- mass market advertising is the best way to make people aware of your services
- all a professional website needs is a description of your services, including benefits, and your contact info
- joining a networking group is essential for getting new clients
- a postcard campaign to referral sources announcing the opening of your business will bring in enough referrals
- spend a week or so on marketing and then get down to business
There are likely many more misconceptions, and I may start keeping a list! But really, what's wrong with these ideas?
Each of these notions -- except #3 -- is rooted in the idea that there is a magic formula for attracting client that can be accomplished once, and never need ongoing tending. Most self-employed professionals don't realize that building a business is a fulltime job in itself, and that marketing is the most time and energy intensive activity we must continually do if we want to be successful.
Misconception #3 is usually wrong because we join general interest business groups, which is not usually where our clients are -- or because other networkers are intent on getting us as their clients.
Instead of these misconceptions, the marketing truths we need to accept are these:
- Marketing, like bookkeeping, is a necessary DAILY task -- make it an appointment with success!
- For solopreneurs in the healing arts, niche-based, client-centered marketing works. General, provider-centered marketing doesn't work.
- Marketing from your personality strengths is more client attracting than trying to copy what works for others.
- Market only to your ideal client, and don't waste time and resources on a general public.
- Potential referral sources need to know why sending us clients will solve a problem for them, or how it will increase client loyalty for them.