Advertising Doesn’t Equal Marketing

Advertising Doesn’t Equal Marketing

I asked a new client recently what he had been doing to market his professional services. “Everything,” he said. “I’ve been running pay-per-click ads online, I hired someone to write a sales letter and mailed it to a list of local companies, I have a banner ad in my professional association’s directory, I’ve even been posting flyers around town… and I still have almost no business.”

“Ah hah,” I replied, “I think we’ve uncovered your problem. You actually haven’t been marketing your business. What you have been doing is advertising.”

Should Your Marketing Plan Include Creating Content?

Should Your Marketing Plan Include Creating Content?

Does content marketing have any relevance to you as a self-employed professional? When you hear or read conversations about using free content to attract and persuade clients, the type of marketing being discussed may often seem out of your league. After all, you don’t have a marketing department down the hall that you can ask to produce a video documentary or customer magazine.

But creating content for prospective clients that is useful and relevant to them doesn’t have to be out of reach for a solo professional or small partnership. Much of the best content for professionals to use in their marketing is based on the written word. Consider these forms of content that you may already be producing, and that others like you frequently create:

Put More Love in Your Marketing

Put More Love in Your Marketing

Do you want your clients and prospects to love you? I think most of us self-employed professionals would. When your prospects love you, closing sales is easy. When your clients love you, they keep doing business with you, and refer others to do the same.

Yet the language often used for marketing and sales reveals perspectives that don’t have much to do with love. The path to closing sales is to “overcome objections” or “don’t take no for an answer.” You’re supposed to write “killer copy” to use for a “marketing blitz” or “promotional blasts” so you can “blow away” your “targets.” You should “hone your weapons” so you can “battle for market share,” “fight for sales,” and “smash the competition.” When you succeed, you are “killing it” or “crushing it.”

How to Build Trust with Potential Clients

How to Build Trust with Potential Clients

“But how do I get them to trust me if they don’t know me?” my client asked.

“Exactly,” I replied. “They have to get to know you in order to trust you. Either that, or they need to be referred to you by someone they know and trust already.”

Client: “So, you’re telling me that making cold calls and running ads are a waste of time and money?”

Me: “Yes. Unless you use those tactics to open the door to your prospective clients getting to know and trust you. If you expect to move from a call or an ad to a quick sale, you’ll be disappointed.”

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