One month left in 2009. Do you have a plan?
Do you know what marketing activities will generate your income for next year? Would you make a bet that next year will be better than last year? What's your actual plan to make it better?
It took me a very long time to actually get the concept of planning my marketing. I'd pretty much go one month at a time, hoping my efforts led somewhere.
Yes, I planned some strategies, activities and projects.
And then I crossed my fingers and hoped for the best. I depended more on hope and the willingness to work hard. I figured if I did a certain number of speaking engagements or teleclasses and sent out my eZine every week, I'd be OK.
I finally realized that even this was not enough.
Now I do marketing like I'd build a house.
I'd make a plan for the house to be a certain way; I'd buy the necessary materials; I'd create a timeline for each step to be done in a certain order; I'd contract the workers and build the house.
Does your marketing look like that? If so, great! But I'll bet it looks more like this:
You think about the house and talk about it, but never write down a plan. You don't get around to ordering the materials. Timeline, what timeline? Workers, surely you jest! And you'd only fit in the actual building if you had some spare time.
Yeah, it's really that bad!
Look, it's up to you, but maybe you'll actually create a plan that's designed to bring in new business predictably next year.
What if you had a plan that not only brought in more clients, but highly committed, higher paying clients whom you didn't have to beg to work with you?
Here's what I recommend you do:
1. Decide on exactly what kind of clients you want next year. Why settle for the level of clients you've been getting? Might as well aim for the ideal clients as you tend to get what you intend.
2. Determine the services or programs you want to offer to these clients. Don't just think about it. Write it down in great detail and make it real. It's not a plan unless it's on paper.
3. Now do a write-up about that service or program and put it prominently on your web site. Not a paragraph or two, but a detailed description of what your clients will get and how your services are structured. Yes, several pages!
4. Add a response form at the bottom of the page which prospects fill out. Ask questions that will let you know if the person responding is a qualified prospect or not.
5. Next design several marketing activities designed to drive people to that page. Anything and everything can work here. You need to experiment and test.
6. Use everything from email to social media, speaking engagements to networking. Don't try to sell but to inform and to build trust and credibility. Get enough qualified people to that page and some will respond.
7. For everyone who responds, offer some kind of complimentary "strategy session" designed to get to know these prospects' situation, as well as understand their goals and challenges.
8. Then present the benefits and advantages of your service or program (as you did on your web page). Be concise, and demonstrate how what you offer will meet their needs and provide the value they're looking for.
9. Ask them to work with you if you know you can help them accomplish their goals. Don't be wishy-washy about it. Show the confidence you have in yourself and your services.
Follow this plan and you'll attract more clients.
This is a pretty simple plan; it's not highly sophisticated or complicated. But it works. And as you get results, you can then work to fine-tune and refine it to sell more complex and more expensive services.
The More Clients Bottom Line: You have to start somewhere with your marketing. Doing things randomly and haphazardly won't build you the marketing house you want. By taking the time and making this focused marketing effort, you'll be building marketing mansions before long.
What's the marketing plan you plan to build for 2010? Please share on the More Clients Blog. Just click on the Comments link below: