Generating leads is one of the hardest things for a new small business to do. To get a client base, you first need to get clients. We have trouble with it sometimes, and many of our clients have talked with us about their issues with it as well. When you start, no one knows who you are or what you do, and why they should work with you. We live in an over-sold world. Skepticism is at an all-time high. Plus, competition is now global. It's tough to breakthrough. To help you, though, we wanted to give you our three steps to sell as a new small business.
People's attention spans are shrinking. You need to be ready for that. You need a concise pitch that explains what you do. Pitching is important for a number of reasons, from getting loans to getting customers.
Here are two good pitch templates that we've used in the past. They're simple. They're direct. Each shows how to make the most of the differentiation you have. Importantly, they work.
If you have a unique benefit only you can provide:
[Enter Company Name] is the ONLY [Enter Industry or Competitive Set] that provides [Unique Point of Difference]. That's because [Support Claim #1] and [Support Claim #2].
If you provide a service in a way that might not be “unique”:
[Enter Company Name] is a [Enter Industry or Competitive Set] that provides [Point of Difference] [better, faster, cheaper, etc] than [competitive set]. That's because [Support Claim #1] and [Support Claim #2].
See, it's basically like a business-oriented MadLibs! And the best part is, it will help you with generating leads in the future. These are two templates for you to start with, but there are a lot of options for your new business.
One of the things that we at ProStrategix do is to post articles almost every day, like this! And trust me, I know it's hard to deliver quality content on a daily basis. You won't always get it right, but after a while, you will see which content your target finds the most useful. Armed with those insights, you can create an editorial calendar that focuses more on what people are interested in, and you can showcase your skills to a larger, more engaged audience.
SEO is often touted as the holy grail. It's not quite that, but it is important. SEO is like micro-targeting. You have to find that patch to own. Then, build from there. It's tough when you want to serve a bigger marketplace, but micro-targeting your content to specific narrow audiences does help to generate leads. The same is true for your landing pages. The tighter and more relevant the content is to person, who lands on your site, the better. They are likely to stay longer, bounce less, and provide you with insights on what's working or not.
Ultimately, it's the conversion that counts, and that goes up the more they interact with your content. Hopefully, you can generate the leads you need to grow from a new business to larger and better things.
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Brian Cairns, CEO of Prostrategix Consulting. Over 25 years of business experience as a corporate executive, entrepreneur, and small business owner. For more information, please visit my LinkenIn profile
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