How to grow your small business faster (without losing integrity)

The fastest way to grow your small business is to find your niche (or unique selling point, if we’re using the lingo), and communicate it clearly, confidently and consistently. It’s really as simple as that… but of course I have more to say about the subject…

This year marks my 20th year in business, which whilst utterly horrifying, says that I’ve been in the game long enough to have worked with literally hundreds of small businesses, and I can tell you that the secret of growing your business doesn’t lie within adwords, reinventing your business or selling your soul. Happily, it’s much more simple.

Your success depends entirely upon understanding what sets your business apart

There’s nothing that’ll dampen your growth faster than a lack of distinction. I don’t think I’ve ever worked with a small business which is entirely in a league of its own (most of us have at least one competitor!), but we’ve always succeeded in helping the businesses we work with to understand what it is that makes them stand out.

Understand your audience

A real understanding of what motivates your audience is an essential build on finding your niche. In this anonymous world we live in, we often we overlook that behind every click of a button, every purchase, every decision to engage with your services is a real person who has dreams and ambitions, fears and insecurities. And, your message can be distilled into something as simple as speaking to one of these things. What do your clients want? What are they fearful of? Understanding this is transformative in creating a message which resonates deeply with your audience. Look beyond the obvious; is your client really looking for coaching or are they looking to secure their commercial longevity? Speak to what’s really going on, and put your business in a position of power.

Communicate clearly, confidently and consistently

It can feel a little dry to keep banging the same drum, but consistency is worth its weight in gold. It tells your audience that you are a safe pair of hands - you’re not flighty; you can be depended upon to deliver exactly what’s needed. Make your message as simple and confident as possible - for example, if you run a coaching business specialising in working with business leaders, try ‘high impact coaching for ambitious leaders’.

Build a distinctive, recognisable brand identity

I could talk to you for days about why your business needs a beautiful, distinctive visual brand identity for your small business. There’s no getting away from it; first impressions are based upon what we see, not what we read - so you need a visual identity which will punch high. These first impressions powerfully influence how your clients will feel about your business. They matter. If you’re serious about standing out, investing in your brand identity is a no-brainer.

Pay attention to the details

Every moment matters. The subject of your LInkedin posts, the format of your proposal, the layout of your terms of business, the experience of working with your small business… every single interaction contributes to the perception that your clients hold of your business. Please don’t invest in a beautiful visual identity and throw its impact away by churning out crucial communications in any old haphazard manner. Consistency speaks to quality, which build trusts, which builds even more value into your business… which enables you to command higher fees, attract referrals so much more easily… and, before you know it, there’s that growth.