Here is how you can increase your confidence and improve your marketing:

Step one: Why are you in business?

Why are you doing it?  Solo professionals are in business to serve their clients.  Without clients we will be out of business!

Wait…there is another reason that you are in business!  So many other service professionals are in business to server the same clients.  So, why are you doing it?  What is your purpose?  What has motivated you to leave your job and start your business?

Knowing your Why is very important.  Connecting with your “why” is the best way to define your niche and target market.  You must be passionate about what you are doing and why you are doing it.  It is your strong desire and passion that will make everything simpler and motivate you to move forward.

Step two: Clarify and simplify your offering

Do you have an offering?  If not, create an irresistible offer that your clients want and value.

Coaches, consultants, and professionals must be clear about what they are offering and how they are helping their clients.  Your offering must solve your client’s problem.  Also, it has to be easy to understand.

Here are some questions that professionals, coaches, and consultants must consider:

• Can you clearly explain how you are serving your clients and what they gain by working with you?
• How you are solving your client’s problem?
• Ask your clients about your offer, is it what they want?  Do they see what they gain? What can you do to make it clearer?

Step three: Practice, Practice, and Practice!

Stand in front of mirror and talk about your offering.  Explain what you do to yourself!

Assume you are talking to a client and explain what you offer and what they gain from working with you.  Repeat this process until you are feeling comfortable.  You want to feel confident about what you are offering.  The more you practice the more natural you will feel about your offering and what you do.

Step four: Get out there and fully express yourself

You are ready to get out there and fully express yourself now.  Start talking and practicing with people that you know.

Be present and don’t hold back.  Share your passion and why you are doing what you do.  Go to places that your potential clients gather.  Tell your story and share your experiences.

Your story differentiates you from other service professionals.  Some people may not need your services today.  Some may choose to work with others.  However, learn from each experience.  You want to work with your ideal clients.  There are plenty of those people out there and you will find each other as you offer your services and express yourself confidently.

Please contact me if you need help to create your offering

Marketing planning is important.  How could you get to your destination if you don’t know where you are going and how to get there!

What makes marketing planning difficult is our perception about it.  Most people avoid doing what is hard and confusing.  So let’s make it simple.  Effective marketing starts by creating a simple plan that you can follow consistently.  Here is how you can create a simple marketing plan.

Step one: what do you want to do and why?

Everything starts with thoughts.  You must be clear about what you are doing and why.  Your confusion will stop you from attracting clients.  Also, lack of passion will lead to abandoning your plans as soon as you hit the first bump on the road.

Step two: who are you serving and why?

The next step is to identify your target market and their needs.  You need to know what they really want and need.  Otherwise, you will not be able to attract clients.  No one goes to the dentist unless they are in pain or trying to avoid pain!  Knowing what they need will enable you to align your services to solve their problems.   That is what niche is all about.  Niche is the specific service you provide to your target market.

Step Three: How would they find you?

How will you connect with your clients?  You may have the greatest products and services; however, you will only succeed if you can attract the right clients.    You must connect with your potential clients and tell them how you can solve their problems.  Speaking, networking, social media, and writing are some of the common marketing strategies for service professionals.  Look into what you do best and choose the strategy that is aligned with your strengths.

Step Four: Express yourself fully, monitor often, and remember to have fun!

Now it is time to get out there and share your gift with others.  You must express yourself completely and authentically.  Your clients buy from those they like and trust.

Monitor your efforts and change as needed.  You must be passionate about what you do and who you serve, but detached from how you are reaching out to them.  Stay open to changing your strategies and identifying the ones that really work for you.

Step Five: Constantly improve yourself and get help!

You must improve your skills and knowledge constantly.  Successful solo professionals constantly learn new things.  They internalize what they learn and discover new strategies that work for them.  Most clients come to you to learn from you.  They want to hear your ideas and thoughts.  Therefore, you must constantly learn and improve in your respect field.  Also, you must learn about marketing and how you can run your business more effectively.   Finally, get help! It is impossible to become expert in everything.  There are coaches and consultant who can help you in areas that you need help.

Step Six: listen to your heart and enjoy the process

Always listen to your heart.  You will know what to do. Running a business is tough at times.  It is important to be honest with yourself and follow your heart.  Your emotions tell you everything.  You know when you are afraid and when you are being stubborn.  You know when your ego is talking and when you are on the right track.  Trust yourself and move forward.  Take baby steps and enjoy the ride.  Yes, enjoy the process or find something else that you enjoy more!

