Why did you start your business?
No doubt, making money is part of the equation. And not least of which, because it’s one of life’s critical necessities.
But more than likely, you chose to start your business to serve a need, to help people.
The thing is, not everyone needs your services. In other words, many live their entire lives and never require the services of a real estate agent, lawyer, accountant, or similar professional services provider.
That immediately excludes a huge segment of the population from having an iota of interest in your business.
Take it a step further, and even among those in need of such professional services, most only need a specific service. Generally only for a limited amount of time. And maybe only once in an entire lifetime.
This further narrows the need for your services. And excludes even more of the populous from having any interest in your business.
What Does This Have to Do With Marketing?
(Yup, my telepathy picked up on that question rattling around in your brain ;—)
As we’ve discussed in recent posts, communication is a uuuuuuuuge part of marketing. And the marketing content you produce and share along with participation in industry networking events rank among your primary communication tools.
But producing and sharing content and joining public gatherings requires you to put yourself out there. Whether you’re publishing a blog, posting videos, exhibiting or attending trade shows or industry gatherings, or speaking at events — you’re exposing yourself to criticism. To Judgment. And to the possibility of polarizing or otherwise turning off potential clients.
But here’s the thing… Those likely to criticize, harshly judge, or dismiss your business are not ideal candidates for your services. They may not be candidates at all.
In some cases, such respondents have no need for your services. And in turn, no real reason to comment on your promotional activities. It’s just an unfortunate strain in human nature that prompts some toss in their two cents. Two cents that’s unwelcome, unwarranted, and often unnecessarily negative.
And even among those who might legitimately benefit from your services, if they’re critical of your efforts to promote said services (services dedicated to their aid), why would you want to work with such parties? The answer is: You wouldn’t.
So, the next time you’re worried about hitting send on that email, clicking update on that social media post, publishing that blog update, introducing yourself at that trade show, taking that speaking gig — don’t fret. Just take action.
You’re aiming to speak to those interested in your message. And those who don’t get it, for whatever reason, don’t matter (to your business) anyway.
Take Action
Have you been dragging your feet on exercising any of the marketing tactics mentioned above?
Time to ditch the excuses and dive in!