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