The thing about building a relationship of value, is that it takes time.
The same is true of business relationships. A trusted adviser only becomes trusted, after she has proven herself consistently, over the long haul.
Ineffective business owners don’t get this. They chase that easy, fast money. They lack the entrepreneurial savvy to know that the get rich quick books, programs and webinars are bullshit… that marketing tricks don’t work and almost always damage your reputation in the process.
So, their need for speed approach sees them try to create instant history, rather than build relationships.
For example, they buy ‘lists’ that contain the names of people they don’t know – then write to these strangers as if they have known them for years… ‘Hey Bob, I hope this email finds you well.’
- They don’t know Bob.
- They have no interest in Bob’s health.
- Bob knows this too.
- Bob isn’t an idiot, though the marketing trick vendors always assume he is.
- Bob isn’t impressed that they are faking it.
It’s both a low leverage and toxic approach. That’s a dangerous combination.
Plant the seeds… then harvest them
The most successful business owners create awareness of who they are and what they do today, so people know who to call when they need help, in 6 months or 12 months time. They show up regularly, with value.
- Some, like me, do it with blog posts.
- Some publish newsletters. (There are people reading my blog today, who started off reading my marketing newsletter in the 1990′s!)
- Some speak at events regularly.
- Some use podcasting.
- Some have Internet radio shows.
- Some have YouTube channels.
And they do these activities regularly, over time, building trust and credibility within their marketplace.
Planting seeds of progress
There’s a wonderful old proverb, which says: The best time to plant a tree is 20 years ago. The second best time, is now!
The same is true when it comes to connecting with your marketplace. If you have not already opened a communication channel with your marketplace, (started a blog, newsletter or podcast, etc), start one now and show up regularly with useful information.
No, you won’t get rich quick.
You may get rich, though.