There’s a lot of pressure when it comes to making connections. If you have a business, you know how important it is to connect with people. If you don’t connect, your business will suffer. The good news is that your competition is in the same boat. The bad news is that you all want the same thing—to connect and build a relationship with the person who has the power to pick you over your competition. If you want to improve the odds of making connections and building relationships with potential clients and customers, consider these two fundamental ideas when you’re creating content.
Establish a common ground: All relationships—both professional and personal—are built on this foundation. If you can’t identify something you have in common with the person you’re trying to establish a relationship with, it’s just not going to happen. You absolutely need at least one thing in common to get anything going.
Connecting with people via your content starts with thinking about the common ground you share with your potential clients. If you’re a solopreneur, your common ground might simply be that you’ve learned through your own experience how to solve problems your potential clients are experiencing right now. The result is content that’s more likely to resonate with potential clients and get them thinking about you as someone they might be interested in working with.
Provide Evidence to Your Audience that You Care: Have you ever met someone who spent 90% of your first conversation with them talking about how great they are—without even asking you one question about yourself? When that happens, how likely are you to invest your time and energy into waiting for your chance to speak?
Now, think about the content you’ve been sharing on your website, in newsletters, on Facebook, in blog posts, etc. Is your content evidence that you’ve been listening to your potential customer’s problems and concerns? Or does it come from the perspective of a person who believes they have all the answers doing all the talking? Even if you have every solution your potential client could possibly desire, they aren’t likely to invest their time and energy into what you have to offer unless they trust and believe that you’ve invested your time and energy into understanding their world - from their perspective - first.
It’s easier to achieve a balance with these two fundamentals than you might think, and I’d be happy to help you figure out how balanced your content is. One painfully quick and revealing test you can do right now is to look for the word “I” in your content and communications. If it’s there, perhaps we should have a conversation.