Creating a company is a wonderful thing. Having an idea, take it to the market and watch it grow is a good feeling. But things rarely go as planned, that’s why I am not a big fan of business plans. As far as I’m concerned, the business plan is to make money. For companies like mine, self-financed with no debt, the CEO’s stress level is very high at the beginning. We live in the era of “offer value for free and collect the dividends 9 months later”. From a startup point of view, that’s not easy to do because you have bills to pay in the meantime. Nowadays, asking for the sale can cost you your reputation and even relationships. Consequently, there is this start-up dilemma: should I focus on short-term sales or long-term strategy?
I like watching YouTube videos of entrepreneurs who accomplished what I want to do and reverse engineer their success. Top influencer Gary Vee is a big advocate of documenting the journey to build a connection with your audience. But again, it takes a long time to build your audience. Patience is key, as he likes to say. Another marketing influencer named Billy Gene does something that caught my attention. He records the video conference meetings with his clients in which they share their experience before and after working with him.
Video testimonial is a powerful sales tool because your prospects can experience and imagine the outcome of your work. In the same train of thought, a presentation with visual aid triggers more emotions than one without it. Maya Angelou is attributed the famous quote “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Bringing this quote to life, if you can get your prospects excited about your product or services because you’re solving a problem, you will be in the top 1% of branding.
A quick tactic for start-ups is to a) build one or two case studies for free (sorry guys) and document the process with video and b) promote this content to prospective clients using YouTube ads and Facebook ads mainly, as well as LinkedIn ads for B2B businesses.
In conclusion, I will let you with wise words from Jack Welch: “You’ve got to eat while you dream. You’ve got to deliver on short-range commitments, while you develop a long-range strategy and vision and implement it. The success of doing both. Walking and chewing gum if you will. Getting it done in the short-range, and delivering a long-range plan, and executing on that.”
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