There are no real secrets as to how they were successful from the start because in the community I grew up in even as a child I was taught to seek the tutelage of a skilled professional for whatever career path I wanted to take, just as many of my entrepreneurial predecessors were coached or served as apprentices for a number of seasons before they were ready to take on the public themselves.

By going this route, they gained actual experience without the sacrifice and expense of precious time and money learning through trial and error. By the time they were ready these freshly enthused entrepreneurs dove into their new careers with the confidence and experience inherited from their former mentors. Patrons couldn’t help but to spread the word amongst family, friends, and associates, By the time I came around most of these individuals have had their establishments up and running at full steam bringing in customers, taking in new members and adding clientele to their appointed schedules.  A few I’ve even witnessed took their establishments from five customers a day patronage, to handling remaining customers after hours in within just a few years generated on Word of Mouth promoting alone.

Their success made such an impression on my young mind that I wanted to experience up close what drew people in.  These proprietors never hesitated to show me what they were doing, even going so far as to have me assist with setting up for the day or handling the fulfillment of an awaiting customer.  I still direct my daily activities in the manner that I had the luxury of experiencing through them, and like them this I will also share with you.

Making Your Business Personable Ensures Success

Ask people how they would define the word business and most will picture a building, an inanimate product line, a service to be performed, or some kind of transaction of goods and service; even people that operate their our establishments may focus mostly on the dualities of running their operations while giving a glancing thought as to how they can increase awareness by interweaving the business’ existence into the lives of their fellow residents. Here are some of the methods my entrepreneurial predecessors used in establishing and increasing their public image.

Public Outreach – An effective tool used by civic organizations, churches, and political candidates to build public awareness of their existence, this can be through sponsoring a fundraiser for a particular charity, organizing public support for improving the neighborhood, or increasing cultural awareness by hosting some sort of annual festival such as an art show. Even if you don’t feel confident with organizing this yourself, you should be able to find any number of events that occur annually within your local area in which you could contribute financially or physically in exchange for having your name amongst the banner of sponsors. Even better yet step up to the podium and try your hand at public speaking during these events; it’s easy in my next article I will show you how easy speaking before the public can be. I remember growing up in Philadelphia my uncle hosted gospel concerts several times a year where most of the top Christian artist would perform before a packed audience and across the live broadcast transmitted by the city’s most popular gospel station, giving our church media exposure.

Media Guest Spots – Draft an important common topic you could deliver as a guest on a radio or popular podcast show created around the type of industry you are in: Home repair, Pets, Finance, Entertainment, or Personal Development. These show hosts have the ear of dedicated listeners who will recognize you as being the expert, appearing on a regular or seasonal basis could be more effective than investing in a non-personal ad.  Start answering caller’s questions then watch the magic really happen.

Always Ask for Referrals – In my prior sales career this method was continuously hammered into my consciousness; always ask for at least 5 referrals. There are two effective ways of doing this: by asking and by printing referral cards you pull out at the end of your final session/ transaction with customers and clientele. My experience is that if you’ve performed a good job then they will be more than happy to send friends, family, and associates to you.

Cultivate & Nurture These Social Connections

When I was in real estate sales on a regular basis, we engaged in an activity called Farming the Area, typically this activity involved picking one section of town and working that location to generate future sales leads.

Most of the personal interactive skills I have gained I had learned through them along with a sense of awareness for what is going on within my organization and what potential outside influences could influence its present and future.

Offer contests, develop workshops, or offer a free give away.

Be Mindful of The Personal Side of Running a Business

In all your regimented duties you should never neglect to pay attention to the customer/ client relations side of business.  It may sound strange but think of your business as a living entity.  The business along with your own public image will be what the customer identifies with and hopefully build a trust and liking toward you, your establishment, and employees as well as the product or service you provide

Area to concentrate on for continued success:

• Inquire about what brought them to your location.
• Continuously improving the staff’s customer service skills (monthly/ quarterly.)
• Effective efficient promotional and advertising techniques.
• Create effective marketing campaigns that prove you are the best.

Throughout the 90’s I could say that I had become twice the entrepreneur being a real estate salesman by morning, and a freelance camera operator by evenings; both squeezing in an income for me on a per assignment basis, and both under the agreement of me performing my duties as a self-employed contractor. Literally you could say that my overall pay came in as straight commission only, and under those arrangements you learn a lot about accounting, budgeting, and taxes while also picking up on the necessary skills needed for motivating people to call you whenever the need for your services arise. A lot of rode in the balances of how on top of your own game you were, so slackers need not apply. The 90’s has been a period where I could literally say that I have truly earned an honorary doctorate in boot-strap entrepreneurship, but the lessons are not over as they continue to this very day.

The first thing is very obvious – What Can You Do For Someone Find Your Niche.

Discover That Need a number of people desire.  Then go and fulfill it.

Start Something You Have a Gift, an Ability, or Experience With (Go for What You Know) 

What set of marketable skills do you currently possess that the public, or a large enough market (group of people) would find useful in the form of a product or service.

