Victoria has a diverse background, having served in the military, worked as a parole officer, and now being an employee in the Department of Veterans Affairs. She is deeply passionate about the non-profit organization she established for previously incarcerated female veterans, as well as the speaking business she is developing around that cause. She envisions her business being successful enough to become her main focus in the future.
But the question remains – how does one transition from a side project to a full-fledged business?
There are two fundamental aspects to consider:
- Branding and positioning: determining your identity and communication strategy.
- Marketing: strategizing how to promote your message and make your presence known.
We explore both these aspects in detail. If you are also seeking to launch your own side project, continue reading for three simple and actionable steps that can transform it into the lucrative business of your dreams.
1. Market the destination.
When marketing your business, it’s crucial to differentiate between selling the vehicle and selling the destination. Many entrepreneurs make the mistake of promoting their business’s processes and services – the vehicle. However, effective marketing should focus on the desired outcome – the destination, showcasing the positive transformation that results from your service. Successful marketing highlights the current challenges the clients face and paints a picture of the improved, happier, and successful future they could achieve by utilizing your service.
After engaging your services, you can unveil the vehicle through which the transformation occurs. Amateurs market the vehicle, while professionals market the destination.
2. Teach for free.
If you are just starting out, the worst advice you might receive is to price your service based on your worth. The better approach is to offer your service for free until it is of such high quality that people are willing to pay for more. Think of a grocery store introducing a new product – they provide free samples to entice customers to purchase more.
Apply this strategy to your business by allowing potential clients to experience the uniqueness of your service. Offering free teaching sessions and speeches is an excellent way to grow your business quickly and refine your skills. Deliver exceptional service for free until clients are eager to pay for more and recommend you to others.
Providing free teaching services can dramatically enhance your business and expertise. It helps you establish your credibility, build relationships, and attract potential clients who are willing to invest in your services.
3. Sell at the back of the room.
Once you have offered free teaching sessions, provide your audience with the opportunity to purchase additional services or schedule a free consultation. This approach is the cornerstone of our business model at Brand Builders Group. By offering valuable free content online, we allow clients to experience the quality of our services before committing financially. Subsequently, we engage with them to develop a customized plan.
You don’t have to be a professional speaker to implement this strategy. Whether through webinars, social media presentations, or one-time courses, sharing your knowledge for free bridges the gap between being a stranger and gaining a lifelong fan. Introduce yourself to people free of charge and showcase your expertise. Once they recognize your value, the path is clear to convert them into loyal customers.
