PRACTICE MARKETING blog

Look in the mirror and meet Ms. / Mr. Pen Product!

Congratulations! You’ve taken the time to start productizing your expertise. Most of your marketing efforts are directed to getting your book out there, or maybe you’re promoting your audio-books, e-books, games, or some other intellectual property. It may still be more profitable to work directly with clients, so make sure your products aren’t distracting you from building your practice.

Use your one-on-one client work to substantiate your products with anecdotes and case studies. Target your products’ insights to meet the peculiar needs of a close-knit community: Your products will be passed around and recommended more easily this way. BTW: You don’t need to a whole catalog of intellectual property. Create enough to showcase different aspects of your expertise. This is test-marketing time; don’t be shy to discontinue some products in order to improve your value proposition.

You’re at a great financial stage at your practice; hire well-qualified assistants to help you. Focus on working exclusively with the right clients who can afford your competency, character, and connections: As you focus your target marketing, you’ll create the momentum necessary for your product sales (or associated advertising on your blog website, event sponsorships, etc.) to overtake your billable hours.

This year, you are a sought-after expert. How long will it last? Do you want to simply remain a highly-paid self-employed professional? Your personal brand has more potential than that; and you’ll be able to help more people (including your family) by expanding & diversifying.

In order to leverage your time, you need to immediately start endorsing other professionals and products. To sustain your endorsement capability and to lessen the burden on your time, you should create a sustainable business model. This will pivot your personal brand upon property assets, not just your personality & public perception.

For example, you can grow a comprehensive professional services firm with other colleagues. Or you can create an on-line community or intranet, through which your clients and colleagues communicate.

Over a period of time, you can build proprietary standards; for example, a certification program, licensing, or franchising your concepts. As you produce products, lead leaders, and orchestrate systems, you will become a personal brand MAESTRO.

But first things first, put pen to paper: Go ahead and sell your intellectual property products. And envision a business model that will leverage your personal brand!

Here’s how we can help…