Referrals and face-to-face meetings are the preferred tactics for marketing professional services. Most professionals will tell me that the "other marketing stuff" doesn't work, but if they can get in front of the right person, the usually close the deal.
Have you ever thought about why that is? Here are some of the reasons meeting face to face, whether by referral or not, tends to be the most effective way for us to gain a new client:
- We are specific about who we help
- We are specific about the types of problems we solve
- We talk in plain English – not in corporate marketing mumbo-jumbo
- We tell our story – People remember and connect with people through stories
- If we are successful generating business from our local chamber or other networking groups, it is because we are consistent. We show up regularly and participate often.
- We listen to the client’s issues, show them that we understand, and explain how we help them solve their problems.
Why the other stuff doesn’t work
Many of the frustrations professionals have with traditional marketing stems from doing the opposite of what works for referrals.
- We are too general – we try to create marketing materials that appeal to everyone and end up being special to no one
- We create materials that are filled with jargon, buzzwords, nonsense, and fluff
- Rather than telling our story, we talk about “fair pricing”, “good customer service”, and “quality work” – just like everyone else
- We are not consistent. We do one mailing and stop. We don’t follow up. We fail to continue to market to our existing clients
For some reason, when we start to create “formal marketing materials” we stop talking to people and start talking at them.
Create more effective marketing materials by focusing on your potential client rather than lecturing them on how great you are.
