SEO, lead generation, brand awareness, cost per click, Facebook ads, Google AdWords, sales funnels, EEK! Make it S-T-O-P, all I want to do is paint faces and make people Happy!

I discovered something when I began running at age 59. I was soooooooo slow. Literally, slower than some of the people who were walking beside me. Most of my family cannot keep up with me when I am walking at my usual pace. Even at the gym, I can out walk nearly anyone on the track. 

But running…that is a completely different story.

When I began, I ran slower than I walk (“gentle on the knees” was my mantra…plus I was out of breath easily due to my general “bad shape”). Even now after more than 18 months of training and competing, I have really only quickened my time by about 2-3 minutes per mile.  

But I won a race last July. And I received a trophy to prove it. Did I come in first? NO way…  

I came in first in my age category and I didn’t need to be that fast! I just need to be the FIRST female between ages 60-69 to cross the finish line. You see, as you grow older, the number of runners in an age category goes down…so my chances of finishing in a higher position goes up…giving me hope that I could come in first, as long as my running category begins at MY age….60 to be exact. I might even win MORE races once I turn 70…if my knees hold out.  

In a way, this is kind of like being found in a Google Search. If you are one of a thousand people, or ten thousand, who do what you do, then being first is going to be super hard to achieve. If you are the only one offering your services in a given category…then you are much more likely to be number one. Think if you were a “fire-eating aerialist that simultaneously sings Broadway show tunes.” You would totally be #1 on a Google search for that type of performer.   

However, for most of us less specialized entertainers, being #1 on Google without paying for the spot, is difficult.  

It will take some longevity (since the internet rewards you if you have had the same web site for a long time).  

It will take knowledge of keywords and their placement on your web site, so that the Google “crawlers” can find them.  

It may take some expertise in SEO techniques and understanding of the ever-changing algorithms within search engines, something even professional web designers have trouble keeping up with.  

It will take some understanding of “relevance” and “popularity”, and I am not talking about whether you are chosen by the team captain, or have lots of autographs in your yearbook. (Although I have nothing but respect for you, my popular friend).  

The question you need to ask yourself is: Is your success about beingfound on the Internet? No, it is about being hired by your customer! It’s about making people feel that they can consider no one else for their event. That only YOU offer a superior product that is a perfect match for their needs. That only YOU can alleviate their pain, make magical memories, reduce party planning stress, or be the BEST friend a party host has ever had.  

And this is key to growing a “word of mouth” business.   

Instead of trying to understand HTML, SFTP, TLD, indexes, spiders and other creepy crawlers, try to understand what your customer wants. If you believe you have a superior product or service, put your energy into communicating THAT!  

People buy from those they trust, not who is first on search engines. However, I do have an MBA, and I realize that all of us get potential clients who originate from Google searches (unless you don’t have a web site at all and that is a whole different subject).   

But my experience is that these are NOT the clients who hire me.  

The most likely person to book me is:  

#1 the person who has seen us at an event, and gotten our card,

#2 the person who received our name as a recommendation from a friend  

Why? Because they know the type of work we do and/or they trust the person recommending us! Loyalty brings more new customers as well as opportunities for repeat business!  

So what does this mean for you, the inexperienced marketer who desires to win the BIG Trophy of Success? It means to spend your time and in some cases your money, on being the best you can be in your category! Communicate THAT! Ask your clients to share THAT! Establish a focus for your business and communicate how you are THE professional that serves THAT!   

I do this for my prospective party hosts by providing them with an Interview Guide to use as they call other entertainers for comparison. Am I enabling them to hire someone else? Perhaps, but they will see by the questions and the answers that result from calling others, that no one is as well-suited to their needs as Bella Faccia Painting.  

It’s like finishing the race alone…oh, and by default…FIRST.  

Run YOUR OWN Race! Call me if you need help.