Choose Wisely Your Path in Life Know what you are about to get into. Consider things like:

• The hours you will have to work. 
• Will you need to possess salesmanship and negotiating skills?
• How much money do you need to get the business started?
• Do you have the knowledge and skills to financially keep it running during the early lean months or years?
• Does it require leadership skills or can you handle the challenges and trials of having employees or working with vendors and subcontractors.

Build Yourself a Winning Team

Whether it’s a power team who work within your company or an external team of individual advisors, attorneys, members of your trade association, out-sourcing affiliates, your personal supporters in life, etc., you never have to go it alone.

Set Long- & Short-Term Goals

Goals you want to reach on a daily, weekly, monthly, quarterly, yearly, even so far as a three-year, five years, ten or even a fifteen-year basis.  Write whatever combination of set goals you want to achieve on a wall display for you or your work colleagues to continually see.  Hold special meetings to review, revise, and evaluate your progress. Have the meeting’s attendants make suggestions, and stand up to report on their own progress, give out rewards at this event.  Things like this show how serious you are as an owner about goal setting.  It also gets everyone involved and keeps them excited about the company’s progress and growth.  If you work alone then make the reward a new fancy updated sign or logo for the company, newer updated promotional material with the new logo, a new computer system – whatever you can think of will show that you are moving ahead.

When You Make a Significant Change, Add Something New, or Do Something Note Worthy Consider

generating some publicity for your business during this occurrence.  Locate someone who is good at writing press releases, or study the press releases of successful media campaigns.  Normally you can find them listed on a company’s websites under press releases, or media relations.   Do not use their wording or descriptions, just take note of the elements that made it an attractive article to the media and draft your own, using their release as a guide.  Ask your local TV and radio stations about the guidelines for submitting a press release to their station.  Today’s social networking environment also offers even greater possibilities for sharing newsworthy stories about you or your company.

Build A Personal Library of Knowledge

A year ago, I was updating my personal inventory of literature and discovered that I own 120 books, and not one edition is categorized as a fictional piece.  Don’t get me wrong, I do like reading fantasy, romance, sci-fi, and thrillers.  The good fictional pieces have a way of inspiring you with a more creative way of thinking.  It also helps you to relieve stress by providing you a momentary means of escaping the cares, challenges, and the mundane regiment of daily life.

Books Available in Audio Format

A few years ago, I occasionally had to drive 1 hour and a half to certain assignments.  Instead of playing song after song to keep me alert, I decided to download some of my favorite books onto my personal audio device.  I find it takes my mind off the boredom of being confined to that crammed space for more than an hour.  It is a terrific way of keeping me emotionally positive, or informed depending on what I am listening to during the journey.

Always Take Advantage of Available Education

I can’t even count the various courses I have taken in the past twenty years, mostly related to my industry.  A small percentage of the courses I’ve enrolled in were for personal growth and mental conditioning – including Square Dancing.  Don’t laugh, this activity helps to develop your social skills, it also builds on your ability to listen, orientate, and coordinate yourself physically and mentally on the spur of the moment while in motion.

Here are sources that provide a multitude of courses and classes: The Small Business Administration, Local Colleges usually offer short adult education course on any subject, your Industry Trade Associations, independent courses taught by Industry Professionals themselves, Non-Profit Organizations, all these places offer adult continuing education courses. If you don’t already receive their brochures in the mail, pull up the local colleges or the Small Business Administration on the internet.  They offer courses on most any subject taught mostly by knowledgeable skilled instructors; some of them still work in the industry, and they are a great source of finding work or potential clientele for your new business after you have completed the course.  So now, grab your business partner and doe-se-doe!

If You Have Never Worked in Your Desired Business

Stay On Top of Your Business Finances & Keep Records + a Backup I guess there’s no explanation needed here.  I’m sure you have heard of people who have had their businesses shut down because of problems with the IRS, or because they trusted a business partner who turned out to be a thief, a gambler, or just a plain idiot – or maybe the owner themselves didn’t handle the financial stuff properly.  Check your bank/ investment accounts and all actual financial records very, very frequently.

Never Box Yourself in a Corner

One of the reasons most of us became entrepreneurs was because we love the freedom of scheduling our own workload.  The number one reason I chose video production was because I love the work I do in the industry, especially the creative aspect of it.  I hate work, mostly from being tied down for hours at a time dealing with chores and duties.  Video production for me is a passion, and as the cliché goes; “Do what you love, and you will never work a day in your life.”

The Credit Crunch

A big lesson I learned from an excessive use of credit with a building maintenance company I am involved in.  Back in 2006 we decided to use our personal credit cards to further grow the business, but in 2008 business slowed when the real estate market started to tank, and we had to scramble literally day and night to keep up payments on the enormous debt we created.  I had to take almost all my attention from the production company right in the middle of a large project to deal with the maintenance company’s financial situation – Working several hours at the maintenance company in the day and editing hours of video footage until 2am most nights.

