Do It Like the Big Dawgs!
Today we’ll take a look at how the kings of industry wine, dine and otherwise cajole
Most of successful professionals use a series of information based ads that build
emotion and a call to action. These are much more effective than a standard company
branding advertisements. The same principles that go into putting together a high
impact (and, often, high priced) ad campaign can be adapted to fit your needs with
Here are some ways to put together and execute a professional, effective ad campaign:
1. Put together a short report that’ll you’ll automatically send to prospects when
they contact you. This should include a short description of your business and
what you specialize in. Don’t forget to include case studies, samples or other
proof of your success.
2. Develop value-oriented yellow page ads.
3. Consider newsletters as a way of educating and informing customers about your
industry and services offered.
4. Offer a free seminar, webinar or other lecture to build awareness of your
business, but make sure you make the information pertinent to your target
market and find speakers who are respected and known in the industry.
5. Buy an existing business, introduce better marketing and grow this new business
faster than a “from scratch” business.
6. Always test different versions of your ads to find the most effective ones.
7. Use direct mail marketing to grow your business.
8. Put together a database of previous customers and send them new information.
9. Offer incentives such as frequent purchasing benefits, loyalty programs, referral
programs or others.
10. Approach large firms who may need your services and negotiate a deal to be
their exclusive expert in your field.
11. Offer a 24-hour information line with a regularly updated recorded message.
Make this available to all past and future customers/clients.
12. Donate time or materials to local charities to show support in your area.
13. Offer public clinics for the general public to come along and discuss what they
need that’s free and approachable.
14. Organize seminars your customers/clients can pay to attend by putting together
a high-perception value package.
15. Approach local newspaper by offering to write a weekly column about your area
of expertise. Don’t ask for money, just a byline and bio.
16. Develop a weekend or other destination seminar for customers/clients, not only
does this give you an action-packed weekend with the most important people, it
gives them a tax-deductible business adventure.
17. Take a good seminar and turn it into written form as a home study, member site
program, audio or video program.
18. Approach large companies and offer to give seminars to their employees,
investors or management.
19. Be proactive with your marketing plan.
20. Barter for your marketing. Offer products or services in lieu of payment.
21. Be willing to bring in new clients, even if at an initial loss because it will likely pay
22. Regulate your marketing budget to maximize the potential income from them to
hit the next year and try to push back advertising costs for the next year to offset
23. Make offers to target markets or target market businesses to pay them for
referrals or shared databases.
24. Offer loaner products to replace equipment that’s be repaired or refurbished.
25. Give away something free to everyone who brings in a print version of your
advertisement. This is a great way to see which ads are giving you the most bang
for your buck.
26. Continually consider what new products/services you can offer to current
27. Develop a mail order division of your company.
28. Offer a proposition to your competitors to trade customers/clients you were
both unsuccessful in selling to.
29. Use different marketing tactics as an excuse to attract new customers/clients
with new offers and goodies.
30. Offer a “you-choose-the-price” program. This is especially good for product you
just can’t seem to sell.
So, there are 30 great ways to market to other professional and businesses. Some other
great ways to get your name out there for little or no cost are:
* Get involved you in your community-volunteer, donate to local events, etc.
* Join your local Chamber of Commerce and attend the networking and other
activities throughout the year.
* Join a local, state or regional professional associates for further networking
* Become a board member of a local organization.
Advertising should never be your only method of marketing, there are a myriad of ways
to get your name out there in a way that feels personal to potential customers/clients.
“Effective advertising…must be used to get your name out to the public. If your name is
not familiar to people, they will not come to you.” Jay Abraham
If you’re not sure where you start with your marketing plan or how to reach out to your
local community, competitors, customers/clients and others who could influence your
business in a highly positive way, try our GUIDED TOUR to experience the tools and
resources we have to boost your business to the next level and beyond.