SELF PROMOTION
Back in the day, business owners would rely on things like giving their customers a firm handshake and a friendly smile to make an emotional connection the moment they walked through the door.
Even if the COVID-19 pandemic had never happened, these types of interactions would still be far less commonplace in a world where many solopreneurs and small businesses do just about everything online.
However, just because your business has gone digital, doesn’t mean that forming a strong emotional connection is no longer important. In fact, your ability to build an emotional connection with buyers is more essential than ever if you wish to stand out in an increasingly crowded marketplace.
1. Create An Aspirational Image
No matter who your target audience is, they all aspire to something better in life. For some people, this could be something as simple as earning more money to better provide for their family (or being able to better manage their money so they can be a better provider). Others may have more ambitious ideas, like creating the perfect home theater setup or hiking the tallest mountain in every state.
Regardless of what your customers aspire to, you can create a powerful connection and an identity that truly resonates with them when you tie your business to these goals and dreams.
The way you present yourself and your brand projects either a desirable or bland personality. By understanding what your target audience aspires to and adapting your images and messaging accordingly, you will gain loyalty and premium status, making you that much more relatable.
Going back to the theater room example — if your business builds custom home theaters, a gallery showcasing the amazing work you’ve done in the past can be a source of both inspiration and aspiration for potential customers. Linking your business to their goals creates emotional resonance that can’t be beat.
2. Show A Human Face
Regardless of what you’re offering to customers, you have to make it personal. Generally speaking, people don’t form emotional connections with faceless brands. Sure, they may have brand loyalty, but that loyalty usually didn’t start because they liked the logo.
Because of this, one of the best ways to form an emotional connection is to put yourself front and center. Scary?
Sure. It can be a bit freaky to think that a bunch of “randos” are going to see your face each time they visit your website. But when you attach a face to your business’s story, it instantly becomes more real to your customers. They realize that they are doing business with an actual human being, and that can completely change their perspective.
This became especially clear during a recent email conversation with Simran Mohinani, founder of MOHLIA. She explained, “By explaining who I am and why I started my business, customers can see that this isn’t just some corporate endeavor. This is something that comes from my own passions and interests. Because I am deeply invested in what I do, they can have confidence that I will deliver stellar results for them. They can feel my passion, which creates a stronger bond. This goes a long way in building trust, which I would consider the most important emotional aspect in appealing to online buyers.”
3. Let Customers Tell Your Story
Even before you have any form of direct contact with your customers, you can further personalize their experience by showcasing the people who have worked with you in the past. As just one example, when a past client shares how your marketing expertise transformed their company’s income, it will be far more convincing than anything you could say.
Capturing these testimonials with pictures or video will make these case studies even more emotionally engaging. A video clip allows you to capture your customer’s emotions and showcase how interacting with you has made them feel. When others can see the joy or satisfaction that others have had after working with you, they will begin to develop their own positive associations with your brand.
Don’t be afraid to reach out to some of your previous customers to ask for their testimonials, or if you could do a profile feature on your website. Not everyone will have the time or interest for this, but even a single “yes” can make a world of difference. If your business offers B2B services, this can ultimately create a win-win because it also provides additional publicity for the client.
Even for consumer-facing products and services, however, putting the customer’s voice at the forefront will give other buyers confidence that they can trust you to deliver the results they need. Even something as simple as allowing customers to leave reviews on your website will create a sense of transparency that helps you earn trust.
Time To Connect
The fact that you’re doing business through a computer screen shouldn’t keep you from being able to form powerful emotional bonds with your clients. As you come to better understand the needs and pain points of your target audience, you can customize your messaging so that these aforementioned tips truly hit home.
When this happens, get ready for that emotional connection take root so you can build an even stronger relationship in future interactions.
