After you consider your target audiences and how you want to communicate with them, start getting your content together, and have a look at the competition–what’s next?
Finding your story.
Every professional career, small business, and professional practice has a story. Some thread gives coherence to all of the things you do and the services you provide. What’s yours?
Is it a tale of struggle and triumph? Of struggle and struggle? Of growth and change? Of stability and strength? Do you: help? battle? challenge? support?
Consider how you talk about your business to different people. What will help your target audiences understand the benefits of dealing with you? Even the way you talk about yourself has to be all about them in the end.
No matter how you decide to tell your story, the most important quality will be authenticity.
Yep, that’s right. Authenticity, honesty, and straightforward ways of being promote trust. Trust is exactly what your business needs.
Your customers and clients trust you with their money, time, challenges, and more—so do them the courtesy of bringing your whole self to your work and being up-front about who you are and how you do business.
Solo entrepreneurs and small business owners often have a great deal of themselves wrapped up in their endeavors. What do you bring to the party?
How will potential customers and clients know if you don’t tell them?
Make sure to communicate the core values that inform your business practices and let people know what to expect when they work with you.
For huge companies, marketing spin campaigns are often the norm. Small businesses and solo professionals rarely have the budget, time, or capabilities for significant, ongoing spin cycles. Good thing. It is a lot of work to keep coming up with new angles, and then it has to happen all over again.
We recommend that you take a more direct route: say what you mean and mean what you say when you’re letting people know the benefits of doing business with you.
Tell them an authentic story.