You may know how to service clients, but how do you get prospects’ attention and draw them to you in the first place? Following is the short course in building a credibility marketing campaign:
1. SET UP A REALISTIC MARKETING BUDGET Establish the size of your initial marketing budget, usually $10,000 to $50,000, depending on the size of your firm. Then allocate an amount for each marketing activity: (a) hire help to start the writing process, (b) conduct seminars, and so forth. In the following years, allocate $5,000 to $30,000 annually to maintain those activities.
2. WRITE A BOOK Writing a book moves you into “walking on water” status, partly due to the difficulty level. The process can be lengthy and arduous, but the payoff is huge. So if you can’t write, hire someone who can.
3. WRITE ARTICLES As you plan your book, turn the chapters into a series of articles to be placed in industry-wide or local publications. Periodic articles provide the collateral material for what advertising people know works: intensity, reach, and frequency of your marketing message.