Publisher's Synopsis
A successful professional services marketing plan can make a huge difference to the success of your coaching business. The aim is that marketing enables you to successfully stay coaching and doing the work you love, adding more value to the niche market you are working with. This book focuses on the key elements of a successful plan.
Marketing professional services is a real and difficult challenge. The challenges of marketing professional services are different from those of marketing products. Two major reasons for the differences are that clients cannot see or touch professional services before they buy them, and the professional services are often produced and consumed simultaneously. And another reason is that marketing professional services is split among marketing, sales, professional and management staff instead of a dedicated marketing and sales force.
Professional services marketing includes: Solidifying and Positioning Your Solo Professional Practice - All too often, professionals which are laid-off or downsized by their firms will start their own private practice as solo professionals. This is quite common during recessions, and it is also common for laid-off employees to become consultants, coaches, or freelancers. There's nothing wrong with being a free agent solo professional in your own practice, but it is much different than working for a larger firm, or corporation. One thing you must remember is that all the rules of business still apply even though you are a small company with only one employee (helper), or completely by yourself.
Make Your Own Podcast - Selecting the Right Format - Selecting the right format for your podcast can make a big difference in how your listeners feel about your show -- and about you!
The Magic of News Releases: Free Publicity to Build Your Business - The media are waiting to hear about your business. It just takes one news story to take your business to another level. Are you missing out on thousands of dollars of free publicity by not sending out news releases?
Corporation Versus Limited Liability Company - One of the most important business decisions a business owner will make is to choose a legal entity through which to conduct business. Often, the decision is narrowed down to two types of entities: (1) the California S Corporation (S Corp), or the California limited liability company (LLC). Both the California S Corp and the LLC provide varying levels of personal asset protection for the business owner, varying tax advantages and disadvantages, and varying complexity in the day to day operations of the business, amongst other differences.
Public Relations for Business Consulting Services- If you run a business consulting service then you realize there is almost an unlimited amount of business out there, but most of it is very hard to get in your industry. This is because it is hard to convince people to hire outside consultants and some companies just won't do it
This book will explain the distinguishing features of services marketing, giving examples where possible. It will begin by defining services marketing and giving some background knowledge on its divergence from product marketing. It will then examine the four characteristics of services, and then finish with an explanation of the extra P's found in the services marketing mix.
