Are your business cards letting you down?

Business cards? Who needs them in a digital world? Well anytime you meet someone face to face for the first time, your business cards could be the difference between being remembered and being consigned to the mental trash bin. You only get one chance to make a first impression.  Your business cards can determine if all the effort that went into creating that impression is wasted.

 

Picture the scene:

  • You meet an interesting contact – the ideal prospect for your business.
  • You explain the benefits your clients get from working with you.
  • They seem genuinely interested and ask for your card.
  • You pass them your business card, the flimsy freebie card from WhatsItPrint  (it even has “Produced by WhatsItPrint – call 0800 xxxx xxxx to get your free cards” printed on the back).
  • You go away feeling great about meeting a hot prospect.
  • But you never hear from them again.
  • They ignore your e-mails and never take your calls.
  • Disaster!

Sound familiar? Even if you’ve avoided the temptation to try the freebies, do your business cards really help you to stand out from the crowd?

You see, most businesses don’t go the extra mile. They don’t take the trouble to be different. They have the same old ‘me too’ attitude. They cut corners to save money – hence the freebie business cards. A few pounds saved in the wrong place can mean thousands of pounds lost where it matters most – the revenue line.

 

How to be different

The first rule is don’t copy the rest. Somewhere in your desk or a box file you’ll have the collection of business cards you’ve been given over the last few weeks, months or even years.

Have a sift through them. There will be different colours. Slightly different sizes. But despite teh diffeences, they’re all pretty much the same really.

Most will be packed with details – name, address, phone number, website, e-mail address, fax number, twitter handle etc. So much it might be hard to read because they had to use such a small font.

So do any stand out? Do any have a compelling offer? How many tell you what the card giver does for their clients?

I have many different business cards. Some are for different businesses but some are for different aspects of the same business. Here’s some examples:

 

This is my “standard” project management business card:

Standard PM business card

It has my picture on the front to remind my contact of our conversation. It has one of my lead magnet offers on the back. In fact I have two different “standard” cards, each with a different lead magnet offer. A clear call to action so I can capture their contact details when they sign up for the offer even if I lose or don’t get their business card. And if they pass on my card, the next person will see the call to action as well.

This is my project management business card to get prospects to think carefully about their project management training needs:

6 part PM business card

It gives me the equivalent of six standard 1-sided business cards to get my message across. It includes my picture, clear benefits, an offer of a free video series and a testimonial. It’s different. It stands out.

People remember me because of my business cards. They see me looking back at them from the card. They see the offers of free help and in the case of the 3 part card, an independent testimonial recommending what I do. How do your business cards stack up?

 

More ideas and examples

Need more ideas and examples? The two examples from my project management business show just a few of the ways you can stand out and make a great impression with your business cards. As part of the achieve365 library there’s an implementation plan that goes into detail about the do’s and don’ts of business cards. It also has some more great examples to give you even more ideas to help you stand out.

achieve365 Library

The achieve365 Library comprises over 50 implementation plans, each one covering a different aspect of building and growing your business. From hiring and firing to all the key aspects of social media. From copywriting to knowing your numbers, no corner of the business is left untouched. To find out more, book a call with me and find out how your business can stand out from the crowd. Click the image below to book that call now!

Book an achieve365 introduction call

Building trust in a cynical world

Building trust in a cynical world

The world is becoming a much more cynical place. Trust is much harder to win.

Add to that the exponentially increasing volume of marketing messages that everyone sees day in, day out and it’s no surprise that your marketing e-mails are getting opened less and less often.

Even getting people on to your list is proving harder to achieve. Traditional lead magnets such as ebooks are less effective and you are having to give away more and more stuff to gain a subscriber.

Is it all worth it?

Is there another way?

 

Demonstrating credibility and authority

 

Building trust requires a number of factors:

  • You need to demonstrate your expertise
  • You need other people to sing your praises
  • You need to be there for you clients consistently

Are you trusted?

Only when all three factors are present will you be able to develop trust and build a rapport with your target clients. They need to see that you know your stuff. That other people recognise you for it, and that you will be there when they need you.

 

Getting the word out there

There are a number of ways you can demonstrate your expertise and start to build that trust, but they boil down to two approaches:

  • Speaking
  • Publishing

 

Networking

network headsSpeaking can take a number of forms. The most basic is networking. At most networking groups there are a number of opportunities to talk about what you do for your clients.

Firstly there is the general conversations over coffee, breakfast, lunch or drinks. But don’t be the meeting bore, telling everyone you can grab about how fantastic your business is. That’s sure to make you the most unpopular person ion the room. Instead ask people about their businesses and the problems they are facing. Offer some tips or help. Maybe recommend someone you know that could help with a specific problem.  Become known as the person that helps others solve their problems without selling them anything.

