5 Reasons Why Being Stubborn is a Good Thing
Being stubborn is a great trait when it comes to marketing your business. The more you can be persistent in your marketing, the better; remember the axiom that OK marketing, done consistently, is better than great marketing, done inconsistently.
To that end, here are five ways to that being persistent in your marketing will benefit you and your business.
It makes marketing easier
Be stubborn about making sure your marketing is a priority, that you’re using the same marketing strategies consistently, and that you have a set result your marketing is trying to achieve.
What It Really Takes to Get Clients
The longer I do this work, the more I come to realize that we self-employed professionals can be our own worst enemies when it comes to getting clients. We know what we should be doing to market ourselves better, and then we don’t do it. Or we don’t know what’s the right thing to do, so we throw a dart and pick something randomly, or respond to the latest email we got, instead of considering our options and making a well-reasoned choice.
Or we make a valid choice, then second-guess ourselves, dropping one marketing strategy and picking up another, without putting enough effort into any one approach to produce results. Or we spend too much time talking to ourselves and not enough talking to prospective clients, worrying about why the last prospect never got back to us, whether the blog post we just wrote is good enough to publish, or if the latest version of our tag line finally gets across our message.
How to Show Off What You Can Do without Bragging
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?
Scheduling for Marketing Ease & Accountability
Working with clients over the years, I’ve seen the impact a work schedule can make. Creating the right schedule can sometimes be a tricky thing; the good news is, when you find a schedule that works for you, it can make a big difference in being productive, getting your marketing done regularly, and feeling on top of things. While there is no empirically “right” way to schedule yourself, there are a few things to consider.
Are You Hearing the Siren Song?
Recall this story of Ulysses: his ship is passing the Sirens who live along the rocky shore, and he asks his men to tie him to the mast so he won’t succumb to their Siren Song, smashing the ship into the rocks.
Flash forward to your business today and compare this story to your marketing. There are plenty of Sirens calling to you; are you in danger of smashing into the rocks and wrecking your business ship? Below are several Siren Songs, and how you can safely navigate through them.
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.
What Does a Sales Conversation Sound Like?
A sales conversation is the exchange between you and a prospective client where you find out what the client needs, explain what you offer, and see if there’s a match between you. It’s neither a lecture nor arm-twisting; it’s a discussion between peers about an arrangement that will serve you both.
Here’s what a conversation like this sounds like in real life, with a few asides to note what you might learn from it.
Accountant Meg: Hi, Jack, this is Meg Jones, the small business accountant. How are you today? (Meg re-identifies herself to Jack. She also doesn’t launch right into a lengthy speech.)
Prospective Client Jack: I’m good, but a little busy right now.
Meg: I hope “busy” is good news for you. Do you have just a few minutes to talk about us working together? Last time we spoke you said you’d like to explore that idea. (She acknowledges Jack’s situation, but doesn’t just end the call. She asks permission to continue, and reminds him of a reason he may want to.)
In Sales Conversations, Specificity is King
When talking with a potential client, do you find yourself being too vague when describing your business? Don’t worry! This trap is easy to fall into — and easy to get out of. When it comes to having sales conversations, specificity is king.
Get More Clients by Doing Less
I’ve been hearing from a lot of overworked entrepreneurs lately. “I’m worn out from going to networking events,” they say, or, “I’m tired of always having to think up new stuff to post online.” They’re working pretty hard at marketing, it seems -– networking, blogging, posting to social media, speaking, making calls, sending out email blasts, and more.
When they don’t get the results they want from marketing, entrepreneurs usually try to take on more. If their focus has been on in-person marketing, they begin marketing online. Or if they have been writing articles and blogging and being active on social media, they decide to start speaking and giving workshops. Or if they’ve been going to lots of events and lunches and coffee dates, they add in a call-mail-call campaign.
Huff, puff… it makes me tired just to write about all that activity.
Want to Create a Product, Program or Membership? Here’s Where to Start
I can’t count the number of self-employed professionals recently who have told me they are working on a program, product, or membership service to package their talents in a more tangible way. Professionals as diverse as life coaches, magicians, management consultants, and travel consultants are all seeking new avenues to bring in revenue during our current twin challenges of pandemic and recession.
Join Us Each Month for Get It Written Day
You’ve got important stuff to write. Let C.J. Hayden help you get it done at Get It Written Day! Join us for this one-day virtual writing retreat for business owners. Work on your blog posts, articles, or book with coaching and peer support.