You have a unique message to share. As you’re reading this right now, I can safely assume that you are on a mission to make a big difference. You want to make a difference for yourself, your family, and in the world. This is why you started your business. Regardless of the specific industry, you provide valuable services and goods that will transform the lives of those who receive them. You made the decision to carve your own distinct path in order to make an impact in the way that you see fit, and ultimately, leave a legacy that will bring pride to your family.
However the desire to make a difference isn’t enough. In fact, coupling this well-intended desire with valuable services and products isn’t enough either. It’s only a starting point. The simple reasoning behind this is because you can be the finest at what you do and have the absolute best intentions to do good for others, but if nobody knows who you are then it will all be for naught.
If you are to truly make a big impact by helping others then it’s paramount that you share a clearly defined message with the right target audience. Otherwise, how could these potential customers truly benefit? The answer is – they can’t.
Put yourself out there. Don’t sit quietly in your little corner of the digital marketplace. Silence isn’t serving. Isn’t it about time for you to step into the spotlight?
The following selection includes three key areas to focus on as you shift from sitting in silence to standing in the spotlight.
- Get clear on your mission.
You and I can both make a big impact but we can also have two completely different ways of going about it. Gain clarity on your distinct path.
Who do you serve?
What problems and pain points do these people have?
How do you solve this problem?
What key strengths can you tap into to optimize your efforts?
What makes your business unique when compared to others in your industry?
- Take action by sharing your message.
People buy from those that they know, like, and trust. The only way to ensure hitting these critical points is by creating an open dialogue with the audience to establish and build a meaningful relationship. Discuss how your services and products solve the painful issues and problems of your valued customers. Share powerfully relevant stories, such as your own personal triumphs overcoming similar issues or the testimonials of happy clients. Be consistent with your efforts by creating an ongoing conversation. If you’re not making an effort to communicate with your audience then they’re not going to be able to learn about the important services and products that can help them. When you’re not doing this, rest assured that your competitors will be ready to step in and fill the void in your absence.
- Position yourself as a recognized expert.
One way to do this is to actively seek out opportunities to be featured in the media. An example would be subscribing to HARO (Help A Reporter Out) in order to lend your particular expertise and insights to reporters working on related stories. The reporter’s job is to deliver relevant information and important details to the reader but this requires proper research. The HARO online forum provides journalists the opportunity to connect with the experts who can help answer questions or offer additional information for the benefit of the reader.
Another thing you can do is start pitching media outlets for interviews, leveraging the publicity as a visible and regular part of your marketing strategy. If you’re just starting out, then focus your attention on podcasts and web shows because these will be much easier to land than mainstream sources like TV and radio. That’s not to say that you shouldn’t pitch the more traditional media outlets, but they are generally more selective with guests to be interviewed and typically only feature those with status and established credibility. If you’re still building your media profile then concentrate immediate efforts to getting on podcasts and web shows. This will be an easier and more receptive avenue to launch yourself in the short term so that you can bolster the credibility mainstream media demands.
It is now more affordable than ever to host a podcast. What once required extensive knowledge and a substantial monetary investment can now be realized with downloadable apps and commercially available equipment that can be modestly purchased by the average consumer. As of 2018, Apple confirmed there were over 550,000 podcasts and some sources believe that, only two years later, the number has already crossed the 1,000,000 marker. That is huge growth and it doesn’t seem to be slowing, which is great news for entrepreneurs who want to step into the spotlight and be seen as an authority figure in their industry. If that’s you, then take advantage of this tremendous opportunity and make it a reality.
This is no time to remain silent. Open up the lines of communication with your audience and strengthen your relationship. Don’t expect them to figure it out all on their own. Share your message. Show them why you understand their struggles by talking about relatable success stories. If you truly want to make a bigger impact in the world then now is the time to step up and be vocal.
The mic is on and the spotlight is aimed at center stage.
Are you ready to step up and say something meaningful?
Photo by Maria Krisanova on Unsplash