Now let’s look at what you need once you have Proof and Presence: some Persuasion.
- Persuasion — What good is Presence if you don’t use it wisely? If you don’t use it to demonstrate your Proof to potential customers? That’s what Persuasion involves: using your Presence effectively to deliver your Proof and persuade customers to, well, become your customers.
How do you persuade? Well, I’m not suggesting you do anything that’s not genuine, as the word persuasion is sometimes viewed. What I mean is you need to develop market knowledge and a customer-first mentality, and leverage it to be an expert and give customers a reason to trust and do business with you.
What kind of knowledge? Data and statistics about your market and about your customers. Unique experience or perspective. Customer needs and how to address them. Hell, even just having an opinion is market knowledge and worth something in terms of mental capital with customers. Even a forum or community on your site can be knowledge, even if it doesn’t come from you — if you bring customers together to discuss things and share thoughts, you’re the driving force behind their connection. You’re an expert.
How do you leverage it? A variety of ways. Start a blog, and use it to craft an authoritative perspective. That’s Persuasion at its best, when your organization’s leaders — and even its front line people — share their expertise with customers via social media. That’s real enagagement. You can start an enewsletter, develop white papers, open Twitter accouunts, build a unique content area of your website. It may seem like irrelevant effort if it’s work that doesn’t focus on your products or company. But it’s not. You have to make a case for customers to trust you. You have to persuade them why you’re relevant, why you’re the best choice. Showing them Proof and having a Presence isn’t enough — you must deliver content and perspective that makes the case.
Aggregating and sharing this knowledge is the Persuasion that helps you keep customers that your Presence found for you.
Next post discusses the final new P: Price.