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Small Business Marketers: Do Your Customers Know You?

Large companies can get away with it without having a “personality” at the helm, but small business marketers trying to hide are making a big mistake.

If successful, these large companies have built a reputation over the years for good quality products or good service provided by a well-trained team of employees.

Nobody knows who “the owner” is and they don’t care. They trust “the company” to do what is expected.

But if you’re starting your own small or medium-sized business, you don’t have that luxury. You don’t have a long-term reputation to back you up, so the first thing to do is create an atmosphere of trust.

How? Staying out of hiding.

Letting your prospects know who you are and letting them know that you take responsibility for everything that happens in your business. Giving them a way to contact you if they have any questions or concerns. Showing you that your satisfaction is important to you.

There are two parts to this. First is the “who are you” aspect, and that’s the aspect that many small business people don’t seem to accept.

Many business owners provide customers with a way to communicate, and many have very liberal return policies and go out of their way to satisfy the customer. But they are still hiding!

Hiding is not the way to establish trust in a new company. In fact, hiding is a good way to generate mistrust. It’s like you’re saying “You may not like what I’m offering you, so I don’t want you to know who I am.” It’s like using a blind PO box for your mail, because you want to be ready to go out of town at any time.

So first, use your name. Then share something personal. Not your life story, but something that will give people a reason to see you as someone who is “like them” in some way.

If you sell dog supplies because you’re an avid dog lover, dog rescue volunteer, handler, search and rescue dog trainer, or veterinary assistant, say so! If you sell model train supplies because you’ve been fascinated with them since childhood or because you’re a retired locomotive engineer, please share the information!

Then beyond the connection to your business, let people know that you are an outsider. I never advise talking about politics or religion (unless it is your concern) but you can share a small glimpse of your hobbies, your interests, your family, your volunteer activities, etc.

For example, you might say something like, “When we’re not working my husband and I grab our 2 kids and 3 dogs and head for the hills. Walking the trails above (town) is a favorite way to spend time together. while doing the exercise we all need. “

Now, you just said that you have a family that you appreciate, you like animals, you are an outdoors person, and you believe in fitness. You have shared things other people can connect with when they are looking for ways to see if you are like them or not.

Why do you think so many websites have an “About Me” page? The people who do it now may just be following the leader, but I bet the first person who did it for good reason: You knew that clients who can’t meet you in person want to “meet” online.

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