We’re still working on the personal strategic plan. This week, we discuss the category called “Opportunities.”
What does that mean in a strategic plan?
I define it as taking a closer look at where you (either an individual or a business) are not utilizing your strengths and recognizing the chance to grow.
Part of that is not approaching potential new customers with a negative.
The Positive Approach
Let’s say there’s a small business in your town. You’d like to work with them. You know you’d be a good hire. You could handle their marketing, social media, get them connected to other businesses and events in the community that will grow their profile and, by extension, their business.
You do your research. The social media profile has very few followers and they aren’t following a whole heck of a lot, either. There are some marketing posts, but no engagement. There are typos in their signage and on the website. The website is a static page on a free site that doesn’t draw in the viewer.
Lots to fix, right?
An opportunity, right?
But HOW do you approach them? By telling them what’s wrong with their site and their approach?
Not unless they ask you, in the interview, what you would do differently.
If you pitch them with what’s wrong with their site, they won’t bother to listen.
If you pitch them with how your skills will grow their audience, their engagement, and their business, there’s a better chance they’ll pay attention.
How to lose them: “I looked at your site. You have typos galore, it’s obvious you’re not paying for a web host, and your social media profile is practically non-existent. If you hire me, I’ll fix it.”
How to get them interested: “I was drawn to your site by your mission and your passion. It’s difficult to keep on top of all the communication and audience engagement needs when you’re so busy. If you’re ever interested in bringing in someone to ease that pressure, I’m interested. I have some ideas to engage and expand your audience. I’d love to meet with you and talk through ideas.” And then add in your particular skills that are appropriate.
See the difference?
Every interaction can be an opportunity, and it doesn’t need to be a hard sell in the moment. Meet people. Exchange cards. Follow up. If it’s not something that’s your area of interest or expertise, keep an eye open to see where you can recommend someone else. If you come across a helpful article or piece of information, send it on.
Instead of drive-by marketing, build relationships.
Stay in contact with people. That’s vital. I find reminder postcards more useful than emails, but not more than quarterly. I send out a batch of cards with a simple, “how are you? I was thinking of you. I thought I’d check in to see if you need anything.”
I’m big on holiday cards at the end of the year. It’s a way to let people know you’re thinking of them.
Expanding Your Repertoire
Is there something that interests you, but you haven’t worked much in that area?
Research companies/businesses that work in that area.
Frame your pitch so you convince them that the skills you have are what they need, and that you can learn the details of their particular business quickly.
My marketing and social media skills apply to a variety of fields. I’ve written for sports, individual artists and musicians, a marine life non-profit, museums, an independent clothing designer, an organic landscaper, a record producer, a chef, and much, much more.
I found things that interested me, and applied my skills.
As a bonus, I now understand more about how those businesses work. That’s useful in both business writing AND in my fiction and scripts. Because everything is material.
The biggest advice I have in the opportunity category is: Don’t wait for opportunity. Create opportunity.
How do you create opportunities?
Where would you like to expand?