I often hear business owners complain about having to market their business because it takes time away from what they love most: serving their clients.
What if I told you that the thing you love to do most is what brings clients to you? What if you could get more clients by doing exactly what you love, namely serving others?
You’d be game, right?
Now, what if I told you this was the best marketing strategy I knew? Even better!
Leveraging your deep desire to serve will help you grow your business and serve more clients… if you do it the right way.
Two Dimensions of Service
We all know what it means to serve a paying client or customer. It involves using your gifts and knowledge to help an individual reach a better place in their lives, whether spiritually, career-wise, health-wise, or in some other arena. When we’re serving our people, we’re helping them do things they may not have otherwise done. That’s an amazing feeling!
Today, I want to talk about a second dimension to this whole “serving others” thing that a lot of people don’t talk about.
Specifically, I want to talk about how we serve people who aren’t paying customers, why this can help us stand out in the online world, and how it can help bring in more clients.
Serving Others to Get More Clients
Picture this: you’re at a networking event, either in-person or online.
You’re mingling, making connections, schmoozing, and suddenly, a total stranger comes out of nowhere and starts cold pitching their services.
“Hey there! Do you know that I can help you blah, blah, blah? I’ve got this fancy $5,000 SEO package you would totally love.”
Whoa! What?! Slow down, partner. Who are you?
Being approached like this is an instant turn-off. It’s the real-life equivalent of a pop-up ad: uncomfortable, in your face, and absolutely cringe-worthy. And nobody – I mean nobody – likes pop-up ads.
This is the antithesis of “being of service.” It’s a completely self-serving act on the pitcher’s part, because there’s no assistance being offered to the pitchee whatsoever.
Now, let’s imagine a totally different scenario.
Let’s say you’re discussing your leaky roof with a colleague at the same networking event. A few minutes later, someone walks up and says, “Hey! I overheard you talking about an issue with your roof. Just figured I’d let you know I have a construction business, my business partner and I specialize in roofs. If you haven’t found someone to solve your problem yet, I’d be happy to come and take a look at it. We offer no-charge estimates.”
How much better does that sound? While it’s still a lead-in to selling you on their services, it came with the attitude of helpfulness.
This approach is exactly how you serve others and benefit your bottom line.
Cold pitching – no. Helpfulness – all the way, baby!
The Do’s and Don’ts of Being of Service
Here’s a brief rundown of best practices for growing your business effortlessly and authentically by being of service.
DON’T: Pitch your services over and over in the same space in the same way
I’m sure you’ve seen this one: There’s that person who is overly active in Facebook groups, posting daily to say, “Hire me! These are my services! Sign up for this call! Read my blog!” It’s off-putting and tends to make people want to back away instead of clicking the “buy now” button.
Don’t be that person. Please!
DON’T: Overload your audience
Let me be clear. I’m not saying “Don’t ever pitch your services or post a free call on social media.“ You absolutely should do that. Mentioning your services and free offers on social media is a great way to be of service. But I want you to do it in reasonable doses.
If your entire Twitter feed consists of things like “Sign up for my XYZ program NOW”, it looks a bit desperate (meaning, not so hot to potential customers and clients). You absolutely want to let people know how you can help them, but no one likes to listen to a broken record!
DO: Answer questions and offer specific advice for free
Let’s go back to the SEO example. When someone posts a question about SEO, the expert who replies with some tidbit of useful information, offering their knowledge in a public form, is likely to build trust among others who are watching.
By simply sharing something as simple as, “Here are some tips to think about in this blog post I wrote,” or “Hey, I heard so and so talk about that…” the energy shifts instantly. That expert is being of service and showing that she knows what’s she’s talking about!
Onlookers immediately think, “Wow! That was really helpful! She must be good at that.” And the next time they’re looking for SEO help, who do you think they’re going to call?
I’m not suggesting you offer your services for free or give up your best stuff at a moment’s notice. However, by offering free, helpful tips over email, Facebook, or Twitter, you’re setting yourself up to be well-known in your area as a helpful, knowledgeable expert…. someone that people want to hire!
DO: Facilitate connection
Even if you’re not the one who is an expert in the area of inquiry, you can still be of service. Build your reputation as a helper by directing others to specialists outside your realm of expertise. You may not be the one offering a service like roof repair, but you may know someone who does. Pass along that person’s name; make the connection for the person in need of roof repair. Both the person with the leaky roof and the roof repairman will be really grateful that you helped make that connection happen.
