From the Horse's Mouth
A blog about marketing for professional services and tiny businesses including my adventures in putting up this web site and exploring social media.
When someone says they don’t have the money . . .
August 24, 2010
When someone tells you they don’t have the money to do something, it can mean many different things. This applies to all relationships, not only to prospective clients and customers.
They might mean, “I don’t have as much money as I used to, and that makes me afraid even though I still have enough.” Or, “I can’t pay the mortgage and my credit cards are maxed out. There is no cash.” Or they could be saying, “If I understood the value of your offering, it would become a priority, but so far it isn’t.”
How can we understand their meaning more clearly and know how to respond appropriately? read more »
Counting your chickens before they hatch
August 19, 2010
I’ve done it. If you are a solo business owner, chances are good you’ve done it too: failed to market your business because you were counting on a client, or a project to be there.
If you haven’t done it, I sincerely congratulate you.
When I got busy with a big client, it looked as though the work would continue. I was so busy, and felt so optimistic about my prospects for future projects, that I neglected to promote my own business. read more »
Market research secrets, continued
August 13, 2010
Here, in Part 2 of a post about market research, are several suggestions for ways to employ market research to strengthen your marketing no matter how small your business:
Ask your clients how you are doing. Be prepared with 4 – 6 questions. Be succinct. Be respectful of their time. Email or online surveys are too easy to ignore. To get the most nuanced information, telephone them and ask them if they’d be willing to spend 10 minutes answering your questions. Suspect they have an issue and won’t talk with you directly about it? Ask someone you know with good listening or interview skills to conduct the interview on your behalf. If you uncover a problem, act quickly to address it. Gather testimonials from satisfied clients to use on your web site or brochure. Remember that most of us love to give our opinion. read more »
Market research secrets: these powerful tools are not just for big companies
August 12, 2010
As I work with clients to develop their marketing messages and strategies, we arrive at the question of their clients’ needs, perceptions, or concerns. While some regularly survey their clients on a variety of topics, most smaller businesses don’t, in part because they don’t know how.
Many of us have participated in a focus group about a product or service, or agreed to partake in a telephone survey. When we use the term ‘market research’, this is often what comes to mind.
If you are a small business owner, you may be thinking, “What does market research have to do with my business?”
It has a lot to do with your business because there are many ways you can conduct this research on your own behalf, and it is very smart to do so. read more »
Not all eyeballs are equal
August 1, 2010
Seth Godin, as always, has a way of putting things into perspective. In this case, he questions all the hullabaloo about friends, fans, and the social media audience. What is the value? read more »
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As a 20-year veteran of marketing professional services, Barbara Breckenfeld loves working with other small business owners to bring clarity and focus to their marketing. As a workshop leader and marketing coach, she emphasizes practical tools and personal insights that participants can use to move forward and get results with their marketing.
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