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Internet Marketing ServicesE-PUBLISHING BENEFITS WRITERS AND ARTISTS Just like all other aspects of life, the digital revolution has taken on the ..... You've got your business plan for 2006, you've done your affirmations, you're pumped up, you're ready to go ... NOT!
You've forgotten the single most important success tool for your business - a marketing consultant.
WHY ENTREPRENEURS FAIL
As a coach, I talk to entrepreneurs all the time. They're sharp, they have great products and services, and they all make the same mistake - a mistake with two faces.
It's the marketing. They either (1) don't understand they aren't a lawyer/coach/therapist/small business owner, they're an entrepreneur; or (2) they think they're a marketing person
as well as a lawyer/coach/therapist/
Marketing Information SystemsWithout referring to statistics (assuming that such statistics exist) it's safe to say that most marketing campaigns, advertising ..... small business owner and are trying to do something they don't have the experience, expertise or time for.
THE PRICE FOR THIS FALLACY IS HIGH
I would estimate that at least 75% of coaches fail because they don't know how to market their practices. I don't
know national figures, but lawyers and other professionals are dropping like flies in my town, as are maid services,
restaurants, errand services, small bookstores, and the like.
As an entrepreneur, you're up against big marketing campaigns from big, long-established companies who offer similar
services.
PIE IN THE SKY
It's a common misconception that you get your degree or training, you hang up your shingle, and the clients come,
but "build it and they will come" is a sad, pie-in-the-sky fantasy.
As a minister said, who hired me to market his church, "They didn't cover this stuff in Divinity School."
Why don't they come' Because there are thousands of other people out there doing what you do, and offering what you offer, and nobody knows about you!
Nobody knows how and why you're different. You aren't branded.
Marketing is hard work that requires a professional. You know this about your own field - it takes an innate talent,
an instinct to do something well. Good marketing consultants have right-on instincts from years of trial and error, observation and analysis. You haven't!
"THE LAWYER WHO HAS HIMSELF FOR A CLIENT ...
... has a fool for a client."
Marketing appears to be subjective, but subjective marketing is deadly. It takes a practiced, external, objective eye.
You're not objective about your spouse or your kids, and you're not objective about your other baby - your business
or practice.
JUST WHAT IS MARKETING'
Marketing is a broad concept that encompasses advertising, public relations, and a lot of other things. Well, let's take a look at someone who markets small and home-based
entrepreneurs, Sharron Senter. She's known for her free weekly marketing tips and has published several marketing reports, including "20 Excuses to Send a News Brief."
Sharron (www.sharronsenter.com) has an impressive corporate background in marketing, and will do the following things for you:
Service MarketingCopyright 2005 Rodney Rumford Leveraging podcasting technology can give you a ..... 'Generating qualified sales leads
'Increase client revenues
'Web site creation
'Copywriting
'Graphic design
'Sales promotions
'Online marketing
'Direct mail
'Public relations
'Marketing seminars
'Traditional advertising
You can see if you plan to do all these things yourself, you're going to be working another full-time job.
On the other hand, if you decide to direct all this yourself, you're going to be dealing with a cast of
thousands.
GET ONE GOOD MARKETING COACH
This is a far better approach than working with a large agency. The head of the agency, who has promoted himself
to his level of incompetence, will meet with you, the client, and promise to supervise your account himself.
Then, unless you're Microsoft, he'll go back to his office and assign your account to the newbie. When you call for help or a progress report, you'll be handed from one person to another.
THE BATTLE OF THE EXPERTS
If you ......
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