Why do you love certain brands? Why do you like certain shops?

Pause for a minute and think about that.
Seriously. What is it that makes you want to shop in certain places or that attracts you to certain brands?

It might be possible that your answer contains something about the experience. About the way a brand or a shop makes you feel.

In Belgium and the Netherlands we can easily illustrate this with this comparison:

Which online store do you like more: bol.com or Coolblue?

‘Cause with Coolblue, it‘s all in the small details. Especially in the tone of voice and the well-found details in their copy. And nicely enough, their customer service is completely aligned with their style: super helpful and customer-centered. It’s the unexpected small details that make you smile a little at Coolblue. Like the shopping cart in the online store. It’s not just called ‘shopping cart’, but it’s called shopping cart without squeaky wheel. It’s how Coolblue makes you feel that makes you want to buy there.

You feel seen, you feel respected, you feel taken seriously as a client.

Often, as solo entrepreneurs or creative professionals, we tend to forget how clients feel when they buy from us. While it actually IS something that we can easily change with not too much effort. We can also create these feelings for our own clients, and make them smile a little.

When you, as a solo entrepreneur, add unexpected small details to your quotes, your invoices or your website copy, for example, you make your client feel way more seen. You show them a lot of your personality. And that increases their willingness to work with you.

By writing this, and by sparring about this subject with my copywriter, I even got some ideas that I will change myself: I will make the subject line of my e-mail very personal after having an intro talk, e.g. Crawling under your rock, <name potential client?>. Let's do this together. Feels powerful, right?