Imagine this. You're at your best friend's house for a catch-up. You talk about how you've been, how your families are, and how your business is coming along.
You talk about common interests and similar experiences. You could talk for hours. It's like you can read each other's minds.
Notice how you and your friend use similar words and phrases, and talk about similar topics. You explain things in a way that the other person can understand. You get each other.
You may even have similar body language, gestures, speech patterns and other verbal and non-verbal behavior.
This phenomenon is called "mirroring." It usually happens naturally when good rapport exists between two people.
The good news is, you can use it to your advantage in your business.
In this digital age, our first interaction with a potential client is usually not in person, but online. Since you're not seeing each other face-to-face, you won't be able to mirror the person's body language and gestures. However, you can still use a pared-down version of mirroring with good results.
Talk like they talk
Find where your ideal clients hang out together online, (for example, social media channels and online forums) and see how they talk to one another. You can also browse through emails and messages you receive from people seeking your advice. Look at the exact words and phrases they use to describe their problems and frustrations. Do they liken their experiences to something else? Do they use certain words and phrases again and again? Is their a particular tone to how they express their feelings?
Then create content and craft messages with the same words and phrases to connect and build rapport.
For example, a client once told me that outsourcing some of her business activities to a third party felt like the first time she left her baby at childcare.
That painted such a vivid image in my mind and evoked a mixture of feelings in me that helped me understand precisely what she meant. I've since used the exact language when talking to other clients about hiring help for their businesses.
The important thing with mirroring is to be natural. Don't force it or you'll come across as fake and insincere.
Ultimately, your aim is to communicate with your potential clients in the way THEY think about their problems. It's like sitting down with your best friend for coffee, truly listening to their problems and offering a helpful solution.