As you know, I’m here to help you find that “unique” factor in your life and in your business to help you stand out among the competition because to blend in means to go unnoticed. And people don’t buy from people they don’t notice. The website is an extremely valuable tool, as it may be your only chance to hook your customer. In my business, as a motivational speaker, if they don’t like what they see in thirty seconds, I am out. And I never even knew that I was in.
Most of us see our websites as a tool to tell our customers what we do and how we do it. But we’re missing a very important ingredient I call the emotional connection. While it is important to speak to the mind of our potential client, it is just as important, if not more important, to speak to the heart – to make a connection. Let me relate this to sales. What have they been telling us for years? People buy from people they like. That getting business is about establishing relationships. It’s about making a personal connection with your buyer. It’s about establishing trust and rapport so they will listen to what we have to say. That’s why we never start a sales conversation with price or listing off features and benefits. We start it with listening and rapport. Once a customer likes you, the rest is gravy. So why should our websites be any different? Sure, they exist as a resource for the customer. But don’t they also exist as a means of connecting with that potential client? Shouldn’t we see this as yet another place where we can establish trust and create rapport?
So, how are you doing? Check out your website through this new lens. Look at it through the eyes of your potential client who is looking at yours, and that other one, and that other one, and that other one. Does yours hook them? Does it make a connection? Does it portray you as real and human and likeable? Or is it cold and filled with the facts, causing you to blend in with all the others? (The fact that you are smiling in your picture, doesn’t count.)
It’s not something with a quick and easy answer. You have to really think about how you can use your words to make a connection – how you can portray yourself with authenticity on something as unemotional as a computer. So there’s no short cut here – just like most things in life. You have to put in the sweat and tears. But it’s worth it when you start getting more business.
And if you don’t know how you’re doing – ask your customers! Ask the one who picked you, what made them pick you. Ask them what they liked about your site. Ask them why they chose you over the other one. I had a customer tell me the other day that she looked at three speakers and the other two were a “resounding NO”. I asked her what made them no’s. She said she went to their site and felt like they were just selling her something – just telling her what they could do. She came to my site and felt like she knew me. I made a connection. The other two speakers never even knew they were in the race.
So, go out there and make sure your websites Stand Up and Stick Out in this crowded market! Why? Because nobody notices normal.
This has been another Stand Up and Stick Out Moment, brought to you by Motivational Speaker Kelly Swanson
Motivational speaker KELLY SWANSON is an award-winning storyteller, comedian, and author of "Who Hijacked My Fairy Tale". She has been described by Our State Magazine as one of North Carolina’s funniest women. She uses hilarious comedy, powerful stories, and a wacky cast of southern characters to make people laugh, remind them of their value, and show them how to stand up and stick out in their lives, businesses, and communities. Her shows have delighted audiences from coast to coast, from board rooms to cruise ships.
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