BELLEVUE, Wash., Sept. 14, 2011 /PRNewswire/ -- President Obama's job plan is one way to jumpstart the national economy, but what about the millions of "solopreneurs" and business consultants that the President does not mention in his plan who need to attract more clients now to sustain and grow their businesses? This is a skill Publicity Expert Nancy Juetten says can have big impact on economic recovery.
"Job #1 for 'single shingle' businesses and professional service providers is to sharpen their client attraction skills and improve their visibility so they create their own economic recoveries," Juetten believes.
Daniel Pink's best-selling book "Free Agent Nation" estimated in 2007 that 27 million people were doing business outside of cubicle nation. "When the Great Recession hit in 2008, the ranks of the aspiring and striving-to-succeed self-employed grew as freelance businesses and other efforts for emergency career reinvention and revenue generation took root to grow," Juetten notes.
The most common blunders self-employed professionals make are:
- Not making clear who they serve so that prospects know right away that they have landed in the right place. "For example, it is generic to serve small to mid-size businesses. It is compelling and specific for an accounting firm to say it specializes in serving fast-growing gourmet food manufacturing companies," Juetten explains.
- Failing to explain the results the business owner delivers that ease specific pains that need relief now. "Offering great service, quality, friendliness, and cleanliness may work for McDonald's, but those qualities are not enough to compel a client to engage the services of an expert. Explain the results the expertise delivers in terms that matter to the balance sheet," Juetten says.
- Not being ready to welcome new clients. Some businesses do not have websites, blogs, or well-explained service packages. That makes it difficult for prospects to find them and engage. "If people can't find you online and can't easily learn how you help businesses like theirs, they aren't going to do business with you," Juetten says.
To turn blunders into client attracting and visibility-enhancing opportunities, Juetten offers these tips:
- Don't get caught unprepared. Create a compelling bio, website, and/or blog that shares the stunning results the company delivers. If a prospect visits a website and likes what he reads, he is going to want to find out about the owner. Juetten says a bio that showcases personality, credibility, and authenticity can establish the like-trust-respect factor and invite new business conversations.
- Offer a specific call to action that can be counted at the cash register or captured in an email list. "Be clear what you want the reader to do, feel, and remember with every message you share. Getting seen, heard, and celebrated in the media becomes even sweeter when you can monetize that visibility," she adds.
- Pitch an article the media can't resist to earn visibility. Juetten recommends suggesting a column or story idea to the editor of the most prestigious business journal in the trading area to showcase expertise from which the readers can profit. "Keep focus on being of service to the readers by offering content they can't find elsewhere and that can guide them to achieve success with speed, impact, and ease," Juetten suggests.
- When suggesting story ideas to the media, write compelling headlines and provocative email subject lines. Juetten says, "'Story pitch for your consideration' isn't nearly as compelling as 'Is your purse making you sick?'"
Juetten offers even more useful tips to prepare for media attention and transform boring bios into client-attracting stories. She invites people to sign up at the website to watch a free webinar that showcases story transformations that inspire them to upgrade their bios from "blah" to "fabulous" or seek help to achieve that result.
"After all," she concludes, "in today's tough economy, no one cares more about your success than the business owner whose name is on the door. That is why acting on these lessons makes good business sense and can make a difference in our own personal economies."
About Publicity Expert Nancy Juetten, Founder of Authentic Visibility
Since February of 2001, Nancy Juetten has spoken to thousands of business owners through media interviews and articles on CNN Radio, Fox Business, NPR, Success magazine, and the American City Business Journals. The author of Bye-Bye Boring Bio and the creator of the Broadcast Your Brilliance Webinar Series, Juetten teaches "solopreneurs," self-employed professional service providers, and business consultants how to get known to get paid through the use of effective storytelling and publicity. For interviews, book and product reviews, and information, send email to firstname.lastname@example.org or call 425-641-5214.
Contact: Nancy S. Juetten, nancy@AuthenticVisibility.com, 425-641-5214
SOURCE Nancy Juetten