Marketing Shortcut for Busy Professionals

One of the big shifts you can make in your business is to switch your marketing from a "riding shotgun" approach to a strategic campaign. It's actually simpler than what you're doing now so let me show you what I mean, and how you can create your own successful marketing campaign.

First, all a campaign is, is a series of steps leading up to an outcome. For example: let's say your outcome is the launch of a new group coaching, training program, product launch, filling a seminar, or even just that you have a few new client openings in your schedule. What matters is that you have a specific outcome date you're focused on as your launch.

Once you have your launch date, the next step is to create a preview—or "showcase" as one of my HorseWise Brilliance Unbridled clients calls it. In your preview, you'll unveil your new group/product/training/openings. Your preview is either free, or very modestly priced.

The goal of your preview is to accomplish 3 things. It's an easy way for prospective clients to:

#1 Say "yes" to attending. Why? Because there is virtually no decisions being made of them (yet).

#2 Get comfortable with you so they know, like, and trust you.

#3 Gain a clear picture of the results they will achieve by hiring you or joining your program.

Now, instead of trying to fill your program or seminar, your job is to market, market, market to get people to attend your free (or modestly priced) introductory event! All you need to do is plan a series of email or written invitations.

For example: right now I'm in the middle of two campaigns. One is for a free teleseminar series, where I am launching a brand new HorseWise Brilliance Unbridled VIP program (by the way - you're invited to join me for these two free pre-view calls!). The other campaign is for my husband, Richard's business, www.UpswingCoaching.com. His preview is a modestly priced in-person half-day introductory seminar.

To promote my preview calls, I have a carefully timed email campaign planned to encourage as many registrations, and people on the live call, as possible. With over 200 people registered so far, my plan is working.

For Richard's event, we just mailed out 200 invitations that we printed ourselves. His plan includes personal follow up phone calls to each person invited, with the goal of filling 40 seats at his introductory seminar.

Preview events work because you give your prospective clients something easy to say "yes" to. Just be sure that even though it's a preview, you deliver a generous helping of valuable content and minimize the sales pitch. Aim for 80% content and 20% sales information and your audience won't mind a bit.

So, switch your focus from marketing your final goal to promoting a virtual or in-person preview, plan a series of invitations, and see how much easier it is to launch your next important program, service, or product!

You are welcome to publish this article in its entirety, electronically, or in print free of charge, as long as you include my full signature file for ezines, and my Web site address in hyperlink for other sites. Please send a courtesy link or email where you publish to Kendall@KendallSummerHawk.com

Copyright 2006 - 2009. All Rights Reserved.

Article Source: http://www.content.onlypunjab.com

Small business expert and author Kendall SummerHawk is the “Horse Whisperer for Business.” Kendall delivers smart, simple ways entrepreneurs can brand, package and price their services to quickly move away from “dollars-for-hours work” and create more money, time, and freedom in their businesses. To learn more about her book, Brilliance Unbridled, and sign up for more FREE tips like these, visit her site at: www.kendallsummerhawk.com

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