One of the biggest mistakes many businesses make is trying to convince people to buy from them. But here’s the truth: people don’t want to be convinced—they want to feel understood. 

Think about it. Would you trust someone to help you solve a problem if they had no idea what you were going through? Probably not. Building real trust starts with connection. And the more you connect with your audience, the more they’ll see you as the solution to their problems.

So how do you connect instead of convincing? Here are a few steps:

1. Listen First: Instead of pushing your products, start by listening. What are the challenges your audience is facing? What keeps them up at night? The more you understand their pain points, the better you can offer relevant solutions.

2. Relate to Their Struggles: Share stories, experiences, and examples that show you get what they’re going through. Be authentic! Show that you’ve been in their shoes, and you know exactly how to overcome the challenges they’re facing.

3. Provide Value Without Asking for Anything: Whether it’s free advice, valuable content, or helpful resources, give before you ask. By offering genuine value upfront, you build trust and position yourself as a go-to resource.

4. Create Multiple Touchpoints: Stay connected through email, social media, webinars, or even community spaces like this one. Keep showing up with helpful content. Over time, these connections become stronger, and when your audience is ready, they’ll come to you on their own.

Lastly and most importantly,

5. Be Human: With the rise of AI and tech, business owners are beginning to lose touch of the humane side of their business. Remember, business isn’t just about transactions. It’s about relationships. Be approachable, honest, and genuine in every interaction.

I hope this helps.