| When all is said and done, building a | | | | something important to share and you |
| business is not rocket science. But you | | | | have a unique approach just by being |
| must reach out and build meaningful | | | | you. |
| relationships by being very clear about | | | | Doorway No. 3: Who |
| who you are, what you offer and how you | | | | This third doorway is my favorite: Who? |
| offer it. | | | | The traditional model promotes choosing |
| Please do not confuse this with | | | | customers by their demographics. My |
| networking. To succeed at creating a | | | | approach- I identify the qualities of |
| business that reflects your passions, | | | | people. I love working with independent, |
| you must go to your clients and connect | | | | creative, highly motivated people |
| with them. The method you choose must | | | | building businesses they're passionate |
| suit you. Otherwise you won't do it or | | | | about. When I go into a room I |
| you'll do it with limited success. | | | | immediately gravitate to them and vice |
| Imagine five doorways, each with a | | | | versa. It's fun, natural and enjoyable. |
| distinct purpose for connecting with | | | | Write down who you enjoy being with. |
| people. Take out a paper and a pen and | | | | Use adjectives. Think about the people |
| draw the doorways. As we go, write | | | | you enjoy. Describe them. What we often |
| notes in each one. It will get the ideas | | | | forget is that people hire people they |
| out of your head and help focus in ways | | | | can relate to. |
| that reflect your unique approach. | | | | Doorway No. 4: What |
| Doorway No. 1: Where | | | | Once you've decided the "who," this |
| If you're like me, you would rather get | | | | doorway addresses your customer's needs. |
| a rabies shot than go to networking | | | | At this point, it is all about them. |
| events. Yet, building a community of | | | | WHAT do they want? What do they really, |
| business is central to success. | | | | really want? |
| In this doorway, instead of thinking | | | | Choose three people from your "who" |
| about where you "should" go, write ways | | | | doorway. Think about them. Write down |
| you already connect with people, or ways | | | | what. What programs, products, seminars |
| you've connected in the past that come | | | | or booklets do you offer to serve their |
| easy to you. Write down places or | | | | needs? |
| situations where you enjoy connecting. | | | | People like to test the waters before |
| Mine-- A class. A creative project. Even | | | | they dive in. If you give them a chance |
| shopping. I've made some of my best | | | | to sample what you do, they can safely |
| connections while shopping. When I have | | | | test you out before investing their time |
| a context, my nervousness recedes. I | | | | and money. |
| relax. I get curious about people and, | | | | Doorway No. 5: Help! |
| in turn, make meaningful connections | | | | This last doorway asks you to identify |
| Doorway No. 2: How | | | | the skills, support and resources you |
| Write down how you stay informed. What | | | | need to connect most effectively with |
| Internet sites? What magazines or | | | | your potential customers. It may be |
| papers? What is your favorite radio | | | | technical skill, referral partnerships |
| station? | | | | or ways to fine tune your presentation. |
| Online publications, newspapers, radio | | | | Be honest. Write your "needs" list. |
| shows and magazines need people to write | | | | Keep it simple. |
| or speak. By using the media you enjoy, | | | | Now that you've created a brain storm of |
| you connect with prospective clients | | | | ideas, circle one or two you are willing |
| that have similar interests and values. | | | | to take action with today. What's one |
| You might notice that these first two | | | | call you can make? One email you can |
| doorways are about you. We so often | | | | write. And do so. Now. |
| forget that being successful in | | | | And remember - typically, it's not the |
| marketing means honoring how you | | | | skill-set that people lack, but the |
| interact in the world. | | | | courage to reach out and connect. |
| Once you start writing or speaking, | | | | Copyright © 2005, Carolyn Campbell |
| you'll gain confidence and credibility. | | | | With a master's in theater and a |
| And you'll meet people who want to know | | | | certification in professional coaching |
| more about what you do. | | | | Carolyn Campbell helps social |
| Write down your favorite "information | | | | entrepreneurs meld passion, strategy and |
| highways," and in a word or two write | | | | community building to create rewarding, |
| why you like them and what articles or | | | | lucrative businesses. For more FREE tips |
| programs you'd like to offer. | | | | on growing your business, visit and |
| What's key? Trust that you have | | | | click on resources. |