Passive or Proactive Marketing?

Another good one from Robert Middleton. If you haven't gotten his free marketing plan worksheet yet make sure you CLICK HERE to get it. Enjoy!

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Passive or Proactive Marketing?
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One way to think about your marketing is whether it's passive or
proactive. That is, are you just sitting there, waiting for clients to
come knocking on your door or are you getting out there and
doing the knocking?

There are many marketing activities you can do; and you can
either do them passively or proactively. Let me count the ways.

Networking

Passively - Go to networking events. Hang around with those you
already know and talk about non-business matters such as the
results to American Idol. Complain how networking doesn't really
work to generate new business.

Proactively - Go to networking events. Make it a game to meet at
least five new people. Get to know about their businesses, engage
in "Marketing Conversations" (see last week's eZine), and offer to
send them some information about your business and follow-up.

Web Site

Passively - Put up a web site and make sure to never make any
changes to it. Talk all about you and your services, but don't
have any kind of offer or clear path to contact you. Complain that
your web site doesn't bring you any new business.

Proactively - Put up a web site and keep updating it and tweaking
it. Put the focus on what results your clients get, not what you do.
Have something free to give away and sign-up people for your
regular eZine. Let visitors know exactly how to work with you and
offer an initial complimentary session or consultation.

Speaking

Passively - Get speaking engagements at local, professional
groups and chambers of commerce. Don't do anything to help
promote the event, just show up. Have a skimpy handout and a
tepid presentation. At the end, hand out your cards, and ask
people to call you if they need your services. Complain how
ineffective speaking is as a marketing tool.

Proactively - Get speaking engagements at organizations that
have your targeted clients as members. Put in extra time helping
to promote the event. Prepare the best presentation possible and
have a professionally designed handout. At the end, ask who
would like an article you've written and get the participants'
cards. Offer a complimentary individual session and have them
fill out a request form telling something about their business.

If you haven't gotten it yet, ANY marketing activity can be done
either passively or proactively.

Passive marketing activities are what 90% of Independent
Professionals engage in. Those who make their marketing
activities proactive generate more attention, interest and
response in their services. They also get more clients.

Proactive marketing takes a different mindset than passive
marketing.

Passive Marketing Mindsets

All business comes from word of mouth.
Wait for prospects to ask you, don't ask them.
Don't toot your own horn; it's rude and looks desperate.
Look aloof, not excited or enthusiastic; that's not cool.

Proactive Mindsets

All business come from clear and benefit-oriented communication.
When a prospect shows interest, find out more about their needs.
Positive visibility is the key to getting known.
Show your enthusiasm and excitement, it's contagious.

Where do mindsets come from?

Passive Mindsets come from a place of scarcity, inadequacy and
fear. If you believe you will fail, be ridiculed or rejected, you'll
avoid marketing at all costs or do it half-heartely. You'll find
reasons why marketing doesn't work.

Proactive Mindsets come from a place of abundance, adequacy
and fearlessness. If you believe you will succeed and generate
new business, you'll keep finding new and creative ways to
market yourself and attract more clients.

Passive or Proactive? It's your choice. But only one of them will
give you the marketing results you really want.

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The More Clients Bottom Line: Look at your current marketing
activities and notice where you are being passive, holding back,
being fearful. Is that working for you? If not, work on making just
one of your marketing activities more proactive and notice the
difference. You just might get hooked on proactivity.

By Robert Middleton of Action Plan Marketing. Please visit
Robert's web site at www.actionplan.com for additional
marketing articles and resources on marketing for professional
service businesses.