John had built his financial planning business on solid principles. For years, he focused on helping clients with their long-term financial goals, managing everything from retirement savings to investment portfolios. But despite his success and a turnover of £1.5 million, John felt something was missing—new clients weren’t coming in as steadily as before. The traditional marketing techniques he’d been relying on didn’t seem to resonate with people anymore.
That’s when John decided to take a step back and reconsider how he presented his business to potential clients. Instead of trying to impress prospects with industry jargon and complicated strategies, he chose to focus on authenticity. Little did he know, this simple shift would lead to significant customer growth.
Building Trust through Authenticity
John’s decision to be more authentic in his interactions started with his website. He removed the corporate tone and made it more conversational, using language that genuinely reflected who he was and how he worked. His "About Us" section told his personal story—why he got into financial planning and how he had helped clients over the years. By being open about his values and approach, potential customers could see the real person behind the business.
Before long, John started to notice a change. More people were contacting him through his website, and many mentioned how they appreciated the genuine tone of his messaging. This approach was refreshing, and it stood out in an industry often characterised by impersonal, overly complex language.
Being authentic helped John build trust with new clients even before meeting them. Trust is at the heart of financial planning, and by being transparent and authentic, John made it easier for potential clients to feel comfortable and confident in his services.
Being Human in Every Interaction
One of the most impactful changes John made was how he communicated with his clients. He no longer focused on selling services or pushing his expertise. Instead, he made an effort to truly listen to his clients, understanding their needs and concerns on a personal level. His goal wasn’t to showcase how knowledgeable he was but to demonstrate that he genuinely cared about their financial wellbeing.
This change didn’t go unnoticed. Existing clients were more likely to refer John’s services to friends and family, knowing that he approached financial planning with empathy and understanding. These word-of-mouth referrals were authentic, coming from clients who had experienced his sincere approach first-hand.
Why Authenticity Drives Growth
John’s journey highlights a powerful lesson for small business owners—authenticity attracts the right customers. People want to work with businesses that reflect their own values and feel approachable. When you stop trying to be something you're not and start showing who you truly are, you create a deeper connection with potential customers.
The result? You attract loyal customers who value your services and are more likely to refer you to others. In John’s case, being authentic not only helped him connect with new clients but also made those clients advocates for his business.
The Takeaway for Your SME
If your small business is struggling to attract new customers, take a step back and ask yourself: are you being authentic? Are you presenting your business in a way that genuinely reflects who you are and what you stand for?
Don’t be afraid to show your personality and values. Whether it’s through your website, social media, or everyday interactions with clients, being authentic can help you build lasting relationships and attract new customers who trust your business.
If you're ready to make authenticity part of your business growth strategy, reach out to Mark A Preston, Customer Growth Coach & Speaker. Mark can help you develop a growth plan that leverages the power of authentic connections, ensuring that your business stands out in a crowded market without the need for complicated marketing tactics.