How many of your subscribers open the emails you send?

Many coaches and service professionals new to email marketing get discouraged when they look at the measurement called “open rate.” Those who’ve been at it for a while do, too.

Why is only a third of my contact list opening my emails? There must be something wrong. Is it worth all this effort if only a few people are reading what I send?

Before you throw in the towel, I want to let you in on a secret that a lot of folks don’t know:

Your open rate isn’t really your open rate.

As a measurement, the open rate is highly unreliable, imprecise and inadequate.

To show you why that is, I have to explain a little about how open rates are calculated and tracked.

The open rate is actually a ratio calculated as the number of people who opened your email divided by the total number of emails that were successfully delivered to your list.

Email marketing software automatically adds a tiny, invisible image to each email delivered. When this invisible image is called to show up (invisibly) from the server where it lives, that tracks the email as being opened.

But this number is skewed — perhaps significantly — by what are known as “image blockers.” More and more people use web mail providers (such as Gmail or Yahoo) or applications (such as Outlook) that allow users to decide whether to view their emails with the images turned on or off.

When you see things showing up in your email with all the images turned off, that’s what’s happening: you have a setting somewhere that is saying “Ask me first if I want to see images.” Your images are “disabled” until you click to “enable” them. So…

If a person elects not to view images when reading an email, it will NOT count as an open.

Likewise, the people that elect to receive text-only emails from you (if you give them the option of text or HTML), also will not register as an “open.” Some mobile devices only allow emails to be viewed in text form.

Your open rate reporting could actually be off anywhere from 11% to 35%, according to generally accepted metrics in the email marketing world. That’s quite a bit!

So while it may look like nobody is opening them, your emails may actually be doing quite well.

So should you just ignore open rates then?

No. Despite their shortcomings, open rates can still provide valuable marketing information. Tracking your open rates can help you:

1. Spot trends. For example, if you notice a significant downward trend in your open rates over time (not just occasional dips, say during summer when folks are out of town more), it may be a signal that you need to do something to re-engage your subscribers.

2. Learn your audience’s preferences. You may be able to notice what days and times of day are better for sending by comparing your open rates.

3. Test subject lines. Split your list into two or three groups, and send the same email with different subject lines to see which one generates more opens (which may indicate more interest).

Is there anything you can do to improve your open rates?

Yes, absolutely! It may not be the most accurate measurement in the world, but there are proven ways to improve your open rates.  And improvement is always good.

Of course, your list should be an opt-in (permission-based) list. If not, that’s the first place to start improving. Otherwise, look to some of these areas to improve your rates:

1. Make sure your content is relevant and valuable. Know what your audience wants, and provide it. Relevant content is read content.

2. Examine your frequency of emailing. Too much emailing can cause “list fatigue” and too little can cause the “who’s that?” syndrome.

3. Write HOT subject lines. These short phrases are often the golden key to unlocking your open rates. Make people hungry to open your emails and see what’s inside!

Do you want to learn more about effective Newsletter Marketing?  Here is your chance, attend this free webianr: http://www.6figurenewslettersecrets.com/subjectlines/mike

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Many solopreneurs don’t even have a marketing plan.  They start their business with a hope to succeed.  They talk to their friends and sign up a few clients.  They show up at a networking meeting.  They get on Twitter, Facebook, and LinkedIn.  They consider these activities as their marketing plan.  Some have vague goals about what they want and most don’t know what marketing strategies and tactics are.

Success requires clarity, planning, and preparation.  On the other hand, lack of clarity, planning, and preparation make it much harder to achieve success.

Imagine that you are driving on a cold winter night.  Your car starts sliding; you may be moving in the right direction but you have no control over the outcome.  That is how marketing is without a clear marketing plan.  You may do well, but you have no control over the results and you don’t know what will happen next.

When you are planning your life or business, you need to have goals, strategies, and tactics.  Otherwise, you may not get the results that you want in the long run.

So what are the Goals, Strategies, and Tactics?

Goals are what you want to accomplish. For example, you may want to create a 6 figure coaching business within a year.  That is a clear goal.  You know what you want to do and by when you want to do it.

