1) Target the RIGHT prospects:Whose pain are you really trying to solve? Let’s say you are a management consultant who can show companies how to cut costs. You could try pitching your services to all businesses, but that would be a hit or miss. Instead, hone in on who needs your services the most. Sure, all businesses would like to cut their costs, but which businesses feel this pain (of high costs) the most? You may decide that there is a real need in healthcare to cut costs, and focus on that industry. This is the first step to creating a name for yourself because you decide to “own” a specific group. Before you become someone’s go-to person, you have to pick which group you want to make a name for yourself in. For example, I am very well known in the service professionals industry. Who needs your talent and skills when it comes to solving their pain?
2) Position your Business as the BEST SOLUTION:What do you use to blow your nose? Kleenex. But why not some other tissue paper? Why not a handkerchief like in the old days? Because Kleenex has positioned itself as the BEST solution to runny noses. Whose problem are you the BEST solution to? Once you decide that, then you can go about screaming it from the rooftops.
3) Visibility and Credibility!Sure you are the best solution to X problem… now you have to be visible about it. Make sure the companies who you can help know who you are. This is where good marketing really counts. Leverage the internet. Attend industry functions. Get people talking! As for building credibility, make friends with the media. There is no getting around PR. If you don’t know how (and that’s okay!) or don’t have time, find someone else who does. So, you can spend your time doing what you love best!
4) Content:This is one the best ways to get your name out there! Write, create podcasts, make videos-but share your information. Become a recognized leader in your field by sharing your expertise. And, it is completely okay if you are not comfortable with writing. There is help for that too!