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Jeff Layton: Would you say people are more likely to do business with you if they have that feeling that they know you? Lorrie Thomas Ross: There is certainly that element. There is that--it's the approachability if you will. I can't say that I am necessarily seeing my clients boost their business because they mention they have a dog or they golf, but it does create that more well-rounded approach to business, and it's just-- there is a saying in sales that it takes an average of seven touch points to make a sale. And when you can become memorable, when there are things that people think of when they think of you or they say, "Oh, you like to golf, I like to golf," little things like that sometimes can be small factors that make a big difference in the overall marketing puzzle.
Jeff Layton: What if you're a larger organization? That seems a little more challenging to put the human face on it or make that connection. Do you have any advice for large organizations? Lorrie Thomas Ross: It's a great question, and it's very important one to think about when you are branding your business. There are some organizations that really leverage the thought leader behind the organization, and it can be that personality that helps drive the business. Depending on how that's done, it can also be challenging, or sometimes it's a disconnect between the person who is the spokesman or spokeswoman for the company and then the employees that are acting on that person's behalf, so it is something to think about.
What I have found is if the brand wants to still be approachable, authentic, and build relationships, but not be overly personal, what they can do is they can be personable by talking about charitable organizations they donate to or things that the staff does as an organization, even if it's being part of a softball association or things like that.
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