Build Your Business by Building RelationshipsWritten by Charlotte Farrior
People do business with people that they know and trust. As a solo entrepreneur, your goals will be to make yourself known to your target market and then elevate relationship to trust level. This process of building relationships can take many forms. Take a few minutes to review what is working for you in this area. Then consider these ideas to add to your relationship building toolkit.30 Second Introduction Have you upgraded your 30 second introduction lately? If you haven’t revised it in past year chances are impact may be stale. A new introduction can spark your own energy which will show when you introduce yourself. Consider use of powerful action words such as create, design, compose, organize, generate, solve, produce, and supply. Deliver it in front of a mirror and see what others see. What do you have to give? We often think of what we want to get from relationships. Things like a request for proposal, a new resource, a potential alliance, or a business contact or sale. Flip this over and consider what you are willing to GIVE to your network of potential customers. Do you offer sample products or trial services? Do you have free information that your target market can use? Can you provide a free evaluation of your client’s current service provider? Keep in mind that building relationships is a two way flow that begins with you. Approaching these relationships in a giving, proactive mode is a terrific beginning. Follow up, Follow up The simple act of following up with individuals that you meet for first time will make you stand out. Very few people use a consistent follow up method over a period of time. You must have contact information in order to implement this step. Successful follow up actions include handwritten notes (they stand out), e-zines, newsletters, holiday or birthday cards, an article of interest, and invitations to an event. Choose several actions that fit your personal style and do them consistently. Watch your network grow as you demonstrate an interest in building relationship.
| | The Anatomy of HypeWritten by Marcia Yudkin
On a copywriting board I frequent, someone expressed bafflement that several respected marketers criticized tone of a sales page he wrote. "Why did they apologize to their subscribers while linking to my pitch? This approach sells," he said.Hype was problem. If you use following tactics, many educated shoppers cringe and go elsewhere: Overblown claims. "If You Can Write Your Name, You Can Write a Book in 30 Days - Guaranteed!" Overexcited tone. Lots of exclamation points, phrases in bold capital letters with underlining and a drumbeat of emphasis. "Programmers poured out their TOP-SECRET strategies that you, too, can use to earn a GATES-LIKE FORTUNE in software business!!" "Take out your credit card and order RIGHT NOW!" Unsupported and extreme superlatives. "The most important new product launch, ever." Adjectives and adverbs you would not encounter from Exxon or IBM. "Mind-blowing" "Exclusive" "Huge" "Incredible" "Wildly" "Literally" (necessary to distinguish truth from hoopla). Exaggerations. "They've made millions under radar." (When most haven't made that sum and "secrecy" is just not having been asked.) Sounds impressive but untrue. Calling someone a best selling author who has not appeared on a recognized best seller list. Lack of qualifiers. Statements that should include a bit of backpedaling but don't. It's really not "all," "only," "never," "sure-fire" or "will." Marketers who favor a style full of hype argue that numbers prove these techniques succeed, whatever audience. When they tone down pitch, sales drop. When they toss decorum to winds and reinsert that hammering excitement and fervid embellishments, sales return to previous levels. Case closed, they say.
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