Market Your Way to Professional Success

It’s never too early to start saying thanks to yourclients, vendors and referral sources for what theycontribute to your business or practice. Everyoneloves to be appreciated and acknowledged, so start now and do something every month.

Keep in contact with your clients and vendors by sending articles you have written or that would beof interest to them. Add a little "How are you?" note to these people and keep the lines of communication open. Include current information about any new value-added products or services, such as a newsletter, or tele-class you will be presenting.

Marketing your way to success doesn’t have tobe expensive. You just have to do it.

Communication and relationship are the keys to marketing. Attending numerous networking meetingsmay be worthwhile to some, but that strategy doesn'twork for everyone because, as someone once told me, the people who love you will always refer business to you.

Create a list of Advocates, or supporters, whowill think of you first when it comes time for yourspecial area of expertise. This list could be up to, but certainly no more than, twenty-five people.

You could also have a separate organizational list, such as companies where there is more than one person you know.

The people who are your Advocates or supporters are the ones who require nurturing. Send them an e-mail, e-zine, note, or article at least once a month.

Create an exte
al management team to help youachieve your success. This could include your atto
ey, your own mentor or consultant, your accountant and other like minded people who youcan trust. This is the key, people you trust to tellyou the truth

Gather your exte
al management teams in an informal meeting such as breakfast or lunch. Advise them of your upcoming plans, get feedback and give acknowledgement for all their support and advice.

Check in with former clients to see how they are doing. Be willing to provide free information to these people. Generosity is its own reward. If you keep a timer on your desk, you can be sure of keeping the conversation brief as well as focused. Then, send themmore information. Follow up in about two weeks to seehow the seeds of your generosity have blossomed.

Information is available to everyone, through theinte
et, magazines and newspapers. Only you canprovide customized data to your clients that will be appreciated as well asremembered.

Review your brochures, marketing letters, and newsletters in a new light. Does this informationspeak to your"Ideal Client"? Do you know who your"Ideal Client" is? Redefine these documents as needed after you have thoroughly defined this client. Give these documents to your management team and get their feedback.

Does your collateral material speak to what you do? Is the information clear or does it require interpretation? Spend time on this now and reviewit every ninety days.

If the cost of a new brochure is prohibitive, or if you think your business will be adding more productsor services in the near future, create an Informatio
Letter.With this type of document, you can update your Advocate groups as well as former and potentialclients. Again, it’s not costly and serves a specific purpose.

This letter can include updates on your particular industry or market. You also can advise them of your continuing education and how it will benefit them.

About those referral sources, they deserve a little extra attention. Remember, they thought of you first! Consider seasonal flowers, plants, a book or a special card.

You want them to keep remembering you! Nurture all theserelationships and your business will grow and glow.

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