Have you ever heard of the EDS airplane Ad?
In early 2000, I was a Director of Technical Marketing at EDS, and part of the global team that reviewed and released this Superbowl advertisement. This ad has since become one of my greatest metaphors for business…the idea that you have to build your business while it’s already in motion…just like the EDS plane!
This ad has special significance for me because it was one of the things that inspired me to pursue an education in narrative psychology. I wanted to find out how STORYTELLING was such a powerful way of attracting clients and building a business. After EDS, I went on to complete a PHD in precisely that topic: Narrative As Influence. And I have not looked back ever since. Today I am a marketing coach, educator and founder of STORYBOUND Marketing, where I get to help others use powerful ‘parables’ to make their points and build their businesses.
So how do you build YOUR business? One of the biggest challenges that consultants, coaches, (and companies in general) face, is marketing…especially in the area of client acquisition. There is no such thing as the perfect marketing campaign before you start. In fact, I like to say that in marketing, nothing is fully ‘true’ until the market tells you it is. You’re always tweaking, optimizing, improving, pivoting, to match the needs of your target market. That’s why I love to explain the marketing process to my clients using this ‘parable’.
My advice to anyone trying to build a business is to first start with a reliable, predictable, and measurable lead generation process. In the absence of this, you’ll always be in catch-up mode, looking around frantically for the next deal. And frankly, I have found no better way to grow a business than using LinkedIn for lead generation, especially if your business model is B2B and involves targeting and getting into BIG companies.
To learn more about how to use LinkedIn™ to win your ideal clients in 90 days or less…without spending all your time on marketing, click here for my free guide:
Just remember that whatever you do, you’ll have to be comfortable building things while they are already in motion. And as you can see from the end of the EDS Airplane ad, there is no need to worry, for the potential outcomes are personal, profitable, and powerful!
To Your Success,