Before writing this article, I searched Google to see what others were saying about being marketable. It is largely related to the workplace and through the eyes of the employer.
As a business owner being marketable is even more important. It is often neglected as it has a significant impact on whether you attract potential clients. You have to be marketable in the eyes of your market.
Most people often underestimate the importance of this as a business owner. They make the mistake that their skill and knowledge is enough to attract clients.
This is part 4 of a 5 part series. If you have not read the other articles you can access them here.
http://andytcumming.com/starting-a-new-business-the-lonely-business-owner
http://andytcumming.com/starting-a-new-business-the-prepared-business-owner/
http://andytcumming.com/starting-a-new-business-know-your-market-landscape/
The reality is, the only feedback the market will give you is that you don’t hear from them. The consequence is you get overlooked.
You can have the best offering around but it counts for very little if the market is unresponsive or they go to your competitors.
Ultimately if you can’t attract potential clients, you do not have a business.
When you make yourself marketable, you get the attention of the market. They make the effort to connect with you, giving you the opportunity to show your value so you can become their preferred choice.
This leads to becoming a recognised authority in your market.
There are four key characteristics to being more marketable, these are what the market initially sees at a superficial level.
The Four Key Marketable Characteristics
Establish a Recognisable Presence
Social media, particularly Linkedin, should be one of your top priorities as a business owner. The importance here is that whatever platform you choose for you and your business you must be consistently active.
The more familiar your audience can become of you, the more you will be memorable.
Your market will focus on what they are familiar with and things that are new or innovative, providing they are relevant and significant to them.
That is why it is so important to avoid being one dimensional and use different content formats to keep the market interested.
Reaching your audience offline is also a must. This is done by networking, attending events or being a speaker yourself. The more you are seen on different platforms, the more recognisable you become.
If you are starting out and doing your marketing on your own, only use one core platform but set up settings to filter your content into several others.
Create a Strong Perception
You may have heard perception is everything. Well, it is!
To attract an audience your aim to get through the front door. By forming a strong perception, you will do that.
Your content will do enough to highlight your skill, but your market wants to see you and your personality too. Who you are, what you represent, if you are likeable and trustworthy. This works well when your image matches the perception “norm” of the industry you are in.
Their impression you give them will either make them want to connect with you, overlook you, or avoid you. The decision on which of these three will happen in an instance.
This is where brand identity, image and demeanour are important to attract an audience.
Perform to a High Standard
When you do get the opportunity to interact with your audience, you are in a position to nurture the relationship.
This nurturing allows you to show the market that your offering is really what they need the most.
Getting your core message right is essential to getting clients. It is the execution of your delivery that will ensure they see the benefit of working with you. This makes you their preferred choice.
In a market that is overcrowded, you must take the opportunity to cover all your bases to reduce any leakages that will impact your success.
What Does Your Productivity Say About You?
The market will undoubtedly look for confirmation that you have a tangible track record. Providing them with the evidence you have already delivered will go a long away to acquire them as a client.
Case studies and testimonials provide social proof. Investing in the production of a professional brochure highlighting your core offering gives tangibility especially if you also print the brochure and you are a service-based business.
To assist you in this process, I have created the marketability cheat sheet. It gives you a model and further information on how to become recognised and separate yourself from the rest of the market.
If you have started or about to transition into business ownership and want to stand out and become recognise, then please do connect with me here or on email at andy@andytcuming.com.
We can have a chat to connect and discover if we can be of service to each other.
Speak to you soon.
Andy
P.S. When it suits you, here are three ways I may be able to help you:
- Join the Small Business Owners UK Network
We have recently started a LinkedIn Group for small business owners where you can learn, share and connect. Join by clicking here. - Apply to join the Diamond Status Dynamics Case Study Group
I am putting together (application only) a new small business case study group in November 2019. Should you like to work with me on how to stand out and be recognised in your market space to attract more clients, sent me a message with the word DSD click here. - Attend a Clarity Session
If you would like to know where you stand right now and are looking to increase your monthly earnings, send me a message with the words
“Clarity Session” and I will get you all the details click here.
- How to Make Yourself Marketable as a Business Owner. - October 2, 2019
- Starting A New Business – Know your market landscape - September 24, 2019
- Starting a New Business – The Prepared Business Owner - August 22, 2019
