What's Your Marketing Attitude?
C.J. Hayden, MCC
Entrepreneurs pay a lot of attention to the mechanics of marketing. They take
workshops, read books, and hire consultants to find out how to do the best job
they possibly can. With my own clients, I often discover that their knowledge of
marketing techniques is quite good already. What they might lack is the right
kind of marketing attitude.
Do any of the attitudes described below sound familiar? If so, you may be
sabotaging your own marketing efforts. Read on for some possible solutions.
1. "I shouldn't have to market." If you are good enough at what
you do, you tell yourself, clients should just come to you. Marketing is for
products, not professionals. You have years of training and experience in your
specialty, why should you have to spend your precious time on marketing?
This perception is extremely common among consultants and professionals,
although many won't admit it. The fact is that successful marketing is a
necessary part of business ownership. If you could get all the paying work you
wanted without having to market, why wouldn't everyone be self-employed?
If you perceive marketing as a dirty business, try thinking of it as the diapers
you need to change in order to have the joys of being a parent. But instead of
focusing on what you dislike, tie your marketing chores to your vision of a
Visualize checks arriving in the mail when it's time to make a cold call, or
picture a signed contract when preparing for a presentation. Post visual
reminders (e.g. photos or clippings) at your desk of the reasons you became
self-employed in the first place. Parents don't remember all the diapers when
they're looking at the baby photos.
2. "I don't have time for marketing." There are only two
situations where this can really be true: you're too busy doing the client work
you already have, or you have other important responsibilities (e.g. an outside
job or young children) taking up your time.
It's easy to believe that doing client work already contracted for is more
important than marketing, especially when deadlines are tight. But if you always
follow this policy, you will be locked into a feast or famine cycle, with no new
clients waiting for you when the work is finished.
Whether your responsibilities preventing you from marketing are within the
business or outside it, you need to allocate a minimum amount of time each week,
no matter what. Even two hours per week can make a significant difference, if
you consistently use that time for marketing.
Imagine that you have overslept, and are late for an appointment. You might skip
breakfast, but would you leave the house without brushing your teeth? Of course
not. If you are going to be successful in business, that's how automatic
marketing needs to become for you.
3. "My marketing isn't working." It's true that there may be
something wrong with your marketing. Perhaps your message is unclear or the
tactics you're using are inappropriate for the audience. I find, though, that
for the majority of business owners who say this, the real problem is not that
their marketing isn't working but that they aren't working their marketing.
Let's say your business needs two new clients a month, on average. If, in your
experience, you must make a detailed presentation, proposal, or initial
consultation to three potential clients for one to say yes, you will need to
make six of these presentations per month.
Now how many prospects do you need to have contact with for one to be interested
in a presentation? Ten, maybe? That means you need to make contact with 60
prospects each month to land your two new clients. If you do this math for
yourself, you may quickly find that the only thing wrong with your marketing is
that there hasn't been enough of it.
C.J. Hayden is the author of Get Clients NOW! Thousands of business owners and
salespeople have used her simple sales and marketing system to double or triple
their income. Get a free copy of "Five Secrets to Finding All the Clients
You'll Ever Need" at http://www.getclientsnow.com