No matter how great of a business owner you are, your business will stagnate if it doesn’t keep getting new clients into the system. Worse, your business could become one of those run-down hotels with no customers. They probably started with a lot of confidence in their business too. 

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You need a solid strategy to keep getting quality leads so you can use your skills and convert them to paying customers. But is there a magic strategy that will miraculously solve your problem? Is this guy trying to sell me snake oil? We’ve been using this strategy in our business and for our clients. Why are we sharing this? Because we are cool (+ love supporting new businesses)

Now the strategy: we call it PASS, The Cascading Business Strategy perfect for new startups.

For this to work, you need four things to work in tandem in your business.

1. People & Connections
2. A Website
3. Super specific messaging
4. Spend a bit of dough on ads( At least in the beginning ) 

People & Connections

If you can do only one of the four now, then People are it. Your connection with people (possible customers) determines if your business will bloom or wither. Connecting with people over zoom, events, networking events, and taking time to talk about your business with friends and family play a huge part in spreading your name. 

The most challenging part of getting clients for a new startup is building trust with people. So you need to spend time and connect with as many people as possible. 

The essential part of the people section is making sure to connect with them or connect with you on social media as soon as possible. Connecting like this not only makes sure that they remember you, it ensures that you can now reach out to them when necessary.

Pro Tip: Have a clear one-liner that explains what your business does in one single sentence.

A Website

I probably wrote “a website” in every blog I’ve written. Having a website is that important. It’s your trust builder online, and a website can significantly boost your value in today’s market when people compare you to your competitors. You know the last point, people, right, them people will check to see your quality and offerings online, and if they can’t find what they are looking for about you, they’ll lose interest in you. 

Repeated touch points make you memorable. So even if you don’t have a social media presence, a website is a must. Plus, websites help sell your product and services on autopilot. 

You can target and cater to a specific audience using the proper messaging. Messaging will make you stand out amongst your competitors and make your brand voice clear to your customer.

Super Specific Messaging

Clear messaging will help you reach the right audience. For example, writing copy targeting all fruits doesn’t make sense if you are selling bananas. In the same way, if you are an accountant for celebrities, it doesn’t make sense for you to write copy generalising yourself as an accountant for every business that comes your way. 

Whether connecting with people or adding copy to your website, using the correct language in your writing is a must. So take the time to figure out some basic ideas about your business that you can immediately use in your conversations and copy. 

When all three above points mesh together, they work in tandem spreading word of your business and will continuously provide you with quality leads. But here is where the fourth point comes into action.

Spend a bit of dough on ads( At least in the beginning ) 

Spending a lot of money without a strategy will get you nowhere. But nothing can stop you with solid connections, a robust website, and super specific messaging backing your ads. Ads are great if you know what you are doing. Your business will be unstoppable if you keep checking on its efficiency and using the ad’s data to keep evolving it to get more leads.

You can use Facebook and run look-alike audience ads to target more people like the people you’ve already connected with in real life.

The PASS strategy is a never-ending process where you keep scaling your business with real connections at its core. Unfortunately, new Startups suck at building a solid base in their beginnings. Most of them fail because they rush too hard. But if you have the right mindset to build a base first, you are already set to succeed.

Apart from building connections with people figuring out the core of your business by yourself can be hard, especially if you are a new entrepreneur who is too excited and keep getting sidetracked by other things. At Leafymark, we help experienced people starting their new business fill in the missing gaps in their brands and help them laser-focus all their efforts in one direction. In addition, we help brands market and build their brand online by providing them with all the tools to win online.