Top Four Marketing Secrets of Building a Professional Practice

Building a coaching or consulting practice can be rewarding and lucrative. Sadly, many who get started on this path simply can't make it. Almost daily I talk to people who give up on their dream of "solopreneurship" and, resentfully, join the ranks of job seekers.

What disturbs me the most is that many of them are talented and skilled professionals; real experts in their field. With just a bit of marketing know-how they may have been able to generate healthy six-figure incomes doing the work they love.

Instead, they spend tons of money getting more certifications. They are becoming "master technicians" mistakenly thinking that alone will get them clients. But that's not how it works at all!

Let's take the coaching profession for example. You see, prospective clients don't even know the difference between ICF, CTI, Hudson, Adler, CoachVille or any other certification. They have no clue what CPC, MCC or other letters you might be putting behind your last name mean ? nor do they care! What they care about is results ? what benefits they'll receive.

There's a lot of talk in the coaching community right now about certifications, and while I agree it is important, it doesn't matter one bit if you don't have clients! Plus, you can be the most educated, certified, qualified, and professional coach out there and still struggle to stay busy.

You might think that's common sense, right? WRONG! I see coaches drop thousands of dollars in a blink of an eye to get another certification and agonize for months over a hundred dollars investment in a marketing course!

The good news, unlike getting certified, learning a few simple marketing strategies doesn't have to cost thousands of dollars. And it can make all the difference in the world. As a matter of fact, here are my top four "practice marketing secrets" absolutely free.

Marketing Secret #1 ? Know Your "Ideal" Client

It's critical that you know who they are, what their biggest problems are, how they make decisions, what they like to spend money on, where they hang out, etc. The "narrower" you describe your ideal clients and the more you know about them the easier it becomes to get your marketing message across.

Marketing Secret #2 ? Become An Expert

And I don't just mean be good at what you do. Heck, you should do that anyway! I mean position yourself as an expert in a specific area.

For example, you might be work with C-level executives in the insurance industry, or teach sales skills to realtors, or do turn-around consulting in manufacturing, or help working young mothers achieve life balance, or become a dating guru. Whatever makes you tick ? just focus on one thing!

Marketing Secret #3 ? Use Multi-Step Marketing

This is where I see so many professionals completely blow it. If a potential client doesn't sign up for your services what do you do? Forget about them? I hope not! You work hard to get new leads and meet potential prospects so why give up on them? Many people simply feel uncomfortable doing business with someone they don't know too well.

You should have a systematic way of keeping up with them ? for years, if that's what it takes. Let them get to know you, your company, and your services. You never know when their situation might change and they might be ready to sign up.

Marketing Secret #4 ? Get Help

Just like your clients need your help, don't be afraid to get help in the area of business and marketing. One of the most idiotic things I hear from professionals is "I should be able to do this myself." Have you ever seen a brain surgeon operate on his own brain tumor. After all ? he should be able to do it himself, right?

About 4 years ago I was struggling with closing sales and was really frustrated to see my potential clients hire other experts even though I was a lot more qualified to help them. I got the help of a successful sales coach. His advice not only quickly produced results to pay his fee but it also allowed me to make trips to my bank a lot more often.

There you have it ? those are my top four secret marketing tips. OK, so maybe they are not so secret after all. In that case ? I'm sure you are already happily working with all the clients you can possibly handle ;-)

(c) 2004 Adam M. Urbanski

The Author, Adam Urbanski, a Marketing Mentor, helps Service Professionals and Small Business Owners attract more clients. For more free tutorial articles, hot how-to tips and a FREE 32-page marketing guide go to http://www.themarketingmentors.com

---

Five Most Common Mistaken Beliefs About Joint Venture Marketing

Apart from being the fastest, easiest, and most profitable strategy... Read More

Attract More Clients by Raising Your Profile

One of the most common issues I'm asked about is... Read More

Marketing With Brochures

With the explosion of the internet and online businesses many... Read More

Testimonials - FREE Quality Advertising FOR YOU!

Every business person who has any kind of product or... Read More

The Day I Learned to Start Saying No

It was the fall of 1998 when I had just... Read More

Marketing is More Than a Token Process

"Necessity is the mother of invention!" The first time I... Read More

Survival Strategies

1. Do the moneymaking things first.For an entrepreneur, generating income... Read More

Stretching Your Marketing Dollars--7 Cheap and Easy Ways to Market on a Budget

Just because you have to stretch your marketing dollars doesn't... Read More

Direct Mail Sales Letter Mistakes to Avoid

Some companies that use direct mail to sell their products... Read More

Customers Are Like Vampires

No, customers aren't bloodsuckers (well, maybe a few are!) and... Read More

The Added Effectiveness of Promotional Products in Your Marketing Plan

Recently, I stopped by a new car wash in my... Read More

AIDA From A Different View - I Call It the 5 Ws

My childhood was my foundation for how I write and... Read More

Eight Steps To A Great Marketing Plan

Step 1: Where Am I Now? Before you decide where... Read More

People Do Business with People They Like

People do business... Read More

How to Brief a Marketing Agency

A new client recently emailed us a brief here at... Read More

Networking Basics Turn Yourself Into A Profit Making Giant

I would like to introduce you to one of my... Read More

Attracting Clients With Ease

Whether you are already running your own business, or still... Read More

Free and Easy School Fundraisers | Elementary and High School Fund Raising Ideas

Parents are always looking for free and easy ways to... Read More

Measuring the Return on Your Direct Mail Investment

In direct mail lore, there's a rule stating that you... Read More

25 Ways To Get More Business

Special Requirements for Reprint: we ask only that... Read More

Secret of Strategy - Part 1

A step-by-step guide to creating a growth strategy... Read More

Marketing in Business and Commerce in the New Consciousness

The point is what you give to another you give... Read More

10 Reasons Why Businesses Fail at Marketing.

1) They don't fully understand it.Perception: Marketing is advertising. Reality:... Read More

Whats Your NICHE Market ? III ?

What effect are the baby boomers having on the economy... Read More

How Simple, Small Changes Can Add Real Money To Your Pocket

I want to share with you a story. This story... Read More

Promotional Magnets: Promotion that Sticks

Some people are happy with just a business card. For... Read More

10 Ways to Get Your Flyers Noticed

An inexpensive way to promote your services is to createvarious... Read More

Integrity and Marketing - Finding the Right Balance

When marketing themselves to leads and prospects there are five... Read More

Is A Marketing Plan The Same Thing As A Communications Plan?

How does a marketing plan relate to an organization's communications... Read More

Want To Be A Stronger Marketer? Work Your Marketing Muscles!

You want to be more flexible? You have to stretch... Read More

Successful Marketing Through Seminars

One of the best ways for potential clients to find... Read More

Business Promotional Items ? How to Stimulate Word of Mouth Advertising

If the promotional items you give out end up in... Read More

Marketing Hat for Graphic Designers or Wannabe?s

Many people think that the quality of any graphic design... Read More