Sure, this doesn’t immediately bring in new clients or help you sell your products. But if you’re in business for the long haul, this will absolutely pay dividends in time. When you serve selflessly in these bite-sized doses, you’re establishing yourself as a generous, kind, un-pushy presence. That’s the kind of reputation you want to create out in the world. This also pulls people toward you.
My Personal Recommendation for YouSteal This! A 3-Step Plan for Putting Yourself Out There
DO: Be truly willing to give and demonstrate it
A few months ago, I got an email I almost never get. A reader wrote to ask, “I love your stuff. Is there anything I could do to help you right now to promote your free call?”
I was taken aback. Nobody ever asks if they can help. They simply ask if they can take. That’s what it means to genuinely be of service: offering assistance for little to nothing in return, simply because you want to help.
Tip: To be of service in a way that supports business growth, specifically say what you can do for them, such as promote their call, run an SEO check-up, or something very specific. When someone offers a very general, “Can I help in any way?” it actually isn’t very helpful because it makes the person you’re offering to help have to work harder to figure out if they need you, and they may not even know what you’re good at! So to be of service in the best way, offer something very specific.
As you show up in the world giving and being of service, people notice. Tweet that!
The Final Word
When you’re looking to stand out over the din of social media, proving that you’re helpful, knowledgeable, and kind is the absolute simplest way to attract more people to you.
Being of service is so much more than being paid to help a person change their life. It’s a multi-dimensional way of life that must be embodied, not only for clients, but also for the rest of the world.
Now I want to hear from you! Tell me…
What are a few of your favorite ways to be of service?
How has it helped your business?
Have you had any experiences with the do’s or don’ts listed here?
I’d love to hear about them! Please share your stories in the comments below!
My Personal Recommendation for YouWant More Clients? Make Sure You Do This
My favorite way to be of service is on Facebook. There are constantly people posting who need feedback, advice, or outside perspective and it’s such an easy way to help. Whether it’s asking great questions, giving my opinion or lending my expertise I always feel great when I can help someone move forward. (And I do not answer the question then in the same breath pitch myself. Just answers/feedback.) Plus, I have actually gotten a few clients this way. They saw me offering my expertise, liked what I had to say and wanted to hire me for their business.
I help in the spirit of watching my fellow business peeps succeed and it makes me feel good to do that. But, there is sometimes an awesome bi-product: Landing clients!
I love when someone else shares examples of what I’m trying to convey in my post — so others can see that it really works 🙂 Thanks for sharing that, Steph!
You’re smart about the way you go out and be of service online. I’ve seen your helpfulness in action! And you’re right — don’t serve and pitch in the same breath. Service comes first; pitching can come later.
Keep it up!
I love the idea of this, but I struggle with the thought that people think I’m only trying to help because I’m either an interfering old biddy, or because I just want them to become clients. Neither of which is true, but the thought holds me back…. Also, because nutrition is such a personal topic, people are often totally unwilling to contemplate making any changes – I’ve learned the hard way that even suggesting the smallest tip can really make people feel on the defensive.
I’ll keep looking out for random opportunities though!!!
many thanks
claire
Hi Claire,
Someone’s nutrition is like their religion; as you stated it’s very personal. I think the key is to offer assistance when someone asks a specific question. And do a “this is what I did to achieve this result” type of thing.
I fall into the same realm of things because I do a lot of metaphysical distance healing and hypnosis (memory remapping) type of work for survivors of sexual assault. It comes off as a bunch of “who-ey” to those that need my help.
So I’m take it as an approach that, what you’re currently doing isn’t working, what’s the harm in trying something different. If it doesn’t work, you’ll be in the same spot. Nothing really to lose.
I made a statement on one of my friends posts about drinking “green machine” drinks. Told her is more cost effective to just blend her own plus that bottled ones are full of sugar so if she’s trying to lose weight it’s counter productive. That post sparked so much controversy between her FB friends and I saying I wasn’t being supportive and in all actuality I was helping her to get to her goal. So I bowed out graciously and said “do you.”
Nothing you can say or do.
And now I’ve been posting some of my successes which appear small to me, and I was told by a friend of my that one of my associates think I “brag” too much. Which is funny b/c I’m not even that notable yet, at least I don’t think so.
So even if you are coming from a place of helping and abundance, someone will always take it negatively. That reflects where they are not where you are.
Loved this Jenny! I try to be a connector (actually – that’s something I’m great and and was sort of known for, in my past life in the music industry).
