The Marketing Key For Professionals

May 15, 2015 6:30 am


The Marketing Key For Professionals

Marketing Key

What is the marketing key for professionals?

Like so many questions seeking a clear definitive response, the best answer is—it depends.

It depends upon such issues as market conditions, marketing needs, available marketing resources and so on. Helpful in increasing the degree of clarity in the answer, these issues do however tend to complicate the task of coming to an answer.

Professional Services Marketing Issues

Instead of using marketing strategies and techniques to identify the marketing key, let’s start from common marketing challenges that face all professionals.

1. Differentiation From Competitors

How does one professional distinguish himself or herself from others who offer similar services?

2. Professionals As Counselors Or Technicians?

In marketing and client service do professionals fill the subjective role of counselor or more objective role of technician?

3. Transparency

How does today’s Internet and social media driven transparency influence professionals’ marketing messages?

4. Even More Automation

How does increasing automation influence efforts to connect with individual clients?

From this perspective, it is clear that distinguishing oneself from the competition is the key marketing factor for professionals 

Branding Is The Marketing Key For Professionals

In the simplest of terms and fewest of words, the critical element of the marketing key is distinguishing yourself from all others. In other words, the marketing key is branding. In case this term and concept are new to you, for marketing purposes, branding is the process of identifying those factors that make us unique and then using these factors to promote our services to generate more new business.

As professionals, our personal brand serves two purposes. First, it distinguishes what differentiates us from everyone else who already does or wants to serve the same clients as we do. And second, our brand promises clients what benefits they can expect to receive from our service.

The key to developing your brand is ages-old: know thyself and to thine ownself be true.

In contemporary marketing-speak, this means knowing what combination of skills, training and experience is yours and yours alone. It is this combination that allows you to serve and satisfy clients unlike anyone else. Provided its true and accurate, your brand helps clients understand how they will benefit from your distinctiveness.

There is no better way to stand out from the crowd and generate more new business than distinguishing yourself. To achieve this result, a strong brand is key.

To learn more about branding, see Ignore the Myths – Professional Service Branding Helps You Succeed.

If you like, you can schedule a free laser coaching session to discuss how your brand. If you don’t have a brand, let’s talk about developing one.

2 thoughts on “The Marketing Key For Professionals

  1. Dale Goff

    I’m not a salesman! Actually we are all in sales. Motivation is another word for sales. This means your family doctor is a salesman. Sales/motivation is the act of attempting get somebody to do something. So, when your doctor, dentist, lawyer recommends something to you, they are actually selling you something.

    The next time somebody calls you a salesman, tell them they are in sales as well.

    1. admin Post author

      Good point Dale.

      Providers of professional services have two sales points. One is helping prospective clients choose us instead of the competition. The other occurs when encouraging client to take recommended actions. Hopefully these sales are driven by need-satisfaction, not the sale of unnecessary services.


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