Tips, tools, and best practices for B2B marketers.

Winning friends and influencing people…online.

December 2, 2007 | Posted by: Lee

In 1936, Dale Carnegie wrote "How to Win Friends and Influence People", one of the first self-help best sellers - it sold 15 million copies.  Well, Dale pretty much got the influence thing, and his advice still holds true today.  I've taken the liberty of updating  Dale's "six ways to make people like you" to today's web-centric world.  I'm thinking he won't mind.

1. Become genuinely interested in other people.

To be influential on the web, you need to understand what your prospects are truly interested in, and you need to provide content that's relevant to what they struggle with on a daily basis. Give them concrete information that helps solve the issues they deal with on a daily basis.  It's got to be about them and not about you. 

2. Smile.

There are lots of ways to "smile" on the web.  Add some personality to your content by using a more conversational tone.  Create a more personal connection by adding video and audio to your site - and remember to smile.

3. Remember that a person's name is to that person the sweetest and most important sound in any language.

According to a recent national survey by ChoiceStream, the vast majority of consumers want an online experience that is highly personalized - the equivalent of calling someone by their name.  So look for ways to personalize what you send to your prospects and customers.  Let them tell you what they're interested in, then push information that's relevant to those interests.

4. Be a good listener. Encourage others to talk about themselves.

In the web world, that means engaging in 2-way conversations with your prospects and customers.  Send the message that you care about what they think.  Start a blog, forum, or conduct polls and surveys to encourage visitors to tell you what they think.  Companies that do so are seen as more transparent and as thought leaders to be respected.

5. Talk in terms of the other person's interests.

It's not about what you're selling.  It's about what people are buying.  That means you have to talk in terms of benefits to them.  It's the classic "what's in it for me".

6. Make the other person feel important - and do it sincerely.

It's all about connecting with your prospects and customers in ways that speak to their needs.  When you engage your visitors in 2-way conversations, you send the message that what they think is important.  It will set you apart from all the other companies that don't.

Thanks Dale. You totally get it.