Have you ever read Dale Carnegie’s “How to Win Friends & Influence People”? If you haven’t I highly recommend picking it up and if you have I recommend reading it again. The invaluable information found within its pages can strengthen your relationships, improve your identity, and carry you or your business up the ladder of success.
What specifically interested me and prompted me to write this article were the 6 guiding principles for making people like you instantly. Those principles are to:
- Become genuinely interested in other people.
- Remember that a person’s name is to that person the sweetest and most important sound in any language.
- Be a good listener. Encourage others to talk about themselves.
- Talk in terms of the other person’s interests.
- Make the other person feel important – and do it sincerely.
So how can we apply these 6 principles to site design and marketing and if we did, what type of results could we expect? Let’s take a look at each principle and come up with some examples of how they can be applied to web design and marketing.
Become genuinely interested in other people.
- Ask your users questions. Design your website through the eyes of your customer, not your business. Use a user-centered design process and provide them with the features, information and tools they want.
- Okay, while we can’t exactly make our website smile, we can certainly make our design inviting. From look and feel to the way information is architected, the more appeal your website has, the greater the chance users will favor it and return.
Remember that a person’s name is to that person the sweetest and most important sound in any language.
- While this can be a more difficult task, it can be accomplished through gathering information about the user, then setting cookies and tailoring personal messages to the user through other marketing campaigns, or when the user returns to the website.
- Blogging and Forums are great avenues for allowing others to talk about themselves. When writing blog articles, make sure you end the article with an open-ended question or thought.
- As an interesting fact – a detailed study of telephone conversations found that the most frequently used word in conversation is the pronoun “I”. Obviously, people like to talk about themselves.
- When writing for the web, try talking in terms of the other person and not about you.
- In my opinion, this is the most important principle. Responding promptly to requests, feedback and comments can significantly increase user conversion, retention, sales and brand equity.
Be a good listener. Encourage others to talk about themselves.
Talk in terms of the other person’s interests.
Make the other person feel important – and do it sincerely.
In what other ways could you use these principles to enhance your user’s website and/or marketing experience? I’d love your feedback!