I don’t know how often you read the bride’s forums; I read several everyday. (Yes, I have a life. Thank you for asking.) The next time you do I want you to notice how they refer to the companies that they talk about favorably as opposed to the ones they talk badly about. In almost every instance they use a persons name for the favorable one, the bad ones are called by the company name. I don’t think it is coincidence.
Women are about relationships. They are more likely to think highly of someone that has taken the time to get to know them and more likely to spend their money with them. They want a face to go with the company. Think Martha Stewart, Donald Trump, Oprah. If they put their name on something, people buy it in droves. The perception is that it comes by recommendation from a ‘trusted friend’. You should do the same thing; become your potential customers trusted friend. Make yourself someone they feel they know.
Put yourself out front and in the spotlight no matter what your company sells. Get personal; let your customers know you. Be the icon that stands behind your brand. Make sure your customers know there is a real person that they can trust, not just some corporate entity. I realize that also means that you are the one all the fall out hits when something goes wrong, but that was a give the moment you decided to go into business for yourself.
Every show you do be there. Be a little flamboyant if you can. Make sure your picture and a friendly bio is on your website. If you can get the local paper to do a spotlight on you (and your business) do it. Give your potential customers some bit of common ground to latch on to. Blog from a more personal point of view; I don’t mean get chatty about you kids potty training or your love life, just be human. Tell a little story about the wonderful bride you had last week and how satisfying it was to see her get to dance with her father despite his hesitation to dance in front of everyone or what ever happened that touched you. Let your unique personality come through.
Andrea Learned, author of “Don’t Think Pink”, has a great article about humanizing yourself on her blog “Learned On ”. You should give it a read.
Think of different ways to brand yourself. Be that business they talk about like a friend rather than a cold corporate entity.
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