This is a follow up to my first customer seduction article and is inspired by a lovely friend of mine who has recently entered into the world of online dating.
A world where you’re relying upon your online presence and communication to attract the right people to you.
Yep, your business isn’t much different to online dating. Okay, you’re not necessarily looking to wine and dine your customer, share long walks in the country or a quiet night in with a bottle of wine, (although if that is how you treat your customers, give me a call ok?) but you are looking to make a connection by attracting the “right” people to your business. You know, your ideal clients.
I’ve dated online before and there’s a lot of competition, and it takes a bit of working crafting a profile or dating ad that’s going to work best for you.
Your website, blog, articles or Facebook page is like a dating ad for your business, and you want it to stand out to potential suitors.
So here’s my dos and don’ts of creating an online profile that attracts Mr. or Mrs. Right, rather than Mr. “I’m not allowed back into the States due to a bout of armed robbery, drug charges and assaulting a police officer… (yes, that was a short date…)
Don’t sound desperate
In dating terms, this sound like
“I just want someone to care for, and run long baths for and call them every hour and send them fluffy gifts every other day, I’ll do anything, because I just want anyone, anyone at all and I’m a real cheap date as well… Please pick me.”
In terms of your web copy, this is the same as offering hundreds of different services, even ones you don’t like or are good at, just because you don’t want to turn anyone away. It also seems like this if you’re constantly slashing your prices or agreeing to do absolutely any request just to get a customer. If you do this, your customer doesn’t get the best “expert service” that you can offer, and chances are you’ll hate the job even if you do get it.
Don’t be clichéd
Enjoy nights out and evenings in? Like going out to restaurants but also cooking an intimate meal? Those are the online dating ads that tell you NOTHING about a person. When everyone uses the same lines and it begins to blur into nothingness.
If you’re just starting out with your business web copy, it’s a great idea to look at similar websites to get ideas, but make sure your content is not only your own, but avoids overused and empty terms like “first-class” “industry leading,” or “results based.”
If you’ve ever been on an date from an online site before you’ll know the disappointment that follows a series of charming and in depth emails about enjoying the same films and live music as you, only to be faced with uncomfortable silences when you do meet because you have nothing in common. The silence will eventually be broken by him saying:
“Let’s got to the pier and play whack-a-mole cos I get bored chatting about music and stuff.”
(On a side note, you have never really known someone until you see just how much pent up aggression they have for stuffed rubber moles…)
Saying everything you think your customer wants to hear, might get enquiries and people through the door, but when they finally meet or work with you it’s going to confuse them like crazy.
It is important to be yourself online (free download) and whilst it’s tempting to say the right things, the more honest about who you are and what you’re looking for, the more effective your business “dating” profile will be at attracting the right customers for you.
Let me know what you think, have you ever tried to say the right things only to have it bite you in the behind? Or do you have certain ways of ensuring you don’t get Mr. or Mrs Wrong? Would love to hear about it below!
Have a great weekend, can’t wait to catch up with you next week.