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10 Important Tips from a Marketing Expert

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I’ve been following marketing consultant Robert Middleton for many years now. Some time ago Middleton put out a list of tips for solopreneurs and consultants that I have adapted for financial and insurance professionals:

  1. Be able to tell people clearly what you do. If even your family doesn’t understand fully what you do, how do you expect your prospective clients to understand? We can’t assume people understand us, and if they don’t, we only have ourselves to blame.
  1. In networking, make it your main job to follow up. Above all else, follow through with friendly persistence. It’s always your move, no matter how or if the prospect responds. People are busy. So patiently try again; it will usually pay off.
  1. When you’re speaking, communicate powerfully. People don’t want to be bored… they want to be informed and entertained. Communicate powerfully so that your prospects really see the value of your services.
  1. Understand what your prospects need and want. Nobody’s going to buy from you unless they know what’s in it for them.  What are their issues, their challenges, and their aspirations? How can you make it easier for them?
  1. When selling, understand that nobody likes to be pressured. They like to be listened to. Few of us practice listening religiously. Notice that as soon as you stop listening, the pressure and manipulation start. Amazingly, you can listen to your way into a sale much more effectively than you can prove your service is right for someone.
  1. When talking about your services, tell stories to make things absolutely clear. When you use stories, people put themselves inside the scene you are describing and relate completely.
  1. Stay in touch. Nobody’s going to remember you or think about you if you don’t stay in touch with them. Don’t be so arrogant as to think people will remember you after one or two contacts.
  1. Over-communicating can be just as bad as under-communicating, especially if every communication is a pitch. Give people better information, valuable stories, and examples—something they can use. This will endear you to them.  And when you have something to promote, they’ll listen because you’ve gained their respect and attention.
  1. Ask for what you want. In life or in business, if you don’t ask for what you want, you’re not likely to get it. Yes, it’s terrifying to ask. And yes, you just might get to feel rejected if you do. But isn’t it better to know one way or the other? Ask, get an answer, and move on.
  1. Cultivate humility in marketing and selling. Nobody wants to buy from an arrogant jerk; they want to buy from a nice person who they can trust. Marketing and selling sometimes do funny things to people. They can turn you into a pushy person who always has the right answer. Your prospect will tell you if you have the right answer or not.

Take these 10 ideas and apply them to your business, and always keep REACHING


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