In my Fast Track Marketing System I divide marketing into seven very specific modules:
1. The Game of Marketing
2. The Mindset of Marketing
3. Marketing Messages (Your Value Proposition)
4. Marketing and Selling Conversations
5. Written Marketing Materials
6. Marketing Strategies
7. Marketing Action Plans
All of these have their particular challenges. But in my experience in working with thousands of Independent Professionals, it’s #7 that seems to be the hardest for most people.
After all, most of the other 6 modules are all about preparation to market yourself.
You learn the basics of the game of marketing, you work on your marketing mindset, you develop marketing messages, conversations, and written marketing materials, and ultimately choose the marketing strategies to get the word out.
And then the rubber hits the road. You have to actually get out there and connect with potential clients through networking, speaking, an eZine, social media, emails, etc.
For most, the bottom falls out of their marketing at this point. It simply goes nowhere, or more specifically it goes into the infamous “Random Zone” where things are done haphazardly and inconsistently.
If people have worked to develop the whole foundation of their marketing first, know who their target market is, have put together a web site and have practiced their marketing and selling conversations, they are going to have more success.
But even the well-prepared struggle with implementation.
Why is putting action plans into action so hard? Here are three of the most common ones. Are they familiar to you?
1. As soon as you start reaching out, you face possible rejection. What if your message, your talk, your emails fall on deaf ears? What if your potential clients could care less? What if they outright rejected your promotional efforts?
We conjure painful mental images in our mind that stop us cold.
For this one we need to work again on our mindset, on our thinking, realizing that if we reach out and people aren’t interested, that it’s not personal. They don’t hate us; either they are simply not good prospects right now or our message doesn’t have the impact it could.