OCTOBER
2004 ********************************************
IN THIS ISSUE
Welcome
Article: Create a Marketing Train
News and Announcements
Contact Information
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WELCOME
Hi everyone,
I’m back from my mini speaking circuit – three presentations
in three weeks. It was great fun and I loved meeting so many of
you in person!
One of the things I emphasized in my presentations was that in
order to build and maintain a thriving business, it is critical
that you create and execute a
marketing system, a “marketing train” if you will.
As a professional building your practice, you will always need
to engage in marketing. However, your marketing becomes much easier
and more
effective when you have a system, as compared to haphazardly doing
a wide variety of unrelated marketing activities.
This is KEY for your ongoing growth and success. Enjoy this month’s
article, then choose and focus on the “engine” activities
of your marketing train!
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CREATE A MARKETING TRAIN
In order to create a rewarding, profitable and
successful business you MUST have an
effective long-term marketing system in place.
Say goodbye to random, what you feel like doing
today marketing. And say hello to a well-
planned, tested and executed system, designed
specifically to funnel prospective clients into
Complimentary Consultations.
I like to call it building a Marketing Train.
And just like a regular train, there are three
main components of the Marketing Train: the
engine, the cars and the caboose. Go ahead,
draw a train right now. A "picture speaks a
thousand words." Don't let the simplicity here
fool you. This is a powerful metaphor!
So have you drawn your train? Great!
Let's talk about the different parts of the
Marketing Train...
1. THE ENGINE
Would you agree that the engine is the most
essential and powerful component of a train?
Well, the same is true in the Marketing Train.
"Engine" marketing activities are the ACTIVE
marketing strategies that drive your business
forward. Examples of "Engine Activities" are
speaking or conducting workshops, forming
strategic alliances, networking, writing
articles, doing a radio interview, sending
out a grassroots marketing letter, etc.
In general, active marketing activities are
things that enable people to experience you.
These are the marketing activities that "work."
I strongly recommend that you pick 1-3 ACTIVE
Engine Activities and focus on doing those over
and over again. Consistency and repetition are
key! Many professionals try to do too many
things and never go "deep" enough for any of
them to be really effective.
In addition, if you don't yet have all the clients
you want, I recommend you spend 60-90% of your
marketing time on the 1-3 Engine Activities you
choose. The number of new clients you get, for
the most part, is directly related to how much
you focus on your Engine Activities. Just like
the speed of a train is determined by the power
of the engine!
Think about your current marketing activities
and pick 1-3 active marketing strategies to
focus on. Do them consistently, do them well
and allow them to "drive and pull" your business
forward!
2. THE CARS
The cars on your train represent passive
marketing strategies. Would a bunch of cars on
a train track go anywhere without an engine? Of
course not! The same is true with passive
marketing strategies. They are important, but
do little on their own. The challenge for so
many of us is that we often really like these!
We sometimes spend more time working on passive
marketing than the crucial active strategies.
That is because they are typically "safer" and
don't require that we go out, be bold and take
real action! Passive marketing are things like
designing a logo, building a website, creating
brochures, creating clever business cards, using
an email signature. These things in and of
themselves don't bring you business. It is what
you do with them (the active stuff!) that makes
the passive work!
Even a highly interactive website requires
getting people to the site, right? The website
is passive and what you do to get them to visit
(by sending a letter to your database for
example) is active. Passive is important, but
NOT at the risk of not being active!
3. THE CABOOSE
At the end of a train you find a caboose. So on
the Marketing Train your caboose activities are
the things you do so people don't "fall off"
your train.
Often called "keep in touch" strategies, caboose
activities are things like having an ezine,
sending quarterly newsletters or using a contact
management system like ACT to make phone calls.
Having an electronic newsletter can be one of
the best caboose strategies, especially when
combined with other follow-up as needed.
Your goal should be to funnel as many people as
possible to your newsletter list. This is
very important. Quite simply, the person with
the biggest database wins! The more people you
have on your newsletter list, the bigger your
practice will be.
