Since professionals have a highly specialized vertical skill, they possess deep knowledge in a very specific area of expertise. If this knowledge is properly used in a carefully orchestrated campaign it can produce fabulous results in attracting potential clients and referrers. Unfortunately few professionals perform the planning necessary to properly educate and inspire their prospect base. It often comes off as “self promotion” which has the opposite of the intended impact. Instead, I recommend first crafting the educational message in a way that is interesting and relevant to the target audience. But most critically in a way that demonstrates the “exclusivity” offered by the professional. That is, “what do you offer which no one else does?” How do you do it? Why is your exclusive method more valuable than the traditional approach?
The next step is to create a series of messages which clearly articulate the significance of the exclusivity in a way that does NOT promote the professionals services. This can accomplished through “customercentric” e-blast announcements, seminars, webinars, teleconferences and most importantly in a casual, informative way through personal conversations and networking. Shameless self promotion by professionals is the “kiss of death!”
Finally the all important follow-up step. Without consistent, valuable follow-up we are unable to maintain the top-of-the-mind awareness so that when a client need arises, we are the first call they make. More critically our series of carefully orchestrated messages succeeds in motivating someone to take action based on a latent need. This is the most influential form of selling for professionals.
For more examples of how professionals can use “attraction-based marketing” to build their practice, particularly during economic downturns go to www.markdeo.com and check out my new book, The Rules of Attraction.