What Liz and I have been discussing in our latest one2one conversation.
Most recently, I asked Liz the question:
What do you feel is necessary to create an effective strategy to promote a business?
Okay, so I didn’t ask a light-weight question. I know that. Just like I know there’s no one right answer. That’s what makes the conversation interesting, if you ask me.
Liz’s answer was great, “…the way I get from strategy to execution is really to have a strategy, one in which outlines in detail what we are building.”
Which somewhat leads me to my answer to the same question – since Liz returned it to me.
For me, the key to strategy in promoting a business lies in clarity. Yeah, I know…you’ve heard enough about clarity. Yet, for me, it’s the foundational stones to creating, promoting and growing your business.
What’s always worked in my business is first to have as much clarity as you can around three points: who you are, what you do, and who you do it for. I’ve seen all my own success stem from clearly defining myself in these first three questions.
It’s taken some time, but I’ve learned not to slouch on these questions. Who I am is very important because I’m, personally, the foundation around my business so I need to know, clearly, what I bring to the table. What I do is far more than what I provide. It’s a look at what problem(s) can I solve for people. And who I do it for considers who are the people who have the problems that I can help them with.
Next I ask myself (and my clients) how: how do you do what you do. I can’t even begin to express how much my business changed when I took a long look at not just what it is I do, but how I do it. My eyes opened to things about my business that I never had considered. And I’ve watched this in many of my clients over the years.
Finally, I ask one final question: where can I find the people whose problems I have the solution too? Since I need to know where to promote my business I have to know where the people I can help are looking for help.
My goal is to get as much clarity around each of these questions as possible. And since I know I’m constantly learning, changing and growing I forget about getting it perfect and just get it clear.
From the clarity I gain through answering these five questions, I now have a light-weight strategy for promoting my business. A little polish on the message and a few decisions around how to reach my target audience, and I’m off to the races.
The key, is to keep everything clear. If I find something that isn’t clear, I stop and track back where it may have become unclear. Then I take the time to clarify that bit of cloudiness.
Which brings me to my next question I’m asking Liz (and you):
I’ve always seen you as having a great deal of clarity around your blogging and your business. What do you lean on to help you keep that clarity?
Please, join in the conversation – either below, in the comment box – or at Liz’s site.
I am still following a very specific strategy I wrote down 9 months ago, and I believe it is working the way I want it to.
One important factor, a strategy doesn’t have to be clear to your readers, but you have to be very clear about the strategy for yourself.
A strategy also can take a slightly meandering route, but you should try to take a few steps towards your goal as often as possible.
Dawud, these are wonderful guidelines, and a great continued reminder to me of how to approach promotion of our businesses.
Back a few hundred years ago when I was a full time builder/remodeler I sat down and asked myself what my customers should be able to expect of me. Then, what could I expect of them. Then I actually opened discussion with prospective and existing customers on these issues. And I learned to ask about their hopes and fears, and so on. I ended up with more friends and a very loyal customer base.
It was eye-opening to be this direct and try to dig down to the core. This thread led me to examine the roots of conflict, how it may arise, and what may be done to avoid much of it.
Thanks, Dawud.
Stuart Baker
http://www.consciouscooperation.com
My relationships with my customers went to a whole new level. At first their frequent reaction was a dropped jaw- they never expected to hear such questions and dialogue. A new level of mutual caring emerged, and as our buddy Mark Silver says, they became my sales force.
Stuart
Yes, Dawud, I found that the referral cart came behind the horse of caring and commitment in the first place. As you perceived, I did not build relationships in order to receive referrals but learned that the referrals were a very welcome side effect of the relationships.
AND, those referrals were usually great, usually people of similar caliber to the people I had developed the good relationships with. Plus, the new customers came in already having some degree of faith in me through their friends.
Whoa, I am seeing new blogs here….
Thanks.
Stuart
Andy,
Hey Andy, great to see you back.
I couldn’t agree more. Your readers don’t need to know much about your strategy. Instead, they should witness it working.
And I know what you mean about a meandering route…happens to me sometimes. But what do you do to make your route as short as possible?
Stuart,
Exactly. Great idea. I’ve found clarity, openness and honesty are the backbones of having a successful business.
How did your relationships with your customers change when you had these discussions?
Stuart,
That’s what I thought. And that’s the key. Some of us build relationships because we want referrals. Others of us build relationships to help each other, mutually, in any way that organically manifests itself. This way doesn’t always lead directly to business. And it ultimately leads to more business than just building a referral base.
Dawud,
Having just commented on your prior post, I find it funny that STUART writes…
‘Whoa, I am seeing new Blogs here’
So these comments are another source of good content!
—
I feel like I am interrupting a conversation here, so please excuse me :),
I LOVED this post.. I just loved that you used the word clarity instead of Focus.. I am getting so sick and tired of focusing!! 😉
Can you (no pun intended) ‘clarify’ this paragraph ?
“Next I ask myself (and my clients) how: how do you do what you do. I can’t even begin to express how much my business changed when I took a long look at not just what it is I do, but how I do it. My eyes opened to things about my business that I never had considered. And I’ve watched this in many of my clients over the years.”
Thanks!
Andrea, ditto on Dawud. You have added much, not interrupted.
All the best..
Stuart
Stuart,
Yes…that’s my experience as well. Word-of-mouth is the most powerful way to spread your business. And it’s the relationships that grow word-of-mouth.
Andrea,
They are another great source of content. That’s why I love having these conversations with you and everyone else.
You’re never interrupting – only adding. So please jump in to any conversation whenever and wherever you like.
With the focus, I think of not seeing the whole picture. It’s like drilling down to the minutia of details. But with clarity it’s like wipe away the dirt from the window so that your view through the window is less obstructed.
It’s these obstructions that get in the way of us identifying and growing our business.
So, how do you do what you do?
Thanks Stuart!
Dawud,
I have been going through a tough personal time at home with too many cries for my attention. Your question only ‘clarifies’ for me more how much MORE patience I need to be where I want to be.
How do I do what I do?? Well I dont and I cant. FORTUNATELY, my day is so packed with interruptions, that I am going to have to write a post soon about how my business goals are going to have to be redefined to compliment my current reality – falling asleep in the middle of writing this comment while I nurse my baby.
I am clear about one thing. I dont want to rush 10 years from now. I want to live today. I’ll try to let you know what I come up with :).
Andrea,
I understand. Please let me know if I can help you at all.