Some people believe that just by being in business they will get customers or clients. They subscribe to the theory that “if they build it they will come”. It rarely happens that way. If you don’t let people know about your business, not only will you lose, but they will too. All business owners and freelancers need to understand the importance of marketing.
My city had an election for city board representatives in April. I live in a bedroom community and the local newspaper recently reported that there were not enough candidates for the municipal assembly for the number required to be elected. The town was even considering reducing that number of assembly members because so few seemed interested.
Shortly before the election I received a flyer under my door requesting a write-in vote. The woman was clear why she wanted to be chosen. She indicated her grades and also explained how to write her name since her name was not on the report card.
I admired her bravery, recognized her name, and actually voted for her. Turnout was light as expected and she got 15 votes, but she was chosen.
Discussing this with my neighbor who was the one who put the flyer under my door, she told me that at the last minute her husband decided to run. Since he did not “campaign”, he was not elected. My comment to my neighbor was “I wish I had known I would vote for him.”
What a disservice people are doing when they have something to offer that others would benefit from, but they don’t let others know about it!
Do you understand the importance of marketing? Is your marketing like the woman or the man in this story? Both were well qualified for the position they sought. One kept it a secret and another came forward and requested a vote. Do you let people know about your practice or do you keep it a secret?
Many turn away from marketing because they think they are being pushy or seem desperate. In fact, they look more like the man in my story. Think of marketing as a way to alert people who really need your services to what you have to offer.
How did my neighbor get involved in this marketing effort? He was having coffee at a local coffee shop when he saw a friend having coffee with his friend. His friend’s friend was the candidate. The candidate asked my neighbor to support her and he offered to help by touring her neighborhood. She gave him some flyers.
Marketing can be that simple. Notice what happened here. It’s about relationships. My neighbor puts the candidate through a friend. He knew the woman from other organizations. You would be surprised how many people you know and your marketing action can start with them.
Of course, your friends may not be in your target market, but they may know someone who is in your target market or someone who could be a referral source for you. It is said that everyone knows about 250 people and each knows 250 etc.
Marketing can be as simple as accessing your social network and asking people to help you. The importance of marketing for any business enterprise cannot be underestimated.
to take action
1. Who are your 250? Have you told them what you’re doing? Start with those you feel most comfortable with first and start calling them.
2. Use your elevator pitch when you communicate with them. http://www.asparker.com/rts0507.html
3. Practice giving examples of how you have used your strengths in work situations. Sometimes just saying something out loud can help you work through the awkwardness. Practice with someone who will listen to you after you’ve done it alone for a while.
4. Try creating your own network on LinkedIn http://www.linkedin.com Anyone who does this can add me to their network.