People are attracted to people who display normal human qualities, and those who are not afraid to expose their foibles and idiosyncrasies. People also do business with people they know, like and trust. In order for people to get to know you, like you, and trust you, you have to be transparent about who you are to the extent that you feel comfortable.
Your prospect, even before making the decision to become your customer or client, wants to know that you understand her concerns and can relate to her pain-points. If they perceive you as someone who has always had everything go smoothly, they’ll probably think that you could never understand the challenges they are experiencing. On the other hand, when you are transparent and are willing to disclose that you understand where they are but what you did to overcome it, and you can speak to them in terms they relate to, they will be very receptive to the solutions you offer. In this way you can build your community.
The members of your community want to hear you speak their language and show that you remember what it was like to be in their shoes. People love stories; great lessons can be taught by stories; and people remember stories, so it’s good to share stories so they see other sides of your personality.
Before I came online in 2008 I was on the newsletter list of someone who is now a dynamic, well-known, and well-respected internet marketer. At the time she was in another business but through her newsletters I got to know her and her family. I was there on their trip to Disney World, when they missed their flight home, the illnesses and struggles of her children, even though she still maintained her privacy. Over the years after started by online business, I purchased multiple products from her and was a member of her private online community so I got to know her online as well.
I finally met her in person in February 2012 at a huge Internet Marketing Conference. She wasn’t just a distant person I’d done business with. It was as if I’d know her personally for a long time. She was as warm and caring as I felt she would be.
Not everyone feels comfortable sharing personal information, but to the extent that you feel comfortable, build your community and allow them to see that you are real. They will appreciate you even more when you are transparent about who you are.
How do you personally feel about sharing yourself with your community? Please share in the comments.