The Online Marketing Newsletter
for Independent Professionals
from Action
Plan Marketing
and Robert Middleton
-
Stored Marketing Energy -
Did
you know that you have vast amounts of energy
stored up in your business waiting to be
ignited?
As
I recall, I wasn't very good at physics.
But
I do remember the concept of energy being stored in
mass. For example, a pile of firewood in your
fireplace isn't giving off any energy by just
sitting there. But when you set it on fire, a whole
lot of energy is released.
But
did you realize that you have huge stores of
untapped marketing energy in your business?
It's just sitting there having zero impact - until
you set it on fire.
One
of the biggest mistakes we make in our businesses
is waiting for things to catch fire by
themselves. We wait for that referral, for the
phone to ring, for someone to respond to our web
site. We wait to "be discovered" and it can be a
very long wait!
This
passive marketing mindset is a bit like sitting
in front of your fireplace full of logs waiting for
them to give you warmth! If you realized that you
had a warehouse full of logs waiting to be ignited,
wouldn't you take action?
Here
are some places you can look for stored marketing
energy in your business and what you can do to
set it on fire.
Your
current clients and business associates
-
Have
you ever proactively asked them for
referrals? For every client you've worked
with successfully, there are possibly dozens of
potential clients they could send your way. When
you ask and follow-up, you release that
marketing energy.
Your
email list -
Everyone
who signs up for your eZine is potentially a
client. Before those on your list are set on
fire and actually buy something from you, they
need to be warmed up first. Contact them
multiple times and send valuable information
that builds your credibility and
trustworthiness.
Your
presentation -
Prospects
respond to benefit-oriented messages and
attractive presentations. Take two web sites
and put exactly the same content on each page.
Make one very flat, no headline, minimal design
and formatting. Make the other stand out with a
catchy headline, arresting design, and
reader-friendly text. The stored energy of the
information is released with the better
presentation.
Packaging
a service -
Many
independent Professionals promote their services
generically - that is they offer "business
consulting services" or "personal coaching
services." Presented in this way, it's hard for
them to catch fire. However, when you package
your services by creating a definite structure
and benefits, they ignite much faster, such as:
"The Six-Month Business Transformation
Program."
Telling
a story -
You
have several client successes. But nobody
knows the difference you've made. By writing
several case studies of projects you've worked
on, you unleash the marketing energy of those
successes. Prospects can read them and respond
with more confidence, readier to work with
you.
Your
offer and call-to-action -
Two
independent professionals can offer virtually
the same services, the same programs, but
one dramatically outsells the other because of
how the offer is presented. For instance, one
offers several valuable bonuses and reasons to
act now. This is like pouring a little kerosene
on your marketing.
Are
you starting to see that you have nothing but
stored marketing energy in your business? You
have clients, expertise, results, stories, benefits
and information. But if it just sits there, you
can't really expect it to give you heat (dollars in
the bank).
*
The
More Clients Bottom Line:
By
applying the right marketing actions to the stored
energy in your business you can turn a few cold
logs into a roaring blaze.
*
Heat
your business up with these marketing
tools
The
InfoGuru Marketing Manual
This
gives you the specific marketing tools and action
plans to help you ignite the energy stored in your
business.
http://www.actionplan.com/aptk.html
The
Web Site ToolKit
A
professionally developed web site with content that
has impact and design that draws you in can release
huge amounts of energy.
http://www.actionplan.com/wstk.html
The
Action Plan ToolKit
The
key to everything in marketing is actually putting
your marketing plans into action. This will set
things on fire.
http://www.actionplan.com/aptk.html
Remember
to visit the new More Clients
Blog...
And
comment on the ideas in this week's
issue.
http://www.actionplan.blogs.com
Until
next week, all the best,
Robert
Middleton
ACTION
PLAN MARKETING
Helping Independent Professionals Attract More
Clients
www.actionplan.com
210
Riverside Drive
Boulder Creek, CA 95006
831-338-7790
Contact
by email
©
2006 Robert Middleton, All rights reserved. You
are free to use material from the More Clients
eZine in whole or in part, as long as you include
complete attribution, including live web site link.
Please also notify me where the material will
appear. The attribution should read:
"By
Robert Middleton of Action Plan Marketing. Please
visit Robert's web site at http://www.actionplan.com
for additional marketing articles and resources on
marketing for professional service
businesses."
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