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1. Define Your Marketing Strategy: Choose Simple, Effective Actions

The magic formula for professional services marketing and sales is choosing a set of simple, effective things to do, and doing them consistently.

Simplify your approach. Marketing doesn't have to be complex or mysterious. Focus on a few key strategies that align with your strengths and target audience. For professional services, the most effective strategies typically include:

• Direct contact and follow-up
• Networking and referral building
• Public speaking
• Writing and publicity
• Promotional events
• Advertising (least effective for most professionals)

Consistency is key. Choose actions you can commit to regularly, rather than trying to do everything at once. This approach builds momentum and allows you to refine your tactics over time.

2. Understand the Universal Marketing Cycle for Targeted Efforts

Marketing and sales for the professional services business operates on a predictable cycle, with four separate stages: 1. Filling the Pipeline, 2. Following Up, 3. Having Sales Conversations, 4. Closing Sales

Identify your stuck point. Recognize which stage of the cycle you're struggling with to focus your efforts effectively:

• Filling the Pipeline: Not enough contacts or leads
• Following Up: Inconsistent communication with prospects
• Having Sales Conversations: Difficulty engaging prospects in discussions about your services
• Closing Sales: Trouble converting interested prospects into paying clients

Target your efforts. Once you've identified your stuck point, concentrate on strategies and tactics specific to that stage. This focused approach allows you to make progress more quickly and efficiently.

3. Set SMART Goals to Focus and Motivate Your Marketing

Goal setting works the same way as target practice. Without a target, you don't know what you're shooting at, and until you start shooting, you don't know how far off your aim is.

Define SMART goals. Create goals that are Specific, Measurable, Achievable, Realistic, and Time-based. For example:

• "Secure two new clients with signed agreements by the end of the 28-day program"
• "Schedule 15 paying appointments weekly beginning in Week 3"
• "Book $6,000 in business for the following month by Week 4"

Visualize success. Connect your goal to a tangible outcome or reward to increase motivation. Consider what achieving your goal will allow you to do or how it will make you feel.

Adjust as needed. If you find your goal is too ambitious or not challenging enough, don't hesitate to revise it. The purpose is to stretch yourself while maintaining believability in your ability to achieve the goal.

4. Identify and Acquire Missing Success Ingredients

Success Ingredients are the tools, information, or skills that will successfully address the area of your marketing you have determined is stuck, or needs more work.

Assess your toolkit. Determine which essential elements you're missing to market effectively. Common Success Ingredients include:

• Description of services
• Market niche definition
• 10-second introduction
• Contact management system
• Marketing materials (e.g., brochure, website)
• Networking skills
• Speaking topics/bio

Prioritize acquisition. Choose 1-3 Success Ingredients to focus on during your 28-day program. Set target completion dates and quantify your progress (e.g., "networking skills at 75% by October 27").

Break down large projects. For more complex Success Ingredients, divide them into smaller, manageable tasks to maintain momentum and avoid overwhelm.

5. Design a Personalized 28-Day Marketing Action Plan

Designing and implementing a successful sales and marketing campaign is a lot like cooking a nutritious meal. When you are cooking, you need to decide what's on the menu, shop for ingredients, and make sure your food choices combine to make a healthful diet.

Select Daily Actions. Choose 10 specific marketing activities to perform consistently over the 28 days. Include:

• 1-2 actions to develop Success Ingredients
• 7-8 actions directly focused on getting business
• 1 action for personal effectiveness (e.g., planning, organization)

Balance your menu. Ensure your chosen actions align with your identified marketing stage and preferred strategies. Mix easier tasks with more challenging ones to maintain motivation.

Create accountability. Consider working with a buddy, action group, or coach to increase your commitment and receive support throughout the program.

6. Implement Daily Actions and Track Progress Consistently

Using the Tracking Worksheet consistently will automatically provide you with focus, evidence, direction, and motivation for your marketing.

Use the Tracking Worksheet. Record daily:

• Your state of mind (1-10 scale)
• Progress on Success Ingredients (% complete)
• Completion of Daily Actions (Y/N)
• Progress toward Program Goal (% achieved)
• Adherence to Special Permission (Y/N)

Review regularly. Conduct a Morning Review each day to plan your marketing activities and an evening review to tally your scores and reflect on progress.

