Blog by Chris Graham
People use the term “best kept secret” as if it’s a compliment. In business, being a “best kept secret” is akin to being on your way out of business.
It’s important, of course, to be good at what you do. But it’s just as important, and probably a lot more so, to be known for being good at what you do.
Anybody, for example, can sing, right? (OK, not me, but just go with me on this for a sec.) There are plenty of people who can be the next big American singing sensation. What separates the band that puts on good shows at your favorite local hangout and those who hit it big? The ones that hit it big aren’t anybody’s secret.
People need to know about how good a singer you are, how good your restaurant is, how good you are at heating and air, whatever it is that you are good at. Otherwise, great, you’re good at it, and you still have to pay the bills somehow, and being good at what you do and three bucks will get you a cup of coffee at the Starbucks.
(Coffee used to be a lot cheaper before Starbucks. No secret how that changed over the years.)
What do you do to keep your business from being a secret? If your answer is something along the lines of, I dunno, then … well, take it as a compliment, that thing about being a “best kept secret.” (We won’t tell if you won’t.)
Chris Graham is the president and CEO of Augusta Free Press LLC, a full-service web-, graphic- and marketing-design firm based in Waynesboro, Va. Email him at [email protected]. More online at www.AFPBusiness.com.
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