Time was when you could create a service, advertise it, perhaps put up a webpage and POOF! you had customers and clients. Once they learned of you, you became known as an expert in your area and when they thought of your service or product, you were often the one they did business with.
Simple example, think back to when you bought your first car. Chances are, and I may be dating myself a bit here, that you went to the dealership, told them what you were looking for and then listened as the salesperson told you all about cars which met your criteria.
They were the experts. We listened to them.
That time is gone.
Nowadays, you can do all the research yourself without ever leaving home, walk into a dealership and 9 times out of 10, you’ll know more about the car than the salesperson. You’ll know what the going rate is, what options are available and which you want, miles per gallon and so much more.
How does this impact you in your business?
Quite simply, you want to be the authority, the expert for your ideal audience, your ideal clients. The way to do that is to give them information they don’t receive elsewhere — information which is relevant to their wants, their needs and which is provided in a way they can consume.
It’s not, once you create a system to make that happen and routinely follow that system. Now don’t misunderstand me, there’s work involved. It’s just that we’re going to work smart as opposed to hard. Make sense?