A few months after I started my business 25-plus years ago, I was delivering a workshop one evening on an ideal topic to attract likely clients. And sure enough, the room was full of self-employed professionals who were excellent prospects to hire me as a business coach. I presented what I thought was a value-packed program, and my audience seemed to be learning useful material from me. “I’m sure to land some clients from this,” I thought.
After the workshop, a woman came up to me hesitantly. “This class was very helpful,” she said. “But I’m wondering… would it be possible for me to hire you to work with me personally? I don’t know if you do that.”
Writing is a great way to build your business, and whether you’re new to it, or have been doing it for some time, there are ways to make it easy. Below are ideas on how to write so that it can be simple, fun, and effective to accomplish, and create a steady stream of interest in your services.
What to Write
Finding inspiration for what to write is, at times, daunting. Inspiration is all around, though, and often times it’s a matter of adjusting your perception to see it. Just finished a client session? There’s an article in that!
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.
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?
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: