Here’s what you have to always remember about clients looking to hire you: They don’t know you.
You know you, but they don’t know you.
Sure, they might have seen something you wrote–an article or a post on a forum, perhaps–and had their interest piqued.
Or they were given your name by someone they know and whose opinion they value.
But other than that, they don’t really know you.
And so they are nervous, understandably.
It’s a big commitment to decide to work with a business they don’t know.
They have a lot riding on the line. They have a challenge to solve or need to make their business run easier. They dread having to start all over again with someone new and want to make sure their decision is the right one.
This is why they are always looking for evidence.
They want to see clues that demonstrate you actually may be every bit as great at what you do as you say you are.
They want to feel trust and confidence.
So how do you do that? How do you help instill the trust and confidence potential clients are yearning for?
It’s surprisingly simple:
- Present a website that demonstrates your competence. What does that mean? Here’s an example: If you say you’re the grammar queen, but your site is littered with misspellings and incorrect punctuation, you can forget about clients thinking you are any good at what you do. No matter what you say you are, it must be backed up visually and in practical demonstration. Even if the thing you do for a living has absolutely nothing to do with spelling, writing or typing, people still buy with their eyes (an analogy coined by Harry Beckwith). They will directly correlate the professionalism and competence of your website (and other marketing collateral) with your actual skills and qualifications for the thing you are in business to do. It all has to match. It’s called walking the talk and looking the part.
- Present a website that shows you care. When you care about the presentation of your own website, you are telling your site visitors that you take pride in what you do (a pride-filled service provider is a MUCH better service provider) and that you are invested in their business and the work you want to do for them. Soooo many people think this isn’t important, but it is actually one of the most important things you can do to instill trust, confidence and rapport. If your site shows a lack of effort, if it’s sloppy and lacks any originality whatsoever, what gets communicated is that you are someone who will only exert the least amount of effort possible. That’s not very inspiring, is it?
- Give them someone to connect with. Whether you are a solo or the head of a big company, people do business with people. Put your name and face up there prominently so they know who is talking and they have someone to relate to. It’s an instant rapport builder and will make them feel so much safer and more comfortable.
- Speak and write like a real person. Corporatespeak is soooo over. Please know I say this in the most loving way, but you really gotta take the stick out of your arse and be a human being! Stop with all the pretensions and being so stiff, formal and uptight. Speak directly to your site visitor as a person, as if you were in a real conversation with him or her. Do this in your writing and in your recordings and videos. Look in their eyes and smile. Let your words be warm and human.
- Talk about them, not you. Sure, there’s going to be a sprinkling of “I” and “we” in there, but overall you should be talking about your ideal client and his/her goals, challenges and objectives and what you can do for them. Your copy should mostly be using the words “you” and “your.” If it’s not, go in there right now and turn those sentences around.
CHALLENGE: Today, go through your website. Fix typos and misspellings. Ask someone else to proof. Reword your sentences to focus on “you” and “your.” Make sure all your graphics are rendering correctly and fix any sizing that make them appear wonky. Double-check that all links are active and go to the right pages. A site that is checked and updated regularly is a site that will instill trust and credibility in clients.
(This post originally appeared in The Portable Business ezine on November 22, 2010.)