Cathy Stucker - The Idea Lady

Attract Customers and Make Yourself Famous

Be a Joiner

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Belonging to professional associations, networking groups and chambers of commerce can increase your visibility and help you find customers. Choose one or more organizations appropriate to your business, then make the most of membership.

Membership in professional and trade associations can bring prestige, especially if the organization is well respected or you must be nominated and accepted for membership. When you qualify for membership in an organization that has stringent membership requirements, your image is enhanced.

You build credibility and trustworthiness if the organization has a code of ethics and polices its membership. Put the organization logo on your letterhead and business cards and on your web site (if allowed) to let customers know about your commitment.

Your professional association may offer educational opportunities and certifications. These designations can make you stand out as an expert in your field.

Some industry organizations have award programs. Nominate your business, employees or products for these awards. When you are a finalist or winner, use that fact in your marketing.

Other members of the organization can become customers, suppliers, or partners. Choose your memberships based on your goals. Joining a group in your industry can give you credibility and introduce you to potential alliance partners; however, you probably won’t come into contact with many customers. To meet customers, join groups to which your customers belong.

If your customers are primarily located in your geographic area, membership in local chambers of commerce or the Better Business Bureau can be valuable. You will make lots of contacts with other local businesses, and those businesses and their employees may become your best customers. Local businesses usually prefer to buy from other local businesses.

You get visibility with customers, the media and others in your industry when you are listed in the membership directory or featured in the newsletter or on the web site. If there is a directory, make your listing as complete as possible. Ask if you can get a link from the association’s web site to yours. It might even be worthwhile to advertise on the association’s web site or in its newsletter.

Attend meetings and conferences. Become a familiar face to other members. Don’t join so many groups that you can’t become a presence in them. If you belong but never make yourself visible, you won’t get the full benefits of membership.

The organization may provide you with speaking opportunities. You may be able to speak to their meetings or conferences. Networking groups give you many opportunities to speak in front of the group. Take advantage of these chances to showcase yourself. Ask if your professional association has a speakers bureau, and how you can be included.

Professional, industry and trade associations may receive inquiries from the media. Let them know that you are willing to be interviewed and assist the media with stories about your industry.

When you join an organization, get involved. Run for office, volunteer for a committee, write an article (or a regular column) for the newsletter. Choose an activity that you will enjoy and that will provide benefits to you as well as the organization. 

Your Voice is Part of Your Marketing Image

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What you say matters, but how you say it is at least as important.

An important aspect of your marketing is how you present yourself to others. You may think about how things look to customers—your appearance, your marketing materials, your office or retail location, etc. How you sound, however, is at least as important as how you look.

To find out how you sound to others, record yourself speaking in different circumstances such as with colleagues, in a sales presentation, on the phone and giving a speech. Listen to the sound of your voice as well as the word choices you make and other characteristics of your speech.

Do you speak too quickly or too slowly? People listen at a certain rate. If you speak faster or slower than they are listening, they may not retain your message. Keep regional differences in mind—what seems too fast in the South may not be in New York City.

When you are nervous, stressed or excited, your voice may go up in pitch and become shrill. If you notice yourself doing this, take a deep breath and relax.

Fillers are, like, you know, annoying. When you hear yourself using uh, um, like, you know, and other similar fillers, it is usually a stall because your mouth got ahead of your brain. Slow down and concentrate on what you are saying.

Speak powerfully? You sound uncertain and lack credibility if your voice goes “up” at the end of statements. To see what I mean, ask a question out loud. Do you hear how your voice goes “up” at the end, in anticipation of an answer? Now, say, “I am an excellent speaker.” Did that also sound like a question? If so, work on making your speech stronger.

Strong speech does not mean vulgar speech. If you frequently pepper your speech with profanity, clean it up. No one will be offended if you don’t swear, but many will be if you do.

Don’t use a big word where a diminutive one will suffice. You won’t impress anyone by using words they don’t understand. This is especially true when you use the word incorrectly or the word does not exist. And avoid jargon, unless you are certain that everyone hearing you will know exactly what it means.

Do you interrupt others? Calm down and let them speak. Really listen to them, don’t just wait for them to take a breath so you can jump in.

Modulate your volume. If you speak too quietly, it will be difficult for others to hear you. If you speak too loudly, it can be jarring.

Look at people when you speak to them. It is polite, and makes it easier for them to hear you. This is especially important for those who have a hearing loss, but will help everyone to better understand you.

Watch for verbal cues to see if your message is getting through. Does anyone look confused? Are they fidgeting or looking past you? Those could be signs that they aren’t getting it or they aren’t interested.

Your message is important, deliver it with importance.