How to Successfully Meet the Three Biggest Marketing Challenges

I like to think I’m a pretty good marketer of my professional services.After all, I’ve been at it for 34 years, read hundreds of marketing books, thousands of articles and studied with the very best marketing gurus.But marketing is still challenging for me and the majority of independent professionals. If it weren’t, we’d all have more clients than we could serve, they’d be paying us high fees, and we’d never having to worry where our next clients would come from.And we wouldn’t need the thousands of marketing coaches and consultants like me offering services of all kinds to help you attract more clients.So, why is marketing so challenging?There are many marketing challenges, however, if you look at marketing closely, there are actually only three big challenges that give us the most trouble.Learn how to meet those challenges and your marketing will become more successful, easier, and fun.Here are those three marketing challenges:Challenge #1. Clearly communicating the value of what you are offering. Someone will not buy your services if they don’t see the real value to them. Your message can’t be vague or confusing; it must be clear and beneficial.One way to zero in on the value of your service is to define the top three attributes your service possesses. One or two is not enough; five or six tends to dilute your message.So, for instance, a sales training company might want to emphasize that their training is guaranteed to increase sales, improve sales confidence quickly, and can be delivered virtually in 45-minute online modules.That’s easy to understand and obviously beneficial. That kind of clear and valuable message is likely to generate attention, interest, and response.Seems simple, but not so easy to do. In my experience with thousands of independent professionals, their messages tend to be vague, not specific, and weak in terms of value.And if that value is not clear, prospects won’t respond.Taking the time to work on your message, fine-tune it, and test it until it gets a favorable response is one of the most important things you can possibly do in your business.To succeed at this task you must get inside the heads of your ideal clients and ask what they want the most, what problems they struggle with frequently, what isn’t working for them, and what could make their jobs easier and more productive.Jaynie L. Smith of Smart Advantage consulting says that 90% of companies don’t really know what their clients value the most. No wonder marketing messages are so bad.You can improve your marketing messages by reading and research (ask Google), sending questionnaires to your clients (Survey Monkey), or conducting a virtual focus group (via Zoom Video). Ultimately, you want to find out their biggest challenges and what they value the most.When you have that marketing intelligence, it will be a lot easier to come up with powerful marketing messages.This is challenging because it takes time and deep thinking. But if you realize its importance, you’ll invest your energies to come up with a powerful message that makes your service attractive, interesting, and compelling to your ideal clients.Challenge # 2. Making your business visible with repeated impressions of your message over time. It can take several impressions before someone responds to your marketing message.Just today, I noticed a message that one of my first level connections had sent to me on LinkedIn. When I checked the message, I noticed that he had sent me a total of 13 messages over a one-year period.The messages were actually very good. They had the right tone and great calls-to-action. It’s just that I don’t pay a lot of attention to my LinkedIn messages and had completely missed the first 12!He understood the value of repeat impressions over time and had developed a system within LinkedIn that had enabled him to send a unique, personalized message every month for a year. Pretty impressive.If he had only sent one or two messages, the chances are good that I wouldn’t have seen them.Again, my experience with the majority of self-employed professionals is that their marketing visibility is, at best, random and inconsistent, and at worst, non-existent.As you may know, I’ve sent out an email newsletter to my list pretty much every week for 21 years. That’s visibility. It’s really quite simple, but not so easy.If you want to be effective at your marketing, you must identify marketing strategies that enable you to get your message in front of your prospective clients consistently.And again, this is challenging. What is the best marketing activity for you, your personality and talents? How can you fit something into your schedule and do it consistently, not for a few weeks but for years?The question is not just what marketing strategies to use. Networking, speaking, blogging, email newsletters, webinars, social media, and direct outreach can all work.The more important question is what strategies will work the best for you and how exactly you can implement those strategies without spinning your wheels.You’re looking for proven, step-by-step instructions so you can evaluate if a strategy is right for you and something you can fit into your schedule on a regular basis. Remember, sporadic implementation is a waste of time.Implementing visibility strategies takes commitment and persistence. Is growing and succeeding in your business important enough for you to make that kind of effort? If it is, you’ll succeed at finding the best strategy for you.The final challenge may be the most important of all to overcome.Challenge #3. Maintaining the right marketing attitude and mindset over time, despite setbacks. If you can’t maintain The 3 R’s of success – responsibility, resourcefulness, and resilience, your marketing will never achieve the results you want.These 3Rs are absolutely essential. Responsibility is the stance that the buck stops with you. You are the only one who will find a way to attract clients and you won’t give up until you find that way. You won’t make excuses or blame circumstances, but instead will be accountable for making results happen.Resourcefulness is the skill to utilize your talents, and abilities to quickly find smart ways to overcome difficulties and find solutions. And to be resourceful, you can’t be full of doubts and fears of failure or rejection. A responsible person commits to finding a way; a resourceful person tries every way possible until they discover the best way.Resilience may be the most powerful trait of all. It’s what enables you to bounce back from adversity, setbacks, and even failures. And if you’re working to attract great clients, you’ll inevitably experience all of those many times. People who are not resilient don’t even try, let alone succeed.All of these essential qualities are in short supply. But if you work to grow those qualities persistently, over time, they will help you succeed with the first two challenging things in marketing – messaging and visibility.Despite these three marketing challenges – messaging, visibility, and mindset – there is good news.Improving your skills or abilities – even a little – in any of these three challenge areas will increase your marketing effectiveness.There is no perfect way of tackling all three challenges and you can’t do it in big leaps that get you there overnight. But you can work on all three slowly, with persistence, making small gains every week.When you improve your messages, you’ll start to see a better response in communicating to your prospects. Marketing then becomes like a game that starts with the question, “How can I communicate my value more clearly and powerfully?”When you increase your visibility, you’ll also notice a better response because to some degree, marketing is a numbers game. Your question might be, “How can I get my message in front of more of the right people this month?”And when you enhance your responsibility, resourcefulness, and resilience, you’ll find that playing the game becomes easier and more fun. The 3Rs are the fuel that enables you to persist with the first two challenges.Where do you start?You start by admitting where you are now and then committing to a purpose (your WHY for being in business in the first place), a goal (a specific thing you want to achieve), and to taking action (the actual steps you’ll implement to get there).Yes, marketing is challenging. But meeting those challenges is absolutely worth it.Cheers, Robert

