We as humans love things like gossip, soap operas, eavesdropping, sharing secrets, peeping, and Entertainment Tonight. And let’s not forget People Magazine—yes, I read it religiously every week. Why are we obsessed with this as a culture? It’s the human interest.
Whether we admit to it or not, we as humans love things like gossip, soap operas, eavesdropping, sharing secrets, peeping, and Entertainment Tonight (basically, everything on the E! cable network). And let’s not forget People Magazine—yes, I read it religiously every week. Why are we obsessed with this as a culture? It’s the human interest. It’s finding out about OTHER people’s lives, the intricacies, the quirky little details, the strange ways of being. Sometimes we’re looking to see how DIFFERENT others’ lives are. Perhaps we’re aspiring to be like them, or maybe we’re ridiculing them. Sometimes, we’re just looking to see how SIMILAR their lives are. (“Hey, celebrities go grocery shopping too?”)
For whatever reason, we stay glued to the minutest details of peoples’ lives. It’s something you should think about implementing to attract clients. Don’t laugh, I’m serious. You can use this deep ‘human interest’ need we all have to your advantage.
How? By letting people into the little details of your OWN life. By making your network of prospective clients, strategic alliances, and current clients more familiar with your everyday life, your family, or your adventures, you’re essentially creating three things:
Any marketer would do ANYTHING to have a legion of people curious, loyal, and committed to a brand.
Your life almost becomes like a television series, where people tune into your marketing materials to just see what happens next. That’s especially important in a marketing world where consumers are bombarded with advertisements at every turn, and email ‘open rates’ are in the 30-40% range, at best. To be honest, it takes some getting used to.
At first, my husband Derek was a little hesitant about me using pictures of our family in my e-zine articles and on my website. Believe it or not, we’re actual pretty private people, although I guess you wouldn’t know it. The thing is, once I started letting people in to the everyday events of my life, my sales went up, there were fewer unsubscribes to the newsletter (in fact, it grew dramatically) and even more prospects started calling to work with me privately or enter my programs. (By the way, he’s now OK with the whole thing and actually encourages it. I guess the proof was in the pudding.)
Your Assignment:
Start thinking about how you can incorporate more of YOU into your brand, your marketing, and into your actual work with clients. It doesn’t matter what you sell: consulting, financial services, cosmetic dentistry or magic tricks. Once people are clear about what RESULTS they can expect from working with you, then it’s all about human interest to make them curious, loyal and wanting more from your brand, looking forward to seeing your materials and buying up everything you’ve got to offer. And that, my friend, officially makes you a Client Attraction machine!
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