Better marketing improves the amount of good business you do, and can save your time! Having spent a few weekends in France lately I’ve been enjoying their approach to cheese (and I love cheese at the best of times). But ripe cheese that is oozing with flavour, and being served at room temperature means it’s literally oozing too. Yes I was skiing rather than diving (for once). So what is the Camembert lesson for better marketing?
What is marketing for?
Most professionals think about marketing in terms of getting new people interested in their offer (prospects) that they can sign up to become clients. I agree, but think there is something missing from that. Good marketing will attract the people you want to work with, but point most others in another direction.
In that way good marketing can save you time.
How are you different?
The most common answers that the owners of small firms give are things like being ‘better’, or ‘more client facing’ or ‘helping you save tax’ or…….
If your competitors make the same claim as you, you’re not different (even if their claim isn’t true).
The only real differentiation?
How do you want your practice to be, and who do you want it to serve? These may be the only things that can really differentiate you.
Developing your firm so that there is a focus in one niche, such that you are one of the few (or only) that gets talked about in that niche is one way of being different. The 'Go-To' Expert strategy is one that works well.
The other way you are different is because you are you, and to (mis)quote Dr Seuss, nobody can be more you than you. You define how you want your practice to be, because of how you are and the personalities of the people you like to with.
So, what is your personality? What is it that your existing clients (at least the ones that you really like and want more of) REALLY think about you?
If the clients you really like, really like certain aspects of you, then so will others. If that means some people don’t like you as much, you end up saving time.
So marketing your firm, or your personal brand is a bit like the Camembert I started this article with.
Does your personality, or brand values, literally ooze out? People you like, will like your personality.
The first step may be to discover what your favourite clients think about you. What’s you next step and how will you ooze?
Written by The 5-50 Coach. I help professionals grow their firms from 5 to 50 employees, sustainably, profitably and still have fun. Have you got your "next step kitbag yet"? It's stuffed with guides, reports & templates helping you grow from 5 to 50 employees. Click here for immediate access.