Be Brave Not Safe

The marketing plan for any business is multi-faceted: there are many moving parts which build upon one-another and must come together for congruent delivery to your audience.

We have recently been discussing the preparation and generation of marketing content. Prior to “making some noise” to your target market there are a few more topics to cover.

Consider the “noise” that we are going to make as “bait” to draw others’ attention to you / your business. Once you have gotten their attention, you must have solid foundational content so they (especially those who do not yet know you) can get a sense of you / your background and why they might consider doing business with you. To do so, you need to prepare:

• A Bio
• An Overview of Your Services

Your Bio

An effective bio (biography) is a concise overview of your background:

• Where your expertise came from / how you got here
• The results you have achieved
• Any special distinctions relevant to your service offerings

Note: This is NOT a detailed resume. It is a summary only. If you’d like to review an example (my bio) simply click here.

An Overview of Your Services

The purpose of this content is to outline, for your audience, the kinds of services you provide and what others can expect to achieve by engaging you. And, if you’ve been following the posts on this topic (of Launching a Consulting Business) you “should have” already generated this content, as it is part of:

• Your Value Proposition
• How you defined the competition (to eat their lunch)
• Your Shingle
• Your Pitch

If you’d like to review an example of the services my business provides, simply click here.

To be clear, I’m not suggesting that what we’ve prepared for my business is perfect. I am suggesting, however, that it has seemed to work 🙂

In closing, once you have tackled the above, you are prepared for the next step.

Click here to review the next article in the series.

In preparing to launch my consulting business a colleague (from corporate America) suggested I publish a newsletter to let everyone from my “past life” know what I was up to. I have to say that was one of the BEST ideas that was shared with me.

That is, we cannot simply hang out a shingle and wait for passers-by to stop in. We must make some noise that compels others to check us out.

Before sharing how, where and when that noise will be delivered (the topic of a future post) let’s talk about the noise you can “prepare.”

In a prior post we covered the importance of identifying at least 3-5 specific areas for which you can deliver significant value to others. Building on that list you are encouraged to begin creating content around each of these topic areas. This content could include, for example:

• The 10 easy steps to [plug in your value proposition here]
• How to [plug in your value proposition here]

You get the picture. The content should include an introduction to frame-up the topic, the “punch-list” of items you’ll cover and then a brief narrative for each of the items on the punch-list.

The purpose: To demonstrate your expertise in these areas. And, provide some free (YES FREE) information that may be useful to others.

Now, some might say: “Aren’t you giving away the farm?” And/or: “Shouldn’t you be charging people to give them this information?“. That is short-sighted thinking…

Example: If chef Ramsay (Hell’s Kitchen) gave you the recipe for his most exquisite dish could you prepare it the way he does? I know I’d make a complete mess of it.

Apply this to your area of expertise. YOU ARE THE CHEF. Giving out the recipe does NOT enable someone else to “do what you do” as you are the one to add that “special sauce.” Do NOT underestimate your abilities. That is, in addition to your “technical expertise”, if you are truly successful at what you do, and in high demand within the environment you are currently working (part of the “litmus test” previously shared), you have a special touch that enables you to generate the results you are known for.

If you’d like to view an example of content we generated early on for my business simply click here to go to the newsletter page of my business website and scroll down to Newsletter Issue #86. You’ll find the introductory article on a topic and (if desired) you can view the other 3 related articles in that series. In addition, you can scan our list of the numerous articles published which will provide you other ideas to consider.

As mentioned above, you only need to “begin” generating this content. Don’t feel like you have to immediately complete a write-up for all 3-5 areas of expertise. Just get started. By doing so, you will be positioning yourself for a future next step (delivering some noise) — so long as you are prepared to follow-through. More to come on that…

Have a great one!

Click here to review the next article in the series.

Marketing collateral (a.k.a. “leave behinds) become important when someone responds positively to your elevator speech by indicating they’d like:

• To learn more
• Your contact information for future reference
• To pass your information on to someone they know who could use your services

Let’s start by talking about common “wastes” of money and time in this area. That would include brochures and business cards. Realize that 99% of these are tossed, lost or forgotten. While you may still wish to produce and provide these items, it is important to identify ways to STAND OUT from the crowd!

Realizing this, I decided to give out USB memory sticks (as my business card).

• On the outside / cover is my company name, logo and web address
• Installed on the memory stick are files including:
  • An overview of our services
  • A short cut / link to my company’s website (when someone clicks on it they go straight to my website)
  • A vcf file containing my contact information (when someone clicks on it, it drops my contact information into their MS Outlook contact database)
  • A few whitepapers and articles I’ve written which have been published in trade rags.

Since memory sticks are useful items they are not as likely to be tossed or forgotten. And, they can even make it through “at least” one trip through the washing machine without blowing away all the information contained within. I should know, after testing dozens :-). More importantly, the nature of these devices is that they are likely to be handed off between individuals (for file sharing purposes) and therefore further promoting my business. All good!

While a memory stick is a bit more expensive than a brochure and/or business card the impact is significant. In fact, the most common response I get after handing one of these to someone (as my business card) is, “wow, this is GREAT – THANK YOU!” And, I’ve become disciplined to only hand these out to individuals I’ve qualified as a potential “partner” (someone whom I may be able to build a mutually beneficial relationship with).

In closing, you are encouraged to determine unique and high-impact methods to get your message across as part of your marketing plan, ensuring you stand out from the crowd. What I’ve shared here seems to work well for me / my business.

More to come on the overall marketing plan.

Click here to review the next article in the series.