I’ve been asking successful independent professionals lately what it was they did that launched their success. What activity helped them the most to stop struggling to market themselves and start finding clients with more ease?
The diversity of their answers has been intriguing, but I’ve been struck by what they haven’t said as well as what they have. So far, not a single person has told me they ultimately got more results from their marketing by working harder.
This may seem to be at odds with what we learn about marketing from books, classes, consultants, and coaches. Given the volume and variety of ideas these experts share with us, aren’t they suggesting we need to do “more?” Or is it possible that the message to work harder is just our own interpretation? Perhaps what the experts are really advising is something different.
There is a certain threshold of marketing activity every professional needs to cross. You can’t sit in your office communicating with no one and expect clients to arrive at your door. Nor can you accomplish results with your marketing if you don’t make time for it in your calendar. But once you are regularly taking action about marketing, the secret to success appears to be working smarter, not harder.
How do you tell the difference between working harder at marketing and working smarter? Here are some comparisons: [Read more…] about Make Your Marketing Work Smarter, Not Harder