Strategy is the “How”. Strategy is the list of options that you can consider to achieve the goal.  It is the roadmap.  You consider your target market, what they want, how you can reach them, and how you can differentiate yourself.   For example, in order to develop a 6 figure service business, you may consider a list of strategies and pick one or a few options that are aligned with your business.  As a coach or consultant, your strategy must focus on your ideal clients, partners, and how you can reach them and stand out in their mind.

By now, you know what you want to accomplish.  Also, you have decided on your strategy to achieve your goal.  Now, it is time to decide on what tools and resources you want to use to carry out your strategy.  Tactic is the “What”.  For example, to develop a 6 figure service business, you may decide to use newsletters, social media, and article marketing to reach out to your clients and to stand out in their mind.

Without goals, you don’t know where you are going.  Without strategies, you don’t know how to get there, and without tactics, you don’t know what you are going to use to get there.

Strategy is more important than tactics. Most professionals find several tools to market their business.  However, if they don’t know where they are going or how they are going to get there, then they will never get there, no matter what they use.

Are you clear about your goals?  Do you have a business strategy in place?  If not, get clear about your goals and come up with strategies to achieve your goals.  If you need help, please contact me to create your marketing plan and define your strategy to achieve your desired goals.

Solo professionals need to market their services with consistency. They need to follow their marketing plan closely and do something to move forward toward their goals every day.  That is the only way to market your business effectively and it is the only way to create the successful business that you want -”Rome Was Not Built in a Day“.

In the video below,  Brian Tracy speak about goals and the most important goal.  I love watching this short video.  It motivates me to look at my goals every day.  Listen to it carefully and think about your business and marketing plan.

Here is an important point to remember, create your marketing plan and focus on the goals that would affect you and your business the most!  In short, focus on what is important not on what is urgent.  Finally do a Little Every day!  Simple advice, but very powerful!

I know this is difficult to do sometimes.  Here is couple of suggestions, find a marketing buddy to support you.  You can take turn to support and coach each other.  Also, Work With A Coach.  I know money is always the greatest concern.   However, you will always move much faster and make a lot more money when you work with a coach.  Check out my end of the year offer! to see how this can work within your budget to have tremendous impact!

Marketing your business effectively starts with great planning and only happens when you follow your goals and build your business one day at a time.

What do you think about the most important goal?

Here are a few ideas that Solo Professionals can use to market their services during the holiday session:

1. Create a “Holiday Special” for your clients.  This is the time when many people evaluate and revisit their goals. What holiday programs can you create to help them with this process?  During this time of reflection, celebration, and planning, your services are more important to them than ever. Use Thanksgiving, end of the year, or Christmas themes for your offers.  Check out my holiday special!
2. How about holiday workshops or Teleseminars with a special theme related to the end of the year or starting of the New Year.
3. Think outside of the box.  Could anyone purchase your services as a gift for their loved ones?  Could your clients ask someone to purchase your services as a Christmas gift for them?  Creating an automated gift certificate program is costly, however, you can design and print gift vouchers.  Keep it simple and affordable for your clients or anyone that would like to purchase from you.  For example, coaches can print $50 or $100 vouchers instead of a monthly program voucher.
4. Keep in mind that Holiday programs don’t have to end before the end of the year.  You can start a special program that ends after the holiday.
5. How about a holiday gift for your existing clients?  This can be in the form of a special offer like a coupon or free consultation.  In another words, you are giving your clients a gift voucher to use for your services.  Make sure your voucher has a deadline; otherwise, this could affect your next year business.

The holiday season is a great time for Professionals, coaches, and consultants to market their services.  Most clients are more relaxed and they are in a better mood to look at new opportunities.  There are many options to choose from, but keep your offers simple and make them exciting. Keep in mind your client’s needs and wants.  Finally, have fun with it and come up with a special holiday offer for your clients.

please contact me if you need help with developing an end of the year or marketing plan .  Here is my holiday special for Professionals, Coaches, Consultants, and …Happy Holidays!

Some of you that used to work for corporations may miss the friendships, the camaraderie, and the support system that you once had.  Of course, you can always vent your frustrations or discuss your needs and challenges with your friends and spouse. They may not understand your situation, however, or have the knowledge to answer your questions. Hence, it is much better to discuss your needs and challenges with a group of like-minded people who understand your challenges, and who share similar experiences.

