Is Your Marketing Niche Truly a Niche?

Is Your Marketing Niche Truly a Niche?

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.

Not an Extrovert? You Can Still Market Your Business

Not an Extrovert? You Can Still Market Your Business

It seems that a considerable amount of marketing and sales advice to self-employed professionals is aimed at extroverts. “Go to networking events and meet new people,” the authorities say. “Speak in front of groups.” “Call people up and chat with them.”

If you are an introvert, these experts might as well be telling you to fly to the moon. What if you don’t enjoy public gatherings, dislike being the center of attention, and hate to call strangers on the phone? Can you still do well at personal marketing?

In Marketing, an Action Step Is Worth a Thousand Words

In Marketing, an Action Step Is Worth a Thousand Words

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.

Why You Need to Include Outreach Strategies in Your Marketing Mix

Why You Need to Include Outreach Strategies in Your Marketing Mix

I’m a big fan of using attraction strategies to fill your marketing pipeline as a self-employed professional. Attraction-based tactics like blogging or publishing articles, posting on social media, and generating media publicity can all be effective ways to bring prospective clients into your sphere. Under the right circumstances, promotional events and advertising can work also.

And… attraction strategies alone are rarely enough to build a thriving business.

To Get More Clients, Rely on Your Strengths

To Get More Clients, Rely on Your Strengths

It’s the time of year when we self-employed professionals often begin to look back at what we’ve accomplished in our business over the last twelve months, and judge our progress and results against what we intended back in January. What frequently results from a process like this is a catalog of everything you haven’t done, or have done wrong. But I believe it’s even more important to consider what you’ve done right this year.

My new client “Rhoda” had looked over her past year’s results and was feeling discouraged when we had our first coaching session. She’d hoped to get 10 new graphic design clients this year.

Hate to Sell? You Can Fix This

Hate to Sell? You Can Fix This

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?

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