Marketing a Professional Practice Free By WritingWritten by Susan Dunn, Coach
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7. Do more research and create an e-course on love in general. I have one currently called "Write a New Ending to Love Story". 8. Break it down further and do theory of love applied to parenting. 9. Then I get topical - Valentine's Day would be a good time, or Christmas, season of love. 10. Submit an article to local newspaper on hot new topic. 11. Prepare a teleclass on topic. 12. Offer free seminars around town on topic, like for churches, and organizations, and list it with Speakers' Bureau. 12. Make an e-book. I get a lot of mileage out of one book or topic. I include field of coaching in all that I write, and best of all, by time I'm finished I've learned topic backwards and forward and am well prepared to incorporate this into helping my clients.
Susan Dunn is a personal and professional development coach specializing in marketing professional practices. You can visit her on the web at: http://www.susandunn.cc.
| | The Top 10 Marketing Mistakes You Don't Want to MakeWritten by Susan Dunn, M.A.
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6. Being timid. There really is no such thing as bad publicity, and things will happen. You have to have been through this to know. Several years ago I was marketing an apartment complex and manager miscommunicated an "early bird special." The whole unfortunate event made front page of local newspaper with stories about parents not being able to buy school clothes for their children, because .... 6 months later apartment complex was filled to capacity. People remembered name of apartment and nothing else. Carry on! 7. Not being curious. If you have an ezine edition that had a large number of click-throughs, don't just pat yourself on back, ask yourself why. Figure out what was different about it -- Was it on a special day? Was there something different--more graphics, no graphics? A catchy subject line? A new layout? Don't forget, you can always ask someone who clicked-through! 8. Thinking you have to pay for marketing. Use free options liberally. Establish yourself as an expert on a subject and let press know you're willing to be interviewed. When a national news event breaks, make it local. For instance, I'm a coach, and when 9/11 happened, I contacted press to let them know what coaches had to offer at such a time. 9. Leaving it at home. Prosaic, but we all do it. Your business cards and brochures do absolutely no good sitting in office. Take them with you! 10. Following rules. Be as thorough as you need to be. The rule is 'be brief,' but say what you need to say. One of most effective mailers USAA ever did was a 5-page letter. Know rules. Then break them. To thrive, you need to live and breathe marketing. Look around you all time to see what's out there that's working and keep your own marketing strategy fresh and vibrant.
Susan Dunn is a personal and professional development coach specializing in marketing of professional services. You can visit her on the web at http://www.susandunn.cc.
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