I wrote last week asking why people continue to hide behind an impersonal website, and don’t capitalise on their about us page by using it to meaningfully engage with their potential new clients. The most common reason that people give me for why they do this, is-

“…but I’m not anybody special. Why do they care? I’m a nobody. Why should they buy from a nobody?”

Let me say this right now, that this is complete bullshit. If you are using this excuse to not engage with your potential clients, that you’re a “nobody”, then you have no right to be selling them anything anyway. If you don’t genuinely believe that you can help your clients, then what the hell are you doing in business?

Get over your self-depreciation.

I get it, most people have an underlying belief that they are fundamentally flawed in some way, probably around 80% of the population will make sense of the world around them through this filter.

“Oh, I can’t do that, I’m not good enough.”

“She’s way better than I am”

“I could never do that…”

If you are selling your products or your services, then by definition your clients and customers will not only see you as the expert, but they will expect it. And you know what, you probably are the expert. So that’s why they will care.

You know stuff your clients don’t. And if you’re in business, that’s what’s important.

I understand- I’ve been there too. When I started Bit Bank Australia I had massive issues around this. I’m not an amazing rider, I’m not a serious high level competitor. I’d even been out of the state and the country for almost a decade, and so didn’t even really have any connections with the local industry at all.

So who the hell was I to be advising GP riders on what bits they should use?

Now, don’t get me wrong. I never lied about this. I never misled people. I never pretended to be anything that I was not.

I knew what I was though. I WAS an expert in bits. I knew far more than most riders about how they worked, what they achieved, what the benefits of each style and variation was in what situations, as well as the rules of the various sports. I knew that I knew far more than most Olympic riders even. I’m not saying that to be boastful in anyway. What I am saying is that here’s me, a little “nobody” over on the west coast, that nobody had met or heard of, and I was able to advise and help riders of all levels in a way that no one else could.

It was my damn responsibility to do that.

If I got hung up on my, “oh, well, who cares about me, I’m just a nobody,” all those riders that I helped, all those horses I helped, they wouldn’t have gotten that help.

Your clients don’t give a shit who you are, ultimately. What they do care about is that YOU can help them.

So when you next find that you are having a crisis of self-belief, change your thinking.

Believe in The Work you do.

And keep on doing it as only you can.

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Written by Anita Marchesani
I've come to small business the long way round- but enjoyed and learned from every single step. I learned about the power of Media during a BA and while working in Film&TV. I learned about the hard graft while groom for an international eventer in the UK. I learned organisation and staff management from running hundreds of weddings both here and in the UK. I learned from the mistakes of my first business that failed, to create an e-commerce success story, and now I'm here to help you have even greater success in your business. Oh, and I dance to really loud music like a crazy bastard.