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Creating
High-Leverage Marketing Assets
The single biggest,
non-renewable asset you have is your time. There are only three things
you can do with it: waste it, sell it, or invest it. As an entrepreneur
or a service professional, what you do with your time acutely impacts
how much money you can make.
If this year you
want to make clients come to you, earn a six figure income, become the
expert in your chosen field, positively impact lives of many people,
gain fame and earn respect of your peers you have to invest your time
into creating marketing assets!
Just like the
wealthy invest in assets that continuously appreciate and generate more
money like real estate, the savvy entrepreneurs invest in creating
marketing assets that grow your business with no additional expense.
What are those
assets? Here is just a short list:
Content
Info
products
Referral partners
Ezine subscribers
list
Customers list
Incoming links to
your website
Testimonials
Education
So if you want to
become the top dog in your industry, you've got to start doing what
the big dogs do. To begin investing your time into creating high
leverage marketing assets use this short checklist:
DON'T design
expensive logos. While establishing your uniqueness is important, people
will not do business with you because you spent money on a cute graphic!
DO survey your
ideal clients. Learning and understanding their needs allow you to offer
them solutions they want and that makes you incredibly attractive to
them.
DON'T place ads
that feature little more but your logo, phone number and address. Stop
kidding yourself thinking you are the next IBM or Coca-Cola and that
merely mentioning your name will get people pounding on your door!
DO create content
that addresses the most pressing needs your prospects and clients are
desperately trying to solve! Write articles, create special reports,
publish an e-zine or e-book (or regular book), and record audio/video
products. If you advertise advertise those products not your services.
DO take time to
learn and leverage free publicity. Research media contacts, take time to
understand what type of information appeals to them, and become good at
presenting your information in the format they like best.
DON'T attend every
networking meeting you can find. Your time is much too valuable to try
to attract business in one-on-one fashion. Contrary to the popular
belief networking isnt cheap!
If you sum up the
cost of your time, the price you pay to eat all that rubber chicken, and
the energy to follow-up with people who will likely never do business
with you its a very expensive (and ineffective) way to find only a
handful of qualified prospects!
DO develop
informative presentations. Find large gatherings of your ideal prospects
and become good at getting yourself invited as a speaker.
DON'T fiddle
around adjusting the shades of colors on your web site!
DO look for online
communities that already attract your ideal clients and find a way to
make them link to you. Ask them to post your articles. Make your site
content rich so they will want to list it as a resource. Or sell an info
product and invite them to become an affiliate.
DON'T beg for
referrals!
DO create ways
your current clients can easily give you away (like an article or an
audio CD)
DO build
relationships with referral partners. Create ways in which they can
introduce you to hundreds or even thousands of prospects at once!
DON'T try to
figure everything out on your own thats a very expensive way to learn
marketing and build your business.
DO invest in
knowledge products and access to experts. An hour or two with a
knowledgeable advisor can save you thousands of dollars in time and
money wasted on wrong strategies and improperly implemented tactics.
Providing people
with easily accessible information about solutions will position you as
a valuable resource and an expert. These tools will not only attract all
the new business you want, but they will allow you to charge the money
you deserve and create the lifestyle you desire.
So stop wasting time
eating all that rubber chicken and chasing people who will likely never
do business with you nor refer a single client. Instead, start creating
high-leverage marketing tools that over time will generate an avalanche
of new business!
(c) 2006 Adam
Urbanski. All Rights Reserved.
The author, Adam Urbanski, teaches service professionals and business
owners how to develop marketing strategies that increase sales and
profits. His website offers more how-to articles and free tips to create
a winning marketing action plan at
http://www.themarketingmentors.com
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