When you're looking to attract new business - whether it's from new prospects or from existing clients - how do you stand out from the crowd?
In a world where every business card looks the same, every glossy brochure blurs into one, and every Web site is just one click away from boredom, how do you differentiate yourself in a way that makes you memorable?
The answer is to focus on your expertise, not your glossy marketing. Whatever your business, you are an expert. That doesn't mean that you have to be the world's leading expert in your field - but you are an expert in your clients' eyes.
As an expert, your most powerful marketing tool is not your business card. It's not your glossy brochure. It's not your web site. It's not your client testimonials. It's not any of your collateral material.
As an expert, your most powerful marketing tool is your expertise. It's your knowledge, your ideas, your products, your processes and your systems - and the way you apply them to your clients' lives and businesses to make a difference.
The next time you're doing any marketing, consider how to demonstrate your expertise, not just advertise your products and services.
For example:
- At a networking function, instead of just exchanging business cards, offer to send a special report to the people you meet.
- At networking functions, offer to enrol people in your e-mail newsletter.
- When you create a new program, service offering, product, before planning the product launch, first write an article about the problem that it solves.
- To keep in touch with clients, send a tip sheet of ways to improve their personal and professional lives.
- Write a book on your topic area, and use that instead of brochures and flyers. If you're not a good writer, hire somebody to interview you and write it on your behalf.
- Record some of your ideas, and create an audio CD that you send to your best clients as a gift.
- Give your top clients a complimentary half-hour telephone consultation with you.
- Instead of advertising in an industry magazine, write a regular column for that magazine.
- Find a colleague who deals with the same market that you do, and write an article for her e-mail newsletter (and vice versa).
- Conduct an information seminar to educate people about your area of expertise.
- Make your web site a resource centre, not a promotional brochure.
Most of your competitors struggle because all they do is pitch, promote and push their marketing materials at customers and clients. They all look the same, sound the same and feel the same. Even when they get through to a client, their material is so full of hype and sales language that it invariably gets thrown away.
In contrast, by positioning yourself as an expert, you become a valuable ally to your clients and customers. Instead of sitting across the table peddling your wares, you sit beside them as a partner.
Does this mean you discard all your marketing material? No, probably not. It still serves a purpose. But don't rely on it as your main marketing tool. Instead, lead with your expertise, and follow up with your business card for contact details.