Professionals Need to Market Themselves

This post is for professionals providing strategic services to clients, this includes: any consulting services, advice, or strategic solutions.

The title of this blog makes sense.  Who could argue with this statement?

Well, I have an answer for you: Just about everyone.  You may ask: "Are you kidding me? Really? We all know this!"

Yes. You may know it.  Because, it does seem logical: that is, we do need to market ourselves.  However few professional rarely do market themselves. And if they do market themselves, they don't do it in a repeatable, habitual manner, and maybe the most important of all, the tools and methods they deploy are not the right tools and methods.

In fact the tools and methods they use - let's call these things "strategies" for simplicity - are not the kind of strategies that actually work for consulting services aka providing professional services.

Professional Services Marketing
List of "What It Isn't" or
Things That Will Kill You
The marketing of professional services is an indirect type of marketing awareness that takes time, attention, and frankly, creativity.  This kind of marketing is "against the grain" of the marketing you learned at Harvard Business School. 

Let's get into what it isn't.  Getting into "what it isn't" is a good way to start looking at how to market your professional services.

The List of "What It Isn't"
  1. It's not placing ads in the magazine (sorry Fortune Magazine)
  2. It's not buying up billboards on I-95 (sorry Ted Turner)
  3. It's not walking around downtown NYC with a Sign around your neck "Will work for food." (Sorry every college grad)
  4. It's not getting your resume on the Job Boards (Sorry CareerBuilder, Monster, 100,000 Dollar Jobs, and all you Job Boards that are out there)
  5. It's not answering ads
  6. It's not cold calling CEOs, CFOs, and CIOs.  (Frank you are right on Cold Calling is Dead)
  7. It's not a "One-Minute Elevator" pitch that you are told you should develop in college. Who in the world are you going to pitch to in the elevator?  People will think you are absolutely insane. And maybe you are, but you don't want to tell them this - they'll find out eventually.
  8. It's not sending out broadcast emails with everyone in the BCC line. (Eat spam, don't do spam)
  9. It's not being slick, unhumble (okay, not a real word but you get it), loud, commanding, "seen"
  10. It's not running around a Tech conference or joining The Speakers Association or some other event where everyone is trying to get in front of these so-called buyers of services
Now for my consulting question: "Does this make sense?"

It should make sense. Only because you probably tried at least two of these and you probably failed miserably.  Am I right or am I wrong? 

If nothing else that you remember from this writing: Stupid marketing makes your look stupid. Doing these things, repeatedly, will eventually kill you.

1 comment:

Consultoria RH said...

Este blog é uma representação exata de competências. Eu gosto da sua recomendação. Um grande conceito que reflete os pensamentos do escritor.Consultoria RH


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