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.read more
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.read more
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.
There are days when you wake up ready to go, eager to get the word out about your offerings, and then there are other days when, well… you’re just not feeling as eager, or clear, or motivated, or… *sigh*
Is there anything you can you do on those days when it feels harder to do the marketing you really — truly! — want to (and need) to do? Yes, of course there is. Enter…
Many self-employed professionals believe they don’t know how to sell. You’re justified if you think that of yourself. You didn’t go into business to be a salesperson. You became self-employed because you wanted to help people with web design or personal training or architecture or resumé writing. In order to get clients, you need to have sales conversations, but they aren’t something you’ve ever trained to do. You may even believe you’re no good at them.
Let’s fix that.read more
Do you err on the side of not being assertive enough because you’re afraid you’ll come off as sharky when talking to a potential client?
I know I did.
Those early days of business, when I was eager to get clients, yet didn’t really know how to do that, I vacillated between being too assertive, AKA sharky, and not assertive enough. Those were some uncomfortable days to be sure!read more
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.read more
When you think about following up, does it seem fun to you, or does it seem more like a hassle, a should, or something you wish you wanted to do? Surprisingly — or perhaps not so surprisingly — following up is something that quite a few of us don’t love doing. What if there was a way to make it fun? Read on for ideas on how to follow up in ways that actually sound good to you!
Do It with a Buddy
Pick one of your favorite people to buddy up with and hold each other accountable. Rather than thinking of it as work, think up a fun name for the time you spend together (virtually or in person). For example, you can say things like, “How’s the alligator wrestling going?”
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:read more
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