1 - What Really Works? Effective Marketing Strategies

Question 1

What is marketing defined as?

Answer 1

Telling people what you do, over and over.

Question 2

What are some methods of communicating marketing messages?

Answer 2

In person, by phone, in writing, on the Web, through the media.

Question 3

What is the primary challenge for professionals in consulting and coaching regarding clients?

Answer 3

Getting prospective clients to pay attention and remember you until they need your services.

Question 4

What are common responses for acquiring clients from successful businesspeople?

Answer 4

• Referrals
• Networking
• Making contacts and following up
• Word of mouth

Question 5

What is ‘analysis paralysis’ in the context of marketing?

Answer 5

The inability to decide where to begin due to feeling overwhelmed.

Question 6

What are some reasons people fail in marketing their professional services?

Answer 6

• Not knowing where to start
• Uncertainty about putting pieces together
• Lack of a system or plan
• Difficulty staying motivated

Question 7

What does John Jantsch argue small business marketers often overlook?

Answer 7

That marketing should be viewed as a system, not a single event.

Question 8

What are the three characteristics of an effective marketing system according to John Jantsch?

Answer 8

• Documented
• Built on sound marketing principles
• Constantly measured, innovated, and refined

Question 9

What is the Get Clients Now! program designed to do?

Answer 9

Break down the marketing and sales process into simple steps.

Question 10

What are the three powerful elements of the Get Clients Now! program?

Answer 10

• Effective, personalized marketing strategies
• An action-oriented, 28-day program
• Approaches for managing fear, resistance, and procrastination

Question 11

What is the purpose of the Get Clients Now! Action Worksheet?

Answer 11

To design your personal 28-day program.

Question 12

List the six components of the Get Clients Now! program included on the Action Worksheet.

Answer 12

• Marketing Strategies
• Marketing Stage
• Program Goal
• Success Ingredients
• Daily Actions
• Special Permission

Question 13

What role does accountability play in coaching according to Laura Whitworth?

Answer 13

It raises the stakes and helps individuals make changes they want to achieve.

Question 14

What is the second secret of successful professional services marketing?

Answer 14

Marketing a service business is not the same as marketing a product.

Question 15

Why are services considered intangible?

Answer 15

They cannot be seen, touched, or tasted until performed.

Question 16

According to the old saying in sales and marketing, what must be established for a sale?

Answer 16

People do business with people they know, like, and trust.

Question 17

Fill in the blank: Effective marketing is about creating and operating an effective __________.

Answer 17

[marketing system]

Question 18

What does the marketing calendar help you to do?

Answer 18

Look at tasks like a ‘to-do’ list.

Question 19

What can increase the likelihood of success in marketing efforts?

Answer 19

Adding accountability, perspective, and support.

Question 20

What is a business buddy?

Answer 20

A friend or colleague who helps you stay on track with your goals.

Question 21

What is one benefit of using action groups?

Answer 21

They provide support and accountability for a group of people working together.

Question 22

What can a business coach help with?

Answer 22

Assisting businesspeople to achieve goals and increase effectiveness.

Question 23

What should you do if you want to repeat the Get Clients Now! program?

Answer 23

Use the same action plan for another twenty-eight days or design a revised plan.

Question 24

True or False: Marketing a service can be effectively accomplished without a systematic approach.

Answer 24

False.

Question 25

What is the old saying in sales and marketing regarding client relationships?

Answer 25

People do business with people they know, like, and trust.

Question 26

What are the three levels of information in the marketing strategies diagram?

Answer 26

* Six sales and marketing strategies * Effectiveness ranking of strategies * Impact created by each strategy

Question 27

What is the effectiveness ranking of sales and marketing strategies?

Answer 27

Direct contact is at the top, advertising is at the bottom.

Question 28

Which strategies are more likely to create a personal relationship between you and the buyer?

Answer 28

Strategies 1 through 3.

Question 29

True or False: Advertising used alone is an effective way to find clients for a professional.

Answer 29

False.

Question 30

What factors can influence the effectiveness of a marketing strategy?