But my struggle when I’m trying to be of service (in an effort to establish myself as an expert within a community) is that I often worry that I’m stepping on the toes of the page owner. Like for example as a health coach – I see tons of people on…let’s say Kris Carr’s fb page or message board asking questions. I can totally answer some of them (a lot of them) and SHE doesn’t typically respond. When I’m just logged in as myself I don’t feel bad about it, but when I’m using facebook as my biz page, I feel like it will come off like I’m trying to steal her audience.
Does that make sense? While I’m not fishing for those people to be potential clients – I WOULD like them to know that I’m speaking as someone who does this for a living, not just as a really well informed, random facebook commenter. Thoughts?
First, it sounds like you have identified a mindset issue there, Claire. Let’s see if I can offer you a reframe…. If you go out and give but secretly think to yourself, “I’m only doing this to get clients. So I better get clients!” then other people will definitely pick up on that energy. But instead, if you go out and think, “I want to build my reputation as someone who is giving, so I’m going to go out there and serve others.” People will pick up on that energy. And guess which ones attracts clients! So as long as you’re “clean” in your thinking about being of service, you’re good to go.
As far as nutrition being a personal topic, there are a few things to remember.
1. People don’t post super personal things on social media (well most people, anyway!), but they may ask for a healthy pumpkin pie recipe or tips for making a green smoothie taste better. Meet people where they are with their questions. The key is to help them where they are, not force your agenda (because you’re right, that doesn’t work!).
2. Being of service isn’t always being of service in your area of expertise. One of the things I used to help people with a lot (and often still do), oddly enough, is questions about how to use Mail Chimp. I don’t even use Mail Chimp myself! But I know that the MC help/support site is fantastic. So I would see a question and hop over to the help page on MC, find the answer, and post the link to the answer in the thread. So you don’t have to serve people just in your area of expertise.
Hope this helps you look at this from a new angle!
I realize I forgot to address the Kris Carr example. You can totally provide value without looking like you’re trying to steal her audience. Use your biz profile and provide helpful information. it’s totally cool. As long as you don’t say “Hire me! Hire me!” on her blog comments, it’s all good!
Remember, Kris is just one person who serves people in only a limited number of ways. You have things to offer her audience, so don’t be shy about showing up and being helpful.
Thanks Jenny. Kris was probably a bad example as she’s so successful. It’s some of the smaller “health and wellness” groups or fb pages that I worry more. Again – just wanting to give useful advice, because a lot of the people on there are really suffering (I work with women with chronic pain). But I don’t want to step on the toes of someone that is up and coming or that has a different view. Idk.
Totally understand the challenge. Here are tips because I totally know you can do this!
Below Kendrick offered some spot-on advice. Sure, I asked her to because I knew she’d have wisdom to share, but even if I hadn’t, she could have totally chimed in. Read her reply. Full of great, useful info and a link to a post. She’s not pitching herself here (even though she’s phenomenal!). She’s just adding to this entire conversation and helping everyone.
Including a single link to a very relevant blog post now and then is totally okay. As long as you’re adding to the conversation, you’re in good shape.
The no-no’s I see some people do, which are big turn-offs, are (1) criticizing the blogger (as opposed to kindly offering an alternate perspective — there is a big difference), (2) directly pitching their services (icky!), and (3). making it all about themselves and not the topic at hand. As long as you’re focused fully on the other person and contributing to the topic, you’re good to go.
Does that help?
Ahhh… I think the entire interwebs just sighed with relief after reading this. I know I’m constantly harping on about being of service, but you really broke it down to actionable and easy to understand steps people can take.
I love your example with the SEO pitch versus answering SEO related questions too. So spot on. That’s why you’re a genius! 🙂
I was one of those people breathing a sigh of relief, Nathalie!
Thanks, Nath!! Business doesn’t have to be so hard 🙂
Very helpful post!
I find that on FB I spend about 95% being helpful and 5% offering my product as it is the same audience. But on other platforms I am able to offer my product a little bit more.
That’s a good point: different platforms lends themselves to different approaches.
Great post Jenny! So, I agree, Facebook is a great place to just intuitively skim the feeds and when someone asks a question or poses a concern that you feel called to share something about to help them, do it!
Other ways I love to add value is to put people together that I feel should know each other/benefit from each other’s services. It’s super fun and both people get a boost! And you’re right, I never thought about it but I guess it also positions me as someone that people perceive is a giver/connector vs. a taker.
Building connections is a great one, Diana. I love that, too.
