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By: Robert Notter

Recently while I was walking underground to the subway, I noticed a series of ads for a major financial institution (I took a picture of one of the ads, seen here). The ads caught my eye, because they stood out from the rest of the billboards. This particular ad had a picture of 3 apples. Written on the apples were the words, “organic”, “imported” and “engineered”. The point of the ad was to convey that this particular bank strives to understand the diverse personal needs of their clients. The ad definitely did make me stop to read it.

This got me thinking about how important it is to stand out in your business so that people will notice YOU. Of course, you must first and foremost make sure that you consistently put yourself in front of your ideal client, understanding why he or she would choose to work with you. If you only make time for marketing here and there, you will have very poor results. In addition, I’ve learned that you must find ways to make prospects stop to notice you. Let’s face it, people are overwhelmed with information, emails, and life in general. So, it’s important to ponder what you can do in your marketing as well as with your service offerings, to stand out from the crowd.

Research what others in your field are doing:
Take a moment to see what others are up to, and how they market themselves. You may find that other practitioners are providing more interesting or diversified service offerings. Don’t “compare” yourself, simply take time to see what you could be doing better. If you are a life coach, for example, and you see that other coaches are offering multiple coaching packages, you may want to consider doing the same so you can stay competitive.

Enhance what you offer:
Creatively brainstorm how you can make your services even better. Is there an extra special touch you can add to your program offering? Are there “bonuses” you can have as an add-on when someone hires you as a counselor? Or perhaps there is a way to turn one of your workshops into an information product on your website (I’ll be teaching you how to do this in the Marketing Radiance Coaching Club). Take some time to reflect on what your options are, and don’t be afraid to get creative.

Give people what they want:
Have you taken time to ask your clients and prospects what they’d like more of from your work? I suggest that you make a list of your top 10 – 15 favorite past or current clients, and ask them (by email). What needs do they have that you can support them with? Find out what’s “hot” for them, and include that in your products or services, and make sure to highlight those items in your marketing.

Enhance your marketing:
Are you sending out the same types of information in your newsletters? Do the invitations for your events seem bland? Step it up to the next level, use words and statements that are bold and powerful, and make people actually want to learn more. For example, if you are advertising a workshop on having more energy, would you rather say “learn to have more energy” or “learn how to have more excitement and energy than you can handle” ? Words make a difference, and in choosing text for your marketing, pick things that you know will get the attention of your ideal client.

Broaden your reach:
Do you only market your services to the same people or at limited locations? Make sure you find ways to spread the word about your work. Find a new website to blog on, pitch a workshop idea to a new wellness center, or pick a referral partner to get to know better, and share your work with their network.