Earlier this week, I received a request on Linkedin to start ‘following’ a business software company. Not the first time, and likely not the last time. Linkedin’s algorithm (and social media in general) seems to award posts from brands that have more followers.
I did know the person but didn’t know the company. So rather than blindly accepting, I checked what was behind his request. Glad I did. Even though I am an insider, I had to read things three times to get an idea of what they were trying to get across. It didn’t relate—what a missed opportunity.
Who is it for?
It strikes me how often I see messages and value propositions that don’t relate. And isn’t that the most important of we aim to achieve? It seems we don’t have an idea who we communicate to and what these people need, and therefore we throw up as many balls, use clever ‘jargon-filled’ language, hoping something will stick. It won’t.
Relatability is a simple but powerful concept that means “possible to understand, like, or have sympathy for because of similarities to oneself or one’s own experiences.”
Context is critical
The latter part of the definition is critical: It’s about context – context to a challenge that you either have experienced yourself or could experience at some point in time. And that’s the heart of the problem. So many websites, campaigns, case studies, brochures, you name it, ignore to create the context for the problem and with that fail to establish a connection. Why are we surprised with a disappointing number of leads, low lead conversion rate, long sales cycles, poor win-rates, and high discounts?
Being more human
It starts with relatability. And a good start is to be more human in how we communicate with our ideal target audience. Like we’re having a conversation over a cup of coffee.
So, if you review your website, your new brochure, or campaign through your ideal customer’s eyes: Would you be triggered to stop everything you’re doing and make that call to have a coffee and discuss how your software solution can help them make a difference?
If not – what can you change to increase relatability? What can you change today to give more context around the big problem you solve that visitors will understand, like, and have sympathy for?
Lean in, and make that change. As they say – the best content reads like your buyers wrote it – it creates instant trust. It might even well trigger them to start following you on Linkedin.