I spoke with an attorney over the weekend about marketing his practice. We were scheduled to talk last week, but he was at the vet with a sick cat who didn’t want to take his pill and we rescheduled.
I’ve had cats and told him we used to swaddle our fur babies in towels when they didn’t want to take their pills. He told me he saw a video about that, something about making a “cat burrito”.
So, when we spoke, before we talked marketing, we talked about his little one, who is doing better.
And now, I’m telling you about it, to remind you to talk about things like this, not just with clients and others you speak to, but in your newsletter.
Yes, it’s okay to write about things like this in a newsletter, even though they are “off topic”. In fact, it’s more than okay. It’s recommended.
It’s recommended because it shows your readers that you’re like them. Human, vulnerable, busy taking care of sick cats or kids or cars that need to be taken to the shop.
And similarity is one of the key factors in likability.
When your readers and followers learn something about your personal life and recognize things they have in common with you, they are more likely to see you favorably, that is, to like you.
Which means they’re more likely to hire you and tell others about you. You’re not just an arm’s length professional they read, you’ve taken a step closer to being a friend.
If you’re making notes right now, you might want to add “me too” as a way to remember this concept.
This doesn’t mean you need to open up your entire personal life to your readers or followers. I’m sure you don’t want to do that and frankly, nobody wants you to.
Share bits and pieces here and there, like a color commentator on a baseball broadcast. Just enough, but not too much.
By the way, I told my wife about the “cat burrito” video and she agreed it was an apt description for what we used to go through.
Coincidentally, she made burritos for dinner last night. Call me crazy, but they were a bit spicier than usual.
