Q: How do you make your business stand out from the competition? Prospects have many choices -- how do they know that you’re the expert that they can count on?
A: You need to get the word out. Consider these tips so that you can network and get your name in print.
- Write articles. Writing articles on your subject of expertise in magazines, trade journals, newspapers, on-line publications and newsletters that your target audience reads.
- Give speeches. You can give speeches at your local community organizations and associations. You can add audio clips to your Web site for prospects to hear. You can also add transcripts of your speeches for prospects to download and read.
- Be available for interviews. Getting interviewed by the media as an industry expert will help to increase your credibility and gain status as a recognized expert.
- Hold seminars and workshops. Offering free or paid seminars and workshops to your target audience enhances your credibility and exposure. You can take this opportunity to sell books, tapes, CDs, newsletter subscriptions and much more.
- Offer e-classes. You can offer free or fee-based e-mail classes to prospects. You can have participants sign up and automatically send assignments by e-mail and they can complete the assignment and return them by e-mail.
- Create in-depth reports. Reports can be written on specialized topics and made available on your Web site. You can create the report, add it report to your Web site, and create a way for prospects to be able to buy your reports.
- Write a book. Writing a book about your specialty will quickly build your credibility and gain you expert status.
- Send newsletters. Newsletters make it easy to stay in contact with clients and prospects. Your newsletters can be free or paid subscriptions. Newsletters give you the opportunity to show your expertise, sell products, promote seminars and other information about your business.
- Join clubs. You can join professional organizations, civic service clubs, social or religious organizations. You will gain the opportunity to meet people and spread your expertise. Professional organizations will keep you abreast of your industry news and show prospects that you are serious about your profession.
- Get designations and certifications. It shows prospects that you’ve mastered your skills and have the necessary credentials to be considered an expert in your industry.
- Have a polished Web site. Web sites allow potential clients to learn information about you and your services without having to wait for an appointment or brochure. Prospects can become familiar with you and your standard of service.
If you put just a few of these tips into practice in your business, you will move yourself from just another service provider to an expert service provider that is in demand, Woodward says.
Meet the expert:
Jennifer Woodard is a Detroit-based marketing communications consultant.
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Ask the Expert
Q: Between managing associates and managing my listings, plus any new business and referrals, rarely does a day go as planned. All it takes is two phone calls from associates in the office needing something, and everything gets thrown off track. With so many distractions, how do I plan for growth and stick to it?
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