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The Top 10 Ways to
Market your Business or Professional Practice
Every business and professional practice MUST be in the public eye. You need
customers! Folks need your goods and services -- it's a mutual alliance for mutual
benefit! But if potential clients and customers don't know you exist, or can't find
you, you will go bankrupt! They won't benefit from your services, and you won't make
any money. So, marketing is a necessity. Advertising is one form of marketing,
but it's terribly expensive. Here are the Top 10 alternatives:
- Contact 5 past customers or referral sources to thank
them for their business and ask them to evaluate the quality of your service. Let
them know they are the most important part of your research and development program. Listen to their suggestions!
- Re-do your business cards, brochures or letterhead.
Up-date your slogans, be certain your use of colors, textures and headlines is
appropriate and represents precisely the image you want to convey. Hire a graphic
designer. Dont skimp on your first impression!
- Announce a new program, new products, new hours, new
personnel or new policies. So long as it is real and improves the quality and level
of your service, this is news that customers, clients and the media will want to know
- Attend and participate in networking opportunities.
From business open-houses to neighborhood picnics, to greeting people youve
done business with when you see them around town, always look for ways to remind people of
who you are and the services and benefits you provide.
- Cooperate with other organizations to achieve name and
brand recognition you couldnt achieve on your own. Sponsor a local softball
team, join with a radio station to sponsor a contest, or participate in a charity golf
tournament. Partnerships can bring huge rewards!
- Offer a seminar, class or workshop. Local news
media will often cover an interesting topic, and its a great way to make people
aware of your services. Charge little or no admission, have great handouts and
materials, and get a crowd together.
- Use direct mail. Typically, we think of this as
"junk mail" going to thousands of people, but more often its a matter of
using your word processor to write a personal letter to 200 past customers, colleagues, or
even competitors. Make it interesting, personal, and remind them of your special
niche or unique services. Include a coupon or certificate. Make sure your
direct mail is not "junk"!
- Form an alliance with your suppliers, colleagues or
(even) your competitors to offer a "combo" package that neither of you could
offer alone and share the marketing expenses. Attorneys and accountants can offer
compelling packages. A massage therapist might pair with a Chiropractor, a gym, or a
weight-loss program. Who can you team up with?
- Review everything a potential customer sees or hears
when they do business with you. How do you answer your phone? Do your signs
needs re-painting, is your lobby attractive and comfortable? Is your desk a mess?
Do you take pride in your appearance and take time to make clients comfortable?
Its all in the details!
- Re-submit your web page to at least 5 search engines
this week. Each search engine has its own rules and you dont want to flood
them, but it is wise to up-date your listing at least every few months. (And, if you
arent on the web, well, thats tip #11)
Phil, Mary, and the Staff at
Resources for Success!™
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© Copyright 2003 by Philip E. Humbert. All Rights Reserved.
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