I had a fun conversation with Carol recently. I was lucky enough to have the opportunity to run some ideas past her about my book launch, since she is an expert on that. I felt pretty proud of myself because I had already thought of some of the ideas she suggested.

We both agreed that corporate sponsors could be a good way to go. I am a skilled presenter and am happy to do trainings or events. Since my book is about decreasing stress, anxiety, and depression in the workplace, we both immediately thought of apps like Calm and Headspace as a good place to start.

I added that Arianna Huffington’s Thrive Global community is focused on supporting well-being in the workplace. I would LOVE to collaborate with them.

AARP would be another good organization for me because I cover some of the potential perils of retirement and how we will be working longer in my book as well. I have heard from multiple people that it is hard to get to work with them, but what the heck, I have nothing to lose.

Then Carol reminded me that I needed to get in front of the people who are talking about these topics or are looking for help with stress, anxiety, and depression at work or in their business. I joked (but kind of wasn’t joking) that people are not talking about it – they are hiding under their covers.

So then we started riffing about partnering with a high-end sheet manufacturer because if you’re going to hide in your bed, you might as well be comfy.

Of course I had to add weighted blankets have been known to decrease anxiety. So there might be that avenue as well.

We laughed.

Where are your people?

If you have a brick and mortar business, you could do some kind of mailing by zip code. You could partner with the local chamber of commerce. You could run an event with other business owners near you. You could support a charitable cause.

If you have a service business, you can ask your best clients what content they read, what publications they follow, and where they might look for your services.

Obviously the best way to get business is through referrals. Good people tend to know good people, and also hang out with people like them. Make it a habit to ask for referrals periodically. Run a “buy one give one” campaign to build your following. When you have a satisfied customer, ask them if they know anyone else who might be a good introduction.

Hopefully, you know who your ideal customer is. Learn as much as you can about them so you know where to find them. This will save you a ton of time and will ensure you spend your marketing dollars wisely.

And if you know some group or online community I should be talking to, please let me know.

See what I did there? I just asked for a referral, and you should too.


Photo by Ryoji Iwata on Unsplash