Small Business Marketing Speaker

Do your friends and neighbors know what you really do for a living?  I’m going to suggest that they don’t.  And I’ll even take that one step further to include your family.  Really?  Yes, REALLY!

If you read some of the commentary on the social Web, or pay attention to stray comments at business networking events, you will often hear statements like this: “I’m not even sure my parents understand what I do for a living.”  This is unfortunate.  So what should we do about it?  I have an exercise that will help.

Most of us will have to work at this for the duration of our careers to achieve the clarity that is necessary to sustain our businesses – and to have the opportunity to apply our expertise to help more clients or customers.

I am indeed a small business marketing speaker.  And within that broad category of marketing, my expertise is still a fairly wide stretch of pavement known as Web marketing – social media and Internet marketing.  Is that clear?  Don’t answer, because I will wager that it isn’t.  And I’m suggesting the same is true for you and your profession.  Why?

We all Make Assumptions

People make assumptions based upon their own experience.   We all do this.  When I was a landscape architect and contractor, I listened as several of my friends enthusiastically shared their story about a landscape project that they had recently contracted for.  Naturally, I wondered why they didn’t call me.

Do you know what the response was? “I didn’t realize you did that kind of work!“  As you can imagine, it stings a bit to learn that you lost an opportunity right in your own back yard – and with a potential client that you already had a relationship with.  I’m guessing you have had similar experiences.

How to Get the Clarity You Need

When I am speaking about social media and Internet marketing to small business audiences, I suggest to them that one of the benefits of blogging about your area of expertise is that it makes YOU clear about what you do and how you can better help your customers. The next step is communicating that value.

Your challenge, like mine, is to develop an understanding for better communicating your expertise by starting right at home or in your neighborhood with those that are closest to you.  Here’s the test:  Sit down with your significant other or good friend and ask them a simple question.

It can go something like (or exactly like) this:  “I have a question for you that may seem kinda silly, but since you know me well, I am hoping you can you help me to explain what I do to those that don’t know me as well as you do.  Can you tell me in your words what I do for a living – you know, how I help my customers, so that I can better communicate it to my future customers?”

And then, and this is vital – do not say a word – no matter how long it takes them to respond.  Give them time to think and respond.

Putting it Into Action

First and foremost is to listen, while paying special attention to the specific words they use.  Then jot down a few notes and read them back to them.  It can go something like this: “Just so I can be clear … you are saying that I … (and read back what they said as best you can.)  Then follow up with what seem to be the trigger words. “When you say social media, what does that mean to you?”

I would then suggest you then do the same thing with some of your other friends or family members, taking exactly the same process – and comparing the results.  If you have children, give them a shot at it too, as they see the world through amazingly fresh eyes.

You should be prepared for the fact that some that some of those that you are close to may not be able to give a reasonably accurate response.  That’s OK, because this is an exercise for learning.  Just be ready for the unexpected, that’s all I’m saying.

The Truth

I did this exercise many years ago before I was a small business marketing speaker, and still working in the green industry.  What I discovered was indeed surprising.  I thought I understood what Jeff Korhan does for a living, but my friends gave me some insights that were unexpected.  One friend, who was also a client, had this to say:  “You make things beautiful.”  That indeed was a humbling, appreciated, and unexpected surprise!

My father-in-law gave me another surprise – actually one that was two-fold.  His initial response was a non-response:  “Can I get back to you on this?”  Sure, no problem, I said.  I figured that was the end of it.  Then, about six months later, he sent me a detailed email with a very thoughtful, and helpful response.  Obviously, he cared enough about me to give the question its due.

I’ll be honest.  This exercise takes some courage on your part.

But you and I both know that you have to know.

And when you do achieve clarity closer to home with those that understand and care about you, you will be much better equipped for communicating your expertise on the social networks – and using it to better serve your customers.