If I’ve said it once, I’ve said it at least 1,000 times — people do business with brands they LIKE. And the truth is, it’s more than just something I say, it’s a fact. We seek out businesses we LIKE to do business with.
Our first goal, when we take on a new client, is to figure out how to make their brand more likeable. This is one of the most critical elements to any successful advertising and (especially marketing) campaign. Without likeability, we’ve got nothing and neither does the client.
The good news is, there are three easy steps that you can do to make your business more likeable. Following these steps will bring you more business, more clients, and (most importantly) more money. Now that’s something to smile about!
Three Steps to Creating Likeability
- Be Pleasant. Unless your brand is about angst, anger, or being an outsider, consider trying to make every customer (and potential customer) interaction cheery. Be genuinely glad to see them. Answer the phone as if its a pleasure, not a burden. And try to go the extra mile to “make someone’s day.” In short — find a pleasant brand personality and see how many ways you can share it’s light with your community.
- Focus on the Positive. In the best sense, what is it your business brings to the community? How does your product or service change lives? (or just moments?) If someone chose to do business with you — what’s the promise? Now tell that story in as many ways internally and externally as possible.
- Get Consistent. Seriously – the more consistent you are representing your business to your community (pleasantly), the more likeable your business will become. That’s because when a business is consistent, their customers and potential customers come to know what to expect from them. And, generally, we like to know what to expect from a business.
Following these steps isn’t going to make your business successful overnight, but it will move your business down the path of creating likeability – and likeability almost always wins.