Is there really a secret formula for marketing? Yes.
The secret formula is this:
Find a marketing strategy that you like, that you’ll use, that’s enjoyable for you, that you know how to do, that reaches your ideal client, and that produces results. Then do it over and over until you have the amount of business you want.
Pretty simple when you look at it that way.
Fear may start to creep in, though, when you break that sentence down.
What if I don’t like any marketing strategies?
What if I don’t know how to “do” marketing?
What if I don’t like doing any kind of marketing?
What if what I do doesn’t reach my ideal client?
What if what I like doesn’t produce results?
We self-employed professionals are constantly faced with difficult choices about how to best grow our businesses. Should I pursue this line of business or that one? Would it serve me better to choose Niche A or Niche B? Shall I spend my time building a relationship with Client X or Client Y?
Often, these questions hinge on what we perceive as the most desirable result. If we value potential earnings more highly, we select a course of action that will lead to more money. If we are more concerned with our personal fulfillment, we follow a path that we believe will be more satisfying.
No matter how many emails you send out, how much time you spend on social media, or how many networking events you attend, you still need to pick up the phone sometimes and call potential clients.
As a self-employed professional selling your own services, you may believe that you feel uncomfortable about calling prospective clients on the phone because you’re not a “real” salesperson. But studies reveal that 40-90% of experienced, full-time salespeople still have episodes of call reluctance at times.
The good news is that the fear or resistance you experience about making calls doesn’t have to be permanent. Research also indicates that for 95% of people who are reluctant to make sales calls, their fear subsides once they make contact. If you stop avoiding the calls and start making them, there is a very good chance that you will feel better once you start talking to someone.
I’m not sure where I first heard the term but I fell in love with it immediately: Circling Dallas. Being a Texan I naturally think everything orbits the Lone Star State; however, that’s not what I’m talking about. Circling Dallas refers to that state where you are going somewhere and you just can’t seem to land. You could be going to an event and you just can’t seem to make it out the door. Or you’re going to write an article and you can’t sit down and get typing. Or, you’re going to get around to your marketing any minute now, just as soon as you do the dishes, walk the dog, rearrange your desk, and plant those petunias. Even if you’ve gone to the effort of making a marketing calendar, and choosing your preferred marketing strategies, you find yourself still not taking the necessary steps to get going.
Do you find yourself resisting sales and marketing at times? Or all the time? The impact of feeling resistant can be subtle. If you don’t like marketing or selling, don’t feel like you should have to do it, or just plain don’t want to do it, those activities often slide lower on your to-do list without you consciously noticing. You may tell yourself you are too busy, decide other tasks are more important, or conveniently avoid looking at your to-do list until the day is over. The result is that your marketing doesn’t get done.
But most of the time, repeatedly avoiding what is difficult is much harder than facing it head on and doing it.
Every self-employed professional has at some point found his or her marketing stopped in its tracks. Maybe you hear an internal voice, telling you things like, “This is too hard,” or “I don’t like selling,” or “I don’t want to bug people.”
Or perhaps you’ve gotten a rejection from a prospective client. A prospect has told you, “Not now,” “I need to think about it,” or “I don’t have the budget.” Instead of moving on to your next prospect, you find yourself questioning whether there is anyone at all who is ready to hire you and able to pay.