Now more than ever you need to differentiate yourself from your peers. Everyday you hear that times are tough and that money is tight. This may be the best news that you have heard.
What am I saying? Have I lost my mind? Just the opposite: read on. When times are tough and money is tight, one of the first budget items that practices and firms cut is marketing. Cutting back saves money doesn’t it? Actually, cutting back on marketing can create an even deeper problem called smaller market share.
Not investing in marketing is counter intuitive to good business thinking. When you promote yourself when many aren’t, prospective clients will consider you above others. This climate presents the opportunity that you have been waiting for and lends itself to a high ROI for your strategic marketing investment. Do not be one of the many who act counter-intuitively to good business sense. Grab as much of the market share as you can handle, while others cut back.
You can market yourself with little or no cost. Actively gather testimonials and referrals. Publish a blog and an e-newsletter. Attend targeted networking events. Set up speaking engagements. These are just a few ideas. For maximum efficiency and accountability, retain a marketing coach.
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Have you noticed that many professionals spend a great deal of time and money on collateral literature? They hire a graphic artist and a copywriter to put their masterpiece together. They spend hours discussing design and colors.
The finished product is this four color trifold brochure. It tells the history of the business with all the services and features provided. This truly conveys a professional image that one is proud to hand out.
Have you ever received one of these brochures? I am sure that you have. Did this piece of work motivate you to buy? Did you read it from cover to cover? Most likely the answer is no.
You accepted it graciously and wanted to know how this service or product would make you money or save you money. Somewhere in the brochure it was mentioned but it did not stand out, nor was it compelling. In fact you never even read it before putting it on your desk.
If this sounds familiar, what has been accomplished? I call it collateral damage. The objective to grab the interest of the prospect failed and you are told that it will be read. If there is interest they will get back to you.
Your objective should have been to uncover the needs of the prospect and demonstrate what is in it for him/her. The hot buttons can only be hit when the prospect tells you what they are. Literature, though nice, does not accomplish the objective unless it is uniquely customized for the prospect.
You would be better served spending more time on relationship building; more time on presentation and discovery skills; more time promoting your expertise and less money and time creating pretty brochures that are about you. The result would be less collateral damage.
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Posted in COMMUNITY, Barry Laub on Jan 7th, 2009 1 Comment »
Many people today are frightened and misfocused. You may be one of them. Are you looking back and rehashing the things you did wrong or could have done differently. Well, none of us have the ability to change the past. What we do have control over are our actions going forward. Therefore you may want to focus your energy on the future.
You have the ability to stop wasting your energy on events that are beyond your control.
Find a mentor or a coach who could help you get clear on the activities that would be in your best interest and the right actions you can take now. When you are in action good things usually happen. Not only will you have your focus properly directed, some positive results may come of it.
I hope that these words help you or someone you know who could benefit from a mental adjustment.
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