Ever wonder how some start ups gain traction so quickly, seemingly without much effort? Or see a competitor who offers a slightly lesser quality offer than you and is more successful?
It can be frustrating, but when you look at the root of their success…
…Their success doesn’t stem from having the best product, most innovative delivery method, or even the most affordable price.
It’s because they show up with clear communications that are authentic, genuine, and human.
They’ve effectively built out their KLT factors better than you – for now – and you’re seeing that impact.
So what are KLT factors and why do you need them to grow your business?
What Are KLT Factors?
The KLT in KLT factors stands for Know, Like, Trust.
Have you ever heard the phrase, people only do business with people they know, like, and trust? That rings so true, even in today’s digital landscape. If you’re able to persuade a stranger on the Internet that they know you deeply, you are much more likely to get them to like and trust you.
Where companies go wrong in their marketing is when they take all their personality out of it. There’s nothing human about how they are showing up in the world. Instead, their audience is seeing a blob of technical terms and general communications. They aren’t able to make the connecting point between the solution and why they should invest in that company.
Why Do You Need To Consider Adding KLT Factors Into Your Marketing
As you look at or build your strategic plans, it’s important to view your marketing from the perspective of your target customer. Do they truly know you from what you’re putting out into the world? Is it easy to like you? Is there even something to like? What about you can they trust in?
When you don’t strategically add in any KLT factors into your marketing, you’re leaving big money on the table. You’re also not creating a reason for your existing customers to stick around. They are more likely to move to a different brand that resonates with them a lot more.
If you need a couple of examples of brands we love that display their KLT factors clearly, check these out:
- H-E-B (the best grocery store)
- Astros (check out their social media; it’s amazing!)
- Chalene Johnson
- Jenna Kutcher
7 Ways To Increase Your KLT Factors
Want to increase your KLT factors? Try to use at least one of these 7 methods.
Using Your Customer’s Words
Speak your target audience’s language. A lot of the business owners we come across struggle with their copy. Our question is usually, when was the last time you had a conversation with your audience and actually listened to their pain points?
Schedule a coffee with your favorite client and/or a prospect, and simply ask questions. Get them to talk about their business, their struggles, and what they wish they could fix in their business. Then use their exact words in your marketing copy.
We had a much different headline on our hero banner when we first launched our website. Surprise, surprise…The energy we put into it wasn’t working because we hadn’t listened to our target audience.
Very quickly, we came to the conclusion that almost every client either didn’t have time to write copy or struggled to write it (usually because they don’t like to write).
So what did we do?
Use their words in our marketing.
Hosting An Educational Type Event or Workshop
When you offer up yourself and provide content that your audience wants in an interactive environment, you are able to move much more quickly through the customer journey. That journey is taking a complete stranger and transforming them into an advocate for your business (the very last stage of the journey).
We’ve been educating on a one-on-one basis since the foundation of FocusCopy. But in 2023, we decided that it was time to break out boldly and teach.
That’s why we developed the How To Develop Your Workshop Content class in partnership with Go Savvy (February 2023) and are planning on several more workshop events throughout 2023.
Expressing Some Vulnerability
Vulnerability appears in many forms. But in its purest form, it’s expressing something that may put you in a weak position. And what can that do for you? Connect with your target audience on a human level.
“Vulnerability is the birthplace of connection and the path to the feeling of worthiness. If it doesn’t feel vulnerable, the sharing is probably not constructive.”– Brené Brown
Sharing Your Story
And speaking of vulnerability, one of the best ways to do that is by sharing your story. We all have a story. And the world needs to hear it.
No, it doesn’t need to be some dramatic story. So avoid comparing your story to others. It’s not a competition.
But what you do need to be is honest with your story.
How did you get here?
What changed that led you down this path?
What were some big or hard lessons you learned?
Showing Your Face Consistently
Another experiment that’s been conducted – especially on social media – is that when you show your face, you increase your engagement rates significantly. So post or share videos, images, photos, etc. of yourself on your marketing mediums.
And no, stock photos will not help you increase your KLT factors.
Knowing Your Values
Know your values and stick with them. A friend recently posted on LinkedIn that he was to announce his support for a few things that conflicted with his values in order to take part in a big event. He made the ultimate decision to pass on that event because he didn’t want to neglect his values. I already knew his value and trusted him as a referral source, but his stepping out like that increased his KLT factors dramatically.
Know your values and don’t compromise them for any reason. There is always enough business to go around.
Sharing Your Knowledge
Lastly, share your knowledge. That could be information, insights, strategies, resources, etc. Whatever it is, find how you can educate and inform your audience.
Ready To Increase Your KLT Factors?
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