As entrepreneurs and small business owners, you invest so much time and money into building your brand.

But have you thought about how your online presence impacts potential paying customers?

Think about what your online presence says about you right this minute.

When you’re thinking about buying something from a retail outlet, do you call ahead to tell them you’re checking them out before you walk in?

Of course not!

Your prospects aren’t announcing themselves either.

Before your next high-ticket client ever picks up the phone to call you, they’re checking out your website, blog, and social media.

If a potential client hears you being interviewed on a podcast, you’ll no doubt end the interview giving your contact information.

This, too, brings them to your website, blog, and social media.

If they encounter crickets on your blog – or endless rants on social media – they might take their business elsewhere.

Prospects seek out more information about what you do.

But when they see the opposite, they go in the opposite direction – to your competitor.

Sure, you have a right to express yourself online, but consider the cost to your bottom line.

How much do you earn when you turn away paying clients with your personal musings?

Consider this as you navigate your online presence and build your Dream Business.

Pop quiz: what do you see when you check out Cap’t Jim on social media?

Whether we’re Facebook friends, LinkedIn connections, on other platforms together, or you’re in my Facebook group, I’m 24/7 showing you how to grow your Dream Business and giving you a peek into my lifestyle.

The closest I’ve ever come to getting “political” was actually a lesson on how to filter out negativity and be resilient as an entrepreneur.

Sure, I talk a little politics now and then, OFFLINE and IN PRIVATE, with my family and my inner circle.

But I keep that close to the vest because it has nothing to do with how I help you build your Dream Business Now.

Actually, if you’re curious, I spend most of my Facebook time in RV lifestyle groups chatting with people who, like me, own Rolling Homes!

But wait.

There’s more.

Now, I’m going to stand a common assumption on its head and really make you think.

I see entrepreneurs expressing their need to “take a stand” on issues all the time, especially on social media.

When I read their posts demanding I align with some position they insist I take, you know what I see in the comments section?

Usually, one (or more) of three things:

• Vitriol and heated arguments between complete strangers about the issue
• Namecalling and insults
• Links from the media featuring some paid mouthpiece spewing cliches to support the “sides” of the argument

You know what I DON’T see a whole lot of?

• Business talk in a space where people come searching for service providers and solutions
• Anything that tells me how they’re going to solve my problems, make my business more profitable, or make my life any better
• Anything that gives me positive feelings
• Most of all, it gives me no particular reason to get to know, like, or trust them.

I’m perfectly okay whether you agree or disagree with me on this.

Sorry/not sorry, I won’t contradict my own position on arguments by arguing about the need for arguments.

(Do you see what I just did there?)

All that said, I think there’s one thing we all can agree on:

You cannot separate who you are “off the clock” in your personal space from who you are during work hours.

Ironically, that’s the same point made by those who say they’ll refuse you as a client unless you align with some position:

“Agree with me on this stand I’m taking, or I won’t do business with you. There’s no separation between business and personal!”

My recommendation?

Avoid the noise and “Stay in Your Lane.”

So, keep up the good work.

But remember, your online image makes or breaks a sale before you ever get the chance to step up to the plate.