Converting Readers to ‘Yes’ – Rule #4: Liking

How can I get you to like me when all we’ve ever done is email?

There is nothing more powerful in making a sale than liking the sales person.

Think about it. Don’t we all tend to give business to people we know and like? It’s human nature.

This is tough when it comes to sales writing. You don’t have the advantage of a firm handshake, eye-to-eye contact, your personality shining through.

This is the 4th in a series on psychological triggers that lead to predictable outcomes – and MORE SALES.

This week’s trigger is called Liking.

This is how it works: be somebody people would like to buy from. Simple? No. But not that hard either.

The thing is how do you get prospects to think of you as a friend when you are primarily communicating in writing? After all most sales meetings nowadays are by email or maybe online presentation.

One thing I know for sure – you have to stay in front of your customer with honest, helpful, friendly information – at least 3-4 times per month – and with far more free information than selling – roughly 80% free information / 20% sales.

Where do you get ideas for all that content? Here are a few things you might not have thought of:

1. A letter from you telling them how much you like and appreciate them
2. Customer spotlights
3. Feature stories that link your company to current events
4. Frequently asked questions about your industry – and answers
5. Interviews with thought-leaders and up-and-comers
6. Focus on employee or employees
7. Company volunteer projects
8. Holiday greetings
9. Photos from a recent business event
10. Tips that make their lives and jobs easier

Previous Persuasion Pillars
1. Take and Give
2. Doubling Down
3. Social Proof 

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