I have a secret weapon that I use to market my business. It’s so secret, in fact, that sometimes I forget I have it and don’t take full advantage of it.
Is it my superior intellect? No, but thank you.
Perhaps it’s the band of merry elves who live in my attic and attend to my every need? Still a pipe dream, I’m afraid.
No, my friend, I’m referring to my relationships and, in particular, my natural tendency to stay in touch with people.
I don’t know why I like emailing, talking on the phone, meeting for coffee, sending texts and just interacting in general, but I do. If I could do nothing but that all day and still make a living, I would.
But here’s the secret weapon part: This kind of decidedly non-strategic, random connecting invariably leads to positive outcomes for my business, like invitations to speak, new newsletter subscribers, word-of-mouth buzz, requests to reprint things I’ve written, referrals and, without question, the majority of my clients.
All the result of simply keeping in touch for the sake of keeping in touch.
What I’ve noticed, however, is that while most solo professionals are quick to acknowledge the value of networking and staying connected, it’s almost always done from the perspective of, “How can this guy help me?”
For many people, it seems, it’s not really about building relationships; it’s solely about getting clients. One is simply a means to the other.
I don’t approach it that way. Not because I’m so wonderful; it’s just that I keep in touch with the people I like keeping in touch with.
The funny thing is, though—and this is the part that’s particularly relevant to your own marketing—somehow,...
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