September 2010

I and many others mistakenly believed the “build it and they will come” myth – that simply because I’ve hung my shingle as a coach and consultant (and am a darn good one at that), that I’ll have customers and clients aplenty and the flow will be constant.  It ain’t so!  You must create a way to a build relationships over time with people that serve them well, and then – perhaps – they’ll buy or enlist in your services (and only when they’re ready and only if your services and prices and packages fit their needs, not yours).  Develop engagement strategies (a newsletter, speaking, tweeting, free articles and information, blog, social media, free resources) that allow you to give of yourself and your expertise in ways that energize you, but also that build trust and credibility.  

3) Connection — Listen, Respond, and Serve

Think about the great, fulfilling connections you have in your personal life –  they’re typically based on common interest, caring, curiosity, like-mindedness, love, mutuality, reciprocity, and authenticity.  So it is in the business world as well.  Connect with those you wish to serve – in person, at events, in writing, in social media, through your blog or newsletter, etc..  Find ways that you enjoy to connect with your community, and listen to what they’re saying and caring about deeply.  If you’re sitting alone in your office day after day, disconnected and disengaged from others, you’re marketing into a vacuum. Also a must – truly listen to your community, and elicit their feedback, comments, and ideas, and integrate these ideas and comments – respond!.  In short, create a real connection and authentic conversation with those you wish to serve.

4)  Clarity – Know Who You Are and Share It

One thing I love about following Scott’s work is that he 1) knows exactly who he is (foibles and imperfections and all), and 2) unabashedly shares who he is with the world.  There’s a neat list on his blog of “25 things you didn’t know about me.” It takes guts to publish a list like this.  Do you have that kind of courage to share yourself openly and nakedly with your community?  What’s your list of 25?  Are you clear about who you are, uniquely?  What makes you tick, what lights you up, what makes you so mad your head will explode?  Know these things about yourself, and make use of them in all you do!  Understand who you are and let that specialness shine out, in your writing, your services, your products, and your community. 

If you don’t, you’ll never be able to be your true self in your work, or stand apart from the many thousands of others who are afraid to be who they really are, or share with honesty and courage what they stand for.

5) Calling- Passion is a Must-Have

There’s a very large difference between a job and a calling.  To be successful as an entrepreneur or marketer or service provider, you have to have passion for it – a deep, abiding drive to make a difference and be of service.  If you don’t have it, “marketing” yourself and your products will be extremely challenging at best, a terrible failure at worst. So figure out what you’re passionate about, and if it’s not your business or your practice or your creative endeavors, it’s time to make some significant changes.

I was a corporate marketing director and VP for many years, and truthfully, I stopped liking it early on and was often bored silly by it, (the whole thing felt like “theatre” – ya know?) because I was marketing products and services I simply didn’t connect with or feel excited to support. It’s a terrible feeling to dislike intensely what you do for a living, and feel absolutely no connection with it, right?