The 7 Crucial Steps Independent Professionals
Need To Take Before Marketing Their Services
By Susan Martin
©2007 All rights reserved
Are you an independent professional who needs more customers? You don't need a large marketing budget
to generate sales for your product or service. But you will need to take some important steps in order to "position"
yourself in the marketplace. Here are 7 steps you won't want to skip:
1. Identify your ideal client and claim your niche
Hone in on the type of person or business you can get the best results for. Get really clear on
the market segment or type of problem you solve. Get really specific; don't be afraid that you might be eliminating 90%
of the population. The more specific you get, the easier it will be for them to recognize themselves and know you're the
right choice.
2. Pinpoint their pain
What are the things that keep them awake at night that your product or service can help them solve or eliminate? People
buy when there is a need. The more urgent the need, the faster and easier it is to make the sale. Recognize their pain,
hit a nerve and help them understand that they need to solve it!
3. Understand what their customers really want
What are the results that your ideal clients are looking for? What are the REAL reasons they'll want to buy from you?
Avoid talking about features here; concentrate on the results they'll get from working with you and the things that will
motivate them to buy (like make money, save time, etc.).
4. Get clear about what makes you different from your competition
Identify your USP. Give them a reason to say YES! With so much competition out there these days, you really need to stand out.
Don't forget about this critical step.
5. Create a compelling values proposition and USP
And use them in all of your marketing communications: your web site, business card, sales letters, brochures, sound bites,
etc.
6. Develop a powerful message
And make sure that your message matches your target market and customer and that your market matches the medium
(the vehicle you're using to reach your customer). This way your message will hit the people who need you the most.
7. Position yourself as an expert problem-solver
Write articles, do workshops and seminars, publish a newsletter, etc. to let your ideal customer know you're the person who
will best help them solve their problems.
Once you've taken these 7 critical steps, you'll have a compelling marketing message that will help you attract the
customers your business needs.
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