Do your readers feel impressed when they read your homepage? Or do they feel more connected to you?
It’s a subtle – but important – difference.
We all want to look impressive, of course. If I don’t look awesome, then how can someone else possibly trust that I can accomplish what I promise?
We all want to be liked. And somehow, our very human brains think that the more impressive we are, the more someone else will like us.
But your clients need to see more from you. They demand it.
When someone lands on your website (or landing page or sales page or social media, etc.), then of course want to know and like you, but the trust is built through connection – not how great you are.
Can you imagine meeting someone and listening to them talk for an hour about all of their accomplishments… The big changes they’re making. How educated and well connected they are.
Then you walk away thinking, “Wow, that person is pretty awesome for those people they help.”
THOSE people. Over there. In that little corner of the world they choose to help. How great for THEM.
Yeah, you might feel excited that you met someone cool (ohhhhh a celebrity!), but you’re probably not thinking, “Wow, they can really help me. They get me!” because there wasn’t a connection.
When you connect your credibility (aka your awesomeness) back to how it serves THEM, then that’s when connection is made. And connection draws them in. It piques interest. It inspires action.
Instead of “I’m certified in this amazing modality.” Turn it into, “I’m certified into this amazing modality that allows me to solve your problem in this way.” I want to KNOW that you can help me – so wow, it sounds like you can because you have that certification.
Instead of “I”ve changed my own life in this way…” Tell me about the real people you’ve helped. Tell me how they’re facing problems just like me. Or better yet, let them tell me themselves through well-placed testimonials.
Instead of a bland laundry list of how awesome your work is, inject some personality and tell me what you love. What gets you excited. Tell me like I’m your new best friend (uhm, because now I want you to be!). Because when I can see that you’re like me, I want to get to know you better.
You’re a big deal. You’re impressive. You’ve done AMAZING things!
But to truly draw others in to work with you, they need to see how all those ways that you’re a big deal will make an impact on their lives That you can help them. That you’re FOR them.
Tell me in the comments: What makes you impressive? How does it connect to the problem I’m trying to solve?