Intown Atlanta – Buyer’s Market

As real estate markets fluctuate around the country home buyers are seeking areas where the market is stable and favors the buying of homes. Occasionally they find an area that is hot for a few weeks but these spurts generally do not last very long. Sellers are likewise wondering if their area is going to pick up and see a shorter average listing time from open until sale. Intown Atlanta is a market to watch currently as there is quite a bit of action happening in this area. In fact Atlanta is showing definite signs of developing into a buyer’s market and there are some great deals to be had on beautiful homes.

Buyer’s markets are simply the best time possible to purchase a home. Atlanta’s current market is running somewhere around 5 available houses for each buyer that is out there so as you can well imagine there is some really attractive pricing happening here in order to garner the attention of buyers. So what can you do to get yourself ready for buying in a buyer’s market? The best thing to do is to be ready to react quickly. Homes can move pretty fast in a buyer’s market so you need to be ready to move at short notice. This will of course mean that your finances should be pre-arranged and pre-approved so that when the home you love comes available you can make a move on it.

The home buying climate is not the only attractive thing about Intown Atlanta, For years Atlanta has been one of the most lively southern cities and along with Miami, Dallas and Houston is a driving force in the “New South.” Atlanta is a growing city that is constantly adding new amenities and recreation facilities for the new residents that have flocked to this area over the past decade. Atlanta has dealt well with this influx in stride, providing excellent public services and employment opportunities with such notable companies as Coca-Cola, Home Depot, UPS and Cingular Wireless calling Atlanta home for their headquarters. Atlanta is a growing city with a lot to offer. With the current state of the real estate market it makes sense to check Atlanta out if you are seeking an area for a new home.

Romance in the Law Office

We’ve all heard tales of office Christmas parties that ran amuck. Coworkers get caught making out in the copy room or a storage closet. Reports of after-hours office frolicking run like wildfire through the halls and floors of businesses. These shenanigans occur in all types of companies.Office romance isn’t only the tipsy pawing of revelers. Coworkers date. They even marry.Does office romance negatively affect office atmosphere and the service provided? I’d like to share a work story, and you can tell me if you think office romance is detrimental.One time, at band camp…no, not really, but it definitely left me feeling LIKE I was at bamp camp…For a time, I worked for a satellite office of a large law firm. I was the legal secretary for a husband and wife team. Being assigned to two attorneys married to each other was…interesting, to say the least. The entire staff could tell in the first two minutes on Monday mornings how their weekends went. If it had been a bad weekend, I was offered condolences.The thermostat which controlled both of their offices was located in husband-attorney’s office. My desk was conveniently across from their doors. One particular “bad weekend” Monday morning, Mrs. Attorney came out to my station and said, “Would you tell HIM to turn up the heat, I’m cold,” and returned immediately to her office, shutting the door firmly behind her.I stopped typing, fully aware that our close proximity created the strong likelihood that Mr. Attorney had already heard what she said. I was also aware that the secretary behind me had stopped typing as well. The day’s antics had begun.I stood up, smoothed my blouse, and ventured into Mr. Attorney’s office. He was typing and didn’t immediately acknowledge my presence. Finally, he said, “…yes?” I dutifully delivered the message. Silence reigned. Well, silence reigned in those four walls. I heard shuffling and whispers as staff began clustering near my station.Mr. Attorney swiveled his chair to face me, peering at me over his glasses. “Do tell, if you will, my lovely wife that if she had dressed appropriately for the weather, she wouldn’t now be complaining that she is cold.”Silence reigned everywhere.I walked out of his office. Exchanging glances with my coworkers who were poised to scatter but too curious to immediately beat a retreat, I veered right and knocked on Mrs. Attorney’s door. I gained entrance, and dutifully delivered the quoted reply. Silence reigned again. Coworker shuffling had ceased at that point. All ears were at attention.Mrs. Attorney said, in a voice an octave higher, “Will you please inform him that my state of dress is none of his business and that if he ignores a reasonable request it will not bode well this evening.”I returned to Mr. Attorney’s doorway, repeating Mrs. Attorney’s words. His response was, “All reasonable requests are considered. It is the unreasonable requests that are denied, in toto.”I updated Mrs. Attorney and announced that I was going back to my desk, to work (while wondering if emphasis on “work” filtered through).My fingers typed senseless words on the screen as the thermostat dance began. She walked in his office, flipped the control and went back into her office. The sound of the heat kicking in muted the return of coworker shuffling. They backed away but remained a rapt audience.His chair squeaked as he got up, turned the heat off, and sat down with more squeaking.Heels clicked (which was pretty amazing since the floors were carpeted) as she made another control-flipping appearance.I chose to take my morning break earlier than usual that morning.Yes, I believe office romance definitely affects office atmosphere. Based on my personal observation, it affects client service as well.