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We
Empower
You to be a Better Marketer
We
work to help you produce better
marketing results
Since
1984 I've been working with Independent
Professionals and other Professional service
businesses to help them become better marketers.
Action Plan Marketing has several principles
that guide our business:
Marketing
Education - Action Plan Marketing is primarily
an educational business, teaching Independent
professionals the principles and practices of
attracting clients. To this end we have
free
services and
information,
a
Marketing Manual,
a Web
Site ToolKit,
an Action
Plan ToolKit,
Marketing
Action Groups,
and indivdual Marketing
Mentoring.
In other words, we have just about anything to help
with your marketing and which will also fit your
budget.
Marketing
Results - If you use the ideas on this site and
in our products and services you will see real
results. You can expect to see the
following.
Marketing
will be less of a struggle. It's a matter of
learning what actually works to attract clients
and implementing it. No silver bullets here, but
time-tested approaches that work well for
Independent Professionals.
You'll
attract clients more consistently. Good
marketing leads to more business. When you know
what to do, what to say both verbally and in
writing, prospects will be attracted to your
services.
You'll
get more word-of-mouth business. Good
marketing actually leads to more people talking
about you and the services you offer. It's not
unusual that people will refer you even if you
haven't worked with them!
You'll
make more money and feel more secure in your
profession. The worst feeling in the world
can be living hand-to-mouth, not really knowing
where the next project is coming from. When you
have a "marketing machine" that is working
you'll never worry about that again.
You'll
make a bigger contribution. Didn't you go
into business to do something you really
enjoyed, to be independent and to make a
difference? Well, you can't make that difference
if you don't have many clients to work with.
Master marketing and that will no longer be an
issue.
But
you need to do more than read. You need to take
action!
New
Marketing Paradigm - The old marketing paradigm
was about manipulation and deception. This
certainly doesn't work in marketing professional
services. We use a new paradigm that is about
service and education. We call this InfoGuru
Marketing. The chart below shows the difference
between these two models. The InfoGuru
Marketing Manual
outlines the principles and practices of InfoGuru
Marketing in detail.
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Old
Paradigm
Focus
on me
Features/benefits
Promotional
Hyperbole
Exaggerated
results
One
size fits all
Transaction
oriented
Questionable
value
Charge
for time
Competitive
"Car
Sales Person"
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New
Paradigm
Focus
on you
In-depth
information
Educational
Solid
credibility
Proven
results
Customized
solutions
Relationship
oriented
Verifiable
value
Charge
for value
Cooperative
Trusted
Advisor
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Based
on Experience - The information included in
this site and our various products and services is
all based on direct experience of what works to
consistently attract clients. There is nothing
theoretical or hypothetical about the marketing
ideas we expound. If it works and fits the New
Marketing Paradigm, we use it and we teach it to
our clients.
Marketing
Models - We use various marketing models to
explain how marketing works. These include the
The
Seven Principles of Attracting
Clients,
and The Marketing
Ball Model,
as outlined in the InfoGuru
Marketing Manual
More
Clients eZine - Our primary communication
vehicle is the More Clients eZine which has been
published since June of 1997. You can read past
issues of the eZine on the More
Clients Blog
and subscribe
here.
When you do, you'll get a free copy of our
Marketing Plan Workbook.
A
Virtual Business - Action Plan Marketing is a
"virtual business." I generate almost all my
business online all over the country (and world)
through this web site. It was started in 1984 by me
Robert
Middleton.
I live in a house in a redwood forest by a river in
Boulder Creek, California, in the San Francisco Bay
Area. I love what I do and find it a pleasure to
serve Independent Professionals.
The
Action Plan Marketing Products and Tools - We
offer marketing tools (products) on this web site
designed to help you attract more clients.
Information on all these tools can be
found
at this link.
The
Action Plan Marketing Coaches - I have trained
and certified a highly qualified group of
Independent Professionals as Action Plan Marketing
Coaches who can give you hands-on help with your
marketing. If you're looking for personal
assistance and group programs, click
on this link.
Next
you might want to know a little about me, Robert
Middleton and my background and expereince.
Click
here to find
out.
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