How can people buy from you if they don’t know you exist?

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Too many businesses seem to think they can set up shop and customers will flock to their doors spending liberally. Nothing could be further from the truth.

Everyday we are bombarded with visual and verbal messages. A study in 1995 said we see 11,000 images a day but that’s probably doubled by now. (Just think how many messages Twitter streams in an hour.) How many of those images do we register? Not all, by a long way. We live in a world of noise where one has to shout (metaphorically) to get noticed.

We have to communicate with our customers and work hard to gain the attention of prospects. Not every message we post will be read or remembered so we need to repeat; often. We need to choose a variety of different communication channels, putting ourselves in front of our prospects at every opportunity. We need to create a buzz around us.

I make no apologies for repeating the mantra that people buy from people they know, like and trust. They have to hear about us first and then we have to build the relationship and, like every important relationship, keep working at it.

We need to reach out and communicate with our prospects. Where are they? What events do they attend? What do they read? Which social media do they use? Engage with them on their territory. Do it often or they will forget. There is an oft repeated statistic that even happy customers will forget about you within 90 days unless you communicate with them. That stat has been around for years. I wonder if people remember even for as long as 90 days in this day and age?

Write newsletters, join networking groups, contribute to online forums, attend exhibitions, send direct mail, post articles online and in print media, upload videos to You Tube. Our competitors are doing it, if we don’t we’ll still be in the terminal when our competitors are half way to the moon.

If you do business in West London there are still spaces to exhibit your business at Win It in a Minute at the Holiday Inn, Brentford Lock on Thursday May 19th from 3.30-7.00p.m. Exhibition space starts at £35 including the opportunity to make a one minute pitch. If you just want to pitch the cost is £25. Visitor tickets are £5 including afternoon tea but email me if you’d like to come as I have some free guest tickets. There’s an optional Business Dinner Club in the evening. For more information or to book visit

What are you going to do to put your business on the map?

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