by Ling Wong | business-soulwork.com
This article is adapted from Ling’s new book on Copywriting for Coaches, Consultants, Solopreneurs & Small Businesses – How To Turn Your Personal Brand into Powerful Marketing Communications.
People buy from people, not a faceless company.
People trust people, not a website with fancy sliders.
Especially for coaching, consulting and professional services, clients want to work with those they trust. They’re willing to pay a premium for that.
How do you cultivate that trust when you’re leveraging online channels to generate leads and get in front of potential clients?
How can you stand out from a sea of competition without being a loud-mouthed promoter saying or doing things that aren’t in alignment with your values and personality?
Answer is actually pretty simple…
Your copy and content needs to boldly and unapologetically reflect your personal brand and present you as a HUMAN BEING. (It sounded kind of funny the first time I wrote it. Then I looked at it again, and it’s so true. Metrics and stats can be generalizing and dehumanizing.)
Unfortunately so many people hide behind the façade of a logo or a company instead of showing their true colors to connect with their audience.
Being human is about making the connection and creating the resonance, a winning combo that builds trust and credibility to make conversion simply the natural next step.
Being human is about opening up, having the courage to share your story and being vulnerable. Purposeful storytelling and responsible vulnerability is not a whine fest, nor is it manipulative.
You can only be truly vulnerable when you know you’re strong enough to show up to whatever shows up to you.
When you own your vulnerability, you’re also demonstrating your confidence — the confidence your audience wants to experience to know that they can trust you.
Unfortunately, there are many people who throw around vulnerability because it’s “hot.”
Vulnerability is the window to your HUMANITY, so show some respect.
Airing out your dirty laundry without connecting it with your bigger message from a place of service is self-gratuitous.
Don’t toss around emotions just to make a sale.
Be genuine. Share your emotions with the utmost intentionality to communicate your values, convictions, skills, life experiences, and talents.
Congruence and integrity build trust. Trust brings clients.
Being human is about having a two-way conversation with your audience, because they’re human beings too.
It’s not about having the latest marketing automation system, or the newest bright shiny objects.
Interact and connect, instead of squeezing your peeps through some marketing conveyor belt that does little to distinguish you from a sea of competition that’s doing the same thing.
Don’t let a piece of software dictate how you communicate with your audience.
Let’s put the horse in front of the cart by first designing a user experience that reflects your brand personality and points-of-view, and delivers value in a way that taps into your strength.
How do you want your audience to experience YOU? What kind of interaction would make them feel connected to you?
Based on this user experience, which (surprise!) puts the user first, you can choose the right tools with clear intention and discernment.
Make sure your decision to set up any technology is not driven by fears. Burying yourself in technology without clear intention can make your brand experience confusing — and the confused mind says “no.”
You don’t want your peeps to experience you as a compilation of the latest marketing software. You don’t want your personality to be buried so deep that nobody can experience it underneath all the bells and whistles.
Don’t fear that “YOU being YOU” is not enough so you need to hide behind some fancy convoluted sequence.
Don’t let the fear of being judged drive you to follow what everyone else is doing — regardless whether the tactics suit your business model and serve to highlight your strength, or not.
Don’t fear that if you don’t look like everyone else or have some “polished” looking sales funnel you’re not “professional.”
Don’t be afraid that if you’re not selling some $67 information product you’re losing out — everything has an opportunity cost.
Don’t let the fear of missing out drive you to purchase a boatload of software and tools before you’re clear on how you can design a user experience that best suits your brand personality and serve to drive home your message.
Remember, at the end of the day, sales and marketing is about one human being on one end, communicating with another human being at the other end.
Ling Wong :: Intuitive Brainiac | Copywriting Alchemist. Through her unique blend of marketing coaching, content strategy and copywriting process, she helps the maverick-preneurs uncover, articulate & transform their WHY into content that connects, resonates and converts – by way of an intuitive yet rigorous iterative process born out of her Harvard Design School training and 10 years experience in the online marketing industry.
Get her brand new book Copywriting Alchemy: Secrets To Turning a Powerful Personal Brand Into Content That Sells here.