Fortune Friday: “The only thing worse than being talked about is not getting talked about.”

From a personal standpoint I am not sure I completely agree with this one. But it does have implications where our careers and businesses are concerned.

Some experts claim that undercapitalization is the leading cause of failure for new businesses. Meaning, they don’t have enough cash reserves to cover the initial slow periods during the businesses’ infancy.

The second cause, in my opinion, would be obscurity. Not enough people know that you do what you do. Say you want to be a professional home organizer. You’re really good at it. Your own home is a shining reflection of your knowledge and skills.

But you’re not making any money at it. How come?

The simple answer is not enough people know who you are and what you do. At a certain point, business is often a simple numbers game: The more people know you exist, the more sales you’re apt to make.

So what is the secret to reaching a broader audience of prospects? Google AdWords? Optimizing your website for keywords? Passing out flyers in parking lots? Those can all work, sometimes wonderfully, but the easiest method is to do something work talking about.

Be remarkable. Remark-able. Able to be remarked about.

Start with one client. Just one. And. Be. Amazing. Repeat: A-ma-zing.

We humans are social animals. We love to share and talk and connect. And when we come across something truly amazing or delightful, our first instinct is to tell someone about it. I think you’ll be pleasantly surprised how quickly the word spreads.

And don’t be afraid to toot your own horn (or ask for referrals). It is not prideful or arrogant to stand up and say you do something well. Just don’t be a jerk about it.

In business being talked about can be both good or bad. Not being talked about can be disastrous. Give people something to talk about, and clients will beat a path to your door.

To your good fortune!

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