There will be other opportunities to speak about your business at networking meetings. Most groups give everyone a 30 or 60 second slot to talk about their business. Don’t go for the hard sell. Focus on the benefits of working with you and offer something valuable if you can. You are looking to gain trust, not alienate people.

You may get invited to do a 10, 20 or 30 minute slot where you can go into much more detail. Again, make sure you are delivering valuable content to your audience, using stories and case studies too bring what you do to life, and then make a compelling offer to tempt the audience to become customers.

 

Speaking at events

Allen ruddock speaking at a conferenceSpeaking at an event is a great opportunity to demonstrate your expertise and build trust. Providing it’s the right type of event the audience should be jam-packed with your ideal target clients. The fact that you are the one on stage gives you a natural authority – the event organisers have entrusted you with an element of their reputation and that rubs off in the mind of the audience.

If you are also exhibiting at the event, you have the opportunity to drive traffic towards your stand where you can then capture contact details for follow up conversations. The number and quality of leads always increases if you are speaking at an exhibition.

You may have, or could identify, joint venture partners. Other non-competing businesses that have a similar target audience where you can cross sell each other’s products or services. But even where there is limited opportunity to cross sell, you might be able to find speaking opportunities. I work with a number of professional firms such as accountants and solicitors where I get invited to speak at events they are holding for their clients. By including something on the agenda that’s relevant to the audience but not related to their own services they are delivering value to their clients and may actually get better attendance at the event.

 

Podcasts and interviews

There are many business podcasts and slots on local and internet based radio stations and to charnels. These can be a great way to demonstrate you expert authority to a highly targeted audience. It’s always a good idea to agree the format and general direction of the interview so you can prepare some examples that promote you in the best possible light.

 

Publishing a book

Get yourself publishedPublishing a book is now within the grasp of almost everyone. There are many courses and workshop programmes that you can use to coach you through the process. You can acquire an ISBN number, even for your lead magnet ebooks and become a self-publishing author. You can even get you books converted into Kindle format so there is no need to go to print.

Having a book published, especially if you can go the extra mile and get it on Amazon, adds a huge amount to your credibility. Don’t expect to become a multi-millionaire from it – even the best business books don’t make huge amounts – but it can be a game changer for your credibility.

 

Blogging

For many, the thought of writing and publishing a book is just too daunting. But writing a blog is well within the capability of anyone passionate about what they do. The blog needs to deliver value to the reader and not be an overt sales pitch from start to finish. A clear call to action is an absolute must and it might be appropriate for that to be a sales offer, depending on the subject matter and how often you have made offers previously.

 

Getting the message out there

Getting your message broadcast

Whether you are speaking or writing, you need to get your stuff in front of an audience – your audience. That’s where knowing your target audience and where they hang out becomes important. You need to know as much about your target clients as possible so you can identify them and then use the media channels they use to let them know about your content.

For most business that means social media. You need to know which social media channels you clients use for both business and pleasure. Then you can target them with information about your speaking events, your book or your blogs. Repeatedly engaging with them over a period of time, showcasing a range of content, will start to build your credibility and authority and therefore start to build that all important trust.

 

Getting others to talk about you

What other people say about you builds trust and is 1000 times more powerful than abnything you say yourself

What other people say about you carries a thousand times more weight than anything you say about yourself. So you need recommendations and testimonials and to get other people to re-broadcast your stuff on social media.

Your testimonials can’t be added to your website, to your product or service sales pages and broadcast via social media. All these channels will add to the social proof you need to build your credibility and expert authority. Once established, you won’t need to go looking for clients – they will come to you, because the trust you.

Get a head start – use LinkedIn properly

Whilst other social media channels can broadcast your stuff, including other people’s opinions of you, LinkedIn is the only platform that can do all that but with independent 3rd party recommendations built in as part of the core system.

The various elements within the personal profile provide a powerful basis for you to demonstrate the value you bring to your clients. Written in the right way, your profile can speak to the problems and pains your clients face that you can help remove, or to the hopes and desires you can help them achieve. All reinforced with personal recommendations direct from your clients.Social media strategy

For this reason, LinkedIn should be at the heart of your marketing and social media strategy. I use other social media channels to drive traffic to my LinkedIn profile to demonstrate my credibility and expert authority, and to my website to consume more of my material, gather contact details and make valuable offers.

 

If you’d like to understand how you can harness your LinkedIn profile to drive your business, then book one of my free profile review calls. Numbers are strictly limited so book today by clicking below.

Book a review call now

 

Speak to you soon.

