Hidden Marketing Assets

As I'm leading the "Fast Track to More Clients Workshops" around the country (Just did Cincinnati and Detroit - New York is tomorrow), one issue that keeps coming up are hidden marketing assets most Independent Professionals do not take advantage of.

It's like raw gold ore in the ground you own but haven't yet mined. Nevertheless, it's there for the taking.

Even better, it's like bags of gold coins sitting in your basement collecting dust. But you don't even know they're there.

As a result, you're not putting these assets to work.

In your business, you may have many hidden assets like this where you don't realize their value, so they just sit there not giving you any marketing advantage.

Here are some assets that you may not be leveraging:

1. Your Business Relationships

Everyone has business relationships. But if you're not leveraging them, they aren't doing you much good.

Unleveraged Assets:

How many business associates and community members know you but don't understand what you do? These people already like and trust you. They would happily send more business your way if they knew exactly who you work with, what you do and the kind of results you produce.

Leveraged Assets:

Invite everyone you know to be on your newsletter or eZine list. They may not be potential clients, but over the years, the chances are excellent that they'll direct good leads your way once they're in the know about your services.

2. Testimonials and Case Studies

What about all the testimonials you've received and the case studies you've recorded about the work you've done for clients? Again, those are very powerful hidden assets that most don't leverage.

Unleveraged Assets:

Even if people know what you do, if you don't keep reminding them of the results you produce, they are unlikely to pass your name along.

Leveraged Assets:

When you get a testimonial, find a place to use it immediately. For instance, right after the Cincinnati workshop I got this email from Ray Perry of MarketBlazer:

"I wanted to let you know how much I enjoyed the Workshop yesterday in Cincinnati. Fast Track to more Clients and 7 Simple Steps to attracting more Clients were very informative, thought provoking and concise.

"I found Marketing Ball to be an effective methodology for communicating the marketing process to clients and having an organized structure to deliver marketing. I could have spent all day on Marketing Ball.

"You also really hit a home run with Marketing Mindset. We all question our abilities and value to clients and are constantly creating delay tactics to slow us down. I felt as if I was at my therapist, yet having fun.

"Marketing Syntax and the Core Marketing Message, especially the Audio Logo were spot on for developing and communicating your marketing message.

"I could go on, but the bottom line is your course delivered the goods. Great value, very entertaining and well worth the time and money. I can’t imagine anyone has ever taken advantage of your money back guarantee."

Thanks Ray!

It was nice getting that email. But after I received it, I asked Ray if it was OK to share with my subscribers and post on my web site. That testimonial is now an asset that builds the credibility of my workshops, especially for someone who is considering attending, but on the fence. (P.S. Learn more about workshops here.)

What client testimonial or case study could you get out to those on your list? They're not doing you any good sitting somewhere in your email box.

Past eZine Articles

Have you written a number of articles for your business? Those who are writing regular eZines soon end up with a substantial body of written work.

Unleveraged Asset:

When I attended the System Internet Seminar last week, I attended a very good talk on "Article Marketing." It reminded me once again that I have a huge asset in all my past eZine articles that are just sitting somewhere on my computer hard drive.

Leveraged Asset:

I'm now going to take the time to create a system and get the support to get these 500 or so articles listed in various eZine directories. They will draw people to my web site and improve my search engine rankings.

Again, this is an asset I already have. It's like gold sitting under the stairs in my basement. I'm just not spending that gold. And if I die with all that gold unspent or uninvested, it's really a waste, isn't it?

What Are your Hidden Assets?

I hope this article provokes you to make an inventory of all the hidden assets in your business that could have a huge impact on your marketing.

As your business grows, your assets will probably grow at the same time (relationships, testimonials, information, skills, etc) but they won't do you a bit of good until you apply them.

I'll be writing more in-depth on this topic in next week's More Clients eZine.

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The More Clients Bottom Line: What hidden and under-leveraged assets do you have in your business? How can you tap into those assets so that they have an impact on your marketing? When will you create a plan to utilize some of those assets more productively? Why not start today?

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What marketing assets do you have in your business that you haven't yet leveraged? Please share on the More Clients Blog.

Comments

[Kim Duke, The Sales Divas]

Robert,

One of the ways I leverage my e-zine articles is by podcasting them.

A few months ago - I sat down for 2 hours and voiced a few years of e-zine articles. My VA submitted the podcasts to itunes (for FREE I might add!) and now I am attracting thousands of additional people.

Why leverage? Well as Steven King once wrote " Writing is easy. You just stare at a piece of paper until blood starts dripping from your forehead."

For all the work we put into writing we may as well maximize it!

Thanks for the great work you do!

Kim Duke, The Sales Diva, provides savvy, sassy sales training for women small biz owners and entrepreneurs. Sign up for her saucy and smart FREE e-zine and receive her FREE Bonus Report "The 5 Biggest Sales Mistakes Women Make" at www.salesdivas.com

[Serena]

I just wanted to thank you for the great info that you provide. I just started up my website and am adding client testimonials to my site and reading your blog makes me realize that I am without a doubt doing the right thing. I suggest giving a survey to all your clients and at the bottom asking them for a testimonial. You will have many testimonials from almost all yoru clients. The more testimonials the better.

Serena
www.vbsondemand.com