We self-employed professionals spend a great deal of our marketing effort on searching for the right words. We read books, take classes, and hire consultants to help us write copy for our marketing materials. Composing web pages, writing sales emails, and drafting ad copy consumes hours or days of precious marketing time.
It appears, though, that many professionals have mistaken all this wordsmithing for productive action.
Don’t get me wrong; the words you use to market yourself are important and deserve your attention. But crafting the message, and effectively delivering the message, are not at all the same thing.
When you run your own business, it’s important to get the word out about your offerings. In the simplest sense, that’s called marketing. The word marketing, however, is often enough to send a tiny business owner running for the hills, especially when it’s paired with the word plan.
It’s OK to breathe now.
I have a dream for us self-employed professionals. I picture us all making simple marketing and sales plans, working our plans consistently, and as a result, landing all the clients we need. But in order for my dream to come true, we’re going to have to stop letting ourselves be pulled off track by the tempting lure of silver bullet solutions.
The lure of the silver bullet
Maybe you know the ones I mean. There’s always some flavor-of-the-month approach to sales and marketing that you’re hearing about.
To the average self-employed professional, following up with prospective clients feels awkward or even scary. You hate making phone calls that might not be welcome. You think you might be pestering people. You worry about being rejected. You aren’t sure what to say. After all, how many times can you ask, “Are you ready for us to work together?”
I get it. My clients and students share concerns like these with me all the time. I’ve even had them myself.
When self-employed professionals come to me with questions about how to attract their ideal clients, one of the first places I look is whether they have a blog. In my experience, most self-employed professionals have the potential to be excellent bloggers, even when they haven’t written anything longer than an email since leaving college.
Authoring a blog can solve several of the stickiest marketing problems for professionals. Here are five reasons that blogging is one of the marketing methods I recommend most often to my clients and students:
Are you considering adding promotional events to your marketing mix? Remember that promotional events are one of six overall marketing strategies (more on that below), and can be a great way to garner visibility and gather leads to fill your marketing pipeline.
If you’re not sure what promotional events are, here are some examples:
- Exhibiting at a trade show
- Holding a free demonstration
- Hosting your own webinar or workshop