If you’ve ever been stuck on the wrong side of an automated telephone service, you’ll appreciate the advantages of a more personal approach. Press 1 for this and 6 for that, and you still don’t get where you want to go. For any business, the big thing is this: People like to deal with a warm blooded human being.
We live in an increasingly automated world, so the personal touch goes a long way. People in general, customers especially, like something that is just for them. So it pays to show your personal side when you’re dealing with your most valued asset.
Emails that address recipients directly are more likely to be read and acted upon than ones that aren’t. Of course, that doesn’t mean they WILL do exactly what you want but adding just that little personal touch can make a difference. Combine it with better targeting from the information you have collected on your content management system (CRM) and you increase your chances of the right result even more.
Most businesses fail on social media for one main reason. They do not engage on a personal level. This may include the company that endlessly pushes product updates, to those that use a third party marketing manager who doesn’t fully understand the business. Social media is a powerful tool that enables you to reach out and make contact with individuals. Don’t waste that opportunity. Have a conversation. Be personal. Engage.
The research suggests that the companies that keep an eye on social media interaction and respond personally do better than those who try to automate the whole process. Yes, it takes a little extra work. But it’s worth it.
Don’t just sell, sell, sell. If you are a major corporation like Nike or Sony you can probably get away with simply pushing your latest news and products. The rest of us mere mortals have to box clever. If you simply push sales then the likelihood is that many of the customers you have spent so long nurturing and building up will turn off. They’ll stop seeing what you send.
The trick for smaller businesses is to mix up those communications. If Christmas is just around the corner send corporate ecards with your personal season’s greetings rather than promotional literature. If someone makes a comment on your Facebook page then answer them personally, with what you, again personally, think.
Showing your personal side = Better sales
Sometimes we get so tied up with trying to promote our businesses that we forget the thing that truly makes us successful. The personal touch is often eschewed as a less profitable way to behave in business, especially now so many of us are at a distance online. The truth is just the opposite. The more you can bring a personal touch to your business the more sales you are likely to make.
And greater is the likelihood that customers will want to come back for more.