0816_TOEFL-Test-and-Score-Manual-1997

170 ● 201 Great Ideas for Your Small Business
GREAT
Market Your Consulting Services
Selling your expertise—an intangible product—
IDEA
requires a different approach than selling a product
that sits on the shelf. Some professionals, like doctors and lawyers, are
limited by professional ethics to marketing their services through specific
channels. If you’re a business coach or consultant, you have more options.
One of the best ways to market your professional services is to become
recognized as an expert in your field. This can be accomplished by writing
articles for trade publications or general interest magazines—or by being
quoted in newspapers and making guest appearances on radio or television
shows. You may think that you could never attract a reporter’s attention,
but it’s easier than you think.
Reporters are always looking for a good story and need new sources,
but they are often too busy or stressed to find you, so you need to do the
legwork. So here’s how to make contact: First, find out who covers your
particular industry at the local newspaper, business journal, or radio or
television station. Never send a blind letter to a reporter or editor.
Once you have the reporter’s name, send a short introductory letter (not
e-mail). Tell them who you are and offer to provide background information,
resources, or insights on a particular subject or industry. Be specific.
Attach your business card and a company brochure. Wait about a week
and then make a follow-up telephone call. But, first, find out when that
particular news organization is on deadline. Most morning papers are editing
the paper in the late afternoon. Television producers are more likely to
pick up the phone between 10 am and noon. Just call the news outlet and
ask for the assignment or news desk. Whoever answers the phone should
be able to tell you who to contact or put you into someone’s voice mail to
leave a detailed message.
Even if you get no response, every month or so send clippings and
items of interest. Once you are interviewed by a reporter, other reporters are
more likely to call you. If a reporter calls, drop everything to take the call.
You only get one chance when a busy reporter or producer is on a deadline.
Another good way to raise your profile and impress potential clients is
to offer them a taste of your expertise. Invite current and potential clients