Stop Chasing ‘Exposure’ and Start Asking for Business

Here's something that I bet sounds familiar to many of you.

You're doing all the things you’re told to do. You're networking every week. You're posting regularly on social media. You even have people coming up to you saying, “I see you everywhere.”

You've got loads of exposure... but exposure doesn’t pay the bills.

It's a deeply frustrating place to be. You're busy, you're shaking hands, you're getting likes and comments, but your phone isn't ringing.

This is the "Exposure Trap," and I see it all too often. You can be the most well-known print expert in your network, but if you're not asking for the business, you’re just adding to the noise. You’re not a business owner, you’re merely a local celebrity.

Here’s the hard truth. Exposure is overrated if it isn’t converting.

The problem is that "being seen" feels productive. However, visibility alone doesn't generate income. It's a passive-aggressive sales tactic. You rely on your clients to do all the work, connect all the dots, and realise they should contact you.

That's not a strategy. It's hope.

I recently worked with a print business facing the same issue. They were everywhere. Their team was always out at events. Their entire mindset was "let's get seen."

We flipped that mindset on its head. We shifted their goal from “let’s get seen” to “let’s get asked about.” The change was immediate, and it was practical.

First, we rewrote their Calls to Action (CTAs). We removed the vague phrases like "get in touch" and "for all your print needs." Instead, we used clear and specific offers, such as "Want to see how we saved a client 15% on their brochure run? Call me."

Second, we developed a more targeted outreach plan. Instead of simply "networking," they attended events with a clear list of three people they needed to speak to and a specific reason for doing so.

Finally, we tightened their follow-up process. Every new connection received a personalised, non-generic follow-up message within 24 hours proposing a next step.

The result? Within days, enquiries began increasing. They didn't spend an extra penny on marketing. They simply stopped being a "networking nice guy" and started projecting professionalism.

Here’s the lesson. Visibility only matters if it drives action.

If you're attracting attention but not receiving quotes, you need to pause and evaluate what you're actually asking people to do, and how frequently you're asking. Your goal isn't to be "seen." Your goal is to get an enquiry, send a quote, and secure the work.

Stop adding to the noise. Start asking for the business.

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