Successful marketing requires a strong foundation
Once you have the following pieces in place, EVERYTHING becomes easier.
An Ideal Client Profile
This is a detailed description of the people who are ready, willing and able to purchase from you. And not just anyone: ideal clients. People you enjoy working with (and do your best work with).
Once you know exactly who they are:
- You can communicate in a way that appeals directly to them
- You know where to find them: which events to attend, where to advertise and promote (and where NOT to)
- You can develop service packages for them that solve their problems
And you’ll have a really good answer when someone like me asks you “who would be an ideal client for you?” at a networking event!
A Professional Bio
In a professional services business, YOU are the main product. Your bio needs to cover more than just your resume. You’ll want to reveal your hidden talents and super-powers.
And now that you know who your ideal clients are, you need to make sure you include all the information THEY want to know.
A Business Overview
A one page document that summarizes what you do, who you help, the problems you solve and the value you deliver. (aka: all the content you need for your brochure or website home page.)
A full description and sales page for your service package
People buy solutions to problems. And that’s what your service package needs to be: the answer to one of your ideal clients problems. All of the steps laid out, priced according to the value you deliver…and written in a way that will connect with your ideal clients.
Once you have your processes clearly mapped out, you’ll find it MUCH easier to have conversations with people about what you do and how you do it. The process of developing this package will also build your confidence in the value of what you have to offer.
Networking introductions and conversation tidbits
30, 60 and 90 second non-cheesy introductions that you can use for networking events. And a couple of good non-elevator-pitch answers to the dreaded “So what do you do?” question. Now you’ll be able to meet people with confidence and make a great first impression!
If you’re like me and you get nervous when you have to meet new people or introduce yourself to a group, this will make the whole thing MUCH easier and less intimidating.
(Psst: I made a free video and worksheet to help you do this. Get them here: How to answer the dreaded “so what do you do” question.)
Amazing things that happen once you have these items in place
Decisions get easier
Should I spend time on this social media platform? Should I advertise in this magazine? Or guest post on this blog? Would this networking event be a good opportunity?
Once you’re clear about your ideal clients, these decisions will be a snap.
Social media gets easier
What do I write on my blog? What should I post on Facebook? (Or Twitter or Linked In?)
When you know the problems your ideal clients face, you can address them and become the go-to expert in your field. (And those pesky “profile/signature/introduce yourself” boxes can be handled with a simple copy and paste.)
Joint ventures and collaborative partnerships become easier
When you stop trying to sell to “anybody” or “everybody” you can easily see who you could team up with to serve your common clients.
Marketing and selling become easier!
You’ll be so clear and confident about what you offer, the value it delivers and who you can really help (from THEIR perspective) that the conversation will just flow. You’ll have the answers. You won’t be stumbling for words or rambling on. Prospective clients will sense your confidence and have greater trust in you.
Building your website becomes easier
You’ll have most of the content you need already written. And your designer will have the information they need to create a site that appeals to your ideal clients.
Simple, but not necessarily easy
Like a lot of things, these sound simple and easy until you try to do them.
Need some help?
Check out these ridiculously inexpensive online courses
Or consider private or group coaching.