Does your business fill a need? Does it help people? Does it solve a problem?
Of course it does. And that makes you a professional problem solver. We all need professional problem solvers -- people who know way more than we do about how to resolve a given issue causing us some kind of pain, and can do so relatively quickly and effectively. Some of these professionals even share their knowledge and insights with us just because they can. These folks are the ones we really trust, the ones we go to time after time. They are our experts.
You may already have established that relationship with your clients. Now, how would you like to build the same relationship with thousands of people you've never even met?
Take Bob Vila, for example. Everyone recognizes and acknowledges him as a master craftsman, an expert in the field of home building and remodeling, and I can assure that 99% of the people who hold that opinion have never met him, hired him or worked with him. So why does everyone agree on his expertise? Because he shares it with us through his website, books and TV appearances. He's always doling out useful information, in return for which we say, "There goes a guy who knows what he's talking about. I could do worse than take his advice."
You can make yourself known as a trusted advisor too, by establishing your expertise in your field to a wide audience. Write articles, blog posts, and direct-mail or email pieces that solve common problems or answer common questions pertaining to your field (or hire a copywriter to translate your diamonds in the rough into polished gems). Hand out information. Help people. Add value. When it's time for your prospective customer to pay for deeper assistance, who will they logically choose as the provider of that assistance?
Who will we trust first -- a salesman who sends us generic monthly offers, or one who provides us with valuable insights and helpful tips on a regular basis? Which one is more likely to become our go-to guy when the time is right to do business?
You are a problem solver. Something about what you do brings people relief and makes their lives better. So share your gifts with the world -- and receive a world of gifts.
