MyStrategicMarketer.com

How do I find good customers?

2008-08-26T12:23:07-05:00

I looked around the room at the earnest faces staring back at me. I had given the How Should I Market Myself? presentation earlier that morning, and during the afternoon breakout session, the attendees were starting to “get it,” and their new understanding was bringing up a lot of questions. One woman decided to speak for the group. “This is the thing we are all struggling with, and we feel stuck here. We don’t know how to determine this, and based on what you’ve been teaching us, this is our missing link. Until we figure this out, we aren’t going to get anywhere in our businesses.”

They were right. And the elusive missing link?

How do we figure out who our customer is so we can build a list and market to them?

Simple, yet profound. In my experience, the people sitting around that table are no different that most of the speakers and coaches I talk to on a regular basis who are struggling to get traction in their businesses. The majority of the time, they don’t know who NEEDS what they offer. Frankly, what good is a flashy website or fabulous marketing materials if you don’t have a pool of prospects you’re marketing to? If you don’t know who your customer is, you can’t proactively target them, right? Picking a niche can be scary because you don’t want to “limit” yourself, but it’s not likely that you have the time, energy or money to target the whole world with your offerings. You need to concentrate your efforts on a specific group to get the most bang and traction for your marketing buck.

Read the full article here.

Help! They aren't paying attention to me!

2008-06-19T13:28:38-05:00

When was the last time you had a bad experience with a pushy telemarketer, or a clueless store associate, or an intimidating car salesman? These experiences have an interesting affect on us … they can trick us into thinking that we have to develop skills like theirs for “overcoming objections” and “getting to Yes,” and they simultaneously scare us into thinking we have to become these pushy people if we want to get clients and be successful.

It’s really much simpler than this. To get customers, we have to first sell ourselves on what we offer. We do this by understanding who we serve and what they need, and packaging ourselves to solve their problems in a way that they want to buy. When we believe in what we offer, we have a confidence in the marketplace that you can’t fake, and it’s very important to our success! So SELL YOURSELF FIRST.

The next step in the process comes up as a challenge for people almost every time I speak, and on almost every Strategy Call I do with new clients. “What if my customer doesn’t even know they need these skills?” or “What if they don’t know they’re missing something?”

Read the full article here.

Taking great headshots

2007-11-08T11:22:12-06:00

When it was time for me to get my first headshots done, I was a nervous wreck. I don’t really consider myself photogenic, I had no idea how to “take good pictures,” I instantly spot all of my “flaws” and tend to be relentless with the self-criticism, thinking, “Gawd, I hope all these pics don’t end up with fat face.” “My hair looks so flat and blah, I hate it.” “That angle makes me look gi-normous!”

I know, I know: my headshot looks fine (three good shots out of 100, or so I told myself). And I can’t believe how much I’ve used it … it goes on everything! My articles, books, press releases, websites … for the independent professional, it is a crucial part of our branding. A good picture should showcase your energy, help you seem interesting to your customers, and give off a warm, inviting air.

I didn’t bring a stylist to my first shoot, but I did talk to some of my friends in the entertainment industry (whom I know from my former life doing artist management) and got some fabulous tips that can help all of us get better results from our shoots.

Read the full article here.

Is your busyness killing your business?

2007-09-27T15:21:39-05:00

So, have you been busy lately?

If you’re like most independent professionals, the answer is a resounding “YES!” Between answering the phone, responding to email, managing details for multiple projects, checking to-dos off your lists, keeping up with Quickbooks, running to the bank, dropping packages off at the post office, you’re lucky to have time for lunch!

For many business owners, the busyness isn’t translating into depositing more checks, which is the point of all this busyness, right?

Can you relate? Do you ever feel like you are just too busy to market your business?

It’s the classic conundrum: There is so much to do that you don’t have time to do what is most important: find new customers. Hey, I ain’t pointing fingers … I can be just as guilty as the next guy. Our busyness can be our doom if we aren’t careful.

So what does the busy one-man-show super-businessperson do to avoid the busyness trap?

Download Is your busyiness killing your business? Eight key distinctions to help you move from busy-and-broke to fulfilled-and-booked!

Move beyond silent desperation to grow your business!

2007-06-28T17:29:22-05:00

I locked myself in the basement for two weeks working on the new program, “Marketing YOU! A comprehensive marketing philosophy for growing your business.”

There was one area that I think is so crucial to this philosophy that I developed an information-packed report just for you. Here’s a sneak peek …

Manipulation-free Marketing
What you need to know to book new business *almost* effortlessly!

I’ve been looking for a new dining room table, and I’ve discovered that I dread walking into furniture stores. It’s like walking onto a used car lot. Eyes following your every move, people waiting to catch your attention so they can “introduce themselves” and “help you find something.” If you’re like me, you just want to look around. If I see something I like, I’m not shy about asking for help.

