Writer & content marketer for consultants & solopreneurs | Attract your ideal clients & kick cold calling to the kerb
I don’t know how to say this without sounding a bit harsh. So, sod it. I’ll say it anyway. Some solo pros still appear to believe in Father Christmas. They seem to think that if they’re good girls and boys, they’ll get new business leads in their stocking. It would indeed be absolutely lovely if being good at what you do were enough to generate enough referrals to have a successful business. And for some rare and exceptional coaches and consultants it is. I’ve met a few. Although even they admitted they’d had lean times where referrals dried up and they got a bit scared. But those solo pros are the exception. For most of us, that’s a fairytale. Most of us have to attract attention because we cannot live on referrals alone. And part of that is accepting marketing is a forever activity that takes time to pay off. That's because only about 5% of the people you’re talking to at one time need what you have to offer. And even when someone does need your services, it may take time and effort to persuade them you’re the one. They have options. You’re not the only person out there doing what you do. That's why the marketing you do today pays off months or even years down the line. Every post, every email, every blog, every webinar is a deposit in the bank for future you. Furthermore, almost every new business enquiry is the result of cumulative marketing touchpoints. Chances are someone will have consumed many pieces of your content before they feel the urge to get in touch. Marketing is rarely one and done. So put in your marketing reps. It’s non-negotiable if you want to build a solid business. And it’s non-negotiable even when you’ve built a solid business. It doesn’t take long for you to be forgotten if you drop out of sight. We’re all too old to believe in Father Christmas. I always thought he was a bit creepy anyways. #content #personalbrand #coaches #consultants #solopreneurs Sweary Scottish content expert obsessed with giving consultants, coaches, and solopreneurs the skills and courage to become more visible experts and convert that attention into sales.
Lizzie Davidson so true.. and it’s about putting on the effort right? Otherwise it’s like going to the gym once and getting that amazing bikini body for summer. 🤣
Please don't tell my kids I agree with you on the creepy front Lizzie! I think many business owners run a bit too much in the land of Father Christmas, like the gobsmacked surprise of January cashflow, yet again, stalling for nigh on most of the country (outside hospo industry) , planning people. It ain't for the North Pole believers. It's for the adults in business. #rantover
More reps. But not AI telling your story!
Heartily agree. There’s an air of immediate rewards that is a hangover of Covid times when products (and some services) just needed to put up a sale sign and orders rolled in. It takes actual sustained effort over time and there are no shortcuts. There’s no Santa or magic elves to do the work for you either.
Such a great reminder that marketing is a long-term investment, not a quick fix. Shifting the mindset from 'What does this cost now?' to 'How will this grow our future?' is so important. What we create today builds trust and credibility for the opportunities of tomorrow. Thanks for sharing this!
Ohhhh yes this is so true! Marketing, the pain in my solo-preneurs ass 😂
As a marketing solopreneur you'd think I know better! But sometimes we just want to believe in Santa. p.s. thanks for the boot up the arse.
Right on.
Design a workspace for people at the heart of your business, not the other way around. Leadership development and inclusive business coaching & facilitation | Fractional people leader, DEI, CSR Strategist
3moWell if that isn't the proverbial coal in the stocking. I suppose you'll be telling me next that our elf magic is just shortsighted parents that didn't think through the implications of their decision making that one year..