’t want to share anything private” – And you shouldn’t! Private stuff should always stay off of all social media. You must determine for yourself what’s personal and what’s private. For some people, “private” includes everything that relates to their families; they would never even mention that they even have one. But let’s say, they advocate healthy habits and they’ve participated in a run, they might want to share that experience with their clients. So then clients who follow them would instinctively develop a bond / a new-found appreciation for the brand because of the common ground they share. This promotes trust and keeps the client coming back.
Need help in deciphering what’s private and what’s personal or to know what kind of behind the scenes stuff to share? Let’s talk!