Being able to let others know clearly what you do is a critical factor of success. This is especially important if you’re a service-based professional like a consultant, coach, trainer, therapist or counsellor. However, far too often, I have seen many service-based professionals make these fundamental marketing mistakes.
Are you making any of these mistakes in your marketing?
- Marketing to everyone. At networking events, it is quite common for service-based professionals to say they help “people” or “everyone” which unfortunately will not resonate with everyone. If you think everyone wants what you have to offer, the chances are you are not successful with your marketing. Instead of marketing to everyone, there are two things you must be clear about.
The first is your target market. This is also referred to as your tribe or clan. The second is your ideal client within your target market. Ideal client is also known as your seeker or follower. The important thing to remember about your ideal client is it is really a list of qualities that make someone more inclined to engage your services rather than less inclined.
- Wanting to get with giving first. All too often, professional try to sell their products or services without first building rapport or trust with their prospect or potential client. For most people, this is a major turn-off and can have major repercussions for their business.
Just in the last couple of days, I had someone send me a request to connect via LinkedIn. Although I did not know this person personally, I accepted the request as I am always looking to expand my network and connect with new people. To my utter surprise, within hours of me accepting the request, I received a long email from this person telling me why he was great and why I should buy his service. Needless to say, I deleted the email and removed that person from my contacts. There was no effort on his part to build a relationship and get to know who I am and what I do.
In the new world, marketing is training. The law of reciprocity states in order to get something, we must give first. The more value you can offer your ideal client within your target market, the better your chances of building trust with them, which may eventually result in them engaging your services or buying what you have to offer.
- Not describing the problem you solve. The purpose of being in business is to solve problems. It is quite common for service-based professionals to talk in terms of features rather than benefits. This means they describe what they do rather than what problems they solve for their ideal client and what it really means for their ideal client.If you’ve heard the saying, “What’s in it for me?”, realise that people are constantly relating what you say back to how it will benefit them. Therefore, all your communication needs to be in terms of benefits first, then you can talk about the features of your products or services.
Do you realise that 80% of ALL marketing is the same? 20% is customised to solve the problem of your ideal client within your target market. If you follow this rule, you will be far more effective with your marketing and be able to serve more people within your target market.
Question: What are some other marketing mistakes service-based professionals make?
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