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Hang out Your Shingle


It used to be, way back when, that if you had a service to offer people, you could hang up your sign and people would come.

Maybe if you live in a very small town, have a brick and mortar, and there is no other attorney in the area, this might still work.

But these days, there are new shingles going up on every corner, and within every other post of your social media feeds. So instead of being prompted to pay attention, our overloaded brains simply ignore it all.

If you are an emerging business owner, and still working on growing your client and customer list, it might be a little more challenging than you thought.

If you are an established business owner, and already have a steady stream of clients and customers, it might be time to "refine" your shingle to take your business to the next level. This may look like really weeding that those that you no longer want to work with, or attracting a new type of client/customer as your offerings have expanded.

There are two important elements that can support you in getting noticed regardless of where you are in business:

#1 - Build genuine relationships with people.

If you pay attention to your Facebook feed, many misguided marketing posts are done in a manner that speaks to "here's my thing, buy it now".

This is like meeting a romantic interest for the very first time, and instead of suggesting a coffee date, you ask them if they want to get married. Who would say "yes" to that? (Besides participants on super-fake-anyway reality TV shows, of course.)

Does Internet marketing work? Yes. But it takes a lot of time, patience, money, and good copywriting skills.

This is why we offer HCC members a chance to network and connect with each other in our Monthly Networking Zoom events.

We already "get" each other, and by building genuine relationships with your fellow members, you open the door to all kinds of referral partnerships. If you connect with someone who serves the same clientele you do, but you both do something different, why not cross post with each other's email lists?

Our March Zoom networking will be on Wednesday, 3/8 at 9am PT / 12pm ET. Members, check your email for the registration link!

#2 - Be very, very clear at first glance about how you help people.

If you are at the beginning stages of business, it can be tricky to figure out how to clearly state what you do, especially if you have several modalities. If you are expanding your business, you will want to refine and tweak your language so you capture the attention of a new audience.

The reality is, you only have about 10 seconds to grab someone's attention.

Notice the difference....

"I guide people on a wellness journey so they can live their best life."
Super unclear. This leaves people saying, "that's nice", and then they go on with their daily business.

"I teach busy, single moms how to better organize their home so they can spend more, guilt-free time with the kids."
Much clearer, and definitely grabs the attention single moms with messy homes!

I will admit, I am quite the marketing geek and have a way with words, but to support you in getting super clear about / refining what you do, we brought in an expert to host a 90-minute workshop on Saturday 3/11 so that you will confidently walk away with a clear, ready-to-use statement.

CLICK HERE to get all the details and to register!

P.S. Both members and non-members welcome. (Members get a special discount.) Registration ends in 7 days!

I will see you at Zoom networking and at the workshop!


Lore Goldstein
HCC Chief Idea Generator & Community Organizer

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