Last week, I was sitting with a SCORE NYC counselor, discussing the growth of the scorenyc.org website and the possibility of launching a blog. During our conversation, he mentioned that he had a new client who requested to work with him specifically because of his bio on the web site. Recently, we added all the counselor’s bios to the web site to make it easy for business owners to find a counselor that would have a background in the area in which they needed support. What the counselor then shared with me was a great piece of information that so many people miss – are you ready? The person who chose to work with him decided based on the college he graduated from, not his business expertise. Did you get it?
Here’s the secret many people miss: Your potential clients are looking for more than just your experience and expertise; they are looking for a connection. Social networking and blogging have really forced this ingredient into the spotlight. This element is also a missing component on most company web sites. Why?
It has always been my position that your business web ite needs to be a reflection of your personality mixed with a focused message to your target audience. You’re not meant to work with everyone, and if someone is turned off by your personality, you probably won’t have a great working relationship. Put yourself out there, and connect with your customers. Your hobbies, interests, past experience, college, or your hometown may be the item that person needs to connect with your company.
Here’s an interesting story that might help. I started my business over 11 years ago and in early 2000, I came up with the term Technology Therapy®, which I trademarked, and then came the new logo – the computer on the couch.
Before I launched the new logo, I sent it around to people I respected for their comments. I received many remarks, mostly positive, and then came the constructive notes. The feedback was direct: my new logo was too “playful“; it didn’t connect with the corporate audience. This was a great comment to get and it made me stop and think, and re-think.
I had an epiphany and in that moment I realized why I was an entrepreneur and what made me different. I am playful: that is my teaching style, my communication with audiences when I speak, and how I connect with clients. I decided then and there if you didn’t get my logo, you didn’t get me.
I started my own business so I could create my own path and this path means choosing who I work with, both staff and clients. To date, more people say they remember my company over many of the others they meet because of our logo. The most frequent remark is that our logo makes them laugh and inspires a feeling of comfort and relaxation.
I am happy to say that after I give a speech or I sit with a client, the most common client comment is, “Thank you for having such a great energy and making me feel so relaxed.” I put myself out there years ago with my logo, and I continue to do so using social networking resources like Twitter and Facebook, and of course on our company web site.
It’s time to put yourself out there and share your ideas, your hobbies, and any thing that may help your potential client find a connection. People look for a way to bond, to make business more than just work. Trump may say “It’s not personal, it’s business”, but I disagree. If it weren’t personal then why do we take time away from the office to golf or eat at a great restaurant? Business, especially small business, is all about the connections you make, and you need to make it easy for your customers to connect with you.
Tags: Small Business Advice, small business marketing, Social Networking, using social media to market
