“You are everything and everything is you” sang the Stylistics on their 1971 chart hit.  When it comes to small businesses where you may be a sole trader, you and the business are one and the same, at least as far as marketing is concerned.

There is no way of avoiding it – you are going to have to do some selling.

Now I know a lot of people baulk at the very idea but with a small business there is no getting away from it.  So here are a few ideas to help you along the way.

Have confidence – this is an absolute key.  Even if you don’t feel confident, you must act as if you are.  That way people will have confidence in you.

Be persistent – unless you are lucky enough to be in a field of one, you will have competitors and they will be talking to the same prospective clients that you need to engage with.  You have to match them phone call for phone call, email for email, text for text.  Your customers will expect it.

Find a way to stand out – not only does your product need to be unique, you do too.  You design websites?  So do a lot of people.  What makes you different to them?

Don’t be a talking CV – do you have great attention to detail?  Are you a problem solver?  What about a go-getter?  That’s just CV speak.  Nobody wants to hear it.  Seriously.  Who have you worked with, what problems did they have and how did you solve them.  That’s what the customer wants to know about.

Walk the walk – your non-verbal communication is crucial as well.  Remember the simple things and let them become habits.  Sit up straight, make eye contact and have a firm handshake.

As your business grows it may well develop its own identity.  Until then remember – altogether now - “You are everything and everything is you”!