16
Top Yourself
IT BRINGS ME GREAT PAIN that this section of the book has to be here. Caring about people, more specifically caring about your customers, shouldn't be a good business strategy. It should be a given. It's not something you should even have to think about. Because a lot of businesses don't care or claim they care but don't act like it, people are blown away when a business shows they actually care about people.
A brand that cares stands out. This is sad but true.
Although I hate telling you that caring about people is good business, I have to stress the importance of taking care of your customers and truly caring about them. When people know you care, they think of you as a resource, one they can put trust in and buy from with confidence. When people know you care, it becomes much easier for them to believe in you. Obviously, once they believe in you, they will buy from you.
Most brands have only one intention. That intention is to simply sell their product or service. Makes sense because they are in business to make money, but it can't stop there. People don't like being “sold” to and can spot a company with that as the main objective. But many companies think they are far “too big” or “too professional” to open up and reveal any sort of personality. This is another area where personal brands have a huge advantage. When people know what you are about and how much you care, they look at you differently. They feel connected to you. They talk about you. They buy from ...
