Laws
of Business Attraction
Dear
Associate,
There
is nothing more important to business owners, sales professionals
and marketing consultants than attracting new business. The
same holds true for solo professionals such as authors, speakers
and entrepreneurs. The ideal situation would be having new
customers or clients who purchase from you for life.
Think
about the possibilities...
You
won't have to invest as much time, energy and money marketing
your business. You get to choose the clients you want to work
with—and turn down those you don't. You make faster sales
when promoting a product, program or service. And you get
the satisfaction of knowing what you do, say or produce has
meaning, adds value and positively impacts people's lives.
So
how do you get to this place of satisfaction? To this place
of joy, fun and seasons in the sun? What do you have to do
to get there?
It
begins with you...
Your
reputation and everything you represent. Your goals, dreams
and desires. And your ability to attract an endless source
of clients.
Let's
start from the beginning and review what I call the Fundamental
Laws of Business Attraction:
1)
Professional marketing materials. Everyone starts out
with business cards to promote their enterprise. Then you
may opt for brochures, flyers and one or more websites. Then
you might incorporate ads, online squeeze pages, e-mail marketing
campaigns and direct response mailers.
All
of these promotions must appear congruent to the business
you're representing. You don't have to look slick if it's
not necessary. A seminar company such as SkillPath uses clipart
graphics to promote their workshops. They promote two-day,
medium-priced seminars nationwide without the need to showcase
their speakers.
One
costly mistake to avoid is using clever copy that has little
pulling power. If you're promoting cuteness and humor over
making sales and generating leads—there are numerous
ad agencies that would love to pocket your money.
But
I'd bet you're in business to make money. Then you'd probably
want to try direct response marketing. You're in business
to attract as many qualified prospects to respond to your
offer as soon as possible. Direct response compels people
to take action and can quickly bring you income and build
your database.
2)
Looking sharp. You've got to look and dress appropriately
for each occasion. Which translates into proper grooming,
hygiene and dress. Now that doesn't require you to always
dress in business suits. Today's casual business environment
created a category for casual business attire.
But
if you're making a presentation, then you'd probably want
to dress one notch above your audience. And if you're attending
a networking event, you'd want to project a professional image.
Bottom line is: the more professional you look, the more professional
people desire to speak with you.
It
never fails. The next time you attend a two-day business event,
dress business casual one day and standard business attire
the next. I bet you will attract more quality leads and opportunities
when you dress professionally.
I'm
going to stick my neck out and go one further...
Wear
the most expensive looking outfits you can afford. They really
make a difference in how people perceive you. And have them
pressed and ready to wear. If your outfit looks tired, it
may leave the wrong impression. Believe me—people do
notice.
3)
Positive attitude. If you want to be known as the expert
who offers solutions to people's problems, you must not let
your guard down to appear as if you're consumed by problems.
People must perceive you as someone who has been through it
all and can now help them.
If
you whine about gasoline gouging, cry about Paris Hilton being
unfairly confined, or incredulous of all governments—you'll
soon find yourself all alone. They will clear a path for you
as you're making your way to the restroom.
Just
as you exercise and take supplements to boost your internal
organs, you must exercise at improving your inner-you. Replace
your negative thoughts with powerful positive programming.
Today's problems are nothing more than tomorrow's memories.
So smile and put on a happy face.
4)
Credibility. If you have enough of this, you'd have to
turn away more business than you can handle. Really. Wouldn't
this be a nice problem to have?
One
easy way to build credibility is to ask for testimonies or
comments from clients, satisfied customers and meeting attendees.
Other ways to establish credibility may include producing
books, demo videos, CD albums, garnering endorsements and
word-of-mouth marketing. Of course if you are good at speaking,
your platform presence is a huge credibility-builder.
People
want to know if you've been interviewed, in what media, and
by whom, if you've hosted your own show, if you're a syndicated
columnist, if you have a website, been on American Idol, and
how they can reach you on MySpace. The more you expand your
universe and the more you reach inside people's consciousness—the
more business you will attract.
5)
Are you approachable... or not? Do you have gatekeepers?
Do you screen your calls? Are you easy to reach? Do you smile?
Do you give hugs? Have you hired an answering service?
To
avoid looking amateurish: stay away from no-cost e-mail accounts,
P.O. boxes and complimentary website hosts displaying those
unwanted ads. Serious prospects won't take you seriously.
You have to appear as legit as an American Eagle gold coin.
When
I joined the Chamber of Commerce the representative suggested
I switch to a local phone number to accommodate local callers.
I didn't take his advice. I didn't want to attract the kind
of clients who would make a big fuss about a long distance
charge.
So
you decide how approachable you want to become. You decide
whom you want to work with. You decide because you call the
shots.
Warm
Regards,
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Tommy Yan helps business owners and entrepreneurs make more
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