I’ve struggled to teach this to my clients from the beginning, and now I can just send them to your great post, Jenny. Thank you for having my back!
There is still so much fear about giving without getting, serving without first swiping a credit card, and people seem to think I’m a two-headed chicken for suggesting it. It dawns on me now that probably the best way to teach people that there really is enough to go around is to set an example and keep showing up myself to be of service. One of my favorite ways is to send people links to articles that I know will benefit them in some ways, to let them know that someone is thinking about them and wishing them success. It’s good for them, but truly fun for me to connect that way.
You certainly are welcome to send them here, Deane. Thanks for sharing!!
Yes, if we hold back giving, first waiting to get, we may never get! It’s like love. If we wait to feel loved before we share or show it, we might be waiting a very long time. So why not show now? We have an endless supply within ourselves!
Article sharing is fantastic. Thanks for sharing that example. I also love to send along book recommendations and like Diana, make connections to others who can help.
Keep up the good work!
I help everywhere I do. I have a very open-heart.
My issue is putting out there what people want. I have no idea what people want to hear in terms of my subject. I focus on helping survivors of sexual assault return to normal, I call myself a Emotional Liberation Specialist.
My focus isn’t new victims; so I do not want to talk victims advocacy stuff as there are plenty of more well suited businesses to handle that.
I want more of a lifestyle blog for survivors ( a mix of a mommy blog, fashion blog, personal development).
I guess I just have to lead with my gut, as I teach my women to do…
Let’s try a quick reframe, Ty. When it comes to social media, instead of thinking, “what do people want to hear from me?” think about how you can meet them were they are, like I mentioned to Claire above. When you see people post questions that you can help with (related to your biz or not), be there to reply and help. That would be about fashion, personal development, or mom stuff. It doesn’t have to necessarily be directly about your biz. Simply showing up and answering questions you can help with gets your name out there as a helpful, kick-ass woman.
My favorite way to be of service is K TV. When I created it, I had almost no one on my list and no one knew about me. I was convinced if I put out a tangible tip each week that helped others grow their business, mine would grow as well. So I picked my favorite thing to do, video, and created a way to be of service using video. LOVE THIS post Jenny Shih
You are great at being of service, Kendrick and KTV is fantastic. Weekly tips on sales that are spot on. The best part is that I know you LOVE being on video, and it shows. There’s something magical that happens when we “be of service” in ways that light us up. That energy translates into the world and comes back tenfold.
Thanx Jenny – it’s good to read of this perspective again .. it’s not just about great marketing it’s about changing the face of bizness to something more genuine, humane and truly networked. I’ve always loathed that saying “well, it’s just business” as an excuse for cold hearted behaviour.
I share a lot of stories about my life and travels with people and always encourage them to go for their big dreams esp. when they can’t see it .. I love seeing people uplift themselves .. I do this by commenting on posts when I see them, by reaching out to people in distress and through my writing. I don’t have a problem with offering free time with people because I feel it comes back to me. I prob do need to work more on your point in the article about “you DO want to let people know you can help them” …
Thank you was a very flowing, easy read …
Love your attitude, Meaghan! Yes, you definitely want to let people know that you can help them more. Plan to do that on the phone and with a follow-up email. Although that’s more than I can cover in a blog comment reply, specifically you will want to…
1. create a script that you feel comfortable with that you can use at the end of a free call to tell people how they can keep going with you
2. create a follow-up email template that you can use after those calls to follow up with people on how you can help them
A year ago I worked with Kendrick Shope around sales and these two things above changed everything in my business. Although uncomfortable at first, playing with this and practicing it will help your business tremendously. I guarantee it!
Kendrick – if you have more to chime in about this, please do. And if you have KTV episodes that reference consults and follow ups, please post them here for Meaghan. You have my permission to pitch! 🙂
Jenny, thank you so much. Meaghan, I want to try a reframe for you here. I believe business doesn’t have to be cold hearted and loved what you said about changing the way we do business. I agree 100% with that.
So how do you work on letting people know you can help them or why should you work on that? If you have a product or service that can impact someone’s life, business, or other and you don’t share how you can help them, it’s my belief you are doing them a disservice.
For example, I believe Jenny is the best business coach on the planet but if she had not tale me how she could helped me I would have never benefited from her genius and I likely would not be doing what I love, making money, and making a difference in the lives of my people. Does this make sense?
