When it comes to marketing there is ONE concept you need to know and understand. No, it’s not one of the four P’s: Product, Price, Promotion, Place. While they’re important, for service professionals there is something equally if not more important, and it begins with the letter “C.”
It’s all about Communication.
Once you have a business, product or service that fills a need in the marketplace, your marketing becomes all about generating awareness. It’s about letting people know what you have to offer and what you can do for them. To do that effectively you need to be able to communicate.
Find your voice.
To find your marketing voice, you must first identify your point-of-view (POV). A strong, distinguishing POV will set you apart from the crowd. It will help your voice be heard. Without a strong POV, you may be talking but no one will be listening. Why? Because it will sound like something they’ve heard a thousand times before.
Decide how you want to communicate.
Every marketing activity stems off one of the following two ways to communicate. If you want to be an effective marketer, you’re going to want make sure you do both well.
You absolutely must be able to articulate what you do in a clear, concise, and compelling way. This is one of the biggest challenges for most service professionals. They know what they do, but they don’t know how to talk about it in an engaging way. In a way that resonates with people and makes them want to know more. And, with language that is interesting and provocative.
In fact, many business owners are downright uncomfortable when it comes to talking about what they do.
And, if you’re uncomfortable, you’re not going to attract clients.
When you’re able to speak confidently and effectively, it opens up all sorts of marketing opportunities. Presentations. Speaking Engagements. Networking. Video. Teleclasses. Partnerships. Live Events. Podcasting. BlogTalkRadio. Interviews.
Everywhere we turn are opportunities to market using the written word. And most of them are free. We can create a website. Blog. Write and post articles online. Create and give away special reports. Publish an e-newsletter. Post status updates on social media. Issue press releases. Create ads, flyers, or brochures.
If you can’t write, all of these options are off the table.
Or, you have to pay someone to do them for you. Or, maybe worse, if you attempt them and your writing is poor, you can alienate the very clients you’re trying to attract.
Your writing doesn’t have to be perfect, however if it’s poorly constructed, difficult to comprehend, or filled with typos and grammatical errors, it will not portray you and your business in a flattering light.
Writing is a skill. It can be learned.
Consider taking a writing course. Or hiring an editor or coach. Most important, just keep writing. The more you practice, the better writer you will be come.
I encourage you to take a few minutes to honestly evaluate your point-of-view, along with your speaking and writing skills. If you’re not 100% confident in all three, invest in improving them. It will definitely be a worthwhile investment.