“What about you?”
What about you makes you the best choice for your potential client to work with instead of others?
This blog post will help you to recognise and communicate what your brand means to your client.
This is the third post of the ‘activate fierce brand loyalty’ series.
After answering those two questions, your ideal client will start to form feelings and judgements towards you. This is due to having a base of broad awareness. Following this, the brand building blocks of performance and imagery are then taken into consideration.
The ability to create intensely positive feelings
A brand is more than its product or service.
A brand evokes feelings.
As small business owners, you must consider how your brand makes your customers feel about you and them.
There are the four responses your business faces:
- intensely negative
- mildly negative
- mildly positive
- intensely positive.
How best to handle a negative comment
The reality for most UK businesses is that you rarely experience mildly negative or mildly positive feelings in the form of reviews or social media interactions.
However, you know when someone has a negative experience; it is quintessentially British to make sure everyone knows about it!
For example, someone may dislike the opinion piece you shared in your weekly e-newsletter.
They email you angrily about how you are a total and utter disgrace!
It is important to politely respond. Apologise for how they feel and do your best to resolve it. If the negative feedback is unwarranted and unreasonable, do not be afraid to unsubscribe them from your list. It is best to focus your time, efforts and content towards those that value it.
Turning the peri-peri meter from mild to spicy
Potential clients who have an intensely positive feeling towards you are likely to follow you on social media. They may be subscribed to your e-mailing list. Most importantly, it will lead towards an intensely positive feeling in which they are more likely to buy from you. It is vital to be able to communicate your knowledge and expertise consistently. There are various ways to do so:
- Tips and guides
- Case Studies
To make the most of these methods to showcase your knowledge, it is best to share content to specific segments of your audience. If you are aware that your potential client is in the tech industry, share a tech-related testimonial with them.
A practical tip is to share specific e-mail content to a specified segment of your audience that it is applicable to. Following this, send a follow up email. To be able to turn a potential client’s mildly positive feeling to intensely positive, it is necessary for them to engage with the content. A follow up email increases the likelihood of opens and click-throughs, which then leads them towards the landing page with a call-to-action.
The more relevant the shared content is, the more likely they are to react to it.
Through these feelings, positive judgements will be formed of your business and what it represents. It will enhance your image of credibility and superiority that makes you a business worth working with and paying for.