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In 2012, there were more new business start ups in the UK than ever before (over 484k new business). There are more of us, more businesses competing for our customers and our customers with more choice. However, most businesses look the same. Here's how to go from a service provider with a ton of competition to and expert in your industry.
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How To Grow Your Business
By Being Recognised As The
‘Go To’ Person In Your Industry
Some Stats To Chew OverThere are 4.8 million private sector businesses in the UK, the highest since estimates began in 2000.Business Population Estimates (BPE)
Small and medium business account for 99.9% of all private sector businesses in the UK.Business Population Estimates (BPE)
British entrepreneurs broke records in 2012, with start-up numbers up by 10% to 484,224 businesses (over 440k in 2011). Start-Up Britain
You can influence behaviour by manipulating or inspiring.
When you inspire you build a community.
Be seen as the authority. It’s all about positioning yourself as the logical choice.
1)AudiencePosition yourself as the logical choice.
Attract then engage.
Energy directed toward solving the right problems for the right audience in the right way.
What’s the thing that will attract people who love the way you do things?
The higher your audience trusts you, the more likely they will do business with you. The goal is engagement.
2)Have A PersonalityDecisions are based on relationships.
Don’t be ‘that guy’
Stop trying to pretend to be like others. Be honest, transparent and authentic.
If you want to be considered an expert, who’s worthy of your attention, you must have an opinion.
Change from the WHAT to the WHO.
3)Community Tilt your marketing objectives from selling to helping.
The opposite of being egotistical is to be altruistic (do what we can to help the causes and the people we care about).
The future for branding is to ask ‘what can I do for you?’
Give enough value on your website/blog that they want to stay in touch and learn more. Deliver them great content to share.
4)Tell Your Story Put out the welcome matt.
Tell your audience 1) Who you are 2) Why you’re different 3) Why people should care
Share how your brand makes their lives better.Social media is the great level playing field for all.
Go from a service provider with a ton of competition to an expert in the industry.Don’t forget the 3 Ps – POINT IT, PROVE IT, PERFORM IT
5)PromoteMost people blast their message out to the world, hoping to gain attention.
What’s worked.
Lack of success to inactivity is the worst failure ever.
Penny arcade analogy.
Remember it’s not about you, it’s about your audience.
6)OverdeliverWho delivers the most value wins.
You grow and succeed because of the things competitors do and don’t do. Commit to overserve
The six ways to be positioned as the ‘go to’ person:
- Know Your Audience- Have A Personality- Create A Community- Tell Your Story - Promote- Overdeliver
Treat people as if they were what they ought to be and you help them to become what they are capable of being.Johann Wolfgang von Goethe (1749 – 1832)
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