Think about how consumers buy products (and that includes professional services): consumers buy products because they need them and/or the product is of some interest. We can all agree to that - right? This means the consumers have to identify with the product. Identifying means you find something in your history or knowledge that allows recognize some quality the product has. So what does this really mean? Commonality. You buy because you understand it, you identify with it.
Take it from Seth Godin:
When I'm on the bike path riding my truly weird recumbent bicycle, sometimes I pass someone else similarly outfitted. And I wave.
Same thing happens when a pregnant mom meets another at the airport, or when two backpackers encounter each other in a strange city.
Of course, we're not waving at the other person. We're waving at ourselves.
You are drawn to people who have similar interests. Let's say you're at a networking event. You're talking with a group of people - one is another lawyer, a dentist and a stay-at-home mom. Guess who you're going to gravitate towards - most likely the lawyer (unless your parent is a dentist, or maybe you practice dental law).
So, why not include your interests in your profile? Maybe you're a motorcycle enthusiast, or a concert pianist, pen collector, Iron Man...these are all something your potential audience might like, too. Commonality often leads to friendship, and friendship to trust. Do the math.
[image courtesy of Phil Virgo]
