One of my coaching clients complained, “I’m really good at what I do. I shouldn’t have to market myself.” In fact, he is quite good at his profession, but the problem is that not enough prospective clients know about him. Like many professionals, he is reluctant to talk about his capabilities and accomplishments. “It feels like bragging,” he says. “Doesn’t it make me seem unprofessional?”
If thoughts like these often cross your mind, ask yourself this — who are the biggest names in your profession? In your line of work, who might be considered unquestioned experts, those with maximum credibility? Now, how did you get to know about those people’s work?read more
When I started my business, “everyone” told me I needed to know who my ideal client was. The pressure of figuring out the answer was intimidating; in those early days, my ideal client was anyone who had a pulse and would pay me. Needless to say, that turned out not to be a great answer.
Do you know who your ideal client is-that perfect person or entity you enjoy doing business with? Below are some questions to help you sort out who that is, and why it matters. Knowing the answer to these questions will help your business be more successful and help you sleep better at night, both desirable goals. Let’s dive in.read more
Congratulations, you’re a business owner! You know your craft and are filling your days doing what you love, giving value to your customers, and putting well-earned cash in the bank as a result. Everything is as it should be.
There’s a voice you keep hearing that says something like:
You aren’t nuts & boltsy enough, how can you be successful in business? You can’t even understand a profit and loss statement – how do you expect to make it?
I’ll bet you do great work with your clients. But if your clients are the only ones who know what you can do, you won’t stay in business. We all hope that satisfied clients will refer us to their friends and colleagues, but clients aren’t always your best source of referrals. So, we need to let more people know how terrific our work is.
There are many ways to let prospective clients know about your work, But for most self-employed professionals, there are only four categories that make sense: networking, speaking, writing, and media. These are the best avenues for people to become familiar with not only you, but with how your work creates tangible benefits.read more
It’s easy to get caught up in how to find clients. And while picking marketing strategies that are right for you and your target market, and doing them consistently, is important (very important!), there’s another aspect to getting clients that’s not talked about as often.
Loving-up those you serve.
When you work with people you truly enjoy, some miraculous things happen:
* Your current clients feel your love and love you back.
* You’re energized by your work.
* You’re more attractive to potential clients.
* You become a client magnet.
As the year begins, it’s easy to get caught up in the hubbub of developing better business habits, being more proactive, earning more money, being more profitable…the list goes on with well-meaning ideas about how to make you, and your business, better. These well-meaning articles can induce a state of FOMO – Fear of Missing Out – that is ultimately unproductive. Looking ahead at the year, anything seems possible; here are 10 tips to consider, to help you stay inspired. These are serving suggestions, not have-to’s; no FOMO necessary.read more
It’s natural to become contemplative when one year ends and another begins, and look back at what you’ve accomplished over the past year. Unfortunately, this can also become a time to look at what you haven’t accomplished, and feel regret, frustration, or even shame about it. This can lead to lowered self-esteem, decreased motivation, and even depression. These are not the best conditions for a strong start to the year!
A period of contemplation does not have to lead to focusing on your failures or beating yourself up. Instead, it can be a positive, nurturing time that energizes and inspires you for the next phase. Here are five suggestions for turning your review of the past year into a powerful launch platform for you and your business in the new year.read more
If you’ve read my book Get Clients Now!, you’ve seen my personal definition of marketing: telling people what you do, over and over. The book also spills the beans about the secret to successful marketing: choosing a set of simple, effective things to do, and doing them consistently. Following these two pieces of advice will make your marketing both simpler and easier. You design a marketing plan, refine it, and then repeat it. Voila – clients! But there’s a problem.read more
Language is the currency of marketing. It may seem like getting clients for your business is about money, but communication is the real key. In order for someone to become your client, they must first understand what you are offering, relate your offer to something they want or need, grasp how your service can help them, and determine that you are the right person to do what’s needed.read more
When I rewrote the Get Clients Now! book for the 3rd edition, I decided to change the name of the third stage of the Universal Marketing Cycle from “getting presentations” to “having sales conversations.”
If you haven’t read the book (or it’s been a while), here’s what I mean by “stages” of marketing. The Universal Marketing Cycle is an insightful diagnostic tool to help consultants, coaches, and self-employed professionals choose where to focus your marketing efforts.read more