Ask any entrepreneur what makes people buy from them and you’ll probably find that the most common answer is the product/service. Sure that’s part of the puzzle, but would you be shocked if I told you there’s way more to it than just the product/service alone?
Think about it… You go to buy a new car (let’s say a new VW Polo!) You have 4 VW dealerships within a 70 mile radius. You see when there’s people out there doing the same things as you, you might think it’s the bonuses, or the $50 off, but when it comes to an emotionally led purchase, especially when there’s a significant investment… People will be looking at these 3 things:
Are you the expert in your field? Were you able to answer all their questions, handle their objections and support them through a decision they found hard to make? Or are you fresh out of diapers and have no experience in your field?
No one wants to be someone’s guinea pig, or ‘first’. They want experience, knowledge, wisdom and expertise.
So, showcase that knowledge of yours! If you are fresh to your field, but boy have you done the research, show that… Show that you know your stuff. It doesn’t always come down to ‘time in the trenches’ if you can demonstrate you know what you’re talking about and you kick a$$ in the next category…
Knowledge is great, but ultimately if the person just doesn’t bond with your vibe, then you’re pushing water uphill. You may not have a great deal of control over whether people like you or not (and let me tell you now, you have to be ok that not everyone will!) But you do have control of making sure that your personality comes out and that you let it be seen.
Showing your personality will attract way more people than it will put off! (Where’s all my cat loving, Harry Styles obsessed, mums at?!)
The power of testimonials and social proof is HUGE! Think of it like the snowball effect. Nothing quite reassures other people that it’s ok to buy from you than other people doing it.
You know when you’re in TK Maxx and you pick a quiet rack and then all of a sudden EVERYONE wants to be in your rack?! People gravitate towards what other people are doing, even subconsciously… So, make sure you capture those testimonials AND USE THEM!
If you want more support in your content marketing then check out The Content Academy, my membership for busy business owners who want to take control of their online presence and scale their business with ease.