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People Buy From People They Like. Does Your Business Have A Personable Image?

The other day I wanted to have, for lunch, one of my famous pastrami on white sandwiches, with a slice of baby Swiss and a dollop of spicy brown mustard. Driving back from the supermarket I realized that I had forgotten to pick up a key complement to the sandwich, chips.

I said to myself, "No problem, I'll stop at the dollar store and see what they have there." Being the dollar store, selection is not a feature so I picked up a never-before-heard-of brand of potato chips called "Uncle Ray's".

Since all potato chips are the same, I didn't think twice. Paid my dollar and tax and off I went to prepare my gastronomic delight.

Here's where my lunch gets interesting -- please bear with me.

On the back of the previously unknown bag of "Uncle Ray's" chips was the story of a guy named Ray, Uncle Ray to those who know him. As its turns out, Ray served as a cook on a Navy ship and that's where he learned the art of mass cooking and chip making.

Additionally, in his brief bio, there is bit about his work ethic, about being one of seven children. Also, his religious philosophy followed by his favorite quote from the Bible: John 3:16. as well as, many thank-yous to those who purchased his chips.

And to assure that it is not a marketing ploy -- and that Uncle Ray is indeed someone's Uncle and not an Elf named Ernie -- the back of the bag included his picture wearing a navy uniform.

In less than 300 words, Uncle Ray managed to turn me into a loyal customer. I'll tell you why. I know, or at least, feel I know Uncle Ray.

In my opinion his potato chips are no better than any other of the big brands. I bought a good product for my dollar, but the best part is that I know who I'm giving my hard earned dollar to, Uncle Ray. A guy that served in the Navy, has a strong work and moral ethic and, by the content of his website, cares about his employees.

That is the difference, the difference that will make me select his chips over another. The difference is that I feel I know Ray.

Think about this when presenting your product or service. If you are in a market where competition is strong and product or services are very similar, personalization or humanization of your product/service may be the key to greater success.

After all, clients make many purchase decisions simply because of the "I know the guy" reason -- which is underlined by an "I trust the guy" sentiment.

How To Help Customers Know You

Use your eNewsletter to personalize your business. Get your readers to say "I know the guy or gal."

Here are some tips on personalizing your business through your eNewsletter:

	Make the tone of the content sound as if you are having a one-on-one conversation with a friend.
	If you sell products, pitch them as personal recommendations.
	Be honest and show passion for your work. This is immediately perceived by your prospects.
	Add a picture of yourself. Let them know who they are talking with. It may be a bit corny but it's important when creating a bond.

I believe that when it comes down to the wire, the point where a customer has to select between two identical products or services, the customer will pick the salesman they like or trust more. It's a simple, understated, often denied but very powerful competitive edge. At the end of the day, I'm going to give my dollars to the guy I like more.

Let your eNewsletter show who you are.

As always, we are here to help. If you are interested in starting your own eNewsletter program contact us. If you need help starting your Blog page, email me.

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