Build Your Brand

How can you increase your profile and attract attention from prospective clients? Here are some ideas:

• Write articles
• Volunteer time for your networking group
• Go the extra mile in everything you do
• Provide valuable information sheets to your clients (top websites, salary research)
• Offer a free report or other valuable information to prospects.
  

Don't Strike Out With Prospective Clients

Marketing guru Robert Middleton has developed a marketing system for independent service professionals (including resume writers and career coaches) that is designed to help you attract more clients!

(Read more about it at http://www.actionplan.com)

He says it's important to analyze our sales process and identify WHERE you are losing clients.

For most resume writers, it's when the client asks, "How much does this cost?" Save the sale by trying different approaches:
• Ask lots of questions to understand their real challenges (most clients aren't as concerned about the cost as much as they are on the RETURN-ON-INVESTMENT. Will it be worth what they spend?)
• Direct them to your web site for articles, samples, etc. if they say they want to "think about it."

Find the Pain and Offer a Band-Aid

As marketing guru Robert Middleton notes, "People always act in their own self-interest and will respond to marketing appeals that offer solutions to their problems, predicaments, and pains."

Some common sources of pain include:
• They've just been laid off;
• They are relocating becaues of a spouse or significant other;
• They've been looking for a job but aren't getting interviews;
• They just graduated from college and are looking for their first job; or
• They've been asked to apply for a promotion and need a resume.

Identify those areas of pain and position your services around them.

Baseball Season

Baseball season is coming up, and it reminds me of a presentation that Robert Middleton, of Action Plan Marketing, made at the 2002 National Resume Writers' Association conference.

Robert had a client acquisition strategy he called "Marketing Ball." He said you need to have a system to get consistent, powerful results with your marketing.

One of the things that struck me most in his presentation was that "If you try to hit a home run, you'll strike out." Instead, you need to make base hits.

First, you need to say "the thing" that gets prospects saying, "That's interesting. Tell me more." Middleton said, if you get that, you get to first base.

Next, you try to get to second base. The way to get there is to give people more information.

To get to third base is the sales process. It's capturing their interest and having them want to move forward.

Middleton said the hardest part for independent professionals -- like resume writers -- is getting to second base.

As resume writers, we try to hit home runs -- like getting a client to agree to a $1,000+ project (resume, cover letter, bio, branding work) without doing the work of base hits.

Remember that on Opening Day.

Free Marketing Plan Start-Up Kit

Robert Middleton has been a contributor to Resume Writers' Digest for many years. Now he's sharing a special resource with my readers: A Free "Marketing Plan Start-Up Kit."

This Marketing Plan Start-Up Kit will remove the frustration and struggle you may experience with marketing your services. It shows you how to start playing "Marketing Ball." If you have clients and want more of them, the Marketing Plan Start-Up Kit will make it a whole lot easier.

The Start-Up Kit includes an 85 minute mp3 Audio Tutorial and 22-page Workbook - everything you need to build a client-attracting marketing plan.

It's a step-by-step guide to attracting more clients. No matter what kind of self-employed professional you are, this Marketing Plan Start-Up Kit will help you become a better marketer.

To receive your free kit, click here.