“You need to meet people where they’re at, not where you want them to be. If you want people to trust you, they need to believe that you understand their pain.”
I heard this line in an interview the other day. It was in reference to political campaigning, yet it perfectly applies to marketing.
Empathise. Let them know you understand their challenges (pain points) and validate their feelings.
A few different examples:
♀️”So you’re engaged! Congratulations! And now you’ve reached the frustrating part where you’re trying to plan a wedding amidst a pandemic and every time you make a decision… something else changes! Ugh. Let’s start with what we *can* control….”
♀️ “Finding a new hairdresser/accountant/[enter service here] can be nerve-racking! You’re probably wondering ‘Am I going to like the person? Do I want to spend hours of my life with them? Can I trust them? Will they deliver what I need?’….” (Hint: This is why you need to get your “face in your feed” so people know who they’re connecting with!)
“Let’s break down the difference between a brand and a logo, and discover which option you need for your business.” (Again, meet the client where they’re at! Don’t assume they understand this critical piece of information!)
When we show our audience we “get” them, we build trust. Trust is the foundation of everything else (including turning a follower into a paying client).
Remember: Serve. Always. With patience and without expectation.