If two businesses sell the same product at the same price, what incentive does the customer have to go with one rather than the other besides random chance? The answer: It all has to do with how the business speaks to the customer. It’s a story told time and again. Businesses have to connect with their customers to establish meaningful relationships.
Now that the Internet’s become a more social climate, people are looking for something other than a pretty picture and some professionally-written text to accompany it. Broadway’s got it right: There’s no business like show business. The Internet is your chance to shine, but you’ve got to do it right.
Today, David Lee King – author of Face2Face: Using Facebook, Twitter, and Other Social Media Tools to Create Great Customer Connections – has a couple of pieces of advice for appealing to your customers in just the right way:
- Be casual and let your inner conversationalist talk. King says to forget everything you learned about formal writing in high school. These things should be reserved for official company papers, not a Facebook post or a tweet.
- Read what you write. Write down what you had to say. If your handwriting is horrible like mine, there’s always Notepad. Now, read it aloud. Would you tell this to your friends at a diner?
- Include people and processes in your photos. This one might be tough to explain. King explains it perfectly: “The trick is to find something interesting to share via a photo. If you travel to fun locations for your organization, by all means take photos. If there’s a busy time at your store or organization, that’s also a great time to take a photo or two and share online. Customers using your product also make great photo opportunities.” He also mentions using your phone to take “on the spot” pictures. Customers don’t want some high-def product photo. They want to see that your company’s alive!
- Be more “improv” with your videos. If you have a YouTube channel and post videos regularly, don’t script your videos. Perhaps you can outline some key points in your script, but that’s it! Try figuring out how you’re going to do your intro/outtro; and then just talk. Let customers know you have a soul in there somewhere.
- Take a page off your own book. Are you a relatively social person on Facebook? Check out your timeline. Take note of how you share stuff with your friends. Now, do that with your business page. In fact, mimic everything in your social life with your business and you’ve got it made!
When I wrote this article, I didn’t outline anything. There was no planning whatsoever. It’s just me blabbing away, but it kind of speaks to the reader, doesn’t it? The more you do this, the more you’ll become a heart-warming business and customer magnet!