I’m going to include a link to an OLD K TV that might help with this. It’s about how to overcome the ICK feeling of letting people know you can help them. Let me know your thoughts.
http://kendrickshope.com/blog/how-to-never-feel-the-ick-when-marketing-your-services-again/
A few weeks ago; I read it and decided to go out and be of service. I gave a great tip to a waitress/owner if a restsurant. And later that day, I helped my painting teacher deal with the same issue! Really( I do it naturally). The most awkward thing is that she’s still talking about it. Yesterday, she booked a session. I had this freebie client; the money exchange wasn’t there, but the confidence I got was amazing!!! So —- yes this works!! I have just get over my fear of just going out there and doing it! On thing: with it, I’m learning that I sometimes have to say no!!!
Yay for tackling fears and going out and doing it. Keep it up!
And yes, it’s okay to say no! Don’t give and give forever because then it’s not authentic. It’s the authentic variety that comes back to us, so honor yourself in helping others when it feels right.
I totally agree with you — it’s honoring myself in the process!
I love this post Jenny, as always your articles are informative and practical. I find that when I’m helpful in a way that combines my authentic skills with a genuine want to serve, things just flow better. Whether I’m with a client, friend, or online what feels natural and balanced is key. Even a slight feeling of ‘advising’ reminds me to refocus on the other persons ability to find the answer within themselves.
Excellent, Faye! Sounds like you’ve found your way with this one. Way to go!
Loved the clarity of this post Jenny. So helpful and spot on. I’ve always known it’s part of my nature to be helpful (it’s selfish really because it makes me feel so good) but I didn’t realize until B school what a wise strategy it is in social media. I knew it worked in general so I suppose it’s no surprise. My business was launched because I gave a free cooking class at a big wig fundraiser. The power of giving authentically is amazing. Thank you for writing this Jenny!
You nailed it, Silvia: Giving AUTHENTICALLY is amazing.
Congrats on you big success and your BEAUTIFUL new website — love it!!
I just signed back up for your list Jenny and I’m so glad I did. What was I thinking by unsubscribing?? You’re advice here is totally priceless and awesome lesson for anyone and everyone in business. I’m going to share this on my Facebook because this mindset is VERY much needed. I’ve seen a lot of selfishness in the biz world lately and I think this blog post is exactly what everyone (me included) needs! Thanks so much for this!
I am on a few fb groups around the area I have a business to help around gluten intolerance and food allergies. Just to help answer questions that help give someone clarity and sometimes I dont think it doing anything but it is helping someone and think you for reminding of this. I am still working on getting paying clients. I am looking at my video blogs to see what information I can do and have it help someone even one person to learn to live with this lifestyle and see it can be amazing.. I am learning to see I am the expert. 🙂 I can do alot of good.
hi Jenny,
This is so helpful! I see how I’ve done it wrong, in many ways. I struggle to find the middle path between over promoting on social media, and over-delivering on the free services. Maybe “over-doing” is the common theme I need to curtail.
I’ve been devouring your blog posts recently and learning tons. Thanks for all you do. I am hoping to do your Make it Online program.
happy holidays!
Kim
So glad this was able to help you, Kim. There is a balance between free and paid, and we each need to find the right mix for ourselves. Many women fall on one extreme or the other, either giving away too much or holding back too much.
I’d LOVE to work with you and think Make It Work Online would be amazing for where you are in your business!! I’ll cross my fingers that we’ll get to work together!
This is so great, Jenny! I can’t wait to take your advice. One thing I constantly struggle with is that my ideal clients are businesses and brands, so I’m not likely to know about or encounter a way to be helpful (since a company isn’t likely to ask for advice on sm). But I set my google alerts to topics that are relevant in their field, and also to the names of key companies on my wish list — so if there is big news in their field, or if they themselves are mentioned in the news, I can at least post about it, knowing they MIGHT see it. And in the cases where I do have a contact within a business, I can send newsworthy articles to them and say “did you see this?” or send a congratulatory note if they get a great media mention (and share it on sm, and # their company). This lets them know I’m on top of their areas of interest, and keeps my name in the back of their mind.
Here’s a quick reframe for you, Melanie. You might work with companies, but you’re actually working with PEOPLE. People are the ones who hire you (or fire you!), and so they’re the ones you need to serve.
It’s easy to look at “a corporation” as this untouchable entity, but it always comes down to people. How can you serve those people directly… so their companies will hire you?
I just wanted to say I loved this post. Knowledge is meant to be shared is my favorite thing to say when helping because I truly believe it.