The Edge Marketing

While focused, strategic networking is usually the most efficient way to build your professional practice, there are many other ways to market your business. Personal networking may not be appropriate in some areas, or for certain types of services, and some people simply don't like to do it. The following are the Top 10 methods my clients have used to increase sales and grow their practices without networking:

1. Newsletters. There are many inexpensive ways to distribute your newsletter, from buying a "packaged" service, to photocopying and mailing, to use of Internet technology. Newsletters keep your name in front of potential clients, and let you share the information you feel is important in a timely way. Remember to publish frequently, and be dependable over the long term.

2. Writing articles and columns. Every organization has a newsletter, and there are many newspapers and journals that need material on personal growth, health, wellness, communication, relationships and every other aspect of human life. If you enjoy writing, editors are eager for your material, and writing a column brings instant credibility and positive exposure.

3. Have a Website. Increasingly, customers are expecting to find information about professional services on the Internet. A clean, professional website may cost less than $1000 and work for you 24-hours a day, everyday.

4. Teach classes. Community colleges, city parks and recreation departments, churches and many other organizations are looking for instructors to teach classes. Often they will do the marketing and provide all your support services, and even pay you! Teaching is a great way to become known and give the community a taste of your expertise!

5. Volunteer. Whatever your specialty, organizations need your time, your skills and your help. You can volunteer to sit on Boards, answer phones, do their newsletter, or be a consultant - volunteering gets you known, and it can open doors for you!

6. Work with Sponsors. From insurance reimbursement for medical services to a philanthropist sponsoring an art exhibit, anytime someone else is paying the bill, you can expand your services and reach more people. Employers, educational groups, non-profits, foundations and government agencies can all be sponsors.

7. Do research. By designing and conducting appropriate research you accomplish several things for your business: You become an expert, you attract people who are interested in your research, you attract volunteers who want to participate, and when you publish the results you gain credibility and again attract attention as an expert.

8. Groups and Alliances. By combining your skills with a group of other professionals, all of you gain exposure, there are appropriate referrals to others within the group, and over-head costs can be reduced. Often groups are profitable simply by being able to share the cost of renting a large, visible office in a prime location.

9. Bid for Contract Services. Government agencies, corporations and non-profits all contract for services. These are usually announced in local newspapers, and are called an "RFP" or Request for Proposals. One small contract can open the door to others, and keep you and your practice very busy!

10. Advertise. Using the Yellow Pages or placing an ad in the local paper or even on the radio (less traditional, but why not?) will bring you business. I place this last because my experience suggests that for most professionals it's an expensive way to go, but it does work. Remember, placement and consistency (being seen over and over) will be important, so run your advertising for at least a year.

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