Change Your Marketing Mindset
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* Wouldn't it be great if you had a steady stream of ideal clients?
* Wouldn't you love to have all the time that you want to allocate to work filled with ideal work?
If you're like me, you don't like being sold to and there are many people who feel the same way. So if your ideal clients don't like being sold to how do you get their business and develop life long, profitable relationships with them?
Well have you thought about a change of mindset, which focuses on attracting people that want to and are ready to buy from you as opposed to selling to everyone?
Of course the starting place is to really know what ideal work and an ideal client looks like to you. Only when those 2 things are really clear can you create an attraction system that will work - over time.
The art of marketing can be a joy to engage in and be part of or it can be a chore and an unprofitable drain on your business. Which mindset do you have?
"People don't want to be "marketed TO"; they want to be "communicated WITH."
So why does so much marketing not hit the spot? Here are some common reasons
* No consistent and constant system - no planning and thought
* Ad hoc advertising - 1 off expensive adverts in non specific publications/locations
* Scatter gun approach - no targeting
* Confused messages - lack of clarity about on what and to whom you are speaking
* Selling a service not solving a problem - blowing your trumpet and blahing about how great you are rather than highlighting a problem and showing you have the ideal solution i.e. being client centric not you centric
* Marketing materials that bore, are poorly thought out and don't engage
"You must have mind share before you can have market share." Christopher M. Knight
By using an attraction approach to your marketing you make a simple, yet critical mind shift in how you think about your marketing. So this week my challenge to you is to go One Step Further and take some action
1. Compete a review of your current marketing activity and analyse what is working and what isn't along with assessing what activity has attracted most of your ideal clients.
2. Complete a review of your current marketing materials including your business card, website, brochures, elevator speech, presentations and any advertising you have done.
a. Ask your ideal clients what attracted them to you as opposed to any one else
b. Ask them what they think of your business card, website, brochure
c. Ask them what they would do to better promote your services if they were you
3. Develop a marketing plan for the next 6 months which
a. focuses on specific outcomes you want to achieve
b. specifically targets your ideal clients
c. delivers specific messages that will attract clients to you
d. eliminates what isn't working
"In the factory we make cosmetics; in the drugstore we sell hope." Charles Revson
About the Author
Beverley Hamilton works with independent business consultants to help them grow a profitable consultancy and still have time for their life. You can get my Free Ecourse Discover the 5 Most Common Incorrect Assumptions Independent Business Consultants Make and a complimentary subscription to Quickstart, the newsletter specifically for consultants. Go to One Step Further for more instantly accessible resources. Your future Your choice!
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Article Published/Sorted/Amended on Scopulus 2006-10-27 23:04:25 in Marketing Articles