When someone asks you what you do, do you freeze up or start stammering? You need a concise, memorable response prepared for all the times when you’re asked about your work. This is sometimes called your “elevator speech.” Why? Imagine stepping into an elevator with your biggest prospect. She turns to you and asks, “So, what exactly do you do?” You have 30 seconds—the time it takes for the elevator to get to her destination on the 25th floor—to describe yourself in such a way that she immediately understands why you are the solution to her problems.
I recently wrote a white paper and gave a webinar on behalf of Factiva on The Accidental Intrapreneur: Becoming the Knowledge Center CEO. They both look at the different approaches necessary for those of us who are running our own enterprises, whether within or outside a larger organization. (You can get a copy of the white paper here and you can download the slide deck for my webinar here.)
I often write about how to create a business that supports you financially and that you love. But I’m feeling contrary today, because I’m inspired to offer my best advice for solopreneurs who aren’t interested in succeeding. If you want a business that doesn’t attract new clients, clients who are overly price-sensitive, or if all your marketing efforts are failing and if you want more of the same, then here are some tips for you, with tongue held firmly in cheek.
One of the secrets to success as a solopreneur, and to building a business that is competition-proof, is to make sure you are fishing for clients in the right pond. The sweetest words out of the mouth of a prospective client are “I had no idea there were people out there like you!” I can offer these clients a service they may not have realized they need, and for which they don’t know where else to turn.
One of the most common questions I’ve heard from solopreneurs is “should I specialize in a niche or be a generalist?” My advice, almost to a one, is to find an area in which you can focus and become known as the go-to person for that niche.
I often give presentations and workshops on using social media for both research and marketing, and I am still surprised by how many people look at Facebook with mild disdain. “I have better things to do than post selfies and videos of my dog,” they sniff. “And how could I possibly find value from other people’s selfies and dog videos?”
I was thinking recently about what kinds of marketing really work for entrepreneurs who own professional-service businesses. Even when we deliver something tangible – a new web site, or a consulting report – we are still selling our expertise and insight. And we generally are not cheap; most one-person businesses charge $100 or more an hour, so our clients usually aren’t impulse shoppers. (Although I do have an image in my head of buying a half hour of time on the QVC network, in between “Beauty By Tova” and Diamonique jewelry, where I can encourage people to buy my consulting services now and SAVE!)
I was chatting with a colleague the other day, who was concerned that she had not heard from a client in a while and she was starting to imagine all the worst possible outcomes. “The client hates me. He’s found someone else with lower rates. I made a horrible mistake and he hasn’t told me.” Blah blah blah… I know; we have all been down that road.
Ask 10 entrepreneurs for the least favorite aspect of their job, and 9.5 of them will say “marketing.” We’re one-person businesses, so it can feel like shameless self-promotion when we talk about who we are and what we offer. I recently ran across several items that discuss ways to show your stuff in ways that feel authentic.