By Ryann Dowdy, CEO/founder of Uncensored Consulting: Be in the Room, sales coach, business strategist and best-selling author.
Are you looking for ways to grow your audience and increase sales? If so, you’re in luck! There are a number of things you can do, but three of the most effective ways to achieve these two goals are to focus on your ideal client, connect on a personal level and tell great stories.
Focus on your ideal client’s specific needs.
Remember, sales and marketing is never about you or your business. It’s about your ideal client. What do they want? What do they need? What words do they use to describe their situation?
When you understand their specific needs, you’ll be better able to create content and sales strategies that resonate with them. Creating content that directly caters to what your audience wants/needs not only gives you the opportunity to be an authority but can also build trust.
You can become someone that makes your ideal client feel seen, heard and understood. When you make them feel this way, they are far more likely to join your online community, sign up for your email list, listen to your podcast and, ultimately, buy from you.
The next time you’re creating sales or marketing materials, take a step back and ask yourself: Is this really helping my ideal client? If not, it’s time to go back to the drawing board.
Connect on a personal level.
Networking is top of mind for every business owner, entrepreneur and salesperson. But here’s a brutal truth: Connection is more powerful than networking. A basic human need is to feel seen, heard and understood. We love connection.
We all crave connection. Whether it’s a friend to confide in, a loved one to rely on or simply someone who understands us, the need for human connection is ingrained in us from birth. And that need doesn’t go away as we get older. In fact, as we face the challenges and uncertainty of life and business, the desire for connection only grows stronger.
Do not simply use your free online community to blast your marketing messages to anyone who joins. Create content that inspires engagement. Encourage others to share their own content within your community. Engage with others by replying to their content and comments. Offer thoughtful advice, share words of encouragement and simply let your audience know you see them—and you understand what they’re going through and want to help.
Building connections should be at the heart of your marketing strategy. When someone reads your materials, you want them to feel like you understand them and that you’re on their side. If you want to build a successful business, focus on building connections with your ideal clients. It’s one of the most essential (and human) things you can do.
Finally, tell a good story.
When it comes to marketing, everyone knows that facts are important, but they can also be dry and impersonal. Facts are easily found online—and anyone can share them. But only you can share your stories.
Stories are powerful because they can stick with us and help us see the bigger picture. They can inspire us to make a change in our own lives because of success others have had.
Don’t be afraid to tell personal stories and show your potential clients why you’re so passionate about what you do. You can also share your past clients’ stories (be sure to either get permission or change the names) to illustrate how your products or services help those coming from all different situations. The better you get at storytelling, the more your people can connect with you—creating lifelong clients and raving fans.
Remember, no two businesses are exactly the same, and what works for one might not work for another. You’ll likely have to tweak your messing over time to figure out exactly what works for you and what attracts your ideal client. However, these methods are tried and true—and should work for you if you put the effort into them.
When you focus on your ideal client, connect on a personal level and tell great stories, you can be well on your way to success. By taking the time to understand who your ideal client is and what they’re looking for, you’ll be able to create content that resonates with them on a personal level. And when you share your own stories, you can create an emotional connection to keep them coming back for more.