One of the toughest aspects of promoting a new business is convincing potential customers or clients that you really are the best person for the job. Skepticism abounds in people when they are asked to spend money, and rightly so, they want to know their money is going to return something of value to them.
No number of educational diplomas or certificates, or memberships in professional organizations will be enough for people who don’t know you, to believe you are the best in the business. Even testimonials from other companies are often seen with jaded eyes, as many believe they are either paid endorsements or written by friends and relatives of the business owner.
So, how does a new business owner convince potential clients to hire them? By being seen as an expert in the industry. There are a couple of simple, often free methods to get your name out there, to the people who make the buying decisions, and make them think of you when the time comes they need your services or expertise.
There are numerous social organizations that look for speakers to attend their meetings and talk about a wide array of subjects. Offer your expertise in an industry in which the organization’s members might be interested and then deliver a quality speech during one of their meetings. In addition to the time you get with the group, many organizations advertise their meetings in the local newspaper and will include your name and company name in the announcement. Read: Free advertising.
Many local newspapers are on tight budgets and are always looking for free content for their publications. Consider offering a free column on subjects dealing with your industry to be published as a “guest column.” Many newspapers will also include a photograph with such columns, along with a brief biography of the author, lending credence to you message.
However, no amount of free publicity will help your cause if you don’t deliver on the message. While the speeches at organizations or columns in a newspaper may be free, you will have to invest in sweat equity, by spending time to present quality information, relevant to your company’s area of expertise.
Regardless of the industry, an audience can be found for your message. Home improvement topics seem to generate a lot of interest in local newspapers and information on employee relations is always welcome at organizations attended by business owners and leaders.
Once your name or message has been in print a few times, readers will begin to think of you as an expert in the field. Of course, simply being seen as an expert will not guarantee success, but will help you receive opportunities to prove you are.
Participating in local events can also help get your name out in the public, but there is usually some expense associated with these functions. How much time and money you can invest will depend on your individual business budget, but while becoming an expert, if you are able to keep your name in front of the buying public, it helps build name recognition as well as potential new business.
