Showing up in the right places makes it more likely that the people you want to serve will find you when they need you. But it isn’t enough to simply find you.
They need to be sure that you are right for them; that what you do will give them what they want, that you will keep the promise you are making. So they will want to evaluate before they take things further.
For you, that means providing the kind of information and evidence they need, and crucially, that they can research themselves – your website, podcasts, Twitter, Facebook, Instagram, third-party ratings, official records.
Of course it has to be true. It has to be consistent with your Promise and who you are, and it has to be consistent across all channels.
The good news (for me at least) is that the first stage of qualification is simply ‘Do I like you?‘. And that means you can share much more of your own personality, values, and beliefs that you might think – more than you might initially feel comfortable with.
Because you don’t just want to attract the people who will like working with you, you want to attract people who will love working with you. And you want to put off the ones who won’t.
The easier you make it for the right people to work out that you are for them, the easier it will be for the wrong people to work out that you are not.
That makes everyone’s life easier. Especially yours.