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If you’re like most independent professionals, the answer is a resounding “YES!” Between answering the phone, responding to email, managing details for multiple projects, checking to-dos off your lists,[link widoczny dla zalogowanych], keeping up with Quickbooks, running to the bank, dropping packages off at the post office, you’re lucky to have time for lunch!
The psychology of marketing requires basic knowledge of human behavior. Human beings do not like making decisions in a hurry and are not quick to develop relationships. They’ve been stung in the past and they don’t want to be stung again.
1. Can you relate? Do you ever feel like you are just too busy to market your business,[link widoczny dla zalogowanych]?
It’s the classic conundrum: There is so much to do that you don’t have time to do what is most important: find new customers. Hey, I ain’t pointing fingers … I can be just as guilty as the next guy. Our busyness can be our doom if we aren’t careful.
6. Create marketing plans that can be executed with as little “thinking” as possible. So often, the reason we aren’t executing our marketing plans is because … there is no plan! It requires so much emotional and mental energy to figure out “what to do next” for our marketing each day that we abandon our good intentions and focus on the tasks that we can check off our lists, thus sealing our own fate.
“A few weeks after we began working together, I noticed that Deb was struggling with the marketing. So I said to her: All you have to do is tell people what I do! With a stressed voice,[link widoczny dla zalogowanych], Deb replied, But I don’t know what to tell them you do! That was a defining moment in our business.
*Gulp,[link widoczny dla zalogowanych]!*
Jay Conrad Levison, author of Guerilla Marketing, puts it this way:
If you will spend a couple hours at the beginning of the week or month (or even year!) to determine the frequency of your marketing initiatives and the individual steps for each active marketing strategy (ie. ensuring that you have the marketing copy, designed pieces, postage, etc on hand to execute the strategy), you will virtually guarantee your success.
If so,[link widoczny dla zalogowanych], you’ve likely had to spend an extra ten or twenty hours (or more!) customizing your work for this client, and they likely haven’t paid you any more than the last customer who purchased your pre-packaged services for the same amount. Before you know it, you’re averaging $10 an hour for your time. How frustrating!
So what does the busy one-man-show super-businessperson do to avoid the busyness trap?
9. Create time-saving systems to make executing routine tasks a breeze. It can be very helpful to streamline your administrative tasks so that they are not interfering with the “big money” work of finding new clients and delivering your $100-or-more-per-hour work.
For many business owners, the busyness isn’t translating into depositing more checks, which is the point of all this busyness, right?
That’s why they process your marketing communications in their unconscious minds, eventually arriving at their decisions because of an emotional reason even though they may say they are deciding based on logic. They factor a lot about you into their final decision — how long they’ve heard of you, where your marketing appears, how it looks and feels to them, the quality of your offer,[link widoczny dla zalogowanych], your convenience or lack of it, what others have said about you, and most of all, how your offering can benefit them.
Once you’ve determined how you best serve the marketplace, develop your offerings so they can be delivered with what Mark LeBlanc calls “zero prep.” And if a client wants you to deviate from your process, make sure they are paying you very well to do so!
This step is not optional. I know,[link widoczny dla zalogowanych], I know … you’re busy! Welcome to the club. The question is … do you want to check things off your list, or cash checks? We serve our customers and ourselves best when we keep our priorities straight by creating the cash flow to hire and/or outsource to the team that will give our customers fabulous service and give us the time and quality of life we want. Remember,[link widoczny dla zalogowanych], there is nothing more important to the success of your business than putting effort toward finding new clients every single day.
So,[link widoczny dla zalogowanych], have you been busy lately?
By Misty Williams
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7. Be wary of customizing your work. Have you ever had a client request that you speak to their group, but instead of your normal presentation,[link widoczny dla zalogowanych], they want you to speak on a different subject? Or have you ever had someone want you to consult with them, but instead of your normal process, they want you to focus on some other areas they need help?
2. Leverage as much administrative work as possible. Most independent professionals need to value their time at at least $100 per hour. In so doing, you quickly realize how expensive it is for you to be doing $15-$35 per hour tasks! You truly are cutting into your bottom line when you hang on to those responsibilities … instead, fill your schedule up with $100 per hour work and pay someone else $15-$35 per hour to handle the details. Not enough $100-per-hour work to keep you busy? All the more reason why you should leverage-leverage-leverage so you can focus on finding new customers and collecting checks!
If you don’t feel that you can leverage these tasks out right away, at least compartmentalize them into the evenings or weekends and dedicate your best hours to finding or delivering $100-per-hour work.
Sound familiar? If articulating your value to the marketplace has you stuck,[link widoczny dla zalogowanych], you must make it a priority to get UNstuck as soon as possible. Connecting with prospects is the first step in finding customers. If you can’t manage this step, you’re dead. Figure out your value to your customers, and articulate it in one or two sentences. That’s all the time you have in a crowded marketplace to connect!
Author's Bio:
Consistency builds awareness and trust with your prospects, two very important components of their buying process. You have the power to give them both—and you must if you want them to become a customer! Good marketing executed consistently works. When executed poorly, it’s a waste of time and money.
Although they state that they now want what you’re selling, and they do it in a very conscious manner, you can be sure they were guided by their unconscious minds. The consistent communicating of your benefits, your message and your name has penetrated their sacred unconscious mind. They’ve come to feel that they can trust you and so they decide to buy.
8. Before you start a new task, as yourself, “How will this help me grow my business?” This is a powerful question! By simply making a conscious effort to prioritize tasks that grow your business, you will naturally focus on the more valuable tasks and “procrastinate” the tasks that don’t support your bottom line.