Weigh the Importance of a Decision to Purchase

I am very careful about how I run my production company because it holds the title and manages the intellectual property created under its name.   I am currently working with a video editing program package that is two generations old, and I still us a standard definition (Non-High Definition) camera for shooting most of the time.  Both are still acceptable for some professional gigs.

I have my eye on the latest video production package and HD Camera(s) but I will not (not) think of buying it yet, until my current video system package is too obsolete for conducting business – Remember, patience is a virtue.  I currently rent High-Definition cameras upon request of the client since that cost comes out of their production budget.

Alternatives to Using Credit

These are examples structured for my personal over-all financial situation, resources, and knowledge.  Your financial environment, the resources available to you, and the business structure you operate under may require a different approach, although these examples are somewhat universal.

• Sell-Off Your Least Used Equipment
• Sell-Off Overstock Inventory & Supplies
• “Partner-Up” or Sub-Contract a Person Who Has the Latest Equipment
• Hold a Fundraiser for Some of Your Large Projects
• Boost Your Sales – Generate More Revenue

Time & Duties: What Is Really Important to You?

Realize that you are still a human being and scheduling time to get away and clear your head or soul is just as important, probably even more important than always being present on the job.  If you have a family, it will mean much more to them than how much daddy or mommy is dedicated to their work. Delegate some of the duties you have to an associate or employee. It would be great training for them in taking on a managerial role when your business starts to grow.  Depending on your type of business, that person could be eligible to run a future branch office across town or in the next city.  If this person is valuable to you, make it known to them that they are probably next in line to manage your future auxiliary office with potential partnership options.

“Stay Informed – Instantly & Continuously” About Your Industry

I read trade magazines online, receive industry newsletters by email & RSS feeds. Join industry forums where you can enter discussions with other industry folk, watch what other industry people post on Youtube.  You should also keep up on what’s happening within your suppliers, vendors, and industry affiliates, changes & outlook because changes they make can affect your business also.

“Stay Informed” On World Events & World Changers

Like the Computer Industry, Transportation, Energy, and any Markets that could influence how you do business.  Any number of changes in our connective world today has a way of making methods and procedures you currently use obsolete or insecure.  It can happen within a day – Remember transportation changes after September 11, 2001.   Speaking on the other end of the spectrum, notice how steadily and slowly the evolution of digital media is changing.  Music now is mostly purchased by downloading; digital camera tapes are now disappearing.  At the writing of this article, I am informed about rumors of eliminating digital media discs totally, including Blueray – Placing media content on-demand, or downloadable to your personal device (Home Theater Systems, Digital Players, & Cell Phones.)  Even computer programs you once purchased in stores are now fully available online: Accounting, Tax Programs, & Stock Photos are an example of a few.   But I think discs will still be around in some form, used mainly as a personal backup format.

The Importance of “Staying Informed“

Changes like these are why professionals in my own industry must stay informed because we are frequently: Travel for business, use a variety of auxiliary services, and stay up to date on the newer advancements to technology used in the world of media.  “I tell you; nothing beats the conveniece of downloading to the edit computer straight from the camera’s hard drive without having to convert the data.  I can even shoot footage in Europe and send it to my computer system back in the United States via the internet, freeing-up my camera’s hard drive so I can shoot more footage, and my data will be waiting for me when I return to the office.”  Where are the changes happening that can or could affect your business?  Is it in your favor, or not?

Stay Physically Active

Since there are a lot of people out there who are not open to exercise, I tell you to at least do some sort of activity that gets you moving a lot; whether it is: wrestling with the kids, a basketball goal in the driveway, playing tennis against a wall, or bowling.  Do it at least three times a week and include stretching routine.

Stay Physically Active; It’s Mind & Soul Rejuvenating

Playing or exercising with other people also builds your social skills.  One thing I find is that I get some of my best ideas during an exercise routine.  Oddly stuff just started coming out of the blue; Tons of it.  I always keep a pad and pen around, even if sometimes my laptop or my portable voice recorder is near by to capture these fresh ideas, revisions, and additions on record so that I won’t forget them.

You Should Master

Learn the Five Important Functions of Building Awareness

Thesefive different functions are geared toward achieving the same goal – Making the public aware of you, what you do, and how you relate to your customer.  These are:

1. Publicity
2. Public Relations
3. Advertising
4. Promotion
5. Sales Skills – The Psychology of Selling

Check out the latest books, audio recordings, seminars, and training classes available in your area, and online.

Another Important Skill is Management – The Management of:

• Time – Operating your business in the most efficient and effective manner.
• People – Handling effectively, diplomatically, and efficiently all business affairs related to the interaction between you and your: customers, employees, vendors, contractors, partners, and affiliates.
• Methods and Systems – Implementing the procedures and principlesrelated to your industry that could enhance the profitability, and proficiency of your business.
• Money: Accounting, Credit, and Taxes – No explanation needed.
• Investment Strategies & Methods – Recognizing and taking advantage of opportunities that could increase the profitability of your company, business associates, workers, yourself, and your shareholders.
• Now go forth my children and make.