15 Irrefutable Marketing Proficiencies
Time and again I talk to people who try one or two
promotional strategies, don't get the desired results and
give up. They are confused about what marketing is and
convinced that it will never work for their business. Does
this sound like you?
You see, marketing is more than just one technique. It's
about becoming proficient at many "little" things. Here is
my list of a few of those "little things". I call them '15
Irrefutable Marketing Proficiencies'. Check to see how many
of them you've already mastered.
I'm passionate about why I'm in business. What I do impacts
who and what I care about. Performing my regular work
activities gives me joy, re-energizes me and is my way of
contributing to the world.
I can see where my business will be in the future. I'm
excited to undertake the tasks necessary to get there. When
I talk about my business people around me become
enthusiastic and willingly lend their support.
My business is strategically-driven by a long term plan. I
don't get distracted by "busy work". All activities are
results driven. I evaluate all opportunities based on my
I'm clear about who my ideal clients are, what problems I
solve for them and how I do it. This clarity allows me to
save time, money and energy; I only contact and follow-up
with people who want and appreciate my services.
What I do and how I do it differentiates me from others and
creates "top-of-mind" awareness in my chosen niche. My
business is unique so I don't have competition. Others, who
offer similar services, simply provide an opportunity for me
to sharpen my skills, outsource overflow work and create
My introduction easily and powerfully communicates who I am
and what I do. My message is clear and memorable even to
people who don't need my services. My introduction is
benefit-based, jargon-free, describes my ideal clients,
their biggest problem and the solution I provide.
My business identity is an extension of who I am. All
aspects of my business - from my business cards, to
stationary, to web site, to my personal appearance - present
a consistent, attractive image that's appropriate for my
My marketing strategies and activities are in line with my
strengths and talents. It's easy for me to promote my
business because I love what I do, know the value I create
and use only promotional activities I enjoy. I promote my
business consistently and continuously and never allow the
work I do for clients to break my marketing momentum.
I don't guess how well my business is doing. I have
identified and regularly track specific, easy to measure
performance indicators. At any point I can assess my
progress against my written 90-day, six-month and one-year
All routine functions of my business are systematic; they
are always done the same way and create predictable results
every time. Lead generation, follow-up, keeping up clients'
files, tracking important dates, submitting proposals, sales
process - I have a system for each one of those activities
that allows me to complete them effectively and efficiently.
I recognize that my clients buy not what I do but the value
my work creates. I regularly attend training events and
schedule activities that support me in learning fresh,
valuable information (in- and outside of my area of
expertise) so I become more indispensable to my clients. I'm
clear about the value I deliver so I never hesitate to state
my fees, recommend my business and ask for the job.
My promotional resources are limited so I make them count;
they illustrate my expertise and pre-sell my services. All
my marketing materials describe my ideal clients, list the
problems I solve and communicate the benefits of working
with me. I use tools like articles, public presentations,
teleclasses, workshops, regularly updated content on my web
site, and regularly published newsletter to attract new
business and maintain connection with clients and strategic
I love my clients. I respect who they are and cherish the
opportunity to be on their team. I recognize that they are
people first and clients next. I strive to learn about their
personal lives. I take note of and acknowledge their
important dates - like birthdays and anniversaries. I'm
there when they need support and celebrate their victories.
I recognize my weaknesses and that I'm not an expert at
everything. To bridge my shortcomings, I surround myself
with other experts on whom I can readily call for support or
refer clients to. They become my partners and board of
advisors and help me grow my business.
I recognize that how I think about marketing and selling my
services may limit my ability to grow my business. I make a
conscious effort to continuously expand my marketing
mindset. I look for and learn strategies that allow me to
better leverage my unique talents and expertise as my best
That's the list. Did you keep track of your "score"?
If most of those statements are true for your business -
congratulations. But if you realized you've got some work to
do - don't despair. There are many ways you can quickly
elevate your level of mastery of these proficiencies. Here
are the three that come to mind right away:
Finally, keep this one thing in mind - mastering these
proficiencies is not a matter of one day - it's a matter of
doing it daily.
- Regularly buy and read marketing books. Start by focusing
on topics you need most help with. (If you don't know what
books to get visit my marketing bookstore for ideas where to
- Attend a marketing seminar. An intense, day-long session
with a few experts can give you a jump start you need.
- Work with a marketing consultant. When your problem is
too many ideas and not enough action - perhaps a more
"hands-on" help is best for you. A marketing mentor can help
you focus on a long term strategy and identify action steps
you will feel comfortable taking on a daily basis.
. . .
© 2004 Adam M. Urbanski
The Author, Adam Urbanski, a Marketing Mentor, helps Service
Professionals and Small Business Owners attract more
clients. For more free tutorial articles, hot how-to tips
and a FREE 32-page marketing guide go to
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