I’ve been wondering about this question lately after seeing someone on LinkedIn say that people don’t have to like you to buy from you. And, as someone who likes to be liked, I find this interesting.
So, how important is it that people actually like you when they’re deciding whether to work with you? (And I don’t mean like your brand. I mean like YOU.)
(Heads up: I don’t know! If you’re looking for answers, you might be disappointed.)
Does being likeable matter in business?
As I said earlier, I quite like being liked. In fact, I like it a lot!
I like getting on with people. I like having good relationships with my clients, a bit of banter, a proper conversation and feeling that we’re working together rather than simply doing business transactions.
Is it just me?
When it comes to marketing your business, does being likeable actually matter to anyone? Or do people just want to know you’re good at what you do?
I think it depends on what you do.
If I’m looking for someone to fix my boiler, I probably care more about whether they can do the job properly than whether we have loads in common. Although, if they’re coming into my home, I’d quite like to feel comfortable with them!
But if I’m choosing a designer, photographer, coach or consultant – someone I’m going to be working closely with – I think the relationship matters quite a lot.
I want to trust them. I want to feel that they understand me. I want to know we’ll communicate well. And, yes, I want to like them too.
What does this mean for your marketing?
This is where personality comes into its own.
When people visit your website, read your social media posts or meet you at a networking event, they’re getting an idea of who you are, as well as what you do.
Your experience and talent matter, of course, but so do your values, your approach and the way you communicate.
Letting a bit of your personality come through in your marketing helps people get a feel for what it might be like to work with you.
You don’t have to share your entire life story or dance around on Instagram (not that I’m judging you if you do!). You just need to let people see enough of the real you to decide whether you’re their kind of person.
You don’t need everyone to like you.
Trying to appeal to absolutely everyone can make your marketing a bit… beige. And nobody wants beige marketing.
When we try too hard to please everyone, we can end up playing it safe, looking like everyone else, and losing the very things that make our businesses different.
The point isn’t to be everyone’s cup of tea. Maybe it’s to show enough of your personality, your values and your way of doing things that the right people can tell you’re a good fit for them.
So, does being liked help you win business? I still don’t know! But I’m sure being good at what you do, having the right experience and delivering on your promises count for an awful lot.
But when you’re choosing between businesses offering similar services, I think the person behind the business makes a difference, too.
Authentic marketing isn’t about trying to make everyone like you. It’s about showing people who you really are and letting the right clients find you.
Although, if I’m being completely honest, the inner people-pleaser in me is still shouting, “PLEASE LIKE ME!” But, that’s a me problem!