One of the major mistakes I see a lot of small businesses make is that they seem to be shy about sharing any news about their business, or in letting people know anything about what’s going on in their own lives. Today, people have access to more information and more connections than at any time in our history, and you’re doing your business and yourself in injustice when you get shy about letting people know more about your business and you.
So, instead of watching TV tonight, why not sit down for 30 or 45 minutes and make a list of everything good that’s happened in your business or anything interesting that’s happened for you personally. This could be:
- You’ve upgraded your facility or equipment.
- You took an interesting trip with your family.
- You landed a big new customer who is extremely happy.
- You’ve taken a recent class or other training.
- You put up a website or updated your existing website.
- You’ve finally created that email list for your customers.
- You just have something to say…
Being shy can be very difficult to overcome (I’ve dealt with shyness for most of my life). But, in business, being shy gets you nowhere fast. As my parents always said, “The greasy wheel gets the grease.” If nobody knows about you and what’s happening with your business, then you either have to rely on foot traffic or word of mouth. These are both great ways to get new customers, but they should only be a tiny part of your entire marketing mix.
Shouting out, if done in the right way, can bring you publicity, create excitement, and drive new revenue you never would have seen if people can’t find you. Modesty is a wonderful character trait, but letting people know what’s going on is not boastfulness if done correctly. If you tell the facts about your news in an interesting way (think storytelling), you are actually benefiting the community at large because someone who sees this news may need your expertise, or may know someone who needs your expertise. Again, everyone wins!
And letting people know the personal side of your business (i.e. “You”) helps foster a stronger relationship over the long run. In most situations, we like to be comfortable with the people we do business with. The local grocer, the plumber who sits in the bleachers at your daughter’s volleyball game, the guy who puts in invisible dog fences who likes the same band as you… these are people who you can bond with. You may not be best friends, but getting to know more about you will help move the sales cycle down the right path.
So next time you find yourself telling a family member or close friend about something interesting that happened on the job today, or the fun family activity you enjoyed this weekend, think about how that might help you in your business. Put it on your website. Write a press release. Contact the local paper. Tell your email list. Every contact, and every bit of relationship building will benefit your business in the long term.
Remember… It’s a marathon and not a sprint.
