Sorry, I know that isn’t a very good title from the point of view of feeling good about yourself so I had better explain further!

If you take a look at almost any website out there you will generally see a section titled: “about us”. It is very common and understandable, after all, who wants to go to a site where you are not clear who they are or what they do? In fact you will see a section “about” on my website (www.balancelifework.com) so I do this too!

However, about us sections will often contain a catalogue of information about the company, it’s products, maybe accolades that they have one, perceived unique selling propositions etc. This is also, typically, how people introduce themselves whenever they are asked to describe their company or what they do. In other words they “tell”.

This is all very well but, in fact, most people are really not that concerned about you, either personally or as a company. I know that sounds harsh but think about it for a minute. Think about how you feel as a buyer of goods and services. You are primarily concerned about your problems and how to make your life better - fair?

So people tend to think more about themselves than about you. Unless your website or 30 second introduction or presentation addresses these wants/needs/problems/desires in a way that MAKES SENSE TO THEM, you are far less likely to gain their attention. In other words the accolades and awards you have won don’t mean much to them unless it is clear that it will solve their problems.

So, think in terms of your best client. What do they say about you to other people - in other words how did you help them SPECIFICALLY. What problem did they come to you with or did you discover with them as you worked together and how did you resolve that. That is one of your key messages that you can take to other people.

Of course, it really helps to define who your ideal market is and that is the subject of a future post. For now, it may help to think about the problems you solve and how to turn that into language that has resonance with prospects, talks to them at their level and identifies the problems or pain that they have (maybe weren’t even aware they had). A good place to start? Ask a selection of your clients!

Networking is almost certainly the #1, most used marketing tactic of small business. Unfortunately, that doesn’t mean that everyone who uses it is good at it. It has been known to leave many a small business person confused, frustrated, or wanting to avoid it altogether.

Last week, I had the opportunity to facilitate a brainstorming session on the topic of networking with several small business owners. The question came up, “Where is the best place to network?” If you’ve been trying to get your business out there, you’re no doubt aware that there are a tremendous amount of events going on any given week. There are Chamber coffees and after hours, referral networking groups, leads clubs, seminars, etc.

The question is how do you choose? How do you decide where is the best place to network when there are so many options available?

My answer to this is actually quite simple…

It comes down to your clarity and focus.

You see the problem is that a huge majority of small businesses never take the time to get focused and crystal clear on who they want to help, and what they want to help them get done.

When you’re clear and focused on a specific target, doesn’t it just make sense that you’ll better know where to find them?

Too many small businesses running around from networking event to networking event desparately trying to get themselves in front of a lot of people. That’s silly.

Focus on who you want to help and what you want to help them get done. Then go find those people and begin having that conversation with them. Will you find them at the Chamber of Commerce meetings? I don’t know… maybe or maybe not.

Who is your ideal client?

That may be easy to define, but more often than not it can be a challenge. Many of us individually or as a business serve a wide variety of clients. Insurance for example is applicable to pretty much anyone - or is it?

The temptation when we have a service or product that serves many types of client is to say something like: “You are a potential client for me if you have a house or a car” or ” If you want to make more money we should talk”. The difficulty with this is that, although it may be true, people don’t relate to such a message and when you talk in these terms it is hard for them to think of anyone who might be a good referral for you. Why? Well vague out gets vague back - you are asking people to think for you.

So, how do you focus your message? The best I have heard are very specific such as an attorney who works exclusively with men going through divorce, a web deisgner who works primarily with small businesses embarrassed by their website, even a coach who coaches Indy Car Drivers!

These are specific areas of focus and if they apply to us (or someone we know well) we feel it immediately and can see how that service could help us. I know the arguement against this! “Well I don’t want to limit myself because I genuinely can serve that wide range of client”. I am sure that’t true - the trouble is you may not get the chance if they don’t understand the value you offer.

Also, specialization and expertise are attractive. So is passion for what you do. I would argue it is easier to be passionate about something when you have a clear view of who you ideally like to serve. Here’s the deal. When you are specific you will find people will begin to ask questions like: “Can you also do that for…….?” In other words they will relate to what you are saying and ask you whether you also work in other areas - isn’t that better than trying to “tell” people all the time?