Why are you in business? Every business, no matter what size or industry, is in business for the same reason: to gain a customer. Did you think it was to make money? Well, pretty hard to do that without first gaining a customer. And like it or not, it's nearly impossible to gain a customer if you haven't worked on your “know like and trust” factor.
Freelance writing isn't always about writing. Sales isn't always about your products. Coaching isn't always about your expertise. Business, however, is always about know, like, and trust.
And when I say all businesses, I mean all businesses.
Think about the blogs you read the most? The retailers and boutiques you buy from the most. The charities you donate to the most. Even the emails you read the most. From Walmart to that Avon lady…you interact with the businesses you know, like, and trust the most. Those are the businesses you rely on and those are the businesses you recommend to other people.
Not only that, but it goes both ways. Businesses employ people they know, like, and trust.
Ready to build up your know like and trust factor?
Here are a few things you can do to infuse this principle into your professional life.
Step 1: Get Known
Build your personal or business brand, and make sure it is infused through everything you do. This is going to require knowing exactly who you're talking to. Who is your ideal client? What are they looking for when they are searching for the services you provide? Where are they hanging out online? What are their hobbies?
The more specific you can be when picturing your ideal client, the better. Your ideal client is the person who is the most likely to need and want your products or services. The problem is, they don't know who you are yet. So you have to find them and make sure to introduce yourself.
And, no, I don't mean throwing sales pitches at them. Knowing who you are won't do your business much good if they don't like you. But we'll talk about being liked next.
Step 2: Be Liked
Post content your ideal client wants to see. No one wants to see only ads. Even people who sign up to “receive special offers” will eventually tune out of that email if that's all they ever receive from you. As you build out your content on social media, your blog, or even your resume, make sure it is content that is relevant and genuine. Content that will draw them in and keep them reading.
Of course, it's impossible to make sure everyone likes you. That's just not going to happen. What's important is that you get the right people to like you. This is also why understanding your ideal client is so important. It's much easier to make a plan to post what that person wants than it is to try to post to everyone and trying to let them sort it out later.
Step 3: Build Trust
Finally, build that trust with your audience. The best way to do this is to continue to repeat steps one and two consistently. Make sure you are talking to your ideal client, use consistent branding, and continue to post relevant content that your audience cares about and wants to see. Rinse, lather, repeat. In the end, trust is probably the most important factor within the know, like, and trust equation.
And one of the biggest determining factors as to whether or not your audience will know like and trust you? How transparent your answers are. Don't hold back part of your answer because you believe they won't hire you if you give them the answer for free. Don't hold back part of your answer because you are hoping to draw them in to talk further. Clients and potential clients will know you aren't giving them the whole truth and they will likely turn away from you.
Curiosity marketing just doesn't work the way it used to.
Did you enjoy this article? Here are a few other posts you might like about freelancing and working from home:
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