How to Successfully Meet the Three Biggest Marketing Challenges

I like to think I’m a pretty good marketer of my professional services.After all, I’ve been at it for 34 years, read hundreds of marketing books, thousands of articles and studied with the very best marketing gurus.But marketing is still challenging for me and the majority of independent professionals. If it weren’t, we’d all have more clients than we could serve, they’d be paying us high fees, and we’d never having to worry where our next clients would come from.And we wouldn’t need the thousands of marketing coaches and consultants like me offering services of all kinds to help you attract more clients.So, why is marketing so challenging?There are many marketing challenges, however, if you look at marketing closely, there are actually only three big challenges that give us the most trouble.Learn how to meet those challenges and your marketing will become more successful, easier, and fun.Here are those three marketing challenges:Challenge #1. Clearly communicating the value of what you are offering. Someone will not buy your services if they don’t see the real value to them. Your message can’t be vague or confusing; it must be clear and beneficial.One way to zero in on the value of your service is to define the top three attributes your service possesses. One or two is not enough; five or six tends to dilute your message.So, for instance, a sales training company might want to emphasize that their training is guaranteed to increase sales, improve sales confidence quickly, and can be delivered virtually in 45-minute online modules.That’s easy to understand and obviously beneficial. That kind of clear and valuable message is likely to generate attention, interest, and response.Seems simple, but not so easy to do. In my experience with thousands of independent professionals, their messages tend to be vague, not specific, and weak in terms of value.And if that value is not clear, prospects won’t respond.Taking the time to work on your message, fine-tune it, and test it until it gets a favorable response is one of the most important things you can possibly do in your business.To succeed at this task you must get inside the heads of your ideal clients and ask what they want the most, what problems they struggle with frequently, what isn’t working for them, and what could make their jobs easier and more productive.Jaynie L. Smith of Smart Advantage consulting says that 90% of companies don’t really know what their clients value the most. No wonder marketing messages are so bad.You can improve your marketing messages by reading and research (ask Google), sending questionnaires to your clients (Survey Monkey), or conducting a virtual focus group (via Zoom Video). Ultimately, you want to find out their biggest challenges and what they value the most.When you have that marketing intelligence, it will be a lot easier to come up with powerful marketing messages.This is challenging because it takes time and deep thinking. But if you realize its importance, you’ll invest your energies to come up with a powerful message that makes your service attractive, interesting, and compelling to your ideal clients.Challenge # 2. Making your business visible with repeated impressions of your message over time. It can take several impressions before someone responds to your marketing message.Just today, I noticed a message that one of my first level connections had sent to me on LinkedIn. When I checked the message, I noticed that he had sent me a total of 13 messages over a one-year period.The messages were actually very good. They had the right tone and great calls-to-action. It’s just that I don’t pay a lot of attention to my LinkedIn messages and had completely missed the first 12!He understood the value of repeat impressions over time and had developed a system within LinkedIn that had enabled him to send a unique, personalized message every month for a year. Pretty impressive.If he had only sent one or two messages, the chances are good that I wouldn’t have seen them.Again, my experience with the majority of self-employed professionals is that their marketing visibility is, at best, random and inconsistent, and at worst, non-existent.As you may