Dozens of my readers (mostly professional speakers, consultants, and professional services firms) are complaining of declining response rates, a downturn in business, and the weak economy.
“Our direct mail isn’t pulling like it used to,” they complain.
“What can our firm do to generate mor
e leads, better prospects, and bigger sales?”
Here’s what I have found works to turn ON your marketing efforts:
1. Take massive action. Figure out what you think you need to do to generate the level of leads and orders you need. Then do twice that amount.
2. Don’t rely on only one promotional vehicle, like direct mail or - heaven forbid - social media marketing. Do three, four, even five things: send out mailings; advertise in very narrow, well-targeted media; regularly e-mail your list; write an article; give a speech.
3. Make every communication a direct marketing communication. Offer a premium with a high perceived value. Feature your free offer in your promotion.
4. Test different offers, ideas, copy, formats, and media to see which work best. Roll out with those promotions that work. Scratch the others. If they don’t do well in a small test, doing more won’t help.
p.s. I don't subscribe to the "recession mindset." And I don't care much for the goofballs who now say we're "coming out of it." I DO very much believe what my pal, professional speaker Jim Mathis, CSP says -- the economy is not DOWN, it's DIFFERENT. And furthermore, it's NEVER coming back (not the way it was, anyway).
Welcome to the new world - and NOW is a great time for you to prepare your firm to market successfully in it!
Professional speakers, coaches, consultants, and independent professionals should not present themselves as technicians, number- crunchers, or talk about their “techniques, approaches, and methods.”
Newsflash – Your customers and prospects don’t care.
Instead, present yourself as a problem-solver.
For years now, large accounting firms have taken the lead in portraying themselves as "business partners." They know the danger of being viewed as "number crunchers" or “geeks” or... heaven forbid, “consultants.”
Why have they changed their tune?
Simple. Experience shows that today's customers want both solid results PLUS personalized help, guidance and direction. And as a small business owner, YOU are ideally suited for this role!
For many customers, your business can become a one-stop shop, giving customers the benefits of a product expert, service partner, information advisor, strategy planner, and personal guide all rolled into one.
There is another factor here that should not be ignored: It is never in your best interest to be viewed as a commodity. Today, your small business must offer the value of a consultant in order to secure lasting and price-irrelevant relationships.
You must be able to subtly and regularly communicate to every customer: “These are the measurable ways I am enhancing your results.” Do that, and they won’t leave you for a slightly cheaper alternative down the street. And do it consistently, and you’ll develop customers for life.
"I always wanted to be somebody, but I should have been more specific."
-- Lily Tomlin
"The self is not something ready-made, but in continuous formation through choice of action."
-- John Dewey
"A
somebody was once a
nobody who
wanted to and
did."
-- John Burroughs
As a small business marketing coach, let me offer you this
Self-check: - If you were to fully live your life, what is the first change you would make?
- What areas of your life could be upgraded or improved?
- What could you start working on today that would make the biggest difference?
- How could you make this goal more specific or measurable?
- What would be the biggest impact from achieving your goal(s)?
- What do you love? How can you bring in more of it?
- What do you hate? How can you eliminate/reduce almost all of it?
- What's one thing you would love to do before you die?
- What could you do right now that would really put a smile on your face?
- For your life to be perfect, what would have to change?
- What do you really, really, REALLY want? (Really!!)
- Are you willing to be the hero of your own story?
- What obstacles might stop you?
- Who are your allies? What weapons and tools do you have?
- What - or who - is at hand right now that might hold the key to your success?
How did you do?
Please share your thoughts and opinions in the comments area below...