When starting a project, I almost always spend an hour or so with a client just trying to figure out what their goals are. It is generally the first time that any of them have ever thought about the question. People get into business so often with no other plan than to try and survive. And, while this is probably the oldest human goal, and noble in its way, it doesn't allow for much focus or creativity.
Having survival as your goal keeps you from being successful at your work. It sets the bar too low for you and allows you to enjoy too much free time that you could be using to ensure your brighter tomorrow. With this in mind, I present a brief questionnaire that you should consider before moving forward with any self-marketing project, from something as simple as a contact email to a complicated website. Once you have outlined your goals better, you will find that many things begin to fall into place in your work and your self-promotion.
The Getting Started Questionnaire
- What are your business goals?
Be specific about this. If you just want to get rich, think of a concrete dollar amount that you'd like to earn this year. If you want to increase your client base, what is your ideal number of clients? Do you want to go public? Do you want to buy a piece of equipment? Do you want to get big in a hurry and sell out fast? All of these are perfectly reasonable goals for different people. But, without stating them, you can't get started.
- How are you different?
Unless you just invented a new industry, there are probably dozens, if not thousands, of people doing roughly the same thing that you are doing now. So, before you begin to promote yourself, think about ways that you can stand out. Is there a unique angle to your work? Do you have a quirky personality that makes you memorable?
- What is your goal for this project?
Think about what you want this project to achieve. More website hits, better hit conversion? Do you want people to call you on the phone? Do you merely want to impress investors?