Marketing Your Consulting Services.pdf - epiheirimatikotita.gr
Marketing Your Consulting Services.pdf - epiheirimatikotita.gr
Marketing Your Consulting Services.pdf - epiheirimatikotita.gr
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process that ensures you can complete these actions with minimal effort. If<br />
you have an assistant, determine how that person can help. Establish an<br />
easy place to list these items. For ease in mailing, purchase a label maker<br />
and have a designated area for all your mailing supplies. For telephone calls,<br />
have all phone numbers in one location and update the list regularly. Develop<br />
templates so that you do not need to reinvent a note each time. Use<br />
your downtime effectively, for example, take note cards with you to write<br />
while you are on a plane.<br />
What else do we do that constitutes personalized marketing? We send cards<br />
filled with confetti to con<strong>gr</strong>atulate clients on job promotions. We send birthday<br />
cards. We send custom-designed cards to celebrate <strong>gr</strong>aduations, births, engagements,<br />
weddings, anniversaries, new cars, trips, a new life focus, a new<br />
house, a move. We send articles of interest about a favorite subject, hobby,<br />
child’s college, vacation site, competitor, mutual friend. We may send items<br />
that have a special meaning such as Georgia O’Keeffe stamps, job ads, special<br />
coffee, music CDs, books (lots of books), pens, photos, good-luck tokens,<br />
stones.<br />
We send many notes to follow up on conversations. Sometimes items are<br />
added. I once had a discussion with Kathleen Dolan Davies, my editor, in which<br />
we both marveled at the magic of television. I followed up by sending her a children’s<br />
book, How Things Work, including the magic of television.<br />
I do these things because I like people and I enjoy a personalized marketing<br />
focus. Personal marketing tools have been more powerful for me than the promotional<br />
marketing tools. While the personal tools are marketing tactics, I see<br />
them as relationship-building tools. If it’s not comfortable for you (a fit to your<br />
personality), don’t do it. If it’s not sincere, it could backfire. If you are doing it<br />
“just to market your services,” don’t do it.<br />
6. Identify Resources<br />
Now you need to identify the resources you require to complete the marketing<br />
plans you have identified. There is a cost to marketing. Whether you speak at<br />
a local service organization meeting, complete prospecting calls, send a public<br />
<strong>Your</strong> <strong>Marketing</strong> Plan: Can You Market on a Shoestring Budget? 127
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