So how about, instead of yet another resolution you’ll forget by the end of January, you make a plan to propel yourself into “unforgettable” territory.
As you consider your marketing and selling efforts this year, think: personalized experience, authenticity and a call to emotion.
Your clients (along with most everyone else on the planet) want to personalize their experience. It’s why the first thing we do when we buy a new gadget is to hunt down the perfect case for it. So, why not encourage your clients to create their preferred experience with you? Communicate in their style, on their terms. Give them options when you give advice—and collaborate to make them better still. Meet them in their comfort zone and they will sing your praises.
Authentic has become an oft-used buzz-word, but it’s truly core to creating meaningful experiences with your audiences—clients, prospects, readers, listeners. It’s a pretty simple concept. Don’t pretend to care about something you don’t and do show up and engage as a real person. That means your website and social media also—you don’t want to hide behind a company façade. Show them who you are.
Consultants (and especially transactional attorneys) resist the call to tug at emotions. What does emotion (feeling) have to do with the right answer for your client? Everything! Clients act—they buy, talk, share and refer—based on how we make them feel. Why do you think a baby polar bear video goes viral? So take a risk and make your audience feel something. You’ll deepen your existing relationships and entice new contacts into your orbit.
If you’re going to ramp up your selling and marketing in 2012, think: personalized experience, authenticity and a call to emotion. Make this your unforgettable year.