know, I’ve sent out an email newsletter to my list pretty much every week for 21 years. That’s visibility. It’s really quite simple, but not so easy.If you want to be effective at your marketing, you must identify marketing strategies that enable you to get your message in front of your prospective clients consistently.And again, this is challenging. What is the best marketing activity for you, your personality and talents? How can you fit something into your schedule and do it consistently, not for a few weeks but for years?The question is not just what marketing strategies to use. Networking, speaking, blogging, email newsletters, webinars, social media, and direct outreach can all work.The more important question is what strategies will work the best for you and how exactly you can implement those strategies without spinning your wheels.You’re looking for proven, step-by-step instructions so you can evaluate if a strategy is right for you and something you can fit into your schedule on a regular basis. Remember, sporadic implementation is a waste of time.Implementing visibility strategies takes commitment and persistence. Is growing and succeeding in your business important enough for you to make that kind of effort? If it is, you’ll succeed at finding the best strategy for you.The final challenge may be the most important of all to overcome.Challenge #3. Maintaining the right marketing attitude and mindset over time, despite setbacks. If you can’t maintain The 3 R’s of success – responsibility, resourcefulness, and resilience, your marketing will never achieve the results you want.These 3Rs are absolutely essential. Responsibility is the stance that the buck stops with you. You are the only one who will find a way to attract clients and you won’t give up until you find that way. You won’t make excuses or blame circumstances, but instead will be accountable for making results happen.Resourcefulness is the skill to utilize your talents, and abilities to quickly find smart ways to overcome difficulties and find solutions. And to be resourceful, you can’t be full of doubts and fears of failure or rejection. A responsible person commits to finding a way; a resourceful person tries every way possible until they discover the best way.Resilience may be the most powerful trait of all. It’s what enables you to bounce back from adversity, setbacks, and even failures. And if you’re working to attract great clients, you’ll inevitably experience all of those many times. People who are not resilient don’t even try, let alone succeed.All of these essential qualities are in short supply. But if you work to grow those qualities persistently, over time, they will help you succeed with the first two challenging things in marketing – messaging and visibility.Despite these three marketing challenges – messaging, visibility, and mindset – there is good news.Improving your skills or abilities – even a little – in any of these three challenge areas will increase your marketing effectiveness.There is no perfect way of tackling all three challenges and you can’t do it in big leaps that get you there overnight. But you can work on all three slowly, with persistence, making small gains every week.When you improve your messages, you’ll start to see a better response in communicating to your prospects. Marketing then becomes like a game that starts with the question, “How can I communicate my value more clearly and powerfully?”When you increase your visibility, you’ll also notice a better response because to some degree, marketing is a numbers game. Your question might be, “How can I get my message in front of more of the right people this month?”And when you enhance your responsibility, resourcefulness, and resilience, you’ll find that playing the game becomes easier and more fun. The 3Rs are the fuel that enables you to persist with the first two challenges.Where do you start?You start by admitting where you are now and then committing to a purpose (your WHY for being in business in the first place), a goal (a specific thing you want to achieve), and to taking action (the actual steps you’ll implement to get there).Yes, marketing is challenging. But meeting those challenges is absolutely worth it.Cheers, Robert

