If You Build It… They Won’t Come

Gernae Alexander.

If You Build It… They Won’t Come

Do you remember that movie Field of Dreams from when we were kids? ? It was about a farmer named Ray, played by Kevin Costner, who owned this cornfield and he kept hearing a voice telling him to build a baseball diamond.

The voice keeps repeating, “If you build it, they will come.” It drove Ray crazy because it never really gave any other instructions. He had to become aware of the signs around him to figure it all out.

Welp!   A lot of entrepreneurs are treating their business the same way! They think, “If I build it, customers will come.”

Nobody is going to show up simply because you built a company. It  doesn’t matter if you’ve got the best thing since sliced bread,

Entrepreneurship is not a field of dreams! Sure, there ’s your inner voice telling you to build something amazing, but it doesn’t know how to build it or exactly who’s coming! Only through education and experience will you learn how to bring your business to fruition.

Sidenote: Am I the only one who receives revelations from the 90’s shows of our childhood?

What I’m trying to say is that this movie has a lot of underlying messages for how not to do business, but I’ve identified 3 points to correct the problem.

1) If you build it, they won’t come unless you proactively sell it

We are absolutely obsessed with the methodology in business. Webinars, visual branding, funnels, video, masterclasses- all the noise online has brainwashed us into thinking these are the keys to the kingdom.

This is where we are mistaken.

The methodology is important, but what you really need to focus on is sales. Selling doesn’t rely on your subscription to Click Funnels, Webinar Jam, or Zoom. It doesn’t rely on headshots, logos, or an Instagram account.Sales rely solely on your direct efforts to promote your business, and this intimidates most people.

A lot of novice entrepreneurs avoid selling for fear of rejection, a bad case of imposter syndrome,  and the unfamiliarity of asking people for money in exchange for a service.They put all their focus into methodology hoping that these will sell for them, but it all comes down to you!If you want to make money, you have to master sales.

2) If you build it, they won’t come unless you market it properly

Spoiler alert: The character Ray builds the field and all these baseball players, in ghost form,  show up to play a few last games.

His field attracted the appropriate players, just like your marketing will attract whomever your message resonates with.If the language you use resonates with cheapskates, that’s all you’re going to attract. If your message speaks to core issues for minorities, minorities will respond.

You say you want to service affluent professionals, but all your content is related to startups.Marketing is not just about visual branding and content. It’s also about researching your target audience!When you know which audience you are best suited to serve and what their pain points are, you’ll be able to create an appropriate marketing strategy that attracts your ideal client.

3) If you build it, they won’t come unless you can prove you’re qualified

Talk is cheap in business. You can’t just slap on any label behind your name and instantly transform into an expert.You’ve got to prove it!

It’s illegal for people to practice medicine if they aren’t licensed medical professionals, so why do some people think it ’s alright to offer services they can’t deliver on?I get it. You’re passionate about helping people. But passion can only take you so far.

Prove to your audience that you have what it takes to help them by getting the experience and know-how you need in your industry.Take a course. Enroll in training. Get certified. Take an apprenticeship or internship. Credentials speak louder than “I’m just so passionate about this.”

4)If you build it these ways, they will come… eventually

I’ve said it before, and I’ll say it again; success doesn’t come overnight.It’s true that 8 out of 10 businesses won’t survive their first 2 years, but part of the reason is that some people simply gave up! Entrepreneurship is about the long game, and while some do experience monetary success early on, that’s not the common experience for most.

In business, there are no shortcuts, but don’t let how far you have to go discourage you!The journey of building a brand is one of the greatest accomplishments you’ll ever experience. Those who persevere will achieve control over their time, money, and level of success.

You can do this!

So Field of Dreams was actually about a lot more than ghosts and baseball; it was about faith, trusting your instinct, and bringing people together.I love bringing female entrepreneurs together, so I created a group on Facebook to do just that.

Her Network is an accountability group where we focus on the tribe, not the tribe leader. It’s all about creating a supportive entrepreneurial environment for women who desire camaraderie, education, and a place to shine.

I’d love for you to join us! Just do a Facebook search for Her Network, and you’ll see my picture pop up (I’m wearing pink).


Have more questions? Let’s connect!

If You Build It… They Won’t Come