Clients Don’t Buy Services
Something you should know is…
People don’t buy services, they buy other people.
And no… I’m not talking about slavery.
I’m just saying that when a client has several options to choose from, they can’t really tell which one is the best professional.
They’re not running background checks on your GPA or the number of certificates you got.
They’re asking a single question: “Do I trust this guy?”
And how do you get them to trust you?
The AI Trap
Well… start by reducing your reliance on AI tools.
I know, I do use AI, they are awesome for saving time, brainstorming or crunching numbers.
But here is the problem:
They standardize your content, making you another indistinguishable sheep on the flock.
I’ve seen lots of posts in different platforms, and you can tell from Mars which ones were made 100% with AI.
People notice it, and that kills trusts, hence, sales.
The New Old Age of Personal Branding
Personal branding is a well-worn topic, I know, but right now, it matters more than ever in History.
When most content is created by AI, people will crave real, authentic, connections.
So here is a starter roadmap for building your personal brand:
1. Find your voice:
No need to be the watered-down politically correct professional.
Have quirks? Don’t hide them, highlight them.
2. Position yourself
Stand for something, say what you think, don’t run from polarization and controversy.
3. Consistency
Show up the same way. The format may be different but the message has to be same from Linkedin to TikTok.
4. Own your story
We all have something singular. Tell it.
It doesn’t have to be a life memoir, just a bit of narrative so people can picture the person behind the offer.
And please…
Cut off the stocks photos of people smiling.
Send to retirement the usual “I help [ideal client] achieve [desired result]…” yawn-maker.
Get rid of all that copy-paste texts and start communicating different.
As I said at the beginning, people can’t know who is the best professional, but can feel who is the right one for them.
You need to make them think: I like this person, I believe this person, and I’d buy from this person.