Why? Because you want to serve people. Every
month you have an opportunity to teach,
enlighten, reach, and give value through your
free newsletter. The more you give, the more
you will receive. Many times, people need to
hear from you 5-10 times before they buy.
Having a newsletter gives you the opportunity
to communicate in a non-threatening, giving,
way. And as long as you follow the 80/20 rule
(if 80% of the newsletter provides value, the
other 20% can promote your business) you'll
do great!
So, start building your database! Shoot for 80%
of the people you reach actively and passively
to register for your newsletter. If they do not
become a client right away, there is a good
likelihood they may later, especially if you
have served them for a while with your
newsletter!
Building YOUR Marketing Train.
I love the concept of the Marketing Train and
hope that this simple, yet powerful metaphor,
will help you build a long-term marketing
system. Remember, if your Marketing Train is
moving forward (ie: you are focusing on ACTIVE
marketing strategies) you will get clients.
Want more clients? Spend more time focusing on
your Engine Activities. Do them again and
again. Get better at them! The speed of your
Marketing Train determines the number of new
clients you attract. Then it becomes a simple
numbers game. Want more clients? Speed up your
Marketing Train!
Thanks for reading and keep on chugging!
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NEWS AND ANNOUNCEMENTS
The Winner!!
Due to time constraints we didn’t get to conduct the drawing
at the Oregon State Bar Association Career Fair. I took the liberty
of conducting the
drawing later that evening. And, the winner was: Betsy Gregory!!!
Betsy won a copy of my Making Rain Out of Mist practice building
workbook. Congratulations, Betsy!
Group Coaching Opportunity.
During my recent travels I talked to many lawyers who said they
could use some help either getting their practice off the ground
or taking it to the next level. Several of you became my clients,
others indicated interest but were unsure they could make the
monetary commitment necessary to hire a professional coach to
work with them one-on-one.
If this sounds like you, I have an exciting offer to extend.
I am creating a coaching group for those attorneys interested
in growing their practice. Group coaching is a great alternative
to individual coaching. In
addition to being coached by a coach who specializes in business
development and marketing, participants act as a sounding board
for each other as they discuss business development ideas and
efforts, and a supportive community helps participants grow and
step out of their comfort zone.
The group will meet telephonically on a bridge conference line
for 60 minutes, once per week for 8 weeks. Cost is only $149 per
person per month and includes a copy of the Making Rain Out of
Mist core workbook.
If this sounds like an opportunity you’d like to take advantage
of, or if you wish to find out more, please email me at Barbara@Rainmaker-Strategies.com
or call me at 858.566.5585.
Making Rain Out Of Mist Program.
For those of you who want to purchase the core workbook of my
Making Rain Out of Mist program, I am still offering the book
at the discounted price of $29. Also, you will soon be able to
purchase the workbook from my website. In the meantime, please
email me at Barbara@Rainmaker-Strategies.com or call me at 858.566.5585.
For those who missed my last newsletter, I am proud to announce
the unveiling of Making Rain Out of Mist – the business
development system that is based on a tried and true program that
has helped literally
hundreds of individuals in other industries dramatically increase
their business. I have customized the program for the legal industry
and I truly believe that this system may make the difference between
having a mediocre practice and a thriving practice! As indicated
above, the core, 120-page workbook is now available for $29. Look
for additional
written modules and audio recordings to be released in 2005.
Booklet Details.
To purchase your copy of my booklet, Business Development: 97
Quick & Easy Tips For Lawyers, go to my web site at www.rainmaker-strategies.com
or send me an email at Barbara@Rainmaker-Strategies.com
and I’ll be happy to process your order. Cost is $5.00 for
a single copy (plus tax where applicable and shipping).
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CONTACT INFORMATION
Barbara Nichols Mencer
Rainmaker Strategies
Barbara@Rainmaker-Strategies.com
www.rainmaker-strategies.com
If you’ve enjoyed this article and learned a valuable
business-building tip, please feel free to forward
this newsletter to your friends and colleagues.
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Copyright 2003, All Rights Reserved. Reproduction
in whole or in part without permission is prohibited.
