With each passing day, customers are expecting more and more from the companies that they…
The Art of Connecting With Your Customers
For a long time, I thought that being in business meant you had to be serious.
Robotic even. Not showing any emotion, especially weakness. This even more so if you were in the business of ‘being the authority’ on any business issues. More recently, I’ve been discovering the power of connection. Just how important it is for your business to let your customers in and see who you are, warts and all.
And I’m not the only one. I’m starting to see words like ‘authenticity’ and ‘real’ attached to unrealistic images and blogs a lot. To me, this content screams fake. There’s nothing there, no connection. So, while it’s definitely the ‘in’ thing to be real, I rarely see it done well and with integrity and actual authenticity. Real feeling.
When someone makes you feel.
I follow a lot of business leaders on social media, two in particular with very similar business models. They both have good engagement. One is an over-sharer. Her audience knows everything about her, from what she had for lunch to who has upset her that day. While the other plays things a little more closely to the chest. She’s shared a lot of personal information, but you can tell it’s carefully considered. Sometimes you can even feel the virtual arm keeping you from getting too close.
That was until a few nights ago when she shared a post that was emotional, deep and extremely personal. The no holds barred post. The type that just a few short years ago I would have been horrified for my clients to read.
This post was one of the most engaged I’ve ever seen on her page. And this one post has seen her go from an almost too good to be true business owner, to someone we could all relate too. Someone who’s struggling with an immense load of stress and pain but still, albeit barely, holding her business together.
Someone who I’ve now started to pay more attention too. Instead of just being someone I follow on social media, I actually took notice of what she was selling and investigated the possibility of implementing it into my own business.
How much is just right?
This particular business owner has had a lot of articles written about her and her story, and it’s not all roses. So what was it about this post that pulled me in? And how do you find that balance between letting people in and oversharing? I’ve been thinking a lot about it. How many posts are too little or too many, and how much do you let out?
Well, I can’t answer any of that. Because there is no magic formula for connection. Creating that connection is about getting real, allowing yourself to be vulnerable. It’s about getting comfortable with being uncomfortable. Most of all it’s about being human.
The art of connection is just that, an art. Sometimes subtle, sometimes not, it’s about opening yourself or your business up genuinely, and letting your customers in.
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