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Greetings,
Thank
you for subscribing to Capability Company's ezine for
nonprofit consultants and vendors.
Today I
want to share some information about marketing for
independent professionals that I've learned from Robert
Middleton, "infomarketing guru." This information is
applicable to any practice or business providing services
and products to the nonprofit sector. I hope you find it
useful.
And
please
check out our back issues of this ezine for more tips on
how to market better and increase your client base.
Sincerely,
Rebecca
L. Worters
Getting Off the Dime
by
Robert
Middleton
On a
recent Tele-Clinic call (my marketing workshop by telephone)
the hot topic was not how to implement specific marketing
strategies but how to "get off the dime" and implement
ANYTHING!
It's been my
experience working with professional service businesses for
over 15 years that this has always been (and may always be)
the case. People become literally paralyzed when it comes to
taking any action that is outside their current comfort
zone.
I
suppose that this is human nature and that if some people
don't have goals or aspirations and want to spend their
lives maintaining mediocrity without risking their comfort,
that's up to them.
The
real tragedy, however are people who do have goals and
aspirations, really do want to accomplish something
meaningful and actually put some effort towards the
realization of their dreams but still get stuck and never
make any significant forward progress.
A long
time subscriber to this eZine recently bought my Client
Magnet Workshop on Tape and just sent me an e-mail about her
progress in launching her eZine. She said, "When
I hit that 'send' button last night to send it out, my hand
was shaking. I was so worried people were going to write
back pointing out mistakes or to even laugh at me -- maybe
I'm not really the expert I think I am. This is a very real
fear for me."
But send it out
she did and ultimately received very favorable comments.
I'll
assume that if you're reading this eZine you have an issue
or two about marketing and that getting off the dime,
overcoming your fears and jumping into the void, so to
speak, are not the easiest things for you. But honestly,
what's the worst thing that can happen if you step outside
your comfort zone and risk yourself by starting to really
market your services?
Nothing. That's
right, about the worst thing that can happen is that you
won't get any response to your marketing efforts. I promise
you that your prospective clients won't send out hit men
when they receive a marketing piece from you. (Although to
many that might be a relief - your marketing problems would
be over.) But if you sit around procrastinating nothing is
going to happen anyway, so doesn't it make sense to give it
a shot?
So
where do you start? Here's some ideas that may help.
1.
Set a Goal
Yes, I know that's a mundane suggestion that you've heard a
million times before. But if you haven't done it, it's time.
To set a goal you must WRITE IT DOWN. Make it specific and
realistic. For instance, you may have a goal to attract more
clients so that your income increases by 20% in the next six
months. That's specific and realistic. Vague goals get vague
outcomes. You also don't need dozens of goals. A few focused
ones will get you started.
2. Make a Plan
You need a strategy and a list of steps to put your goal
into action. For instance, you realize that if you are going
to increase your business by 20% you will need more focus
and more visibility. I usually recommend a "5 P Marketing
Plan" as a starting point. You can write it on one sheet of
paper. For details on creating your own 5 P plan go to
http://www.actionplan.com/6psmarkt.shtml (yes I used to
have 6 Ps!)
3. Make a To Do List
Your strategy will have several action steps. For instance,
if you decide you're going to network more, your action
steps might include: - research networking groups, prepare
marketing materials to bring to groups, visit several
groups, join one or two groups, attend groups regularly. -
Now go to your to do list for today and put the first action
item on that list and get it done. But what if you're not
sure how to do what you want to do?
4. Get Knowledge
The more you know about the ins and outs and how-tos of a
particular marketing strategy, the better off you'll be. My
website and business is set up to provide that knowledge.
For instance, If you're focused on doing more and better
networking, then first learn more about successful
networking. The resources I have available include:
Links Page to marketing
articles on the web:
Marketing Bookstore
with ideas on any marketing issue you can imagine
InfoGuru Marketing Manual - I
happen to think my "InfoGuru Manual" is pretty good, but of
course, I'm biased. It covers the complete range of
marketing strategies for a professional service business.
5. Get Support
I
know that as a professional service business owner, you're
an independent type. You want to do it your way. I
understand. I'm like that too. But sooner or later you need
to admit that you don't know it all and that getting some
ideas, insight and inspiration from someone who's been where
you want to go might not be a bad idea. In other words, you
need an occasional kick in the butt and someone to listen to
you during tough times. How can I help?
Whether or not you reach your marketing goals is up to you.
The information and support is available. No more excuses.
No more complaining. It's time to take action!
This
article is by Robert Middleton of Action Plan Marketing.
Robert's web site is a comprehensive resource on marketing
for Independent Professionals. For free marketing resources
and valuable marketing tools,
click
here.
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