Let me share a secret that just about any public speaker, frequent blogger, politician or business expert would agree with: We are always seeking undiscovered stories. When it comes to presenting, a real person beats pure data-based research.
In order to bring an idea to life, you need a real person to prove it—and the best people aren’t the ones who are overexposed. The most famous example from the campaign trail was “Joe the Plumber” who was used as proof of an idea. He was a small business owner who captured public attention because he was spotlighted. There are dozens of other small businesses who are profiled in books, covered in the media and showcased in some other way.
Your small business has a huge advantage in this area, because you are probably undiscovered. Not undiscovered by customers, because you already have those, but as a story being talked about in business and political circles. As a result, you are new and not ordinary. When I go to speak at an event, I need examples like that. When politicians go and talk to the media, they need the same thing. What if the fact that your business is undiscovered was your greatest competitive advantage?
By getting discovered by those who are speaking on a regional and national stage, you could become the proof point of just about anything in your area from innovation to growth to creativity. There are two core strategies to consider in order to get there:
1. Create content online
The more stories and content you can share online to demonstrate what your business is about, the more likely you are to get discovered by those who are seeking out those stories. These could be videos online, or publishing a blog, or even just being part of online communities and contributing answers to questions or comments on popular blogs.
2. Share your story
The nice thing about considering a strategy like this is that your target audience can be quite small. At any event that I attend, I am always open to hearing about new stories of businesses and entrepreneurs. Many of the more unpretentious speakers at events who actually stick around after their talks are the same way—we all love hearing new stories and very often will write about them or use them in future presentations.
Getting more visibility doesn’t necessarily require bringing a lot of people to your business directly. If you can find a way to make your story interesting for the people who are often in front of large audiences, they can become your greatest advocates and publicity builders.
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