When you’re choosing a service provider – whether it’s a tradie, a mortgage broker, a contractor, or whoever – what makes you say, “Yes, I want to work with them”?
Sure, you need them to know their stuff, but let’s be honest: it’s their personality that seals the deal.
Personality sells!
You want someone who listens to you, understands your needs, and makes you feel like they genuinely care. They explain things without making you feel silly for asking, and they get back to you promptly. In short, they make the process easy and enjoyable.
It’s no surprise: people like working with people they like.
So, why does that human connection often disappear in marketing?
For some reason, when it’s time to build a website or post on social media, many businesses swap out their personality for “corporate-speak.” I’m sure you’ve seen this before, it’s overly formal, vague, and altogether a bit too much.
BUT your marketing is the first impression you make. It’s your chance to show potential clients who you are before they pick up the phone or book a meeting. If your personality is missing, you’re asking them to trust you without giving them a reason to.
Marketing is all about connection
When clients scroll through your website, read your emails, or follow you on social media, they want to see YOU.
They’re looking for someone who gets them, someone they can trust, and someone who makes them feel confident they’re in good hands.
If your marketing feels robotic, they’ll scroll right past. If it feels authentic, they’ll stop, take notice, and think, “I like the sound of this person.”
How can I show more personality in my marketing?
Write like you talk.
Ditch the jargon and corporate tone. Your marketing doesn’t need to sound like it came from a legal department – it needs to sound like you. Write like you’re having a conversation with your dream client.
Be consistent.
Your personality should shine through on your website, social media, emails, and anywhere else your business shows up. Consistency builds trust and makes clients feel like they know you before they even reach out.
Share stories.
Got a client success story? A funny behind-the-scenes moment? Share it! Stories are relatable, memorable, and a great way to show your human side.
Focus on connection, not perfection.
Nobody expects you to be perfect. They just want to know you’re real, trustworthy, and passionate about what you do.
Why it works:
When your personality comes through in your marketing, you’re already building trust. By the time a potential client books a discovery call, they already feel like they know you. They’re excited to chat because you’ve made them feel seen, understood, and confident you’re the right fit for them.
Your personality is your secret weapon. Don’t hide it behind a corporate mask – bring it to the forefront of everything you do.
Remember: people don’t just buy products or services. They buy connection.
So, let your personality shine. It’s not just a nice touch – it’s the thing that sets you apart and makes people say, “I can’t wait to work with them.”