Creating a buzz about your business

The clever business owner (that’s you) has to use different marketing methods to get noticed and encourage people to buy. One of these ways is creating a buzz about your business. To get people talking about what you’re doing, and wanting to buy from you before they’ve even met you.

The importance of trust in creating a buzz

People are wary of marketing messages and wary of business. Rightly so, given how easy it is to be taken for a ride. People will buy from you if they trust you and if they really believe that you have a good product which can help them.

You need to get this message across in your marketing material, explaining why this would be a good thing for people to buy. Explaining why your potential customers would benefit from working with you, and what they will get out of it, will help tremendously to create a buzz and get people talking about your company.

You’d be amazed at how many people don’t bother to tell people how their product or service would help them. They stop short and describe what they sell, not why people would want to buy it.

One of the most straightforward marketing tenets is that you need to sell the sizzle, not the steak. Although this is such a simple idea, it’s also very, very accurate. Here are some more ideas on how to meet your customers feel happy by meeting their needs.

creating a buzz

Why should they believe you?

I could tell you that working with me will make you a millionaire in 3 months, but you’d be right to think that I was talking a load of old rubbish. It will take longer than that I’m afraid, and you’ll have to do a lot of work along the way.

You need to find ways to make people trust you, believe you and like you. There are several ways to do this, and you need to use a mixture of all of them.

People are more likely to believe you if they hear from you regularly.  That’s why email newsletters, blogs and twitter work as marketing tools. Because they are all ways in which you can catch someone’s attention repeatedly over time. This is especially important if you’re already met someone or pitched some ideas to them.

This is also why active networkers follow up with the people they’ve met, and go to the same networking events regularly. You have a chance to make sure that people trust you because they’ve heard from you more than a couple of times.

You wouldn’t want someone you’ve met a couple of times to be the best man at your wedding. You’d want someone who you’ve known for a long time. He’s the person you’ve talked to every week for years, the one you play sports with or go to the pub with.

If people regularly hear about you, this will have the same effect, as long as they’re hearing good things (and preferably similar things.) That’s why PR works –  because people find out about a company and get to know it, not because they hear you on the radio and immediately want to buy from you.

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Making people believe in you.

People are much more likely to trust you and believe you when they have been recommended to you. Recommendations are a great way of creating a buzz about your company.

Last week, someone phoned me wanting some help with changing his career, and a couple of people had separately recommended that he talk to me.

Now, I’m not sure why they had recommended me. Although they’d apparently said some lovely things about me, I wasn’t the right person to help him change career, as he didn’t want to set up a business. And I’m a business coach, not a career coach.

When I told him I couldn’t help him, he became quite upset for a moment. Think about that – he’s never met me, he’s not looked at my website, all he’s got to go is that a couple of people said I’d be able to help.  Why wouldn’t he just google “career coach Brighton”?

Because he wanted the person who his friends had suggested. The power of recommendation is that strong. Fortunately, I was able to in turn recommend some good people who would be much better at helping him than I would. So it was all alright, and he’ll be fine.

And the weirdest thing of all about this story is that I had no idea who the people who recommended me were. Someone out there had told their story of how I’d helped them, and this had been passed along a chain of other people. These people had created a buzz about me.

That’s the reaction that you want to create. Although I guess what’s wrong with this picture is that it would be good if they had recommended me to someone who I could help directly.

You want people to be talking about what you do, and buzzing about how good you are.

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Creating a buzz

To create a buzz about your business, you need to:

  • Play a long game – the sources of the buzz that this chap had heard turned out to be friends of people I had worked with two or three years ago.

 

  • Keep in touch with people, and keep giving out consistent messages about what you do.

 

  • Develop stories about what you do, and how you do it. I’ve overheard people repeating stories about my work that I’ve long forgotten ever telling, but they’ve stuck in people’s minds. I’ve just told you a story about the power of recommendation, and that will stay in your mind for longer than this list of actions about creating a buzz.

 

 

  • Be lovely. Another simple (and true) marketing tenet is that people do business with people they like. And the extension of that is that people do business with the people who other people like. Being lovely creates its own buzz, which is invaluable for the flow of lovely new clients towards your business.

 

Some more good ideas for your business?

I send out regular ideas, tips and thoughts by email with exclusive content you won’t find on the blog. You can get my weekly business stories about what I’ve learnt on my own business journey and from clients here

 

Photo credits to Gábor Veres,  James Sutton, Christin Hume and Rebecca Oliver on Unsplash