Do people around you know what you do for a living?
Do they understand what you do to the point where they could refer good clients to you?
When was the last time you talked about your business to someone new?
If you can answer, “Yes. Yes. Yesterday.” Then you can quit reading now and get back to work. Gold star for today. Great job. Keep up the good work!
For those of you thinking, “Ghee, um, well, maybe, kinda, it’s been awhile…” then we need to talk.
It’s time to shine your light more brightly to attract new clients.
As entrepreneurs, business owners, and professionals in charge of marketing our services, we need to be talking about our business, what we do, who we serve, and how awesome we are.
Because I can’t honestly say crossing your fingers and hoping someone else will say nice things about what you do is an “effective marketing strategy”. You’re leaving too much up to chance.
The most successful business owners talk about themselves. Not constantly. Not in a braggadocious way. Not obnoxiously. But they let others know what they do, who they serve, and they talk about their business consistently.
What should you do?
- Tell people what you do in a way they can understand and remember.
I help (target market) do (the service you provide) so that they (benefit).
For example: I help small business owners and entrepreneurs simplify their marketing so that they can get back to doing what they love.
TIP: Watch out for jargon. Instead of “I help pediatric cardiothoracic surgeons purchase medical technology so that they can reduce mortality rates,” you could say, “I help doctors who operate on kids’ hearts choose the right tools to save lives.”
- Explain who you work with and what they look like/feel/say/do so they can watch for people you can help.
I work with (target market) who (explain one of their symptoms). I help them (your solution).
For example: I work with small business owners who think they should be doing more on social media, are short on time, and just trying to keep up with their daily work while still needing to attract new clients. I help them create a simple marketing plan to reduce the amount of time and money they spend on marketing while maximizing their results.
TIP: If you work with multiple target markets, pick one to focus on first. You can choose another target market to focus on next week.
- Create opportunities to meet new people and tell them what you do.
Call it networking, call it socializing, call it coffee, call it whatever you want but talk to people. The more people you meet, the more people you’ll know who can help you grow your business.
People like helping people so when you meet someone new, ask how you can help them, and then ask them to help you.
“Do you know anyone who…(who do you want to meet)? I’m looking to…(what do you want).”
“What are you looking for?” or “How can I help you?” or “Is there anyone I can connect you to?”
For example: “Do you know anyone who runs a small non-for-profit? I’m looking to meet with more executive directors that are struggling with high turnover and need to get their marketing in order. If you hear of anyone or meet someone during your travels, please connect us.”
TIP: Don’t try to sell your services to the people you meet. Just start a conversation and watch where it goes.
BONUS TIP: Tell people you meet what’s new and good in your business.
Did you just win a new client? Finish a cool new project? Learn something new? Meet someone really cool? When someone says, “How are you today?” Go ahead and tell them about something great that’s happening in your business. Tell it in a way that explains what you do, who you work with, and how you serve them. It might spark conversation that leads to more business.
Moral of the story: See every personal interaction as a way to shine your light a little brighter in your business and all that you do.