Wouldn’t it be nice if you could just peek in the window, see if there’s a dining room table that piques your interest, and if nothing’s a fit, you could save everyone some hassle? I’m really not interested in looking at the office furniture, even though they’ve got some “great new styles,” and I don’t need someone talking me into a table I don’t like. When I don’t think I’m interested and feel coerced, alarm bells go off in my head. I don’t trust that person.

And God knows that I don’t want to be that salesperson when I’m talking to people about my business. For many speakers, consultants and coaches, they started their business because they wanted the opportunity to share their knowledge and expertise, and they wanted to enjoy more independence, contribution, or financial freedom. All noble goals, right? The problem is no one cares why you went into business or why you’re good at what you do, and if you’re not careful, you end up sounding like a furniture or used car salesman who is trying to trick someone into buying his stuff.

Frank Rumbauskas, author of Never Cold Call Again!, says, “One of the greatest challenges facing independent professionals today is how to generate new business. Professionals are not salespeople, nor do they want to be; in addition, actively attempting to sell oneself can easily tarnish one’s professional image. How, then, to attract new clients, without the sales pitch? Establish yourself as the recognized expert and authority figure in your field. By doing so, you gain the immediate respect and trust of your prospects.”

Download our free report to learn how manipulation-free marketing can help you book more business *almost* effortlessly!

Who Are You, Really?

2007-04-30T14:22:10-05:00

As independent professionals, many of us consider being successful and making money as the "litmus test" of our success as we contribute to the world ... we ultimately want to make a difference, to live our passions everyday and to find fulfillment as we make our mark on the world.

It's amazing how owning our own businesses often tries our conviction--the very nature of the process tries our souls, reveals our insecurities and our fears, and exposes our demons.

I love the inaugural speech Nelson Mandela gave when he became president of South Africa. I think this is especially important for us to remember as we persevere through this journey:

Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure.

It is our Light, not our darkness, that most frightens us. We ask ourselves, who am I to be brilliant, gorgeous, talented, and fabulous?

Actually, who are you not to be? You are a child of God.

Your playing small doesn’t serve the world.

There’s nothing enlightened about shrinking so that other people won’t feel insecure around you.

We were born to make manifest the glory of God that is within us. It’s not just in some of us; it’s in everyone.

And as we let our own Light shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our Presence automatically liberates others.

Nelson Mandela

What's in it for me? Why people buy ...

2007-04-04T15:30:11-05:00

I just read a great article on search engine optimization that touched on the key component of great marketing: Connecting with people and why they buy. Great copy isn't about "you", though I'm sure you're great! J It's about your customer and what *they* want, what *they* are struggling to figure out, or what pain or frustration they want to get rid of.

Consider that people will buy:

to save money
to make money
to save time
to make life easier
to improve their safety

Connecting your offering with these important triggers will help your prospects to see that you have the solutions they're looking for. The copy on your website, direct mail postcard, and the back of your book should help your customers see how you can solve their problems. You want people to read your copy and leap inside! Yes, this could be what I’ve been looking for!

Are people responding well to your print and web materials? How does your copy connect?

Some other important buying triggers:

for specific brands (typically for prestige)
to educate themselves
to improve their health
to settle their fears
to have some fun
to satisfy their curiosity
to streamline their processes
to prove they are right about some issue
to improve their image or appearance
to improve their quality of life
to uniquely set themselves apart from the crowd

Click here to read this interesting article about sales triggers and how they relate to optimizing the content on your website.

Radio Publicity: Right for you?

2006-11-14T20:13:22-06:00

I was going through some miscellaneous folders on my desktop today and I came across a great blurb that I want to share with you!

Publicity can be a useful marketing strategy if you have a well-developed platform that is getting some traction in the marketplace (see my last blog entry for more on the publicity strategy). If you have your troops mobilized to capitalize on your publicity efforts, consider that the first step toward being a guest on these shows is coming up with your angle or pitch.

Here are three hooks guaranteed to grab a producer's attention:

Be controversial or talk about a controversial topic. Producers LOVE anything that gets their phone lines going. And nothing does the trick like a good argument.
Be entertaining. If you can make people laugh and tell them fascinating stories, you'll always be in demand as a radio guest.
Be informative. Give people useful, timely information. Give them stuff that makes them say, Wow! That's amazing! I didn't know that!

Remember this: Radio producers and hosts don't care about what you're promoting. They only care about what you're going to tell their audience.

So ask yourself ... What do I have to say or share that is so riveting that no one would even think of changing the station?

When you figure out what this is ... radio producers will be begging to have you on their shows.

To get the entire database of the top 1,364 radio shows in America, complete with show descriptions and number of listeners for each show, visit http://www.RadioPublicity.com.

Is the Publicity Strategy right for me?

2006-11-01T12:36:57-06:00

I've been talking to quite a few clients lately about the publicity strategy: Will it help me grow my business? How do I know if it's the right strategy for me? How do I choose a good publicist?

