Today I thought we’d talk about 3 of what could be the scariest and most intimidating words you’ve ever heard relating to business (and maybe life too), and why they’re super important if you want to succeed in 2017. The words? Personal emotional connection.
That’s one of the secrets to being successful today in 2017, to make your customers have a personal emotional connection with what you’re selling. Yes, details are very important as are facts and information and honesty. Also important is providing consistency across your marketing, customer service, and products/services, so that whether you’ve got someone who buys from you on a weekly basis or someone who only buys every 6 months, they can expect the same experience now and in 6 months.
So what’s the big deal about a personal emotional connection? First, it’s personal. That means that the buyer feels that you’re personally interested in them and understand their personal needs and desires, and that your product or service will align with them. Second, it’s emotional. You’ve probably seen the commercials where little kids in war-torn countries look starved and you’ve probably seen the commercials with starved animals as well. Both of those commercials play on your emotions, knowing that there are plenty of people out there who will have their emotions tapped by those commercials and want to donate. Third, it’s a connection. People like knowing that they’re heard, understood, appreciated, and that they have something in common with others. You want someone to come to your brand saying “finally! Someone gets me and my needs!”
One of the biggest challenges is that although sometimes a personal emotional connection can be made instantly, more often than not it takes time. And time is not something that everyone is willing or things they’re able to wait for. But the research shows that more often than not you can get more from a customer who has a personal emotional connection with your company, than you can with someone who just buys for the price or availability. So go ahead and come up with some services and products that people would buy for price or availability and then have in place a plan to create a personal emotional connection with them, and have other products and/or services available for if and when that connection happens.
Have you made an effort to make a personal emotional connection with your customers? If so, what have you learned?