I’m amazed at how many businesses are keeping their specialty a secret. The services they provide the products they sell, all seem to be hidden away for a special occasion or something.

There doesn’t seem to be any good reason for it. There is no logical explanation for it. Yet secrets are kept.

Let’s not tell too many people about our business or print too many business cards, after all they are expensive. Often small business owners say they are doing the sales and marketing thing, but in reality it’s still a secret.

Is it fear of failure, fear of success, or perhaps even lack of knowledge or confidence on the part of the business owner that prevents the communication process from working successfully?

Keeping secrets cannot be good for you or your business. The challenge, it seems, is to get the word, the message, the image, the enthusiasm you have for your business out to the marketplace. Missing any opportunity to get your business noticed is just as bad as not following through with potential business opportunities.

A friend recently told me of an experience he had when he called some local businesses for quotes. Three of the four companies contacted never showed up.

The one company that arrived on the scene proceeded to take all the details and then left, never to be seen or heard from again. If this is any indication, these companies have more work than they can possibly handle and don’t need your money.

Small businesses, and in particular the home business variety, have some challenges in getting the word out, but it’s certainly not impossible. Word of mouth is one of the best ways and possibly the least expensive to increase your business’s visibility in the marketplace.

By preparing a short overview of your offering you will have a clear, concise, well-planned description of what your business is all about. Information about your products, services and mission statement will be ready when the opportunity presents itself.

Contacting to the media may land you some publicity, which can get people talking about you and your offering. Consider some of the unique features about your business that may be of interest. What makes your business special?

So show up, get the details, prepare a quote, you might even get the job. The secret is to talk to everyone about your business and never miss an opportunity.