Written by: Olga Zapisek, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
We all have our secrets. I know I do. Come on, admit it. You do, too. It’s human nature – to hide things from people. In fact, according to a study done by the Journal of Personality and Social Psychology, every one of us is keeping at least 13 secrets at one time.
Some big, some small. Some innocent, some saucy and illicit. Some may not even be ours, but we’ve made a vow to keep them under lock and key. Childhood secrets. Family secrets. Finance secrets.
We may even have secrets we hope never see the daylight. Those that we bury in the darkest corner of our closet, our skeletons.
But our business shouldn’t be one of them. Not if we want to make an impact and make good money while doing so.
And yet, many coaches, consultants and business owners unconsciously keep their business close to their vest and become a secret no one hires. Not because they want to stay under the radar like a stealth CIA agent on a top-secret mission (though admittedly being James Bond has its perks, like trying new gadgets and traveling to exotic locations, but you can have all that and more as a prosperous business owner, too, without letting your life hang in the balance) – but because they’re actually not doing what matters most to stand out in the busy marketplace.
Think you’re not guilty of this?
Yes, you may be doing everything that everyone else is doing. You finished your classes or certification. You got your website up and running and set up your social media profiles. You got your clients results they can’t stop raving about, and you have a unique way of doing so that’s your own special sauce (the finger-licking good kind!).
So, if you’re doing it all and making people smile, why don’t you have a mile-long waitlist of clients who are eager for a chance to work with you? Why instead of phone calls and message pings are you hearing a symphony of crickets (though retrospectively beautiful in the wilderness, not the tune you wish to hear in the confines of your office), making you wonder if there’s something wrong with you or if you’re even cut out for this business? And why does it feel like everyone else from your entrepreneurial circle is succeeding and living a first-class life but you?
I’ll tell you why. Ready?
Moment of truth: It doesn’t matter how amazing and gifted you are at what you do, or how precisely you’re copying someone else’s action steps – if you’re not consistently staying visible and engaging in conversations that connect at the heart, you’re leaving things up to chance and money on the table.
Now, trust me, I get it. You might not love bragging and tooting your own horn. No one is saying you should be arrogant (let’s leave that toxicity to the narcissists). But you do want to leave footprints your audience can easily remember and find when the time is right for them. Think of it this way: How else can you expect to sell, if you don’t tell?
What you do can make a difference in someone’s life – if you let them see or hear from you.
So, what can you do to kick the best-kept-secret syndrome to the curb and start to become the brand on your ideal prospect’s lips? Here are three simple and effective ways you can start to reach more people who want and need what you offer.
Give it all away
OK, maybe not all away. Let’s not get crazy here – save some of that gold for your clients. But you don’t want to keep all your best information under lock and key.
There’s this irrational fear out there that we shouldn’t give any of our best ideas away for free, because if we do, then no one will want to pay or work with us. They won’t need us.
I call baloney (not to be confused with the kind some of us eat).
Do you honestly think that every individual who comes across your content will binge on every single thing you put out?
I think the chances of that are pretty slim. I mean, don’t get me wrong, you’re great and all, but you’re not the Rolling Stones (and trust me, even they’ve got die-hard fans who aren’t familiar with every single song they’ve put out, myself included).
Here’s another way of looking at this: we live in an age where you can literally find information on anything and everything with a quick search and press of a button. YouTube. Facebook. Webinars. Blogs. Podcasts. The information is already out there. So, why are people still looking for help?
Well, let me ask you this: do you have the time to sift through all that – especially when you’re growing your business and trying to lead a healthy, balanced life? Yeah, didn’t think so. Plus, it’s easy to consume information, but much harder to put it into practice – particularly all by yourself. Ideas are just ideas without proper strategy, guidance and execution.
Now, sure, you might get some followers who get tons of help from your free content and won’t hire you, but you’ll also attract a pool of fans who will – your ideal clients. And that’s incredibly valuable and powerful.
