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Guest post by: Evan Carmichael Become an Author

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1. Why did you start your business and who was your first customer?

In the mid-1990s, when I was working as a contractor for an IT company, I noticed more and more of these odd things called "Web sites" popping up everywhere. I had been using the Internet since 1987 - long before many people even knew it existed. We had e-mail, discussion groups, chat rooms, and many of the things we now call "social media", but we didn't have Web sites. So I was very curious to see these Web sites, and to see how ordinary business owners were using them to promote their businesses.

So I ended my contract and started my business. At the time, many organizations didn't have Web sites, some of them had never heard of Web sites, and some thought the Internet was just a passing fad! But there were enough far-sighted businesses out there who saw its potential, and I had the privilege to work with them in my first few years.

My first customer was a national association, whose president was one of those far-sighted people. He was determined to bring the Internet to that organization, even if it meant he had to drag some members - and even some Board members - kicking and screaming for the ride.

That first customer led to a lot of spin-off work to me, because many of the members of that association became my clients as well.

2. As a business consultant what is the best advice you can give to entrepreneurs?

Do what you love, that you're good at, for people you like, and get paid for it!

That might sound trite, but every one of those elements is important:

- Doing what you love means most of your work doesn't feel like "work" (by the way, THAT'S the real point of Tim Ferriss' book "The Four Hour Workweek").

- Doing what you're good at also means you can work easily, effortlessly and in flow

- Working with people you like means you're enjoying your work days - which becomes especially important as the business grows

- And, of course, getting paid for it means the other three things are sustainable!

3. What would you say is the most important aspect of a business?

There are three important aspects to a modern business:

1. Be an authority (somebody your clients know, like and trust), not just a salesperson.

2. Build a community - a network of clients, referral partners, potential clients, staff and contractors - around you.

3. Sell with respect, focusing on high-value relationships rather than one-off transactions.

4. What are some typical assumptions business owners have about their own business?

Most business owners think too highly of their own products and services, and assume customers and clients will want them as soon as they see them. The fact is, there are too many things competing for their potential clients' time, money, energy and focus. So unless they make a real effort to position, promote, market and sell, they will fail.

A successful business is a process, not an event. You can't hope to win all your customers by simply doing one-off promotions. Build a relationship of trust and credibility by delivering value in every interaction, so you'll be their first choice when they are ready to buy.

5. What is the best advice you can give to entrepreneurs who need help staying motivated?

Know what matters! Know the reason WHY you are doing what you do, and how it affects you, your family, your staff, your customers and the world. Don't think of your products and services; think of how those products and services are changing people's lives for the better.

6. What are some tips you have about company branding?

In his book "The Dip", Seth Godin offers this challenge: Be the best in the world, or quit! That's a confronting statement, but remember that you get to define what "best" means and you get to define what "world" means. When you're clear about those two things, you've clarified your brand.

Position yourself and your company as an authority, so that when somebody needs what you offer, somebody else says to them, "Don't do anything until you talk to [you and your company]". That's how "being the best in the world" translates into real-world business.

7. What are some tips you have regarding social media marketing?

Focus on the "social" and the "marketing" will take care of itself.

When you forget about "marketing", you focus on sharing your expertise.

When you share your expertise, you're more engaging.

When you're more engaging, you build real connections.

When you build connections, people want to spread the word about you.

When they spread the word, you build your reputation.

When you build your reputation, you become an authority.

And when you're an authority, the marketing happens automatically.

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