Celebrate small wins. Acknowledge your efforts and achievements, no matter how small, to maintain motivation throughout the program.

7. Overcome Fear and Resistance in Marketing

Courage is not the absence of fear. It is the ability to take action while feeling afraid.

Recognize common obstacles. Understand that fear and resistance are normal parts of marketing for many professionals. Common fears include:

• Rejection
• Making mistakes
• Failure (or success)
• Looking foolish

Develop coping strategies. Try techniques such as:

• Practicing in safe environments
• Learning from role models
• Preparing thoroughly
• Using positive self-talk
• Reframing marketing as a way to serve more people

Grant yourself permission. Create a "Special Permission" statement to overcome longstanding habits or beliefs that hinder your marketing efforts.

8. Master the Art of Following Up with Prospects

Doing a good job at follow-up is a piece of cake. You just capture every prospect or potential referral partner you run across, then place a call, send the person something, or interact with the person online.

Implement a contact management system. Use a tool (e.g., CRM software, spreadsheet) to track all prospect interactions and schedule follow-ups.

Develop follow-up materials. Create resources such as:

• Model marketing letter
• 30-second commercial
• E-newsletter or blog
• Social media content calendar

Be persistent and professional. Follow up multiple times using various methods (e.g., phone, email, social media) without being pushy. Remember that prospects often need multiple touchpoints before engaging.

9. Craft Compelling Sales Conversations

A sales conversation, whether it takes place in person, by phone, or even by e-mail, is a two-way exchange you have with a prospect to find out what he needs and describe to him what you can do.

Focus on the prospect. Begin conversations by asking about their needs and situation rather than launching into a pitch about your services.

Use open-ended questions. Encourage prospects to share more information, helping you tailor your approach and demonstrate understanding.

Address objections proactively. Anticipate common concerns and prepare thoughtful responses to overcome potential roadblocks.

Practice active listening. Show genuine interest in the prospect's situation and reflect back what you've heard to build rapport and trust.

10. Leverage Writing, Speaking, and Publicity for Credibility

Just like public speaking, writing articles for your market niche can help you become more credible as well as more visible.

Develop your expertise platform. Create content that showcases your knowledge and helps your target audience:

• Write articles for industry publications or your own blog
• Speak at relevant conferences or events
• Seek media opportunities (interviews, quotes in articles)

Repurpose content. Maximize the impact of your efforts by adapting content for multiple channels (e.g., turn a presentation into an article, or an article into a series of social media posts).

Build relationships with media. Cultivate connections with journalists and editors in your industry to increase opportunities for publicity and thought leadership.

11. Use Online Presence and Social Media Strategically

On social media networks, post updates regularly, and make sure to provide helpful or entertaining content, not just promotional messages.

Optimize your website. Ensure your site clearly communicates your value proposition and makes it easy for prospects to take the next step (e.g., contact you, schedule a consultation).

Choose platforms wisely. Focus on social media channels where your target audience is most active, rather than trying to maintain a presence everywhere.

Engage authentically. Share valuable content, participate in relevant discussions, and build relationships rather than solely promoting your services.

Measure and adjust. Track the effectiveness of your online efforts and refine your approach based on what resonates most with your audience.

12. Continuously Refine Your Approach Based on Results

There is no failure, only feedback.

Track key metrics. Monitor important indicators such as:

• Number of new prospects generated
• Conversion rates at each stage of the marketing cycle
• Revenue generated from different marketing activities

Analyze patterns. Look for trends in what's working well and areas for improvement. Consider factors such as:

• Which strategies are most effective for your business?
• What types of prospects are most likely to become clients?
• Where are you encountering the most resistance or challenges?

Experiment and iterate. Based on your analysis, make small adjustments to your marketing approach. Test new ideas while maintaining consistency in your core activities.

Seek feedback. Regularly ask clients and prospects for their input on your marketing and services to gain valuable insights for improvement.

Last updated: September 12, 2024