A company’s perspective regarding a business’s its viewpoint and their approach to conducting business.
This perspective can be based on a number of factors such as:
- the companes size
- the company’s region
- or industry
A companies perspective can also change over time as it grows and adapts to new conditions..
Most people just don’t get it.
I can generalize because generally speaking (based on most content that is online), people are either trying to straight up sell someone on the “features” of a product or they get so lost in the “process” of creating a website and content, they forget about who is going to be on the other end of their content.
People. Real People. People with thoughts. People with doubts. People that need help. And People that can and will buy something if you can connect with them, if you can implement some virtual mimicry, and if you can put yourself directly in your seat and ask…
“What are they thinking?”
Having this sort of perspective on your audience. Put yourself in their “chair” and pinpoint what someone will be thinking when they come to your site. If you can do this, you can connect with them through the story lines within your content.
Here are some examples of things that people think when trying to start a business online.
- Tried other things before, what makes the next opportunity different
- They are really tired of their financial situation and are unhappy as a result
- Wish they could find something they really enjoyed doing (and could earn money in the process)
- Fear the “technical” aspects and cringe at the feeling of having to do anything that is too technical
- Worried what friends and family will think when they say they are trying something new online
- Spouse will not approve of taking part in another “online thing”
- Wish they could get real help without people trying to sell them on stuff all the time
Those are just some of the things that folks are thinking prior to joining WA and while a member of WA. In fact, there are many other things that people “think” on top of this.
Guess who can “relate” and come up with some more ideas?
YOU! YOU are a prime example. When you joined WA, you were probably a skeptic. What were you thinking? What sort of things did you want and what were you looking to do? What were those around you saying? What were your fears? What were your hopes?
Answer these and you have yourself some absolutely brilliant material that you can use within the story lines of your content.
We can all sell without selling because in essence, it comes down to perspective and being able to relate to what your audience is thinking from THEIR perspective. If you can deliver that within your message, then you are going to sell like crazy.
But this leads me to why all this is important.
You Want People to Like You!
If you like someone, you are much more trust them. This does not mean a friend, this could be someone that you just met. That is why first impressions in the online world are so important and “getting someone to like you”.
It is not as desperate as it sounds either…
If you think about it, what makes you like someone.
Something in common.
What do you have in common with the audience that is visiting your site.
- Did you hate your job at one time?
- Do you seek out the same goals as someone else, spend more time with family.
- Do you have kids, so do MOST other people. Why don’t you share a story in relation to that.
- Did you go to college or uni? Chances are so did a good deal of your audience, and most others will still be able to relate.
- Do you like to go to the movies? So does everyone else.
- Do you hate being in traffic. Guess what, everybody hates traffic.
- Do you love relaxing and being able to just have no stresses in the world. BOOM, that is relevance.
- What about alarm clocks, do they drive you nuts. ME TOO.
- Do you want to be able to travel to places you have never been before?
- What about childhood memories? People can relate to all of those.
Let’s look at an example of this…
A good waiter and waitress will do this in a restaurant. They will engage in conversation that is relevant to you and create a dialogue that shows that they are just like you.
What is a common question a server usually asks (outside of your meal)?
“What are you up to today?”
And when on vacation…
“Where are you guys from?”
This usually leads into a conversation where the waiter has a “me too”. If you happen to be wearing a Detroit Tigers hat to a restaurant, the next thing you know the waiter is telling you that he loves baseball or better yet the Tigers and can’t believe they lost last night in extra innings.
This happened to me the other day. He got a big tip, because he related to me and I like people that I can relate to…naturally. He moved into the “like” zone very quickly. Not a best friend like, but definitely “like” a lot more than someone that would just serve me my food and treat me like another number coming through the door.
Don’t treat folks like just another visit…or in our case another “click”. Treat them like YOU, because they are like YOU. People get lost in the process of the marketing and forget there is a real, breathing human being on the other side of the Google search or the click-through from a social network.
If you can get into this mindset you are going to be much more effective in terms of how “interesting” your content becomes, how much people tend to like you and trust you, and ultimately how much success you are going to have promoting your business.