From Phone Calls to Trust: The Power of Authentic Connection
In my own personal experience, when it comes to my fine art pet photography business, the most effective communication has always been the kind that feels personal and emotional. For example, when someone shows interest in booking a session with us, we always send them a simple text to set up a quick phone call. On that call, I focus on getting to know them and give them a space where they can go on and on about their pet, how much the pet means to them, and what their bond is like. During the call I like conversation to flow naturally. The call also gives them the opportunity to get to know me and my team and start building a relationship based on trust. I make it a point to use the pet’s name and reference any details they’ve shared either in the call or in the communication leading up to the call, so they feel heard and realize that I truly care and listen to why they reached out in the first place. On the other hand, I’ve notices that more generic or overly “salesy” messages don’t get the same response, since they lack the emotional connection clients are looking for. This happens very often with automated emails on platforms such as 17Hats.
This type of communication directly supports brand building blocks. While my brand identity is about being warm, caring and authentic, it builds brand image by shaping the way that client’s think about my business in a more personal and emotional way. It also strengthens judgement and feelings, since clients begin to perceive me and my business as credible, caring and trustworthy. Ultimately, building this type of emotional connections drives brand resonance… clients feel attached, engaged, and more likely to see us as a business who truly understands their story.
