Small Business Coaching: Are You Image-Marketing?

By Allison Babb

Action-focused marketing: It's important that all of your marketing is action focused. It clearly answers the question "So what do you want me (as the prospect) to do?" When I land on your web site, read your brochure/flyer, get your business card, or any marketing piece, does it specifically tell me what you want me to do next?

You do this by saying things like click here, call now, download this now, get a free report, free audio, free assessment, free sample, etc. It should invite me to do something that puts me onto your list and also takes me to the next step of becoming a potential client/customer.

Results-based marketing: It probably goes without saying that you market your business to get results, yes? Question is, are you measuring to see if you're actually getting results? Solopreneurs groan when I say "Do the math." But it's necessary. Get your calculator out, see how much you've spent on things like networking meetings, ads, etc., and determine how many ideal prospects, clients or sales it produced. Sometimes the problem is we don't set up our marketing in a trackable way. So we remain clueless about what's working and what's not. Tracking may be the change you make immediately so you can shift to results-based marketing.

Solution-focused marketing: Be sure that you clearly tap into what's keeping your prospect up at night. What's their burning desire, biggest frustration, most pressing challenge? And given that, what can you put into your marketing that positions YOU, your products and your services as the solution to that pain/problem/burning desire?

People don't really care how many awards you've won and how many letters you have behind your name (PCC, MCC, XYZ certified, blah, blah, blah). They want to know "Can you make this problem go away for me?" And your best marketing does a superb job of articulating the key problem(s) you solve and what you offer to do just that.

If you enjoyed this article, you'll love Allison's client-generating resources to help you create action-focused, results-based, solution-focused marketing for a steady stream of new clients and a more cash month after month!

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WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Allison Babb is an author, speaker and Small Business Coach to solo entrepreneurs. Allison publishes the "Small Business Success" weekly Ezine on how to create a steady stream of clients for your small business at: www.GreatSmallBusinessAdvice.com

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