We all make mistakes in business. Here's the one I made and why it's important right now!
My Biggest Business Mistake
Dear <<First Name>>
When I first started my Display and Design business, Bob and I had just moved to North Vancouver from Sherwood Park, Alberta. I quickly started up again teaching piano. I was working part time as an X-Ray Technician, and we had three children under 12 years old all in competitive swimming and skiing. To say I was busy, was an understatement! Oh...and Bob travelled a LOT!
I then had the opportunity to start doing Display and Event work...with a partner. I really was the 'behind the scenes' person, making props, gathering supplies, writing contracts, coming up with concepts etc, and my partner was the one in front of the client, except when we showed up together to do the installations.
I thought things were going well until she and I had a big falling out. It was a disaster. I arrived in Whistler one day to do some retail display work only to find out that the said partner had told them that we were no longer in business and that they had hired someone else! I drove home totally deflated. She managed to close down the business bank account and had sent letters to all the clients telling them we were no longer going to be able to serve them.
I started all over again from scratch!
BE THE FACE OF YOUR BUSINESS!
This was a mighty lesson. Never again did people not know who the boss was and I never again took on any further partners! I made sure that I was front and centre.
I tell you this because if there were ever a time when
this was more important it is now!
A friend told me that on Sept 11, 2001 after the twin towers fell, her customers asked what she was going to do. The world was terrified and there was much uncertainty. Her response was that she was going to 'buy product' as per usual because she knew that loyal customers would still come to buy.
The same is true today!
People want to know you as the 'face of the business'. They already know and trust you. They are not going to give their hard earned money to someone else. Consumers are becoming more and more distrustful of corporate brands and advertising, yet always inherently trust people to a higher degree.
think about this...
Just the presence of a human face can increase conversion rates!
HERE ARE 5 TRIED AND TRUE WAYS TO BE THE FACE OF YOUR BUSINESS
1. Feature yourself on your company website.
The first step is also the simplest. Create a miniature profile for yourself on your company website. Include your name and a brief biography on your About or Team page, and include links out to your social media profiles. Be sure to include your headshot!
2. Publish content -- as yourself.
Next, start publishing content regularly, under your own name -- not your brand’s. Stick to industry topics, and always write in the first-person perspective. Reveal bits of your personality throughout your writing process, so people get to know you through your material.
3. Become active on social media -- as yourself.
Start posting more frequently on social media. Respond to anyone who reaches out to you, and thank people when they "like" or share your posts. You should also get involved in your industry by jumping into existing conversations and engaging with other influencers.
The more you post on social media, the more visibility you'll earn. Stay within the industry you want to be known for. Sometimes this is a bit tricky. Often people will really respond when I share something that is more personal...like my Golden Retriever Forrest, or a trip I've taken. I think it's because they are getting to 'know more about me'.
4. Network often & take advantage of PR opportunities.
Whether in-person at professional networking events, or online through LinkedIn groups and one-off webinars, work to increase your network of contacts.
Take advantage of any PR opportunities you can find, too -- submit press releases, speak at events, or host free workshops to people in your area. Activities like these will attract a great deal of attention to your personal profile.
We all know those people who can 'work a room'. My Mom is probably the best at this...and she's 94. People want to be with her and be known by her. If you're a retailer, people want to see YOU in the store. They want to know that you care about your business, enough to be 'on the floor' or 'at an event'..." Any personal attention you give this client will be BONDING for life., and they'll tell other people, who will tell other people, who will tell even more people...
5. Casually layer-in references to your company.
When you start building a reputation, start making more references to your company. List it on all your social profiles for sure, and mention your company whenever you network or attend speaking events. You can even use your company as a major point of reference for examples and case studies - freely sharing your knowledge.
At a Fall Design Show I paid to hear a speaker talk about better ways to do business. I was sooo disappointed and annoyed to have the speaker do nothing but promote her program and courses. Your goal here isn’t to advertise your company, but to make the association clear -- remember, people trust you, and they’ll naturally trust whatever you’re associated with.
Here's a test for you. If I ask you to tell me about my business...
Do you think 'Urban Spaces Design' or Do you think "Heddy Bing"?
It doesn't matter whether you're a lingerie company or an insurance agency...you will think of the person's name first.
Check below with Dr. Bonnie Henry - Do you think Bonnie Henry (yes, I've even dropped the Dr. because I feel like I know her), or do you think
'Public Health Officer"?
There is no doubt about the answer to that question!
Bonnie Henry of course!
I work with individual retailers, just like you! If you're wondering how to make yourself more money, how to update your store, how to feel proud of what you're spending your life doing...
then we need to talk.
CALL ME - 778 340 8585
EMAIL ME - heddy@urbanspaces.ca