(So, you do have one or two primary offerings that you are actively promoting in the marketplace, right? You aren’t confusing people by telling them you do 10 different things are you?)
4. Eliminate the mental blocks that keep you from getting out into the marketplace. Oftentimes, the reason we procrastinate our marketing efforts is because we aren’t confident in our ability to connect with and attract prospects.
5. Commit to consistency! Besides poor positioning (see # 3), poor execution is the number one killer of marketing success. Consider that it takes 5-7 touches within a reasonable period of time (two to three months) before your prospects compartmentalize you the top of their minds (this is referred to as the Marketing Rule of 7). From there, they’ll need to have a problem that your solution will solve before they will call upon you.
3. Spend time marketing your business every single day. Mark LeBlanc, author of Growing Your Business, recommends that every single day, you do three activities of high value (called “High Value Activities”) framed by time, quantity or money (ie. “Spend 30 minutes on a new article,” “Attend one networking event,” or “Send out 250 postcards to my list”),[link widoczny dla zalogowanych], to grow your business. The purpose of these activities (which are generally aligned with your Marketing Gameplan) is to help you to find and convert more prospects.
Carl Potter, professional speaker and author of Who is Responsible for Safety?, recalls a time in his business when he struggled with this very thing. “Like most speakers, authors, trainers, facilitators, consultants (you get the drift), I worked hard to grow my business every year. In 2001, after eight years of persistent work, I asked my wife Deb to join the business with the idea that she would sell my services while working on her PhD.
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Priceless tips to get your business on the right track
Approaching key decision-makers for support too soon. You never get a second chance to make a first impression. This is especially true if you’re in the middle of a significant transition. If you’re attempting to re-invent yourself or launch a new look,[link widoczny dla zalogowanych], feel, or message, complete the development process before you start approaching people for their support. You want to give people the best possible impression of your effort’s viability. Oftentimes, others won’t see the potential like you will of a new idea that hasn’t been developed.
Marketing mistakes not only waste our financial resources, they take our focus away from the crucial details that need our time and attention if our businesses are going to thrive. These mistakes can be minimized with the right strategies and smart execution, paving the way to your success as a speaker or independent professional.
Losing the game in your mind. We all have emotional baggage that can cause us to sabotage our own success: self-doubt,[link widoczny dla zalogowanych], fear of failure or rejection, feeling unworthy or inferior, and more. You could do everything right but lose the battle for growing your business in your mind.
It’s important that you establish a healthy synergy between what you offer, what your prospects need,[link widoczny dla zalogowanych], and your fees. Undervaluing costs you money and handicaps your growth potential because it dries up your cash flow. Overvaluing robs you of your credibility and compromises your long-term viability.
Good administrators can be important,[link widoczny dla zalogowanych], but they don’t replace a good business development strategy or well-executed marketing plan. Often,[link widoczny dla zalogowanych], when people begin to feel stuck or overwhelmed in their business,[link widoczny dla zalogowanych], they want someone else to figure what isn’t working, start doing what WILL work, or otherwise take away the pain. Typically, however, the pain is something only the business owner can fix: They need a stronger marketing plan.
Getting an assistant or administrator to do the “dirty work” (i.e.,[link widoczny dla zalogowanych], misdiagnosing the cash-flow problem). I get emails and phone calls all the time from people asking me if I know someone who could book them or market their product or service. Typically,[link widoczny dla zalogowanych], this well-meaning speaker is trying to solve the wrong problem (which is more realistically tied to a weak product or service or a poorly-communicated marketing message). Most likely, this professional simply needs a stronger marketing plan.
Marketing your business can be both an exciting and scary endeavor, even for those of us that have been doing it for a while. A few wrong moves can hinder your best efforts. Consider the most common mistakes speakers and independent professionals make when trying to grow their careers:
Speaking on multiple topics—targeting a broad audience. Trying to be all things to all people will only render you a jack-of-all-trades, master-of-none. You will never be regarded as an expert or become “known” for anything. The most successful speakers (and professionals in general) target a specific group of people and commit to helping them solve a specific set of problems.
Spending investment dollars in the wrong places. Be very careful how you invest your money,[link widoczny dla zalogowanych], especially if your funds are limited. Whenever possible, don’t tie your money up in expensive logos, electronics, vehicles, or large quantities of product that may be slow to move or can’t be leveraged into more income. For example, printing 5,[link widoczny dla zalogowanych],000 books because it’s cheaper per book won’t help you build your business if you don’t have any funds left over to execute your marketing plan. Before spending big dollars, always ask yourself, How will this help me get more customers? And what will it take for me to financially see this campaign through?
If you’re truly committed to being successful in your business,[link widoczny dla zalogowanych], you need to deal with those issues that could sabotage your efforts. Get a good business coach, get some counseling, read some recommended books,[link widoczny dla zalogowanych], figure it out. This distinction is just as important as a solid business development or marketing strategy.
Undervaluing or overvaluing your products, services or programs. Mark LeBlanc, author of the book Growing Your Business and founder of The Achiever’s Circle notes that, “People either charge too much too soon or too little too long.”
Spending time and money on marketing tools before establishing a business development strategy. I can’t count the number of times I’ve seen people throw money at “marketing solutions” in an effort to save their businesses, only to realize too late that slick brochures, a static website and company letterhead won’t grow their business. Successful speakers and professionals provide valuable services to people that need them. If you aren’t clear about what you offer—and to whom—and you haven’t discerned the best strategies for reaching those customers, your “marketing efforts” are wasting time and money.
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