Product You You You
The biggest asset in your small business is you. It sounds obvious but is often overlooked. Rather than rushing around "doing" what you think will win you clients, simply be yourself. It is simple but can feel a bit scary.
The normal fears are thoughts like
What if they don't like me?
What if I am not very interesting?
If you think like this you will tend to hide behind your product or service rather than come out and be you.
Best product is You
I often work with small businesses who are so busy selling their product they forget that their best product is themselves. As individuals they are the company's best asset. Whether your business sells products or services, your customers will buy from you because they know, like and trust you. Despite what everyone likes to think, your service or product is unlikely to be completely unique. The only thing that makes it unique is you.
Your attitudes, your beliefs, your experience will be the reason they choose you. They relate to you, and yes - know, like and trust you. You then become the trusted and valued expert in their eyes.
Why Hide?
So if this is what customers want, why do so many small businesses hide away their attitude, their beliefs and their experience? The answer is probably that they don't make time to stop and think about it all, or plan to communicate it. Marketing is not about making stuff up, it is about writing it down, getting it out there, owning who you are. You don't need a dry exercise in discovering your USP, but an inspirational way to connect with enjoying what you think, who you are, and what it is that you want.
Create your Business Occasions
Usually in private life we stop and think about the big things before a big occasion, an important decision or after a crisis. At weddings and funerals we often resolve to think about life in larger and more generous terms that the petty issues and problems. In business we can create our own occasions, which connect us to the big stuff and help us to stop and think. There are seasons in business just as in life. The start of the new year, the end of the second quarter, the lead up to the busy time of year, the quiet time, the launch of the new product, the anniversary, the annual awards etc. These can be the catalysts that keep us connected to what it is all about for us. Connecting the occasions, the decisions and the crisis to the big issues helps to keep us motivated and alive.
Find Out About Product You
Take the time today to stop and think about what is special about you. If you are a one person company, you are literally all you have. If you employ staff it is vital that you create a culture that they can buy into. What you think and feel has to come out of your subconscious and be waved with a magic wand all over your business. What's more, when you enjoy being yourself, the right people naturally want to be with you and even pay you more money than you have ever dared ask for.
This is easier said than done. Apart from the pressures of customer demands, it can be difficult to know about yourself unless you ask yourself questions.
Building a business with integrity is more satisfying than simply spending a large budget. For a small business with limited resources it is often also a more effective way to communicate with your audience.
Being clear about yourself, your business and what matters to you is important. Then the next stage is to go out and enjoy talking to people who would be interested. It can be as natural as having a good conversation at a social event with an interesting stranger!