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