Too often, counselors, coaches, and NDs have the impression that once their website is built and online, that's the end of that project.
Um, sorry. No, that would be like planning a party but never telling anyone when and where it is.
A skilled marketer is never really done with their website. Getting it online is when the real work starts. (Hated to tell you that, but it's the reality.)
So here are some easy ways to tell potential clients about the party. I mean, your website.
9 Easy Static (Do It & Forget It) Methods
- list your url on your business card, brochures, fliers, direct mail campaign postcards, etc
- add a signature block with a link to your website to every email you send
- put your url on your letterhead, bills, invoices, etc
- list your website with online directories
- add your website to a web ring
- put the url on promotional products like bookmarks or pens
- add a url link from your blog to your website
- get a hat or t-shirt made with your logo and domain name
- put the url in every article your write, in the body or bio
8 Easy Active (But More Time Intensive) Methods
- write a weekly or quarterly ezine, include the url in the header
- write a daily or weekly blog, include the url on the sidebar
- create an e-book, include the url in the footer
- create an autoresponder series, include the url in the footer
- Tweet daily about something on your website, include the url
- send website update emails to subscribed prospects, with signature block url
- seek out joint venture partners, add your products/services and url to their prospecting list
- give a workshop, advertised in the classifieds with your url
Remember when mother used to say: watch what you say? She was wrong.
It's much more powerful to watch what you think.
Most of us bombard ourselves with conscious and/or unconscious mental messages everyday that guide our beliefs about what's possible. Then we take the actions that live up to those beliefs.
This is true in every area of life, and it's no less true with regard to being in business for yourself. What are the messages you give yourself about what it will take to succeed?
Here's a list of some of the more destructive self-fulfilling messages that have lead to a lot of counselors and coaches I know going out of business this year:
- I don't have time to market
- I can't narrow down my interests to one ideal client group
- I don't want to limit myself
- It doesn't feel professional
- I don't want to have to sell myself to get clients
- I can't possibly spend money on marketing when I don't have clients
- It's not my style to set goals and track progress
- I'm not comfortable being an aggressive networker
You may have these messages in your head, or others that are keeping you unfocused, scared, unproductive, and stuck. If you aren't working on changing these mental mantras, they will drive you out of business.
What can you do?
Get very clear about what your destructive self-fulfilling messages are. Make a list.
Then choose the one that has the most power for you, the one you're most afraid to change, and imagine what could be different in your business if it magically shifted. Do you like what you imagine?
If so, tackle this as a professional and personal improvement project. Determine what actions are needed to overcome this message -- what risks need to be taken, what resources need to be acquired, what timeline will you set for changing this false belief, and who will help you be accountable for making it happen?
I hear a lot of counselors, coaches, and NDs voice a reluctance to engage in certain proven marketing strategies. When pressed, the reasons for not taking marketing risks come down to these 5 basic fears:
- fear of being too visible
- fear of sounding too ego-centric
- fear of getting more business than can be handled
- fear of looking sleazy
- fear of rejection (failure)
Which one stops you?
Fear of Being Too Visible
This one is most often voiced by women in solitary offices who work with high-risk populations where personal safety can be an issue. It's understandable to have a need to be cautious. Creative marketing can accomplish that while still attracting clients you can safely serve.
Fear of Sounding Too Ego-Centric
While it's good to not let an inflated sense of self rule our public persona, I more often hear this from clients who haven't fully claimed their own power, and may be suffering a bit of low self-esteem. Think of it this way - if you don't project confidence in yourself, why should potential clients have confidence that you can help them?
Fear of Getting More Business Than Can Be Handled
Hidden in this fear is self-doubt about your competence, along with an anticipatory sense of overwhelm. There are reasonable solutions to this particular "problem" of success -- hire a partner or an assistant, or refer out to colleagues who aren't as busy. You're in charge. You can actually turn down clients and the sky won't fall.
Fear of Looking Sleazy
Short of promising a free pony to the 10th caller in the next 5 minutes, or meeting clients in a Bedazzled semi-see through half t-shirt and hot pants with 6 inch spiked heels, you don't really have to worry about looking sleazy. In fact, I sometimes ask fearful clients to hold this as their anti-standard. You aren't sinking that low, you're doing fine.
Fear of Rejection
This is the opposite of the field of dreams syndrome -- what if you build it, and no one comes? Well, the key here is to not take it as a personal rejection, but rather an important piece of business feedback that you need to do something else, something more, something different. Let the disappointment of not getting instantly fabulous results teach and guide your next set of efforts.
Marketing is a game of trial and error. The only real risk to fear is the choice to do nothing, and to not pay attention to the response you get.
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