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Building Rapport and Connecting with Clients

Your clients buy from you for various reasons, one of these can the emotional feeling they get from you. This post looks at the possible reasons for this and how you can help to build on it.

There are occasions where the emotions have to be justified by logic. But so long as you have the emotional factor in all the materials that you produce then you should be good to go.

When you own a business you're wrapped up in how to bring customers through the door: How you make a profit from them, what products you're selling them, the profit margin - you try to think of all of these factors. But you forget one key thing - your customer. Why are they buying what they're buying? How do they feel about it? Why do they need it? If you can anticipate their needs then you can target them and sell to them.

When you know the answers to the above questions, you can write convincing content that can help you lure your clients in by answering them.

Step One - Be Emotional

Your client has a problem, they're coming to you to help solve it. The problem they have is scary, it makes them on edge and feel nervous. They need a solution NOW.

Use these feelings to sell to them. A good tip to use is Problem-Agitate-Solve. Tell your clients what you think the problem is, rile them up about it and then offer your solution.

Problem - You've started a business and have no marketing.
Agitate - You started when? And yet you still have no marketing materials? Why haven't you sorted this until now? Do you even have a logo? This is a big problem. You're missing out on so much of your market.
Solve - We'll sort you out, we'll get a team of designers to come up with a logo and then we'll use this to get the message out there to your potential clients.

This formula works because you are viewing your products as your clients would see them. Whereas you're used to talking about the specific details and the technical "this is why it works", you're now looking at it from how it helps others and the emotional needs of your clients.

Step Two - Define Your Clients

Think of your clients as people not just "clients". What age are they? What are their interests? Are they in a relationship? The more you know about them, the better you can target them. You should be looking at things such as:

  • Gender
  • Age range
  • Geographic location, are they close to where you're based, or are they in a different country?
  • Employment, where do they work or are they unemployed?
  • Income level, can they afford your services?
  • Education, did they carry on with further education? Why not?
  • Hobbies, are they similar to your own?
  • Products they've purchased before

When you write content, try to cover some of these aspects. Have several different personas you can draw from to help you. Each one of these personas can be interested in different things and be a different age from your own.

Step Three - What are They Afraid of?

You've learned what makes your clients tick, now, what do they fear? By knowing what your clients are having problems with, you can solve them. You can get information such as this from a simple conversation. You can look at reviews for you competitors to see what kinds of problems their clients are facing.

The more you know, the more you can help.

Step Three - How can you help?

You know who your clients are, you know what they're afraid of, how can you help them? Think of all the ways your product or service can help your client to overcome their problems, make a list of them. Each time you want to write content you can draw from this list.

Step Four - Build the Story

Have a fictional situation in which your client has a problem and you have to fix it. How did you fix it? Was your client happy?

For more on storytelling to increase sales please read this post.

Step Five - Add Emotion

When you were gathering your clients fears what words did they use? If your clients used words such as "frustrating" or "angry", "unhappy" or "saddened" then use these. It gives them a relatable hook with your business.

Then when you are talking about your products or services use words that your clients would such as "convenient" or "easy", "simple" or "affordable".

Step Six - Show them results

You know you're the best solution to their problem, you know your products or services will help. Now show them they will. Add in testimonials and statistics to back up your argument.

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