Smart people speak, because they have something to say.
Dull people speak, because they have to say something.
And the difference between those approaches is huge!
The same is true in business
When smart business owners connect with their marketplace, they have something interesting to share. When the average business owner connects with their marketplace, it’s usually a sales pitch or special offer.
Most small business owners connect with their marketplace when they need something. They need more clients, customers or sales… so they interrupt strangers with a needy message. They have nothing of interest to say.
Yes, the business owner is interested in gaining clients, customers or sales, but that’s only of interest to the business owner.
The marketplace just sees another sales message from a stranger and ignores it.
Here’s a far more successful approach
Successful small business owners do things very differently. They remain in contact with their marketplace on an ongoing basis. They use their newsletters to create and share useful articles. Some also produce videos or podcasts. The point is, they share VALUABLE, USEFUL ideas and information… rather than broadcast sales pitches and needy requests.
This keeps the smart business owner ‘front of mind’ and showcases their knowledge.
But it does WAY MORE than that.
It also causes their marketplace to think of them as a valuable asset to their business. And if a business owner keeps delivering value for long enough, the marketplace will regard them as reliable, too.
So, the business owner is no longer a stranger. They’re a known, reliable, valued source of knowledge.
Now, when the smart business owner DOES have a marketing message to share, it’s received with enthusiasm. It’s received by people who, before they even read it, already know and value the source of the message.
Just stop for a moment and consider this: Think of all the additional clients you’d attract, if the already knew who you were, already knew you were helpful, already knew you were reliable and already knew you were extremely knowledgeable… the next time they need a provider from your industry.
I’m telling you, it changes everything.
I haven’t sold my services to anyone in decades. But small business owners, freelancers, advisers, photographers, accountants, trainers, etc., hire me all the time.
And they always feel like they already know me.
Because they do!
You deserve the same.