As the statistic goes, 78% of everything we buy is based on how we “feel” about it (product or service) and NOT the content.  When I think back to any of my current purchases (for products or services), I’ve bought over 90% of them because  I “liked” them.

Now you may think, who buys toothpaste outside necessity of content?  Everyone. Otherwise, there would only be one brand of toothpaste instead of so many of them all competing for your dollars.

Same thing for professional service providers.  There are so many professionals doing the same thing out there.  The name of the game isn’t how great you are at your job (you’ll have to prove that to me after I hire you), but whether you “move me” to want to hire you.  That’s actually good news and it’s all based on your individual brand- as a human being.

I remember the days when I practiced law. Towards the end of my 14-year career when I no longer wanted to practice, I was an entirely different brand.  I don’t think I could have moved anyone to want to hire me, plain and simple.  How could I- -I didn’t want to be a lawyer!

So here are three ways to move me to buy your brand as a professional service provider:

1. Be likeable– You can’t count on your intellect and ability to do the work to get you clients and a magnificent brand.  Would I want to be your friend? Would you want to be your own friend?  Stop and think, how like-able are you?

2. Create emotional resonance with me– I remember when I practiced in Washington DC, the common small talk question was, “what do you do?”  I was a victim of asking that question, too.   It was just awful and left the conversation very dry and cold.  Now it seems people have stopped asking that question.  However, we still talk too much about our work.  Stop telling me how great you are at what you do for a living.   Start telling me about yourself as a human and then I’ll emotionally connect.  From there, I’ll buy anything from you.

3. Find your happiness– It’s becoming more common to have dialogue on being happy these days.  But do you really own it?  I know it is hard.  I consciously practice being happy each day. Some days it is really hard for me to find that happiness for myself. So I get mad at myself, then sad and then come back around to give it another go. If you can’t be happy, then you can’t emotionally move me with your brand.  Why? Because happiness is the only emotion that sells. It’s contagious and leaves your brand unrivaled.