Ian Brodie is a specialist in marketing professional services who focuses on practical, down-to-earth advice. He sent me this particular article last week and I felt it really struck a chord with our philosophy of making sure you are proud of you website.
Thank you Ian for allowing us to reproduce it here….
I get emails every now and then from professionals frustrated that they’re not getting the clients they feel they deserve. Their less talented competitors seem to have all the luck and be in the right place at the right time.
When I look at what they’ve been doing with their marketing though, it turns out it’s almost never down to luck.
Usually their website looks nice – but it has no content on it that would let anyone know what an expert they are in their field.
Do they do many presentations or run seminars showcasing their expertise? Nope – they go to networking events and tell people how great they are rather than demonstrating it.
Articles, a book, a podcast, email marketing? Nope.
In essence they’re expecting their potential clients to have psychic powers – to magically know how good they are without ever proving it.
It’s a bit like having a retail store with nothing in the shop window.
Can you imagine a clothing store without the latest fashions showing in the window? A technology store without any gadgets on display? A bakers without mouthwatering cakes, tarts and breads on show?
Smart retailers know they can’t just tell people what’s inside the store or rely on them knowing. They have to show their best stuff in the window to entice customers in. And then they have to give them a chance to “try before they buy”.
Fashion outlets let you try on the clothes. Tech stores let you play with the gadgets. Bakers always have a little sample tray so you can see that their stuff tastes as good as it looks.
You’ve got to do the same in your business.
You’ve got to have a shop window that showcases what you can do. And you’ve got to have some way that potential clients can “try before they buy”.
That could be a blog or videos on your website. A regular series of presentations or webinars you run. Articles in magazines your clients read.
Hiring a professional to help with a critical issue in their business or life is a huge decision or most people. If you don’t have a decent shop window it’s no surprise they turn to someone else.
For more about Ian’s work visit ianbrodie.com