How to get the most out of your LinkedIn profile

There are over 450m user profiles on LinkedIn, many of them small business owners.  The vast majority of those small business owners say they don’t get anything out of LinkedIn. But super-successful small business owners know how to leverage their LinkedIn profile to find, connect and engage with their ideal prospects.

 

It all starts with a powerful personal profile, because LinkedIn is a personal, professional networking site. I have set out below seven of the key areas of your personal profile to focus on:

 

1. Re-structure your LinkedIn profile to deliver value to the reader

You can move most LinkedIn profile sections to create a better presentation of youThere are a lot of sections within the LinkedIn profile, but only the first few are static. You need to re-order the others to gain maximum effect. Think about how you want your prospective readers and clients to see and interact with your profile. LinkedIn’s standard order is targeted at job seekers and is almost certainly not the right order for you as a business owner. Take a look at how I have structured my profile: www.linkedin.com/in/allenruddock

 

 

2. Your profile photo – create a great first impression

Create the right first impression with your LinkedIn profile pictureYou only get one chance to make a great first impression. What is going to make that impression better – a smiling professional head and shoulders shot with you looking onto the camera or the holiday snap of you in full ski-gear on the slopes at St Anton? I think you know the answer, but in case you have any doubts, don’t do what some people do and leave the LinkedIn profile photo blank.

 

 

3. Your headline – 120 characters of pure gold

Headlines matter - make sure yours speaks to what you do, not you job titleHeadlines are important – just ask any newspaper editor. They entice people to read more. But what about you profile headline? When you accept a connection request LinkedIn invariably streams a load of people you may know to the page. Scroll through and look at their headlines. Most will say CEO, Owner at…, MD of… or something very similar. Not very enticing! They are all missing a golden opportunity to tell a prospective client what they could do for that client. This is my headline:

 

★Helping Businesses Increase Sales by making Productive Online Connections ★ LinkedIn Coach & Trainer ★ Business Coach★

It says what I do for people. How does your headline stack up?

 

4. Be contactable – use your contact info like a business card

Don't hide you contact details on your LinkedIn profile - be contactableIs your business card blank apart from your name? Of course it isn’t. So why hide your contact details on LinkedIn. Things like your address and phone number are only visible to your 1st degree connections and those people who have sent you an InMail and you have accepted their request to share information.  Too many people hide their contact details on their LinkedIn profile, or don’t put them on there at all. It’s online networking so make it easy for potential clients to get in touch. One of my most read LinkedIn posts was on this subject. Click on “Don’t play hide & seek with your LinkedIn profile” to read the post.

 

5. Keep your summary succinct and client focussed

Make sure your summary covers the key points succinctlyMany people don’t even bother with a summary section. What a missed opportunity. This is the place to tell your prospects all about the benefits of working with or buying from you. It’s not about you, it’s about what you can do for your clients. Keep it punchy and relevant to the pain you’ll take away or the desire you’ll satisfy.

 

6. Add a company page

Company pages demonstrate you company's expertise, products and servicesA company page gives you the opportunity to showcase your business as a whole and any specific products or services that you want to highlight. You can get each employee to connect their LinkedIn profile to the page to help spread the word to a wider range of connections. Once again, focus on what’s in it for the customer. I hate to see “we”ing all over LinkedIn

 

7. Recommendations and endorsements – get them, and lots of them

Get Recommended for your skills and ex[pertiseWhat somebody else says about you is worth a thousand times more than anything you say about yourself. This is where LinkedIn comes in to its own. It is the only mainstream social media platform with a built in system for people to recommend you. They can’t be faked – the recommender has to do it. That is what makes recommendations specifically, and LinkedIn in general, such a powerful system. Make sure you use them in the right place in you LinkedIn profile to support your expertise. Don’t just leave them in the Recommendations section.

 

Endorsements aEndorsementsre much more widely used but are much less powerful. I get endorsements from connections I have never met or worked with. All they have to do is click to say they endorse you. I think endorsements are useful in a negative sense though. If someone says they are Google Adwords expert but nobody has endorsed them for it, you might question the validity of their claim. However, just because 99 people have endorsed them for it doesn’t mean they are any good. Recommendations are what’s really needed for the social proof.

 

These 7 points are really important but there are plenty of other areas to be considered. Why not download my 12-point LinkedIn profile refresh checklist. It’s a one-page tips sheet covering the above and more. Click the button below to get your copy.

Sing up and download your free 12-point LinkedIn Profile Refresh Checklist
12-point LinkedIn Profile Refresh Checklist

Click here to book a 15 minute LinkedIn profile review with AllenBut if you are serious about getting the most from your LinkedIn profile book a free 15 minute profile review with me. My diary is here. Just click the link and set up a call. Here’s the link again: https://calendly.com/allen-ruddock/15min-profile-review or click on the phone.