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Your customers are seeking advice on the search engines. Shouldn't you be demonstrating your expertise?

Follow these guidelines to attract new customers by discovering how to give, share and serve more on your website.


How to build a trusting relationship

If you could demonstrate empathy for your customer's pain and provide the solutions to help them, how would that affect your business?

Naturally, your customer will be the healthy sceptic when seeking advice, but as they learn to trust you, the level of perceived risk will diminish.

You can build trust by demonstrating integrity.

  • Write impartial content on your website to show that you do what you say, and say what you do
  • Provide evidence such as photos or charts to show how you did something.
  • Provide testimonials to highlight your reputation.

As your customer grows to realise your reputation and integrity, they will in turn grow in their reliance on you.

You can build trust by being benevolent.

  • Provide online tools or downloads to assist your customer.
  • Provide free initial support or diagnostics to assist a struggling customer.
  • Offer free samples or trials to help reduce any buyer anxiety.

As your customer grows to realise your abundant benevolence, they will gain confidence in you.

You can build trust by demonstrating ability.

  • Provide case studies to show how you solved similar problems.
  • Highlight credibility by showing member associations and qualifications.
  • Provide details of any regulatory requirements and how you can ensure they are met.

As your customer grows to realise your ability, their sense of immediacy will overcome their reservations to buy.

Writing power content

How to give great advice on your website

The first thing to do is form your message so that it is simple and clear.

How artistic and memorable you feel your writing skills are, unfortunately after a few minutes, your reader will have forgotten most of it. 

The one thing thing they will remember is the intention behind the message. 

What I mean by that is where you might see an article with a headline like 'Seven reasons why you need this petrol additive...' where the intention is: I'm going to give you seven reasons why. 

After reading the article, you will remember there were seven reasons, but you would fail to itemise them!

If you've seen the film 'Inception', where Leonardo DiCaprio plays a thief who steals information from someone's mind while they're asleep, then your content must do the same by using the intentions to embed your message to make it coherent and memorable. 

The content doesn't actually matter if the reader understands the message. 


Give, share, serve

Freely give away as much information as the customer desires. 

Think of innovative ways as to how your products and services can help their business.

It might feel like you are giving away the crown jewels, but remember that your business is built on your passion and no-one can take that away. The information will be unique to your business. If any other company tries to use it, they will fail without your passion behind it.

Share your knowledge, how you developed it and where you go to find out more.

Highlight an interest in their business by sharing new information.

Giving your secrets away will only make your customers want to follow you more.

Serve and support your customers by following up and requesting feedback.

What more can you do for them? 

The only way to know if your products and services work for your customers is asking for feedback. Then you can improve them and offer even better value and results to future customers.

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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