The Top Ten Most Missed Marketing Opportunities

Jan 30, 2013 by

Marketing takes a lot of time and energy. But there are some basic marketing pieces that many purpose-driven business owners miss that can make a huge impact on your missed-targetoverall marketing success. Here are 10 of the top missed marketing opportunities I have seen for coaches, consultants, and therapists.

 

# 10 Relationship Building

Marketing is about building relationships. But people fail to realize that building relationships takes time. Relationships don’t happen overnight. They consist of give & take and trust. You need to take the time to court your audience to build that trust.  If you don’t see immediate results from your marketing, don’t stop. Give any marketing activity you do at least 6 months to see any return on investment.

 

# 9 Referrals

Referrals are cited as one of the #1 ways coaches, therapists, and consultants gain clients. Yet asking for referrals is often forgotten or ignored. If you have helped someone, the Law of Reciprocity states they will be willing to help you in return. Don’t be afraid to ask for referrals.

 

# 8 Your Contact Information on Everything

Sounds simple, but you would be surprised how much this is missed, from having contact information only on your contact page on your website to offering handouts with no way for people to contact you. Make sure you include your contact information on everything you offer.

 

# 7 Call to Action

It’s amazing how often this critical piece of marketing is missed. You may assume people know what to do, but they won’t know unless you tell them. Make sure you understand exactly what you want to receive from every marketing activity you do and present a clear call to action strong enough to inspire action.

 

# 6 The Ask

OK – this is more of selling rather than marketing, but I included it because it’s so crucial to your business and is much neglected, especially for purpose-driven business owners. All your marketing will be for naught unless you are comfortable asking for the business. Don’t be afraid to ask for their business.

 

# 5 Email Signature

Another no-brainer, but it’s astounding how many people don’t even stop to consider using their email signature as part of their overall marketing strategy. Add your business name and a hyperlinked website address at the very least. You can also consider adding your logo, tagline, and a link to your free offering.

 

# 4 Speaking to the Ultimate Outcome

Many marketing messages that coaches, therapists and consultants develop focus on sharing features of their business as opposed to benefits. The features speak to how they real goals. The benefits speak to what you will be able to achieve or how life will be different once the goals are achieved.  People don’t care about the “how” they want to know the “what.”

 

# 3 Tracking

A key missed opportunity in most marketing strategies is tracking the success of your marketing. Whether you use an analytics tool or ask people how they found you, having some sort of tracking system will help focus your marketing efforts to the activities that lead to your greatest success.

 

# 2 Market Research

So many times I see coaches, therapists, or consultants jump into create a program or product because they want to do it, believe people should be doing it, or think it would be fun without taking the time to research if there is even a need. People won’t spend their hard earned cash on something they don’t believe they need. And unless you’re Apple, you are not able to create that need. Do some market research before developing anything new to see what people already believe they need.

 

# 1 Your Core Message

Zig Ziglar put it beautifully, “People don’t care what you know until they know that you care.” Your core message, or Greater Why as I like to call it, is essential is sharing your message and passion. You may not realize this but marketing is an inside out process. If you don’t have a clear understanding of why you do what you do and why people should care, you will find it hard to connect from a heart place with the people you most want to work with. Understand your Greater Why and share that passion with others.

 

Failing to correct these  easily missed pieces will have immense impact on the overall success of your business. Evaluate your marketing strategy and practices to eliminate any miss opportunities.

 

 

Kathy Jo Slusher-Haas

Marketing Tao, LLC

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