I remember sitting at my desk, with my dog at my feet. I was finally a business owner. Something I had longed to be for as long as… forever. Owner of my own empire.
Although my business, this empire had no clients. Not one, nada, zilch.
I would spend all day everyday sending out sales letters, emails, posting on social media. I was networking. I was blogging, tweeting, pinning. I had created a website.
I was spending money, lots of money, marketing and trying to build my business. But I saw no return.
My social media posts were quiet. My emails and letters went unanswered. At networking events I received polite nods and smiles. I blended into the background. I was beige in a sea of beige. I clung to the hope that, given time, someone would hear me. Because I knew I could make a difference, I knew I could help if only someone would respond. Someone would notice.
I was wrong. No one heard. No one listened. No one answered. I had failed.
Actually, I hadn’t failed, all I had done was not listen to the advice I had given out over the past 16 years. I thought I was being professional. But actually I was being a cold, stark business woman. I wasn’t authentic. I wasn’t open. My prospects, my ideal clients weren’t able to get close to me. They weren’t able to get to know me or my capabilities. And because of that they didn’t trust me. They saw through me or just plain ignored my boring, emotionless posts. They deleted my emails before the even read them. They tuned out when I spoke.
I wasn’t captivating them with my story. I wasn’t talking to them in a way that made them feel like they were the most important person in the world. I wasn’t telling them I knew ho they felt and what they were thinking.
I was just… nothing.
And I longed to be their trusted adviser, the expert I knew I was inside.
So. I started talking, properly. Telling my story. And when I talked and wrote to my ideal clients using words they understood, speaking to their exact needs, their questions, challenges – they listened. They became intrigued. They engaged and interacted, asking more from me. They spoke to their family and friends and in some cases complete strangers about what I had written. They helped me grow my following. They trusted me as their adviser.
And they became my tribe, my supporters, my gang. And all because I had captivated them with my story. They got to know me and what I am capable of doing. They were excited to hear what I had to say next.
I did not have a business until I had my story.
Now I sit here as a business owner. Now I am building my empire. Now I help female entrepreneurs who coach or mentor to find the confidence and capability to uncover your voice, write with clarity and tell your messages consistently and emotionally. Because when you do this you speak to the exact needs and challenges of your ideal client, you become their expert and you grow an engaged and intrigued following who easily convert into paying clients.
I did it. I have helped corporate business men and women do it for the last 16 years. You can do it. Are you ready to get started? My five top tips….
- Get clear on your ideal client and their exact needs and challenges.
- Talk to them like they are the most important people in the world.
- Talk to them using words and values that they relate to.
- Give them value.
- Be emotional, be brave enough to be a little vulnerable and let them see the real you. Be authentic, be open, be honest.
At the end of the day it’s just words right? But used in the right way, they can take you from nothing to being the expert you know you are. To having an engaged following who convert. Who trust you and turn to you for help. And after all, that’s what we want right?