“Build it and they will come.”
This is one of those quotes that can be costly for small business owners especially when you’re just getting started. I know because I’ve been that business owner – creating programs and setting up websites that no one knew about but me.
That’s not the road I suggest especially for profit-focused small business owners and entrepreneurs. Before I jump in and discuss this quote, I want to briefly explain what it means to be profit-focused. A profit-focused small business owner and entrepreneur understands that what they focus on expands. With that, the more profit they generate the more choices, options and impact they will enjoy, not only in their businesses but in their personal lives.
So what’s the significance of the above quote for profit-focused business owners?
In my opinion, this quote can lead small business owners to believe that once “it” is built they can sit back and wait for the flood of clients to come rushing in.
Let me ask a few questions and offer a different perspective:
- Who exactly is “they”? If you haven’t clearly identified who you want to serve then once you build it and no one buys, you may start to think no one wants what you have to offer. It may not be an issue with the service or product that you offer. It could very well be that you’re trying to sell a wedding dress to a married woman or you’re trying to sell cigarettes to a nonsmoker. Know your ideal client.
- How will they know that you’re open for business or a new service or product is available? The answer is they won’t if you aren’t consistently marketing your business and letting them know that “it’s” built. Market consistently.
- What do you want them to do once they’re there? Don’t assume that they’ll know exactly what to do. Be clear about your call to action. Do you want them to register, buy, download, sign up or call? Oh, “sign up for my newsletter” probably won’t be enough for them to take action. What’s in it for them once they sign up for your newsletter? Tell them because they’re probably already getting 700 emails a day so why should you become email #701? Include a clear call to action.
When it comes to attracting more clients, make sure you know who your ideal client is, market your business consistently and include a clear call to action.
If your business is not generating profit consistently or you’re looking for proven ways to increase your profits, then let’s talk. Book your complimentary Make More Profit strategy session HERE so we can look at the next and best strategies and action steps to grow your business and keep your profits in the black.