The publicity strategy is typically implemented by hiring either a press release writer, a publicist, or an article submissions firm to generate media coverage (broadcast media interviews or publication in online / print media) for your platform (book, consulting, expert status, etc).

There are so many factors that determine your success with the publicity strategy. First, say you are interviewed by a high-profile news program, like the CBS Evening News with Katie Couric. Can you expect your phone to ring with new business? How do you leverage this exposure? What can you expect if the Wall Street Journal prints one of your articles?

Media coverage rarely causes your phone to ring with people wanting to hire you. If you get a couple of calls, you're lucky. If you've hired a publicist on a monthly retainer, it can cost you thousands of dollars for your 2 minutes of fame, with virtually nothing to show for it in the end.

Print media, especially the reprint of your articles, tend to be more effective. It's important to note that print media is typically better at selling books than services (speeches, consulting, etc). Very few independent professionals get their money's worth (ie making back the money they invested) from hiring publicists. You're better off hiring a reputable expert to write or edit your article for print and to submit it. Expect to pay between $250 to $500 per article. Want to triple or quadruple the number of publications that print your article? Follow up your email / fax blitz with a phone call to the top 50 editors on the list.

Getting an article printed is kind of like getting your bachelor's degree: it's nice to hang the certificate on your wall, but your phone isn't going to start ringing with high-paying job offers. It's up to you to leverage the degree when you're applying for jobs. The same with a print article: you can leverage the fact that you've been published by USA Today or appeared on the CBS Evening News with Katy Couric to build your credibility as you actively market your services.

I don't recommend that any of my clients implement the publicity strategy unless they have a strong attraction strategy coupled with a strong Marketing Gameplan that is generating interested, qualified prospects. The publicity strategy will not save your business! It's a great accomplice to a growing business that is getting some good traction in the marketplace, but it will not initiate new traction or momentum by itself.

Now is the perfect time to get your Marketing Gameplan in place for 2007! Are you ready? Email me to schedule your complimentary strategy session. We'll get things moving!

Does anyone read their mail anymore?!

2006-09-11T23:31:18-05:00

Direct mail can be a very powerful medium for promoting and growing your business, but it's a medium that for some, gets mixed results. If you're throwing spaghetti against the wall to see what will stick (ie offering to be "all things to all people" or targeting the whole world with your solutions because "everyone needs them!"), direct mail definitely isn't for you. But it can be ... if you get clear on what you offer, who you serve best, and how they want to buy or be served.

Consider that poor direct mail results can typically be traced to one of a three basic problems:

1. Your mail isn't getting to the decision maker. If your mail is being intercepted by a gatekeeper and isn't reaching the decision maker, you're dead in the water. There are a couple of ways of combating this problem, but the BEST way is getting on the telephone. Most direct mail campaigns start with a list of business owners or associations, and that list may or may not have up-to-date information. A quick 2-minute telephone call to find out who makes the decision for _______________ [fill in the blank with your service offering / qualifying statement] and confirmation of the mailing address will go a long way--and save alot of mailing dollars--to ensure that your mail gets to the right person.

2. Your direct mail piece doesn't promise a solution or give an offering that your prospects are looking for. This is huge. If you haven't mastered your positioning (attraction strategy)--you're ability to connect with your prospects, who know nothing about you, within 15-20 seconds to elicit a "Tell me more ..."--direct mail is likely a pre-mature strategy for you. It takes some introspection, trial-and-error, and practice to hone in on the key frustrations and needs of the market you're targeting and to connect your solutions with that need. Hint: It's not about you, your process, the features of your offering or the strategies you use to get results. It's all about them and the key solution you provide to solve their problem.

3. Your strategy lacks consistency. It takes 5-7 touches in a relatively short period of time to garner top-of-mind awareness in the minds of your prospects. I typically encourage people to space their first three mailings 14 to 21 days apart, and hit your prospects every 4-6 weeks via direct mail after that. If, during this time period, they come across your ads or read your articles in relevant publications, see you a convention or trade show they'll be attending, and / or experiences other touches via phone, email, or word-of-mouth, you'll boost your positioning so that they'll think of you when they have a problem. It takes time for people to "remember" who you are, to trust your information, and to need what you offer. Keep your name in front of them and trust the process! The ones who are attracted to your message will contact you when the time is right.

Another tip: Start out with a pure list (qualified prospects who are your ideal client because they're likely experiencing the problem you can help them solve) of 150-200 people. After you've tested your attraction strategy and you know this group of people are drawn to it, translate it into your direct mail campaign. You should get a few inquiries (at least 1 or 2) with the first mailing. If you mail twice and still don't hear a peep, begin trouble-shooting your campaign.

Once you see that your strategy is getting results, you can double, triple or quadruple the size of your list and expect to see your results expand respectively.

If you're stuck, we can help! When you're ready to develop your marketing gameplan, zip me an email and I'll give you a free Strategy session. And feel free to download my in-progress book, Your Marketing Gameplan: Getting Unstuck and Growing your Business.