As an entrepreneur, there is one thing I know for sure. To achieve great success, you need to build positive relationships. And one of the most important relationships you build will be with the very people who buy from you; your clients and customers. Building a relationship with your customer and creating a “wow factor” experience is the difference between them making a one-time purchase and building retention through customer loyalty.
But how can you delight your customers and convince them to make a repeat purchase?
My mantra, capture the hearts of your audience and build lasting relationships. It’s the only way to maximize your customer lifetime value.
Use details to make a memorable first impression
Attention to detail is the difference between something being average and something being exceptional. When you add details to your offerings, your customers:
- Differentiate your brand from your competitors
- Experience a level of personalization when engaging with your product or service
- Associate your brand with a positive experience
Imagine what this level of brand recognition could do to your bottom line.
Now imagine you’re newly dating and you’ve been set up on a date with someone new.
For your first date, you have an expectation to meet someone well dressed who is going to take you to a restaurant with a beautiful ambiance.
When the time comes, you have your hair and makeup done, but to your dismay, you meet someone who is waiting for you in an old gym t-shirt and tennis shoes. To make matters worse, he takes you to a very cheap restaurant.
- The ambiance is subpar
- Food is served on Styrofoam plates
- The furniture is outdated
At this point, you’re probably feeling utterly disappointed. Although you’re not spending any money to pay for the date, you still invest your time and energy to be there.
The fact he didn’t make an effort to look pleasant or select a better place, shows that he doesn’t value your time. Time is a priceless asset. You can spend time to earn money, but you can’t spend money to buy time. If someone doesn’t value your time, it sends a message that they don’t value you as a person.
This is the same thing in business.
The same way you wouldn’t want to return for a second date, your customers need to feel valued to return to your place of business. Naturally, a high-quality customer is going to seek another business that will provide a worthwhile experience
Sell a customer experience, not just a products/service
What you have to offer is not just the product or the service but the customer experience.
We can take inspiration from Apple Inc. A recent report from Consumer Intelligence Research Partners (CIRP), shows that more than 90% of iPhone users are loyal to the brand. One of the reasons Apple has maintained this level of trust is by providing exceptional customer service.
How did Apple achieve this trust?
It was not a fluke but pure intentionality. This quote sums it nicely:
“Details matter, it’s worth waiting to get it right.” – Steve Jobs
Paying attention to details has become a part of Apple’s brand. By having attractive packaging and pleasant salespeople, Apple is not just selling a Macbook or an iPhone but a worthwhile customer experience. And trust me, many people select Apple products because Apple delights its customers.
It’s never too late to make an effort. If you haven’t been focusing on details, it’s time you better start.
What steps can you follow to delight your customers?
- Branded packaging can represent the high quality of your product
- A personalized thank you card can leave a lasting impression
- A user-friendly website helps create an enjoyable experience
- Premium customer service can improve your brand recall
And the list goes on. There is no hard and fast rule. Just add details in a way that reflects your brand values.
As a starting point, I am sharing 3 tips that can help shape your brand image and impress your audience. Using these tips you will be able to deliver a meaningful customer experience.
Tip # 1: Intentional Brand Visuals
Getting back to our dating analogy. Presentation matters A LOT. It’s natural to select options that are visually appealing.
If you go to a website, what’s the first thing you notice? The visuals.
When people visit your website, it’s the entire look and feel of your web pages that convince them to stay. They read your content or browse through your product offerings ONLY if they like your “presentation”.
Do your homework: Audit your website or online store and pay attention to:
- The fonts you use
- The images you share
- The colors you use
Study your target audience so you can use fonts, images, and colors that appeal to them. You want to align your visuals with your brand identity. Make sure to use these elements consistently so your brand is easily recognizable.
Be mindful of fonts, images, and colors that are “immature” and don’t represent your brand well.
Select 1-2 font styles that are easily legible and use them consistently on all of your branding collateral. You want your audience to be able to associate these things with your brand’s visuals. So whether it’s a thank you card, blog, or social media post, stick to your brand styles to build brand recognition.
Tip # 2 : Connect using your voice
Your voice is very important and probably the HARDEST part to make great impressions.
Normally, when people start something new, they look for inspiration and study other businesses. At times, after reviewing different websites and reading blogs they unintentionally end up imitating others’ voices.
Get inspired but use your voice to differentiate yourself.
Whether it’s a YouTube video or a written article. Think, what you want people to imagine about your personality, about you, and your brand.
Do you want people to think you are funny, witty, serious, or boring?
Use your ideas, writing style, unique sense of humor, and tone to tell your story and show your personality. People will trust you ONLY if they can see honesty in your voice, so remain true to yourself.
It’s hard to get comfortable using your voice.
When I started doing YouTube videos, I also struggled. I was extremely nervous and had to work on my delivery. With time, I made more videos and gained confidence.
Whether you’re writing a blog or arranging a public speaking event, don’t panic, just make persistent efforts. You will get comfortable only with practice.
Over time, as you interact with your audience using your voice, you create trust. Trust is an integral part of any successful business. When your customers trust you and believe in your credibility, they want to purchase your products /services. In simple words, an emotional connection influences buying decisions. It establishes brand loyalty and positive customer engagement.
Take the next step to success: Audit all your content.
- Posts you share on the social media
- Marketing messages you communicate in ads or newsletters
- The content you share on blogs, websites pages, or in emails
If you’re lacking your personal touch, change the way you communicate.
Tip 3 # Provide value to your target audience
This is arguably the most important tip. When I say be valuable, I mean offer high-quality products/services and a memorable customer experience.
You can’t ignore the quality of your offering. Don’t just offer pretty things but things that can truly help others achieve their life goals.
Referring to our dating example. Imagine, the person you meet has a neat appearance. He also takes you to a nice restaurant. But when he speaks, you know he is a jerk. He is rude, insensitive, and has a lousy personality.
The chance you will date him is slim.
Similarly, if your offering doesn’t help your audience or resolve their issues, chances you will sell are bleak and you will never be able to break even.
What makes you valuable?
My audience includes people looking to build an online presence or build a personal brand. If a person wants help with the branding they can visit my website MayaElious.com to find tips or receive personalized advice. But for people looking for content on food, family life, motherhood, current events, or anything outside of building a brand, my content serves no purpose. Value is relevant to the person seeking it.
Now, think about yourself.
There is a reason why people visit your website. Maybe you’re making them laugh. Or teaching them a new skill or just sharing your daily life adventures. Unless you don’t know your audience, you can not position yourself and serve them in the best possible way.
Reminder: It’s impossible to serve every single person. You need to define your target audience and understand who you want to serve.
- Know what they find value in
- Figure out their daily struggles
- Discover ways to make them happy
- Identify reasons they come to you
When you know what your audience wants, deliver on that VALUE. And when you serve, go the extra mile. To ensure you’re on the right track, check out How To Stand Out In A Saturated Industry.
My final word
To succeed, you must become a top-of-the-mind brand. And it’s possible when you focus on detail-oriented things to make an outstanding impression and establish a strong customer relationship. As a result, you will improve your marketing efforts, increase customer retention, and build brand loyalty. On an ending note, use the tips mentioned in this article to develop personal connections with your clients and become valuable to your target audience.