As mentioned in an earlier tweet, I (and 400 others) attended a conference call with Nika Stewart and Sydni Craig-Hart. During the hour-long call, the two successful businesswomen outlined five steps design professionals should take to attract more clients. Here we go (my favorite is under # 4 but you need to implement all 5 to reap the benefits of the synergy): 1) Discover Your True Value What do you bring to the table? What sets you apart? What is your expertise? What is your niche market? Who do you serve? Who is your ideal client? I suggest jotting...
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As mentioned in an earlier tweet, I (and 400 others) attended a conference call with Nika Stewart and Sydni Craig-Hart. During the hour-long call, the two successful businesswomen outlined five steps design professionals should take to attract more clients. Here we go (my favorite is under # 4 but you need to implement all 5 to reap the benefits of the synergy): 1) Discover Your True Value What do you bring to the table? What sets you apart? What is your expertise? What is your niche market? Who do you serve? Who is your ideal client? I suggest jotting...
Continue reading 5 Steps to Attract More Clients.
"It is an immutable law in business that words are words, explanations are explanations, promises are promises but only performance is reality."~American Businessman Harold S. Geneen Throughout this entire series, I've been speaking about "business promises." While it's important to have a "promise" to build your business on, the vital thing is to deliver on that promise. This alone is what the customer will remember. As a close to this series, I felt it best to conclude with a short list of statements/questions that you should keep top-of-mind:• NO AMOUNT OF MARKETING CAN OVERCOME CONTINUAL POOR COMPANY PERFORMANCE. • If you promise...
Continue reading Deliver on your promise .
"Do what you do so well that they will want to see it again and bring their friends."~Walt Disney Disney's quote is the epitome of what companies should strive for: satisfied customers who do your marketing for you. In the meantime, you have to rely on strong marketing materials. This post will focus on how to evaluate your advertising collateral. One of the biggest mistakes companies make is spending money producing a marketing piece and realizing that it's too complicated or too ugly when it's too late. Hopefully, after reading this, it won't happen to you. First, find someone who...
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"Our life is frittered away by detail. Simplify, simplify!"~Henry David Thoreau As a marketing and strategy consultant, I'm often asked, "What's the best way to reach people? Television, radio, newspaper, trade magazines, online, word-of-mouth?" My response is always, "Go where your customers are." In my last post, I talked about defining your customer - taking the time to specifically figure out who you want to reach with your organization. A major aspect of knowing your customer is understanding how they get information about businesses like yours. The easiest way to find out is simply to ask them. No matter which...
Continue reading Reach the people who matter .
"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."~Peter F. Drucker In my last post, I asked you to articulate your organization's "promise" - the main reason you're in business. When doing this, you probably thought about your expertise, the products you offer or the specific type of service you provide. While this is necessary, the second step to defining your promise is to fully understand who you're trying to reach with your business. In my consulting, I've heard companies say, "I'd like to reach everyone!" Their...
Continue reading Define your Customer.
"To open a shop is easy, to keep it open is an art" This Chinese proverb probably hits home as the economy's downturn impacts your design business. No matter if you're a one person shop or one of many in a large firm, the realization is that forces, often outside of your control, impact the job you do. But what about the things that ARE in your control? What are the things that can be done on a regular basis to differentiate you or your company from your competitors? I've partnered with Design Arts Seminars, Inc. to do recurring blog...
Continue reading To open a shop is easy....
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