and How to Avoid Them - Part 1
Mistake #1 – Lack of Marketing
Confused what marketing and selling really is, most professionals shiver
with disgust on a mere thought of having to promote and sell their service.
Regardless of how good you are at what you do if you can’t get enough visibility
and not enough people are interested in your products and services, you’ll have
a mediocre business at best and always struggle to stay afloat.
You are in business to solve other people’s problems profitably, and
marketing helps you “get exposed” to more people and make them “hungry” for your
Make a commitment to become a life-long student of marketing and
continually apply what you learn. Soon your business will soar.
Mistake #2 - Spraying and Praying!
Poor strategic planning, lack of clearly defined target market, niche and ideal
client result in confusing marketing messages and costly “hit and miss”
promotional tactics that fail to deliver the desired response.
Evaluate who your best clients are and invest time, effort, and money
into only those strategies that help you best reach the largest number of
prospects who can potentially become your ideal clients.
The more precise and targeted your promotions become, the more successful and
profitable your business will be.
Mistake #3 – Confusing Marketing with Sales!
Before you can have a paid client you must have a prospect. And before
you have a prospect you must have a lead!
Lack of effective, systematic lead
generation strategies, and trying to jump from “stranger to client” keeps the
business pipeline very dry for most service professionals!
Make lead generation one of the core activities of your business. The
bigger you can build the database of qualified prospects the more relaxed you’ll
be about the future of your business.
You’ll also become more effective in pursuing only those potential clients
who are the best match for you – resulting in creating a more fulfilling
business for you and better results for your clients.
Mistake #4 - Under- or Over-Spending!
Without knowing the value of each client there is no appropriate marketing
budget. Promotional efforts are abandoned all together, or there is too much
money wasted on tactics that eat up all potential profits.
Track each customer’s spending habits. Over a period of time you’ll be
able to determine the value each customer represents to your business. This
number is critical in your marketing efforts. Without it you never know how much
you can really afford to invest in your new client acquisition strategies.
Mistake #5 - Failing to Keep In Touch!
A lack of consistent contact causes valuable client relationships to suffer, and
results in increased attrition and permanently lost sales.
At times we all forget that people buy when they are ready not when we need
to make a sale. Developing ways to keep in touch with prospects and clients
generates six-figure windfalls for me every single year.
Often my clients reveal to me that they have been reading my tips for years
before ever investing a dime in one of my products.
Start an ezine. Send out a monthly postcard. Write and publish an article a
month. Start a blog. Host a monthly teleseminar. Get into podcasting. Whatever
your method – find a way to frequently and regularly connect with current,
potential, and past clients.
Mistake #6 – Refusing to Brand Yourself as an Expert!
A close relative to “spraying and praying.” Being a Jack (or Jane) of all trades
confuses your potential clients and diminishes the perceived value of your
services and products.
Analyze your strengths and the market you serve. Can you identify a
specific service or product that is more popular than others you offer and that
you are really good at and passionate about? Can you notice a trend that some
clients tend to get better results with you than others?
If so, make a conscious effort to position yourself as an expert who offers only
specific solutions to specific audience and in the upcoming months and years
become better than anyone else at doing it.
Most of us prefer do deal with experts. So the time and effort you invest
in positioning yourself as one will pay huge dividends; you’ll effectively
differentiate yourself from others offering a similar service, and gain a
competitive advantage that’s nearly impossible to beat!
discover the remaining six deadly
marketing mistakes to avoid click here
(c) 2006 Adam M.
ABOUT THE AUTHOR
Adam Urbanski, the Marketing Mentor, helps Independent Service
Professionals and Small Business Owners attract more clients. For more
promotional tips and a FREE 32-page marketing guide go to
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