Selling Your Services: Tell People You’re Not Dead
“Many established service providers spend between 10 and 25% of their time on self-promotion. Beginners must devote even more effort to establishing a reputation and making a name in the local community.”
Selling Your Services by Robert W. Bly, page 25
Today’s quote is a good add-on to yesterday’s message. If not you, who? If not now, when?
I’ve always defined your biggest problem as a small business entrepreneur as being the fact that not enough people know you are alive. If I don’t know you exist, how can I decide whether to do business with you or not? Answer: I can’t.
Therefore, your number one objective is to let your target market know, understand, and appreciate that you are there for them. Once you identify this target market, the rest becomes an academic exercise. You have a number of ways to position yourself in your personal marketing arena. All you have to do as decide which ones fit your personality, time constraints, and budget.
The percentages above suggest that well-positioned entrepreneurs spend between nearly a quarter of their time sounding the bell. If you are just starting out, the quote implies that you budget a little more of your time to introduce yourself while spreading the good word.
By writing letters of introduction, blog post, and emails to your target audience, you can start the ball rolling without visiting your mortgage broker. After this initial salvo, I want you to revisit my Rule of Seven, which clearly indicates then you must contact your prospects and clients a number of times over a set period of time if you want them to remember you and position you in front of the competition.
More specifically, the Rule of Seven implies seven contacts in every 18-month period. (There is nothing sacred about these numbers.) The rule reminds us that persistence and consistency is, was, and will remain to be the name of the game.
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