As a self-employed professional, have you defined your marketing niche? You may think so, but a closer look might reveal that your chosen niche isn’t as effective as it could be. You may have selected a target market, but have no defined specialty among the services you offer. Or you may be clear on your professional specialty, but vague on who to target as prospective clients.
A clearly defined niche for an independent professional is one that spells out both a target market and a specialty needed by that market.
Do you love your business but hate the selling part? Whether it’s calling prospective clients on the phone or writing persuasive emails and web copy, most self-employed professionals say that selling is the element of their business they dislike the most.
If it was possible to sell without having that feeling of discomfort in your gut, or those sweaty palms and increased heart rate, would you be willing to make a change?
Do you find sales and marketing to often be a struggle? It doesn’t have to be that way. The most successful professionals make it look easy because they have found a way to market themselves that is effortless. Perhaps you have tried to copy what those successful people were doing, and it didn’t work for you. Here’s why.
Marketing is not a one-size-fits-all endeavor. You have to find your own unique path, the one that works best for you and your business. To make marketing and selling easy, that path needs to be the one where you will encounter the least resistance — both from the marketplace and from inside yourself.
I frequently tell my clients and students that the real secret to getting clients is choosing a set of simple, effective marketing activities, and engaging in them consistently. “Okay,” folks often reply, “but how do I know that I’ve chosen the right marketing activities?” Here’s what you need to explore.
What Kind of Marketing Is Best?
The best marketing methods — the ones that really belong on your list of things to do every day or every week — are the ones that put you into direct contact with your target market. You speak with prospective clients in person, you talk to them on the phone, you write personal, not mass produced, letters or emails. You network; you build referral relationships; you speak in public.
My clients often ask me to help figure out what’s wrong with their marketing. The first question I ask is how much marketing they’ve been doing, since many failures have more to do with quantity than quality. But assuming you’ve been sufficiently active at promoting yourself, here are some other ways in which your marketing might need fixing.
There are three areas you should examine — the package of services you are offering, your marketing strategies, and your sales methods. In order to market and sell effectively, your package of services should meet the following requirements:
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.