Some business “gurus” will tell you that
- you need to be an expert
- you need to have a “niche”, and
- you need to keep ramming your expertise down people’s throats, until they buy from you!
I’ve had people like that cold call me. Even when I tell them I’m not interested, they carry on trying to sell me something – until eventually, even though I feel bad about doing it, I put the phone down.
This is a scarcity model of doing business.
It’s based on the belief that there’s a lot of competition out there, and that if you don’t grab all the clients you can, before your competitors grab them, then you’re doomed.
This is the model of business that says you have to cold call people you’ve never met, and that you’re a failure if you don’t make an instant sale – you’re just not a good enough salesperson, so you’d better go and get yourself some sales training…
However, there is a more authentic way to attract clients
It’s all about being in Flow.
To be in Flow, first of all you need to recognise the unique contribution that you make to the world, and to realise that there is nobody else who does exactly what you do, in exactly the way you do it.
So there’s no competition.
And the more interests you have, the more unique your contribution.
Niche versus Tribe
The next thing is to spread the word – not only about your business, but also about your interests. That way, you build up a tribe of people who have similar interests.
Choosing a niche is old-style thinking – the kind of thinking that was needed when marketing cost a fortune, so it had to be targeted.
Nowadays, with free social media marketing, you can afford to spread your message far and wide. If you’re talking about things you’re passionate about, your tribe will find you.
Take me, for instance.
I like doing lots of different things, but there are some common threads. Most of my key skills are around communication and the internet:
- foreign languages
- neuro-linguistic programming (NLP)
- film making and photography
- creating digital products and programmes
- effective website design
- internet marketing, SEO, social media marketing
And I like working with people who, like me, have some of the following interests – or would like to know more about them:
- being an Introvert in business
- taking Life as it comes
- learning languages
- being location independent
- film making and photography
- music and singing
So I write about the things that interest me.
If someone has a lifestyle business (or would like to start a lifestyle business), has similar interests to me, AND they’re looking for someone to help them raise their profile, increase their visibility and build their business authentically by attracting like-minded individuals – then we’re a match made in heaven!
“When the student is ready, the teacher will appear” (Buddhist proverb)
However, even if we ARE a perfect match, that doesn’t necessarily mean that it’s the right time for us to work together. (That’s why it’s always a good idea have a Portfolio Career / multiple income streams)
Sometimes you have to be patient. You simply need to keep putting your message out into the world, so that your tribe can find you – and then you have to wait for them to contact you when they’re ready to work with you.
And when they are ready, they will be your ideal clients.
If you’re looking for someone to help you raise your profile, increase your visibility online, and attract your authentic tribe, Contact The Quiet Entrepreneur’s Visibility Coach to arrange an initial conversation
About the author Julia Barnickle is a film maker, photographer, artist and writer, and the founder of The Quiet Entrepreneur community for introverts in business. She offers visibility coaching to raise your online profile, and helps you create videos to promote and deliver your services.