| It seems that most folks I talk to these days | | | | come up with at least five attributes. |
| want to build their business by word of mouth. | | | | 4. When you have five or more attributes, look |
| That stands to reason. Word of mouth implies | | | | for three that are both true about you and that |
| maximum acceptance by prospective customers | | | | have the most "juice" or energy for you. Use |
| and clients and minimal investment on part of the | | | | these as the basis for your Rule of Threes |
| business. But how on earth do you get word of | | | | practice. For example: "Practical knowledge of |
| mouth started? | | | | what it takes to succeed; works in a way that |
| One is to follow The Rule of Threes, a | | | | honors mind, body, and spirit; well respected in his |
| time-tested public relations tool. The Rule of | | | | her field." |
| Threes is a way to start a buzz; that is, a way to | | | | 5. Here's the three's part: Choose three ways to |
| seed a conversation about your work among | | | | tell the world that you have these three |
| your prospective clients and their networks. Here | | | | attributes. For example, you might send a |
| it is in a nutshell. | | | | postcard to your network, post fliers for special |
| 1. Decide who you want to be talking about you | | | | events, and write a monthly column for a local |
| and your work. Who should be buzzing in order to | | | | newspaper. Repeat these measures three times |
| bring you new work? Distill this to a few words, | | | | over a period of three months and you will seed |
| for example, "independent professionals who are | | | | a buzz that will bring new work to your door in |
| cultural creatives." This is your target market. | | | | four or five months. |
| 2. What do you want them to be talking about? | | | | Implementing the Rule of Threes takes time, |
| Example: "business coaching for people with heart." | | | | attention, and some creativity. However, it does |
| 3. Ask friends, colleagues, and acquaintances to | | | | not rely on costly advertising nor does it require |
| think about what people in your market niche | | | | you to use techniques that are unnatural to you. |
| would be looking for when they consider investing | | | | It's not an instant solution, but it works. If you |
| in your products or services. To continue our | | | | start today, in four months you could have the |
| example, you might ask, "What do you think a | | | | kind of clients you dream of showing up wanting |
| cultural creative service professional would look | | | | the work you do best. Isn't it time to get |
| for in a business coach?" Keep asking until you | | | | started? |