Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

• You control the content, so it becomes an inexpensive way to bolster your image
and visibility; however, don’t ignore the journalists’ needs.
• A press release has the potential to reach thousands of people.
Promotional Packages Originally these kits were used to give to the press when
they covered an event. Now they can be useful in many other ways; for example,
you can pass them out at trade shows, provide information for your bank’s loan officer,
or list information for your clients. They are usually a two-pocket folder with
information about you and your company inside. I like to use the shiny Duo-Tang®
folders available at office supply stores. I have purchased self-sticking metallic logo
stamps that I apply to the lower right-hand corner of the folders. Inside you can put
information about your firm, your bio sketch, your picture, press releases, a background
sheet, facts and history about your company, and price lists if appropriate.
Considerations:
• For real class, you may have the folders printed with your logo, name, and contact
information.
• Keep the kit up-to-date and keep the masters in plastic sleeves in a binder.
• The kit can be used to introduce new employees to your company.
• Add endorsement letters and testimonials when appropriate.
Advertising Card decks, magazines, yellow pages, television, and radio are just a
few places to advertise. Before embarking on any of these, contact a mass media
specialist who will help guide you through the advertising jungle. Discuss costs
early. Some may be shockingly high, while others may be much lower than you
expected.
Considerations:
• Realize that the time or the space you purchase is just one piece of the cost; you
will still need someone to script, direct, and read a radio spot or design, write
copy, and create a magazine ad.
• When done right, high advertising costs may be balanced with quick responses
and an abundance of work.
Tools of the Trade: What Works; What Doesn’t? 93