I’m not sure if you’ve been following Australian Idol this year, but if you get the chance, then do it.

Why?

Because there’s an interesting lesson in the way they are approaching things which you could apply to your business.

They are telling stories about their contestants.

That’s right.

I was watching it last week (my wife absolutely loves the show) and  noticed that I was automatically connecting with the participants  and really feeling for them.

Why?

Because I understood their background… where they came from… what made them the person they are… what challenges they had
been through.

And that caused me to have compassion. That helped me to see them as a human being. That helped me to feel for them.

But in the corporate world barely anybody does this.

They try to represent themselves as the ‘perfect’ company.

The company with no blemishes.

Everything is great. We’ve been in business for however many years and everything is just howdy doody wonderful.

I’m wonderful. My family’s wonderful. Everyone in my company’s  wonderful.

It’s just one big fake smile.

And often there is no personality.

Well, you and I both can see through that veneer.

And we all know that we respond better to people who are real… authentic… and who don’t try to hide the person they really are.

I should know.

For years, I never revealed much about myself.

Kept it all a secret.

But then I started to understand that it was okay to open up and actually be myself.

Copywriting has helped me with that.

Writing these emails has helped me with that.

And at the end of the day, people buy from you when they trust you… when they like you… and the best way to have people trust you is  to show them who you really are.

So how can you apply this to your business…

1. Share stories in your ads and sales letters. Tell people who you are… why you are so passionate… what got you into your industry… etc.

2. Be real with people in face to face selling situation. Share your true self… your blemishes as well as your positives.

Not only will it help you get more customers – it will help you – as it has for me – have a more connected and fulfilling life as well.