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