Promote: v.
1. further the progress of (something, especially a cause, venture, or aim); support or actively encourage.
2. advance or raise (someone) to a higher position or rank.
Syn. Encourage, advance, aid, upgrade, raise, support, boost, champion, advocate
Promoting is no small thing. As small businesspeople, we have to become experts and being our best cheerleader if we ever want to land that next client or book that next gig.
Often, we invest in promotional items so we can spread the word far and wide. A sort of net cast out in hopes that the reaping will grant you a bountiful harvest.
But for all the business cards, and all the stickers, all the SEO, and each branded pen you buy, the outcome of making such a connection often seems kin to cold calling.
How effective are they at introducing you and your unique service to the individual? For every trade, there could be a hundred experts. So how could any personalized printed product be enough to base a decision on?
By comparison, how common is it for a business owner to gain and maintain a client through building relationships? Or to put it more simply: In the entrepreneur’s experience, what format of promoting works best; person to person contact and relationship building, or specialty promotional products?
This isn’t to say that the product printing industry isn’t effective in it’s own right. There are always trade shows, speaking opportunities, networking events, and an assortment of reasons you might invest somewhat heavily in promotional items. (I especially love the look of a well branded showcase.)
However, the outcome of investing in relationships through community involvement, virtual interactions, and old-fashioned networking is a key to creating a solid client base for any small business or big project.
In Organized for Success, Stephanie Winston interviews top CEOs and points out a key component of their productivity power is their ability to take time out to get to know and understand the people working with them. This includes everyone from potential clients, to the hired janitor.
Such a proclamation might seem strange at first. How in the world does interrupting my day talking to people help me be MORE productive? Especially as your own boss, being strict with your time and your schedule and the pressure to close those deals means you do not have time for socializing about for the sake of building relationships.
But consider the power of 2. Where two people intersect their minds on any issue, the opportunity to be inspired, to learn something new, solve a problem, or gain a new ambassador hangs in the balance of your interactions.
Business is a people-gig. The purpose of what you do is about helping people in some way. Your business may have been started because of your own struggle with an issue you decided to conquer, then passed along your learned wisdom to help someone else.
Implementing a mindset of the power of 2, build your relationships up. The bonds you create with those relationships, whether professional or personal, can be a catalyst for your next purpose with any facet of your life.
Professionally learning more about people in your interactions is what gains the most traction in promoting your business, or even just gaining an additional cheerleader for promoting your services.
I enjoy investing in my relationships both professional and personal. When I remain connected to a network group or an encouraging friendship, I am less likely to give up. I have built up a web of accountability that keeps me from scrapping my ideas on those dreadful days I feel ill-equipped to grow.
Promoting yourself or finding someone willing to promote you and your work is no easy task. It takes up a good deal of the solopreneur’s day. We go into business only to find out it’s a full time job to talk yourself and your services up enough to let someone trust you with their sale.
PROMOTE yourself through relationships. Few large companies today started out with perfect branding and a huge marketing budget. But with relationships, any idea can grow into a community of people who identify with your purpose and become ambassadors for your business.
How do you promote your business most effectively? Who are your business ambassadors?
