July 1, 2007
Confidence in your expertise
Human beings are excited by confidence. Maybe it's one of those cave man things. "That guy who sounds so sure about this new wheel thing, I dunno, maybe we should listen to him. We did pretty well with his fire idea."
You are in business because there's something you do really well. You know everything there is to know about tires. Or rare books. Or geraniums.
Everything you do should communicate your confidence and knowledge to your customers. If you run a tire store, provide materials that help your customers decide if they need to buy snow tires. If you sell rare books, give your customers tips on which first editions will hold their value. And nursery customers are always hungry for gardening tips.
The best marketing is based on the principle of giving before you get. You give great advice based on your confidence, your expertise, and your years of experience. When your prospects experience the benefits they receive from taking your advice, they feel good. They can see you know what you're talking about. They spend money on your products, and then you feel good too. It all starts from sharing your confidence in your expertise.
Next action: Sit down for a ten-minute brainstorming session and decide on a great way to share your insights with your customers. Consider a newsletter, a blog, mailed postcards, a new section on your web site, or some wonderfully creative method of your own.
Deeper dive: Do your marketing materials establish you as an expert in your field? Do they show your prospects how you're going to use your expertise to benefit them?
Would your company benefit from more repeat business and referrals?
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