By Simon Payn

If you don't know me well, you might not realize that I am the shy, retiring type.

I would prefer to sit in front of my computer all day rather than go and make presentations to clients…or even go to a party.

I was talking to one of my mentors about this the other week.

I told him that I didn't want to go speak at seminars, for example - putting myself out there on the stage.

This is what he said to me:

If you believe in what you are doing and if you know that the information you provide will benefit people, then it is your DUTY to go out there and promote it.

That really got me thinking. And right there and then on the phone, I started a rant about how important I believe newsletters are to a business and how I wished that more people would understand this…and that more people would keep in touch with their clients.

I ranted about how many businesses were leaving thousands of dollars on the table - and the owners of those businesses were not getting enough satisfaction from their enterprises - because they were not keeping in touch with clients.

I can tell you, I became quite passionate about it. It was a real rant rant.

Indeed, it was this conversation that kicked off the series of articles I have written about finding your “why” - your motivation for being in business.

So here's the thing:

If you really believe in what you do, and if you know that people will benefit from hearing your advice and buying your product or service, then it is YOUR DUTY to go out there and tell people about it.

Because if you don't, you are failing to be as much service to your clients as you could be.

This isn't about self-promotion, it's about sharing what you know so that you can help others.

Ways to spread the word

1. Your newsletter, of course! It comes with ready-made content, but you can also edit it to add your own material.

2. Your blog and website. You can use your articles from your newsletter on your website. It's a waste not to, really!

3. Seminars and talks. Think of it as spreading useful information rather than just as a vehicle for self-promotion.

4. In information booklets that you provide to clients and potential clients. For example, a buyer's guide that shows them what to look for when they buy a product or a service.

5. In videos. I've found video to be a very effective way to connect with clients - it's a lot more personal than text. I often get comments from clients who have called me after watching the YouTube videos on my websites.

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