Of course you want to sell, right?

And do it like HELL? Even BETTER!
Well, it’s no secret likeablity is a HUGE factor in successful selling. It’s human nature, really. People like doing business with businesses they like.
And that’s no bland hypothesis. Fistfuls of social selling statistic deliver PROOF POSITIVE that people vastly prefer to buy products and services from a business the feel a connection with (AKA like).
Sure, qualifications, experience and work-product count… To a point. By-and-large, however, Likeablity tips the scales.

What’s The Root Cause Likeablity?

Dig in and you’ll discover it all boils down to Charm.
Consider The Tale of Two Salesman… Jerry Jazzy Vs. Stan Bland
Jerry’s a fun, personable guy that’s easy to talk to and always quick with a joke. Moreover, his genuine sincerity is palpable. Subsequently, Jerr (as he insists his friends call him) can sell ice to Eskimos.
Stan is smart, knowledgeable and confident. He’s a willing and capable conversationalist. But he’s clearly reserved and conservative. He sells, but he’s certainly not convincing any Eskimos they’re in dire need of anything frosty.
The Differentiator?
Ole Jerr EXUDES charm. Recipients of his winning personality and dazzling smile are TAKEN IN.
Stan “Not Quite The Man,” on the other hand doesn’t radiate the same magnetism. He’s by no means devoid of charm, quite the opposite in fact. But his personality doesn’t make as much of an immediate impact. And some find him a bit stiff.

Make Your Marketing Charm

Obviously you want your marketing to fall on the Jerry side of this comparison… In other words, be engaging, captivating and genuine.

So how do you manage all of that?

A recent Inc Magazine short feature (another inspiration bomb courtesy of my business mag subscription fetish) offers four tips from amazing charming people.
Here’s how these irresistible folks turn on the mega-watt charm – and how you can apply it your marketing…

Charm is All About Substance

Charming people are full of easy talk and quick jokes. But that doesn’t mean they rely on small talk to manufacture conversation.
Rather, they’re comfortable speaking with anyone, and use humor to “break the ice.” But in conversation, they focus on substantive issue that matters to the person they’re speaking with.
Conversely, marketing that’s full of bluster and blather, buzz words and jargon – that’s talkin’ loud, but ain’ sayin’ nothin’ (in the immortal words of James Brown) – is a complete #CharmFail.
This approach lacks any substance, focuses on the business rather than its customers, and is completely devoid of charm.

Charm Doesn’t Try Too Hard

Charming people don’t try to be the center of attention. They’re not the bozo dancing the wobbly conga with a lampshade on his head after four Bombay Sapphire G&T’s.
Rather, charmers assess a setting by listening to what others have to say, and reflecting their interests.
Effective marketing does the same. It focuses attention on customers. It identifies their needs. And presents solutions to meet those needs.

Charm is Relentlessly Positive

Into everyone’s lives, a little rain must fall. It’s inevitable. Charming people accept that, and view unexpected setbacks as obstacles, rather than complete failures.
Similarly, marketing that focuses on positivity is simply more effective.
Imagine marketing a seminar on reinventing your self-image. People interested in such a seminar are likely struggling with personal issues.
But the positivity inherent in presenting the seminar as “How to get your sparkle back” is infinitely more appealing than negativity implied in presenting the program as “How to stop projecting a negative self-image.”

Charm ALWAYS Has a Smile

It’s pretty simple, really. I mean, is there anything more appealing, magnetic or charming than a wide smile?
On the same coin, marketing that smiles – with an upbeat presentation, inviting colors, captivating language – is impossible to resist.

Ready for an all out Charm Offensive?

Just how charming is your business? Do you deliver the goods, like the suave and savvy Jerry Jazz? Or are you a bit more reserved? Drop my Google+ page and share!