By sharing your best ideas, perspectives, stories, experiences and tactics, you’re building your reputation and legacy. You’re leaving your mark in the mind of your audience. You’re becoming a category of one.
And that’s what will propel you closer toward living your dreams and goals. That’s what will cement the relationships you’re nurturing and building. That’s what will move the needle for you AND for them. That won’t happen, though, if you don’t share your expertise and voice.
So, stop worrying about saying too much. Be yourself. Educate. Inspire. Show them what’s possible. And when in doubt, give away the who, what and why, and charge for the how.
It’s through the waves you make that they’ll come to swim toward the change and results only you can provide them with. Focus on quality. Focus on value. Focus on supporting. Like the saying states, the more you give, the more you get back. Put yourself on the hook.
Be open to opportunities
Picture this scenario: You receive a message from a new connection. You have some interesting conversations back and forth. You feel a sense of understanding and comradery. Perhaps even joy at finding somebody who thinks like you. But when they ask you a question of how they can best support you, you disappear like a ghost, never to be heard from again.
Sound familiar?
Congratulations (note the slight sarcasm). You just missed an opportunity. I get it. You might not need their services. But that doesn’t mean you can’t still help each other.
I like to compare this type of situation to dating. You go on a date. The conversation clicks. You have a good time. There’s laughter. Maybe even a hug or a kiss. You felt chemistry. Then you ask them on a second date via text. Days and weeks pass by and all you hear is radio silence. You’ve been ghosted.
Now, be honest: Do you like it when someone disappears on you for no rhyme or reason, leaving you confused and rejected?
Well, this is exactly like that. Business ghosting is real. And it hurts.
Of course, I’m not saying every person who connects with you on social media (or elsewhere) should be let into your immediate energy field. Some people do use slimy tactics and don’t understand the meaning of “no,” no matter how many times you say it. It’s important to protect yourself. So, don’t get me wrong here: you shouldn’t feel obligated to befriend pushy salespeople, who show no respect for you as an individual, only for the sale.
But here’s something you might’ve not considered: There’s more than one way to give and receive support.
Collaborations and referrals are part of the recipe to business success. The more extensive your network, the more reach you’ll have. You’ll get more eyeballs on your content, services and on your brand. To get such rewards, though, you need to be open to new connections and conversations through a collaborative mindset, instead of treating those who try to support you like the enemy on the frontlines because they posed a question related to their product or service.
Besides, chances are you’re doing the same thing with your target market. That’s part of having a business: being of service to others. There’s no disgrace in it.
And you never know when that person you were communicating with might need your help or you theirs – the timing might be off right now, but things change as our journey evolves. Do you really want their last memory of you to be as the person who disappeared when all they did came from a place of heart and soul? Or would you rather they thought of you fondly, wanting to explore opportunities with you, and saw you as a friend?
Take a minute now and consider the conversations you’ve been having lately. Is there someone you’ve ignored after they asked you a question related to what they do professionally? Or after they introduced their service? Someone who is waiting on your response? Could they be your golden ticket (or you theirs) to be front and center within a community of your target audience? Are you being selfish with your network, thinking this person’s service could only be for you?
If the answer is yes, then the strategy is simple: hit reply and flip the conversation to benefit you both. Just because you don’t need their service (or they don’t need yours), it doesn’t mean someone within your communities doesn’t. But you’ll never know if you don’t connect with the person who can put you in front of them first.
Focusing on connection building pathways and building quality relationships can have a dramatic impact on your bottom line and your business. Don’t let your beliefs and fears stop you from creating magic with others. Opportunities are everywhere. It’s up to you to see them and seize them.
Remember, we are like dominoes. Touch one heart and more will fall.
Start speaking
I have a sneaky suspicion you haven’t been doing this – at least not consistently. It’s time to stop hiding inside your bubble, though. You don’t want to miss out on this goldmine. I’m not exaggerating when I say it could be a real game-changer for your business.
This doesn’t mean you have to speak on the big stages. You can start small.
