This summer, I was actually able to get away for almost a month and take some much-needed time off. I don’t go away for that long very often; the last time I did was five years ago.
What do I love the *most* about getting away like that? Other than the chance to really spend time with my children, it is the ability to not be busy. To not constantly have things to do, meetings to facilitate, conference calls to schedule, events to attend. The noise level ratchets down to almost zero, and for once, I can see things for what they are.
When I came home from vacation, I immediately got back together with small business owners to help them work on their business. And I was surprised at what I heard from each and every one of them, and what I instinctively understood because of the break I had just taken.
The single most repeated phrase that these business owners were saying to me when we caught up was this:
“I need to find a way to drive more traffic to my store / to my website.”
What they were really saying is, it’s getting harder and harder to get people’s attention these days. And I completely get that. When you go away for a month and you literally turn all the noise off – hundreds of emails selling you something, articles posted daily on LinkedIn (what a hot mess that is, all that content that’s just thrown up there,) calls, mailers, meeting requests, coffee requests – coming back to it is completely overwhelming.
There IS so much noise out there. And we’re used to it. But it also means that we cannot hear anything anymore. There is literally no way to sift through the volume of stuff that keeps coming at us.
So YES! I get it. I totally and completely understand why it’s harder and harder to drive traffic.
And here’s what you can do about it.
DO NOT put yourself out there unless you know exactly who you are targeting and the value that they’re going to get from your product or service. Otherwise, you are wasting your time, your money, and worse – their time.
We’ll be talking about how to do this in our September meetings because, quite frankly, no one has the capacity to care about anything you’re marketing to them unless it really, *really*, matters to them.
Frederique is passionate about helping women take their businesses to the next level of growth and success. As founder and CEO of Her Corner, she applies her entrepreneurial spirit, management consulting background and business operations expertise to give women the springboard they need to move forward.