During recent months I've written about "Your Marketing Circle" beginning with an overview, then describing "You" and "Your Client." Today let's look at "Your Message," and close your circle with, "Feedback."
Your Message includes everything that delivers information about who you are and what you offer to your clients and prospective clients. There's overlap between who you are and your message. For instance, your image, if authentic, is who you are ("You"), but it also conveys information ("Your Message"). Let's shift from the overlap to your message. What is it you say and how do you say it? Your words, spoken or written, deliver your message, whether in person, on your website or by social media. Make sure your words consistently do two things: 1) represent you and your story and 2) convey the benefits you offer. Save the details and logistics about your services until later. Your prospective clients will want the benefits you offer and they'll choose you - rather than your competitors - because your story will resonate with them. If they want the benefits you offer, they'll choose to work with you because your image, your message, your story, will cause them to like and trust you.
Feedback closes the circle. As I noted in my earlier overview, the marketing circle began as a marketing arc, then a bright marketer added "Feedback," and closed the circle. You can broadly define feedback to include research. Whether in the form of research prior to offering services or feedback following services, continuous feedback will help you continuously improve your offerings. Continuous feedback and improvement will help improve and grow your business in response to a growing knowledge of your clients and changes in your marketplace.
In the spirit of "Feedback," please let me know at firstname.lastname@example.org if this series, "Your Marketing Circle," has been insightful and useful to you and your business. If you'd like help planning and implementing your marketing or if you'd just like to talk about your marketing opportunities and challenges, contact me by email at email@example.com or phone at 503.913.0499. You can also learn more at www.josmithassociates.com.
Leadership Consulting and Coaching
Next month, after returning from co-directing and instructing Day 4 of the Pepperdine-Willamette Leadership for Attorneys in Business (LAB), we'll return to a focus on leadership consulting and coaching.