Mastermind groups are the best way to discuss your thoughts and challenges with your peers.  A marketing mastermind group is a gathering of like-minded people who are starting, or in the midst of their business. They meet together to discuss their challenges, brainstorm for new opportunities, and provide new perspectives.  To learn more about being in a mastermind group, please read my blog “The Power of the Marketing Mastermind Group for Solo Professionals”

How to use the Mastermind groups

Join a mastermind group: There are different types of mastermind groups. Marketing masterminds are the best place to discuss your business challenges.  You can ask questions, gain clarity, find solutions, and share your information with like-minded business owners.

A mastermind group provides a safe environment to discuss anything, and the group’s members become your support system.  Mastermind groups come together with one purpose, and that is to help each other succeed.  The cost of joining a mastermind group is minimal, compared to a full-fledged marketing or business development program.  On the other hand, the benefits are enormous compared to your investment.

In addition, by joining a mastermind, you can learn how to facilitate a mastermind of your own, and utilize it in your business.

Create your own mastermind group: You can create your mastermind group by inviting your peers.  This is a great way to create a support system for your business.  You can learn from each other.  In order to create a successful mastermind group, you must be clear about the focus and goals of the mastermind.

The best way to schedule the mastermind is to meet on a set time and day.  For example, you can meet once a week, or biweekly, on the first and third week of each month.  You can act as the facilitator, or rotate the facilitation role between the members.

A marketing mastermind is a powerful tool that you can use in your business.  You gain many benefits, and can find friends and partners that you can collaborate with in the future.  Join my marketing mastermind group, or create your own, and experience the tremendous benefits that it can provide.

Mastermind groups are similar to think tanks and their main purpose is to help each other with finding answers, planning, and strategizing.  In a mastermind group, you can share your challenges and brainstorm with the group members to find a solution.  In addition, you assist other members with their challenges.  Most business people are strong in one or several areas; however, they may need assistance in other areas.

For example, imagine that you are part of a mastermind group, and you are looking for a payment solution for your business.  On the other hand, you may have started marketing your business using social media.  You have looked at all options and have taken several classes to learn about social media marketing.  On the other hand, others in your group may not know as much about social media marketing; while, they know about payment solutions.  Then, you get to share your knowledge about the social media marketing and others can help you with finding the best payment option. 

This collaborative approach is the best way to learn and gain knowledge about the things you need for your business.  The intention of the group is to share their information and to help each other succeed.

The idea of mastermind group has been around for centuries.  Napoleon Hill has made mastermind group more popular by mentioning it in his book, “Think and Grow Rich”. He states that people that accumulated a great fortune have used the power of Master Mind groups either consciously or unconsciously.

The benefits of a business or marketing mastermind group are enormous. Business owners can gain clarity about their business and marketing plans.  They can ask questions and learn from people who are in business and dealing with similar challenges.  They get to brainstorm with like-minded people who understand business and marketing.  They receive support from their peers and recognition for their knowledge and skills.  Mastermind groups provide the best opportunity to get answers to your questions.  It is similar to hiring several executives to help you market your business.

I am facilitating several marketing mastermind groups to assist solo professionals in marketing their business. The goal of my Marketing Mastermind group is to bring serious solo professionals together to help each other grow their businesses to new levels; it is all about collaboration and collective thinking.

For more information about my marketing mastermind groups, please visit Solo Professional Marketing MasterMind Group!

1. Website – your website is the most important part of your business online. You own it and you can control it! A multipurpose website can host your blogs, build your list, communicate with your clients, and market your products.  This is a must have tool for all Solo professionals. Even though, there are many options out there, I suggest using WordPress to DEVELOP YOUR WEBSITE!
2. eBooks/Reports - great content always captures attention. Your clients are interested in relevant content. What is your expertise and how can you share that with your audience? eBooks or Reports allow you to share your expertise with your clients. You can create an eBook or report even if you are not a good writer by working with a ghostwriter.
3. Blogs – we love information. It is amazing that most of us are information junky! We love to read or at least look at relevant information. If you are not a good writer, focus on creating a monthly high value article. You need some content to put into your newsletter. You can always find writers to help you write or buy articles from READY TO GO ARTICLES!
4. Video – people love to watch videos. It is easier and more effective to watch you in action than reading your post. Video is becoming the most effective tool for attracting clients.
5. Social media – Facebook, Twitter, LinkedIn, and YouTube are the giants of social media. Each has its target market and particular use that a solo professional can use to connect with his/her target market. Social media can be affective, but it also can become overwhelming.

There are many other ways to market your business online. As a Solopreneur What have you used to market your business online?