If you build it, how will they come?
Any time you create something there is a range of emotions. The top one is usually excitement. (If it’s not, you might question why that is so.)
But, are others as excited as you?
Too often, people mistakenly believe that if they build the thing, people will come. This line is a misquote of Ray Kinsella from the movie Field of Dreams - a work of fiction. If you rely on it, you’ll likely quit before you see true momentum.
The actual answer, however, depends on how much of an engaged following you already have. If people are willing to follow you, then you have a running start.
I believe it’s better to start a new business with that line turned on its head: If you build it, how will they come?
How will you find potential clients, customers, or readers? There are lots of ways to draw people to your business: referrals, marketing, social media, newsletters, advertising, content, events, speaking engagements, giveaways, reviews, etc.
When you do attract their attention, how will you engage them? Will they understand what you have set out to do? How will you respond to them when they tell you their needs are slightly different than how you imagined?
Continually asking questions will serve your business, and keep it from growing stale. Look for concrete data, if possible, or probable data points to move forward.
Building for the long game
The one thing you can’t underestimate is TIME. Personally, I don’t mind taking a while to build engagement because it helps me refine before there are too many eyes. But, too many talented people have thrown in the towel when they didn’t see people instantly lining up at their door. They made up stories, believing that “nobody likes me,” or “people don’t need this.”
The fact is, there are lots of people out there doing the same work. Yes, you need to stand out. But, more often than not, you just need to play the long game. It took 14 years for A Christmas Story to become a cult classic. Research shows that only 14% of authors make a bestseller list with their first book. It took two years before sponsors reached out to me to advertise on my podcast. Most successful people take 10 years to reach that point, but we can’t resist calling them (falsely) “an overnight sensation.”
I’m excited to finally hang out this shingle for my coaching business. It’s not perfect, but it’s up and it reflects me. I’m in it for the long game.
I look forward to sharing more about building my business, and want to hear from you too. How long have you been in business? What does success look like to you?
Photo by Robin Schreiner on Unsplash