Sometimes I think I should share with you my exact stream-of-consciousness in running my business, now offically one year in operation. Take today...marketing morning and client afternoon.
Marketing in my business now means:
Being ready to communicate. Drafting program descriptions, creating printed materials, the web site and other tactical elements required to support in-person discussions. The thing I've had to learn the most is how to make a concrete and specific training offer and how long in advance to publish it.
Finding the right communications channels. I started with my own extended network and use a professional e-mail service to keep them informed. That's been a good start with several hundred people, many of whom ask me (thankfully!) to keep me on their list. Because I have a genuine message I want to attach to the business and develop with it, building this community of interested people will be important.
Staying in contact. Here I mean my own form of "selling" -- implementing the principles of following-up persistently with "prospects" and focusing on how I might help them. I have at least two in-person meetings a week for this purpose (and informally check this barometer in my head). I've learned a lot from both of my previous employers about how important it is to be solid in the fundamentals. What I try add in my own voice is a real conversation about communicating as leaders and being authentic as professionals...the conversations create the emotion and the new ideas. This part is sometimes the most fun and often takes the most energy.
It seems we've made a good start on all of this in a way that has navigated around my old perfectionist sensibilities. On the marketing I say, "OK, it's 80% right, let's get it out there and learn something." Fortunately, I'm too busy to think about it too much. But I'm always aware it is just a start. The next challenge will be to create a few activities that reach even further beyond those who know me today. And all of this happens between doing client work, of course. Allocating the right amount of time to both can be quite a challenge.
But meanwhile, I have a lunch appointment and must run to be "just-in-time jill." Some things never change...
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