One of our most important jobs as entrepreneurs is attracting clients. As a result we do all kinds of things to capture the attention of our audience. We want to make a big impression so we will be remembered and, hopefully, even referred. However, while it’s good to make a positive impression, being impressive should not be the ultimate goal when it comes attracting your ideal clients. A far better and much more effective approach is to create an authentic brand that speaks to the hearts of your audience.
Remember the old story of the wind and the sun competing to see who can get a man to take off his jacket first? The wind howls and tries to blow the man’s jacket off, but the harder the wind blows the tighter the man clings to his jacket. The sun, on the other hand, beams its rays of light and warmth on the man. He gets so toasty he takes his jacket right off. I suspect he even enjoys the warmth and the glow of the sun.
It’s like that with branding as well. If you are merely impressive, you are like the wind. You may blow long and hard, but you are not getting your clients to open up to all the wonderful things you have to offer. In order for you to get your audience to open up to you and your services, you must warm them up and connect with them on an emotional level. The best way to do this is [Read more…]
