I have often commented that in a solo business, the owner is the business.
Therefore, if you want to promote your business, you have to promote yourself. That means doing everything you can to capture people's attention, confidence, and interest in what you have to say.
You will sell more if you are considered an expert. If you can position yourself as a leader, or spokesperson in your niche, you will have so much the advantage over your competitors.
People buy online when they have trust in the business owner. If you have credibility and credentials, you will be trusted to deliver what you say you will. If nothing is known about you, or folks are not able to discern that you are an expert, they will have little assurance that either your business or your word can be taken at face value.
One of the best ways to promote yourself (and therefore your business) is to volunteer to be a media guest responding as an expert to a particular topic.
Television and radio, and even the Internet to some extent, provide opportunities for the small business owner to be heard by an audience of targeted prospects. Becoming an interviewed guest on a talk show is a great way to promote yourself and your business.
The media is always looking for a good story and an expert to comment on topics of importance that are presented by the host.
It may be difficult to volunteer and land an appearance on a nationwide broadcast; however, you can establish yourself as a local expert simply by offering your services to local editors, program directors, and reporters.
A good way to "announce" your availability is to send a press release on a topic of importance and interest to each of the local and regional media and press offices. Let them know that you are someone of particular experience and knowledge in the field. Let them know you have done surveys, written books or articles on the subject, or have a customer base of X number of dedicated fans. Volunteer your credibility and leadership.
Media outlets don't really care about you, your business, or your reason for being "on the air." They care about giving their subscribers or audience subjects of interest and authority. You won't be invited (most often) to highlight or advertise your business or products, but often you will be given a chance to mention your business name and possibly where the listener can find you for more information.
If you really want to make a marketing event out of your appearance, which you should do, send out a press release telling when and where you will be appearing. Make arrangements to get a transcript or live taping of the interview so that you can publish it at a future date.
I would suggest having some type of valuable and free "gift" or download available for any interested listeners that would like to learn more about the topic. This is a great opportunity to generate customer leads.
In your interview or appearance, focus attention away from yourself and your business and concentrate on having solutions readily available for common problems and issues of the audience.
Give, give, give. You want to be seen as someone that has great insight and value for the listener in the niche. The more you are able to give away your knowledge and expertise, the greater will be the trust and confidence you develop in the listener. Just be sure to somehow let the audience know how to contact you for a follow-up visit.
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