Basics on Online Business

It time for the search of real online business! Many people claim that its easy to make money online if you follow the so called proven system. There are actually no statistics of any proven system that we could decide on. It is almost a chain of reactions that takes place and it circulates within the Internet world from people to people.But, believe that making money online is though not easy, but a possible one. When we plan to start a business on online with or without investment, we definitely start from somewhere. There are no automated systems that could generate $$$$ with out having to spend time or energy.We don’t have to spend for any marketing in the Internet, but spending money sometimes may increase our income.If we feel that we are not going to spend for this, then we are planning for a long term target and we will have to rely only on our hard work and unlimited time.There will be several failures and disappointment doing business online. We may feel that nothing is reliable, the process is too complicated, each one is linked with another so it goes on and on, never ending!! But remember that if a person tells that he is making profit means that he is making profit. We read his column somewhere in the web that itself is a profit of success to him. Hence always remember that success is following us when we fail.Marketing is the ultimate aim of Internet business. What ever business we do, we should have customers, clients, readers, commentators etc, We need people to visit our business, express their opinion, add suggestions on further improvement etc. So, attracting people is the main task of marketing.We may have to adapt several methods and techniques by trial and error method as all standard marketing practise may not yield the same positive results each time.There are some advantages as well as disadvantages of starting online business. First let us see the advantages.Opportunities are everywhere in the Internet world. Since the reach of the Internet is far beyond our imagination, this can bring audience from anywhere in the world. The Internet network and the viewers are ever growing so there are no bound for the business limitations. We can work on our own time, flexible working hours and at leisure. We can spend more time on other activities as the Internet business once established would give you lot of free time. Any online training, research or studies is much cheaper compared to the conventional ones, most of the references are available free of cost. It is indeed thrilling to surf and work online as we will be stunned to see the scope for so many businesses on line. We can start business with very low capital and also chances of multiple stream of income at the same time.The disadvantages are initially we will have to spend too much time to know, understand and establish what we really want to do. There are lots of research work needed. Internet philosophy is far beyond our understanding the reason that what is hot topic today may not even be talked tomorrow. So we should always be ready to accept and adapt to regular changes. Too many HYPE in the Internet marketing may mislead us in selecting our business and going right way. Selecting Internet business would not yield overnight profit as we dream of. Be practical and accept the fact that our web page one in billion and chances of people visiting and business is also in the same probability. There are more chances of jumping from one opportunity to another and that will definitely not help us to grow in the Internet business.Well, there is a question how much we can earn a day in Internet business? It all depends on our adaptability, skills, ability to learn, hard work and intelligence. It may take a lot of time initially to start earning through Internet business, there will be a quite lot of testing times before we enter into the right one. All depends on how we sell ourselves in the world of Internet business. Marketing, as i mentioned earlier, is a vital aspect of the business, We should select the right ways of marketing. There are some faster ways of marketing also, but that may not always suit our business.More importantly we as the online business owner need to be aware of spam, the practise of sending unsolicited, untargeted mass commercial messages. There are some serious consequences of spamming, including suspension or termination by our web host, affiliate programs etc. as spamming is a very poor business practise.There are plenty of legitimate ways available to market our business instead of spammingShould we spend invest money for starting online business? We may or may not spend and that depends totally on how we want to go about marketing our business. There are quite a lot of ways to start and continue online business free of cost. The main part of expenditure is for marketing. If we start the online business as a writer, then, the cost of marketing is less compared to other online business. As a writer we only need to search the right publishing sites that pays for our articles. These are available in the free web directories, we can find through search engines etc.There are some paid membership sites also that saves lot of our time rather than going to the web directories to search for. What we can earn by writing articles again depends on the selection of topic, method of writing, how quick we are and how relevant the subject is.There are several other online businesses that need to bring in the traffic to our website in order to generate revenue. Many sites claim that they can get us loads of traffic, but always prefer to get the targeted traffic that would benefit out site and our business.

Carhartt Flame-Resistant Clothing – Designed to Protect, Built to Last

Carhartt has always designed their product to protect you from cold temperatures and harsh weather conditions. They have also always constructed it to last whether you work in the farm fields, oil refineries, or are doing jobs around the house. In the last few years, Carhartt has designed their Flame-Resistant clothing line and continues to advance their products. These products may not look much different from their other products, such as their pants, shirts, and jackets, but have a purpose to protect the worker.Electric lineman, pipeline and refinery workers, as well as industrial electricians can be at risk of electric arcs and flash fires in their work places. These arc flashes can result in exposure to temperatures as high as 35,000 degrees Fahrenheit, four times the surface temperature of the sun. These flashes are short-lived blasts but with their severity combined with improper clothing, your body is exposed to temperatures that can be very harmful or even deadly.Carhartt has designed their flame-resistant clothing to protect your body from these extreme temperatures and will self-distinguish once the heat source has been removed. With cotton clothing, after the heat source is removed, the material will continue to burn which causes additional injuries to the worker. Carhartt currently makes thirty one different flame-resistant products for both the male and female workers. With each flame-resistant product that they make, it is given a HRC rating which tells the worker the level of protection that the piece of clothing provides. Different industries and jobs require different levels of protection while layering of flame-resistant clothing also adds increased protection to meet these required levels. OSHA regulations have added more strict rules to job sites as to who must wear flame-resistant clothing and what level of protection they must have.Carhartt’s flame-resistant clothing has been built with the long-lasting and durable thinking that most of their customer’s have been used to for many years. Their flame-resistant clothing will continue to be flame-resistant for the life of the garment if the garment-care instructions are followed, unlike some competitors who treat the fabric to be flame-resistant, but is then washed out of the fabric over time.Carhartt has expanded its flame-resistant clothing line just like it did with its traditional work clothing to serve the women in these industries. With different styles of shirts, pants, and jackets for the workers, workers who require this clothing are sure to be not only safe but comfortable in the clothing as well.