Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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Your direct mail might send a list of “ten tips to . . .” and your newsletter may be
filled with time-saving ideas or suggestions for improvement.
Using beauty as your creative focus means your marketing materials will have
a certain aura about them because you have taken care in choosing perfect paper
with lovely ink and beautiful graphics. Your messages will be soft and will never
shout (like those car dealers on the radio!). Your marketing may send a stressrelieving
message. Flowers, clouds, and other items from nature will make their
way into your messages and provide a serene backdrop.
Remember that even though we are focused on creativity, your marketing must
send a message of benefit to your potential client. “Wow” probably sends the message:
“We’re going to knock your socks off with service!” Practicality probably
sends the message: “We’re going to solve your problems.” And the beauty theme
might send a message that says, “We’re going to ensure a pleasant, productive
experience.”
“But I’m not creative,” you may be wailing. We will provide you with some ideas
in this chapter. In addition, Chapter Eleven focuses completely on creativity and
making marketing fun.
WHY A MARKETING PLAN?
Consultants must be marketing-oriented. In the beginning you may need to market
yourself tirelessly using every tactic that’s at your disposal. If the term “marketing”
scares you, think in terms of simply getting the word out that you are in
business. You must get the word out. You must promote yourself. Companies need
to know you are here. You must make sales. Or ...you will be out ofbusiness.
You may argue that preparing a marketing plan and putting it on paper is a
waste of time. But there are several reasons why it is the best use of your time.
• It can help you focus on what’s important.
• Establishing deadlines will help you pace yourself and achieve your goals.
• Setting goals allows you a way to measure progress.
• A marketing plan is a good financial tool to show how you intend to build your
business.
Marketing Your Consulting Services