But start somewhere.
Whether it’s speaking at an event for your local community, partnering with another expert and doing a Facebook Live or joint webinar together, or being a guest speaker at a virtual training summit or podcast for your industry, you want to be getting your message out there.
Speaking will not only expose your business to new and wider audiences, granting you access to people and places you’ve never had touchpoints with before, but it will elevate your brand profile and your wealth. You’ll gain additional credibility and trust within your market. You’ll be seen as the go-to expert in your subject matter. You’ll change perceptions. You’ll attract relationships with leads and partners that lead to new business opportunities. And you’ll grow your confidence, allowing you to speak on bigger and better stages.
Now if you’re thinking, ‘Olga, you’re nuts. There is no way in hell I’m getting up on a stage and speaking to a crowd full of strangers,’ I’ll be the first to tell you: I know exactly how you feel.
I used to be absolutely petrified of public speaking. My heart would race. My palms would get sweaty. My voice would all but disappear. And I’d go straight into flight mode (forget the fight), conjuring up a way to run straight out of there, as fast as possible, no matter the consequences. In fact, I was so scared of speaking, I couldn’t even raise my hand in class during my school years, including the first two years of college.
The keywords here are used to, though. I took charge and did something about it (in fact, it’s now one of my favorite activities) – and so can you.
Was it challenging? Yes.
Did I forget what to say or stumble over my words? Yes.
Did people reject me? No. Actually, they empowered and motivated me.
I realized that my fear and anxiety was coming from stories I was telling myself, which had formed from a deep subconscious belief – a belief that only I had the power to rewrite.
Of course, I still get nervous at times (I’m not dead after all!). But I use that brief butterfly in the stomach moment to keep me on my toes. It flutters around for a moment and then vanishes as soon as I remember what I’m there for: to influence others.
When you start to worry about what might go wrong or how you’ll be perceived, here’s one quick thing I want you to try: shift your focus away from yourself and onto your audience.
What do they need? What are they experiencing? What are their fears? And how can you help them?
By shifting the focus from your needs to theirs, you’ll see that you have much to give.
Once you get into the habit of speaking, and let go of the anxiety and resistance that may come with it, you’ll recognize that there’s an entirely new world waiting for you – one where you can make an impact and lead people toward action and change through the journey they take with you.
Bottom line
In a global environment where competition is fierce, you can’t afford to be the world’s best-kept secret. If you don’t highlight your stories, experiences and achievements, someone else will highlight theirs, reeling your audience away from you.
You can’t expect prospects to sit around thinking about you. You have to prompt them to do so. Continuously. Otherwise, you’ll be forgotten like last week’s dinner.
Give them the best experience. Show up in places you haven’t before. Flip conversations. And embrace the narrative. Self-promotion isn’t shameful. It’s like oxygen for your business. So, will you let yours breathe or suffocate? Its future belongs to you.
Is your brand a best-kept secret but you don’t want it to be? Book a call with me here or hit me up on social, and we’ll explore how to give your brand an unforgettable voice so it can be remembered above all the rest of the noise.
Olga Zapisek, Executive Contributor Brainz Magazine
Going on 17 years of combined experience in media and marketing, Olga Zapisek helps purpose-driven, visionary and ambitious female coaches, CEOs, corporate renegades, and small-to-medium sized businesses in health, wellness & spirituality; real estate & interior design; beauty; and business & personal development to: unlock their growth potential and elevate their brand voice; increase their community & impact; and improve their digital footprint & success mindset through bespoke done-with-you coachsulting programs and done-for-you thought leadership, copywriting and content marketing services that engage and connect at the heart.
In fact, she’s on a mission to inspire global healing and shape the digital future by helping women step fiercely into their business ascension and discover new ways to magnify their success, passion, voice and stories. Why? So they can live their version of a first-class life, become catalysts of influence and change, and deliver exceptional experiences to their target market by embracing and spotlighting the expert within.
