marketing and client acquisition

Use the Calendar for Your Marketing

This is October. It appears the world has turned PINK in the name of breast cancer… as if someone spilled a lifetime supply of Pepto Bismol and it coated the world.

The breast cancer PWB (powers that be) have done a remarkable job with this branding of pink and breast cancer since their first year of pink in 1985. All that PINK does an extraordinary job of raising awareness for breast cancer research and its fundraising.

And thus – October spells “breast cancer.”

So what does that have to do with your advocacy practice? 

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Don’t Lose the Contact Needle in Your Website Haystack

Say you need to find a lawyer to help you draw up your contracts for your new advocacy practice. Which experience would you choose?

Experience #1: You do a search and you arrive at Attorney Option #1’s website. You see friendly, professional faces. You see testimonials from happy clients. You see descriptions of services, one of which is “Legal Support for Small Businesses”… Wow!  Perfect!  But you search and search and don’t see a phone number. In fact, the links on the website don’t indicate where you can go to find contact information at all. You finally arrive at a page with a contact form you can fill out.

Experience #2:  Your search also comes up with Attorney Option #2’s website. It’s not pretty. In fact it even looks a little dated. You do see that this attorney also supports small businesses. And – large and clear on that homepage – you see this attorney’s phone number. There is also a link to “Contact Us” right at the top of the page which takes you to a map to her office and a contact form.

So which one, to you, is the better experience?

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Ask and Track – a Simple Trick to Save Time or Money

You have a website. You are listed in multiple directories. Your Facebook page and Twitter feeds stay active. You spoke to the Rotary Club and your local Chamber of Commerce. You send an email newsletter once a month to your list of subscribers. And you blog your little fingers off every other week.

A good estimate of your marketing time spent might be 20 hours a month. A good estimate of your marketing costs might be an average of $200 a month.

It’s worth every penny and every minute because you stay busy with new and existing clients…. right?

Maybe not!  How do you know?

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Solve the Mystery – Don’t Make Them Guess!

Not long ago, an email arrived from an advocate with a flyer attached. Her email contained one line, “I wanted you to see it. All thoughts appreciated.”

Then, a few days later, I received a voice mail message from someone else, “Call me back. 555-456-7890” 

In both cases I was reminded of my ex-husband….

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How Do You Get to (the Advocate’s Version of) Carnegie Hall?

As the punchline goes….

Practice, practice, practice!

It should not surprise you when I tell you that convincing a potential client to sign a contract to work with you requires the same thing: practice, practice, practice.

I hear from so many new, wannabe advocates that they just can’t get a client to sign a contract, or they just hate asking for money and oh – yes! I do understand that!  Making those requests can be quite uncomfortable when doing so hasn’t been something you’ve ever had to do before. That’s for sure.

But there is a way you can get past that hurdle, become more comfortable with it, and move on to grow your successful advocacy or care management business.

Practice! OK, admittedly, easier said than done.

But, I’m here to make it easier for you with a 4-word piece of advice to do that.

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