If you want to connect and develop a relationship with someone, you want to communicate in their language… with the words they are using to articulate their challenges, fears, frustrations, experiences, needs, values, hopes, and dreams.
Your marketing, messaging, and communications need to “speak” to one person at a time, even when you are reaching out to thousands. You want each person to feel that they know you, like you, trust you, and that you are a unique thought leader.
When you do this, you will create a shared human connection and experience and provide them with exceptional value. As a result, you can create superior products and services (based on what they need, because they’ve told you).
From there, you can make effective offers & invitations, so they’ll want to invest in you… and tell others about you.
Here’s how to do it.
- Be sure to “speak” to one person and don’t write or preach like you’re addressing a group.
- Use language that’s clear, concise, compassionate, and colloquial.
- Imagine this person is your best friend who experiences the whole range of joy, pain and everything in between. Someone who wants to be happy, safe, healthy, and free (just like you).
- Picture having a heart to heart discussion: about their dreams and challenges (especially what they can’t get out of their heads). What words are they using? What emotions are coming up?
- Empathize with them, acknowledge them, and let them know that they are not alone, that it is ok, there is hope, and that you are the one who can help them (or point them in the right direction so they can help themselves.
- Teach them how to get past that pain or challenge today, and for the long haul.
- Show how they can reach their vision, goals, and dreams as quickly, effectively and as peace-fully as possible.
When you use people’s words, they realize that you understand and care about them, which makes for trust, authenticity, and a connection to heart.
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