Years ago a friend of mine wanted to go to a Bruce Springsteen concert. But she didn’t have anyone to go with. I wasn’t really a fan but I agreed to go with her so that she didn’t miss it.
Boy, was I glad I did. The concert blew me away. It was brilliant. I could see why his fans adored him. It is one of the best concerts I have ever been to.
You might be wondering what this has got to do with Small Business Owners. Well, there are a lot of useful lessons Small Business Owners could learn from Bruce Springsteen. Here are just a few:
1. He knows his audience. He knows that they want and he delivers it – consistently. Result? They keep buying. What can you do to increase your knowledge of what your audience really wants so you can meet their needs better?
2. He offers exceptional value for money. You come out of his concert feeling you had a fantastic return on your investment. This creates raving fans that stick with you. How could you improve the value your clients get from their investment in you?
3. He is totally engaged with his audience. Who wants to do business with someone who they don’t feel engaged with? Nobody. How could you improve the quality of your engagement with your audience?
4. He is real and authentic – this builds trust and connection. An audience that trusts and connects with you is an audience that is loyal. If you aren’t being real and authentic people can smell it a mile off – and it is a big turn off.
5. He is excellent at what he does. As a result he has credibility in his industry as well as with his audience. Credibility and excellence are a powerful combination. How will you improve yours?
6. He is unique. He stands out because he has his own style and his own approach. His uniqueness can’t be copied. What is unique about you that makes you stand out in your market?
7. He doesn’t try to appeal to everyone. Thinking your products are for everyone is the kiss of death for Small Business Owners. Focus on who you can best serve and serve them well.
8. His songs tell powerful stories that connect at an emotional level. People make buying decisions based on emotion. What do you need to do to make a deeper emotional connection with your audience?
9. He leaves them wanting more. So his fans come back time and time again. How can you improve your client’s experience of working with you so that they want to come back for more?
10. It is obvious he enjoys what he does and has fun with it. If you aren’t enjoying your business it shows – and it is big turn off. As Eckhart Tolle says “Life isn’t as serious as the mind makes it out to be.” And the same is true for business.
Useful business lessons aren’t always gained just from the business world. Have a look around you at the people you are a fan of – maybe a pop star, a world leader, someone in your community doing great things. What lessons can you learn from them to improve your business?