Don’t Be Your Industry’s Best Kept Secret

 

Yesterday I sent out my snail mail monthly newsletter, and it went out to 600 clients that were in my database. I invested $300 to mail out the newsletters, and within 24 hours people started receiving the newsletters and I received my very first booking from the mailing.

Last month I sent out a newsletter to the same 600 people for the same investment of $300, and over the course of a month, it created $6800 worth of income. That’s a $6500 profit on that one investment. That’s in addition to all of the other things I do to market my business. That’s just one strategy at work.

And it got me thinking. If I can share with you one key idea that could grow your business exponentially, this is what it would be.

VISIBILITY

If you want to grow your business, you have to become visible.

If you want to be your industry’s best kept secret, then become invisible. Don’t let people know what you’re up to. Don’t share your thoughts and ideas. Keep your ideas close to your vest for fear that your competition might steal them.

I think that’s a sure way of staying small. I’m not talking about proprietary secrets. I’m talking about letting people know what it is that you do and how you can help others.

I’m going to share with you some of the things I do to create visibility, and most of these things are FREE. For instance, I participate in Facebook, Linkedin, and Twitter. I participate quite often and I try to engage people in conversations on all of these platforms. It generates visibility.

Sometimes people may thing that you post too much, if you post often, but here’s the deal. If people are bothered by what you have to say, they’re probably not going to buy from you anyway. They’re not going to invest in your products and services, so who cares? Focus on the people who have an interest in what you have to offer.

There are other online things that I do, like participating in online forums that appeal to my target market for certain products I offer. There are also review sites like Yelp.com where if you can get people to review your business, will generate income. These services are free and can generate visibility.

There are also paid platforms. As a magician, I participate in Gigmasters.com and Thumbtack.com that generate quite a few leads to my business. As a speaker, I participate in SpeakerMatch.com where I generate leads for speaking gigs. I have Google Adword  campaigns that drive traffic to my websites, which create more visibility and create more income.

Offline I participate in networking groups and mastermind groups. I send out postcards and newsletters to my past clients. These are all things that create visibility in my marketplace.

If you want to become successful, become more successful, and expand your business, don’t be afraid to be visible. Let people know what you’re up to. Let them know what it is that you do. Let them know that you have a solution for a particular problem, because if people don’t know about it, how are people going to contact you and hire you to be the solution. They won’t, because they won’t know about you. So let people know you exist.

Until next time, go out, share your message, share your talent, share your expertise, and make a positive difference in the world.

Lou Serrano

Los Angeles magician, Corporate Entertainment Specialist, and Keynote Speaker

 

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4 Responses to Don’t Be Your Industry’s Best Kept Secret

  • Curtis says:

    Lou, I love your tips. They are straightforward, simple, and practical. Do you use a printing/mailing service like GotPrint.com to design, print and send your mailings/brochures, or do you print them yourself and mail them off?

  • Lou Serrano says:

    Hi Curtis,

    For a small batch of newsletters like this, I print them on my desktop laser printer. If you have an ink jet printer, I wouldn’t recommend it, as it would take forever and consume a ton of ink.

    I had the top banner professionally designed, and the rest of the newsletter is designed in Pages for Mac.

    I print, fold, tab, and mail them in house. I do it in my spare time, and will usually take several hours. If my list was larger, I’d probably use GotPrint or some other service to do it.

    Thanks for taking the time to write.

    Lou

  • Lou Serrano says:

    Hi Mark,

    One word of advice. The power of mailings comes from doing it consistently. If you send out a mailing once in a blue moon, your results may be spotty. Send out your mailings on a consistent basis, and I think you’ll see positive results.

    Wishing you the very best!

    Lou

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