==> Marketing Your Product
What You are Marketing is Yourself
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What You are Marketing is Yourself
By C.J. Hayden, MCC
"Call us today and change your life," proclaimed the hot pink flyer on
the bulletin board. It was signed "Sunrise Hypnotherapy" with a phone
number and a blind email address. No practitioner's name appeared
anywhere on the flyer.
Posted near it were numerous other leaflets, advertising everything
from life coaching to bookkeeping. Fully two-thirds of the flyers I
spotted were similarly anonymous. Some displayed a business name;
others simply described the service, e.g. "acupuncture." But the names
of the people offering many of these services were curiously absent.
I had to wonder if these nameless flyers ever produced a single phone
call. It seems to me that if you are going to trust someone to change
your life, you would like to know a little about them first.
Surfing the web, I discovered the same baffling omission on the web
sites of numerous independent professionals. Entrepreneurs targeting
the corporate market seemed to be just as likely to conceal their
identity as those oriented toward consumers. Management consultants,
executive coaches, and seminar leaders alike were promoting their
one-person businesses by mentioning only their company names, and
referring to themselves in the plural as "we" and "us."
If I were searching for a professional to help my company solve a
problem, I would be pretty skeptical of an individual who identified
him or herself only as "Exegesis Management Group." If I'm going to
consider hiring a consultant, coach, or trainer, a good starting place
would be knowing the professional's name.
Where are the people behind these offerings? Why have they decided to
cloak their identities and promote an anonymous business instead of
their talented, experienced selves? What misguided or outdated advice
are they following that makes them believe this is an effective way to
market their professional services?
Marketing a service business is not the same as marketing a product.
Potential buyers of your service don't have the same opportunity to
touch, taste, or test drive what you offer as they do when buying a
tomato or a car. To spend hundreds or thousands of dollars on a service
they can't sample in advance, your prospects must be able to trust you.
And to build their trust, they must get to know you.
Examine your web site, brochure, or flyer with a critical eye. Does
your name appear prominently on the first page? Is there a bio of you
in an obvious location that describes your credentials and experience?
What about a photo? If visitors or readers want to get to know you
better before contacting you personally, do you offer them options like
a newsletter, articles to read, or your speaking schedule?
If your firm has more than one principal who provides services,
identify them all. If the business is really just you, but you bring in
subcontractors as needed, that anonymous "we" in your marketing copy
isn't fooling anyone. Feature yourself as the company founder and
describe your expertise. Identify some of your subcontractors by name
and give their backgrounds, so customers can see who they might be
Perhaps you have unconsciously been copying the marketing style used by
large consulting firms, seminar companies, and national service
providers in industries like financial services or health care. These
well-known companies rely on building their brand to attract new
customers by promoting the organization as a whole instead of the
individuals within it. But these firms spend millions of dollars and
take years to build those reputations. You don't have that kind of
money or time to spare.
The strongest asset you have in marketing your business is actually
yourself. Providing visible evidence of your experience, credentials,
and capabilities is what will ultimately convince skeptical buyers that
you are the right person for the job. Allowing them to get to know you
will build their trust. You deserve to be the star of your own
promotional materials. So stop hiding behind an anonymous marketing
image and let your customers know how talented you really are.
About the Author:
C.J. Hayden is the author of Get Clients NOW! Thousands of business
owners and salespeople have used her simple sales and marketing system
to double or triple their income. Get a free copy of "Five Secrets to
Finding All the Clients You'll Ever Need" at
********** Additional References **********
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Red-Hot Copy to Woo Your Target Market - step-by-step guide to writing professional-looking copy.
The Golden Book of Proof - a simple system for attracting customers with advertising that works.
Adtrackz - complete guide to ad tracking programs.
Confessions of a Website Copywriter - why almost everyone is wrong about creating sales letters for the web.
Pay Per Click Profits - one of the most powerful marketing strategies to drive targeted prospects to your web site.
Automatic Goldmine - how to use autoresponder courses to put ad campaigns onto autopilot.
Ad Gladiator - guide to creating solo ad campaigns that pay well.
Ultimate Ad Tracker Tool - run your own ad tracking system to get precise statistics on your links.
Ad Tracking SuperTips - a FREE ebook to guide you in choosing, using and profiting from ad trackers.
Best wishes for your online success!
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