What Having 2 Accents Taught Me About Marketing

One of the biggest factors in whether customers buy from you or not is whether they trust you. And this secret makes building trust with them 10X easier.

The funny thing is… I learnt it by having dual nationality. (Polish & British)

So here’s a story that shows you how to make more customers trust you by simply changing a few words in your marketing!

Story Time - The Experiment

I was sending out emails to businesses, trying to find businesses who were interested in some ideas I could give them. There was one result that shocked me.

There was a group that made up less than 10% of the people I reached out to… But that same group made up 33% of my positive responses.

What was that group, you may be asking?

Polish business owners local to where I live in England. 

They were checking their emails, saw my Polish name, and decided to open my email because they were interested.

And this clearly shows one lesson.

People trust others who are like them!

In the same way Polish business owners trusted me because I was Polish, British business owners trusted me when I called them instead of emailing them, because I have a natural British accent they can hear.

So this taught me a key marketing principle.

Relating To Your Customers

The more you can show your customers you are like them, the more they trust you.

This is why people trust local businesses as opposed to massive companies!

When you look for a plumber, and you see a company that shows pictures of the team, you trust that more than a company that hides behind a logo and shows no pictures of themselves.

Why? Because people like buying from other people.

And even more so, people like buying from people like them.

So this means you should never act as if you are above or below your customers. You need to find ways to relate to them.

Here are 2 ways you can implement this for your business today.

2 Ways To Implement This

1. Decide on the best way to reach your customers. From my experiment, I know to call British business owners because I have a British accent. But I should email Polish business owners because I have a Polish name.

2. Add more personal content into the mix. This could include an ‘About Us’ page with your photo on your website, team photos on a Google Business Profile, or a ‘Behind The Scenes’ post on social media!

2 simple changes that take a few minutes, but go a long way in making customers trust you.

And trust = sales.

If you found that helpful, check out some other articles on this page! There are over 40 to read, so choose the ones most interesting to you.

Sincerely,

Filip Szemiczek