In last week’s blog we looked at the importance of showing what is different about your business. It’s a competitive world and there are many other businesses that provide similar, if not identical services to yours. Click here to see that blog again, or if you missed it.

So how do you show the world how different your business is?

If you’re a coach, consultant or trainer, then what people are actually buying from you is you – your time, your experience and your expertise. The same is true of any service that you buy. When there is no tangible product to look at and compare to other products, then people are buying the people who make up your business. With a product, you can compare the size, the colour, the speed it runs at and so on. But you can’t compare one consultant to another based on how big they are, or what colour clothes they wear. (Well you can, but that won’t help you decide whether or not they’re the best person to help you!)

It has never been more true that ‘people buy from people’. When there is such tough competition in business, with more and more people setting up new companies every week, if you provide a service, it is ever more important to look at how to put more You into your USP (Unique Selling Point.)

Why is this? Because we work with people who we trust and with whom we have some sort of connection. Put really simply, we work with people we like. Think about it – if you meet someone with whom you have no connection, nothing in common, or who you don’t really like, you’re not going to want to give them your money in return for them providing a service for you, are you? I’ve been going to the same hair salon for a number of years because they give great service and because I really like my hairdresser, Louise. I could spend less money somewhere else, but I trust Louise and she knows what I like. Having my hair cut is an enjoyable experience because Louise and I always chat about running businesses – she doesn’t just ask where I’m going on holiday this year!

When you provide a service such as coaching, consulting or training, the most effective ways to promote your business will always – without fail – be the tools that allow people to get to know the real you. Networking works because you can talk face to face with prospects and they can decide if they like you or not. Online networking – especially LinkedIn – works in the same way, but only if you allow people to get to know you. Just telling people how great you are in your profile and trying to sell your services in updates and articles won’t work. In addition, sharing your expertise through talks at networking meetings, workshops or webinars has the same effect. They give you the opportunity to show off your experience and your audience can ask you questions and get to know you.

Have a look at the different marketing tools that you use to promote your service business. How many of them allow your prospects to get to know the real you? How many of them don’t actually work for promoting your business? You shouldn’t be surprised to see that the least effective tactics don’t give you the chance to build up relationships with your prospects; on the other hand, the more successful tactics will be the ones that enable people to get to know and trust you.

When you’ve looked at all the marketing you do, get tough and ditch the tools that aren’t working and are never going to work for you! Do that now, because in next week’s blog I’ll share with you some tips on how to get more from promoting your business through workshops and seminars – one of the best ways in which you can introduce the world to the real you. If you can’t wait that long, contact us for a chat about your marketing. Call us on 01635 578 500 or click here to email us.