Answer 30

The situation, your abilities, and preferences.

Question 31

What is the main focus of the Get Clients Now! system?

Answer 31

Marketing your own services or the services of your firm.

Question 32

What types of impact do marketing strategies create?

Answer 32

* Outreach * Visibility * Credibility

Question 33

How does online marketing relate to traditional marketing strategies?

Answer 33

It follows the same effectiveness ranking pattern.

Question 34

What is essential for building relationships and trust according to Elinor Stutz?

Answer 34

Your words, actions, and deeds need to be in alignment with integrity.

Question 35

What should you check to measure your success in developing trust?

Answer 35

Percentages for returning clients, referrals, and testimonials received.

Question 36

Fill in the blank: Marketing strategies are the highest-level _______ for your marketing and sales activities.

Answer 36

organizing principle

Question 37

What is the first contact in direct contact and follow-up strategy supposed to be?

Answer 37

Truly personal, not a form letter or bulk e-mail.

Question 38

What is an effective follow-up technique after initial contact in direct contact?

Answer 38

More impersonal direct communication like postcards or e-zines.

Question 39

What is cold calling?

Answer 39

Calling a complete stranger on the phone.

Question 40

Name two tactics for direct contact and follow-up.

Answer 40

* Lunch or Coffee (with prospects) * Personal Letters and E-mails

Question 41

What is the broader view of networking?

Answer 41

Creating a pool of contacts for clients, referrals, resources, ideas, and information.

Question 42

What is one tactic for networking and referral building?

Answer 42

Attending Meetings and Seminars.

Question 43

How can you build your network of colleagues and referral sources?

Answer 43

By following up with contacts using similar tactics as for direct contact.

Question 44

What is the benefit of volunteering and serving on committees?

Answer 44

Gains more visibility and recognition.

Question 45

What does Maria Elena Duron say is essential for building trust?

Answer 45

Ongoing interaction.

Question 46

Fill in the blank: Regular networking produces the cornerstones for a growing business—good _______ and new connections.

Answer 46

relationships

Question 47

What can your business connections yield as they become relationships?

Answer 47

Access to knowledge and referrals.

Question 48

What is the primary benefit of networking?

Answer 48

It builds relationships and trust, which are essential for business success.

Question 49

People do business with people they _______.

Answer 49

[know, like, and trust]

Question 50

How can public speaking enhance networking?

Answer 50

It makes you more visible and memorable to your audience.

Question 51

What is a recommended starting point for new public speakers?

Answer 51

Volunteer to introduce speakers or serve on a panel.

Question 52

True or False: Hosting your own events is often more effective than speaking for established groups.

Answer 52

False

Question 53

What is one tactic for public speaking?

Answer 53

* Acting as Master of Ceremonies * Serving on Panels * Making Presentations * Virtual Speaking * Giving Classes or Workshops

Question 54

Why is writing articles beneficial for visibility?

Answer 54

It establishes credibility and can reach a wider audience.

Question 55

What can help turn your writing into publishable prose?

Answer 55

A ghostwriter or professional editor.

Question 56

What is a key benefit of being featured in the media?

Answer 56

It provides credibility as an unbiased source.

Question 57

What should you consider before participating in a trade show?

Answer 57

The cost per head of each likely prospect.

Question 58

What is a strategy for promotional events?

Answer 58

Co-sponsoring a workshop or fundraiser with a nonprofit.

Question 59

What should you evaluate when considering advertising?

Answer 59

The potential return on investment.

Question 60

Fill in the blank: Advertising alone rarely generates business; it must be coupled with _______.

Answer 60

[direct contact and follow-up tactics]

Question 61

What is the effectiveness of unsolicited bulk e-mail ads?

Answer 61

They are likely the least effective advertising tactic.

Question 62

How can you increase website visibility without paid ads?

Answer 62

By optimizing for search engines and creating valuable content.

Question 63

What is a common perception of journalists or producers?

Answer 63

They are seen as unbiased sources of information.

Question 64

What is the potential downside of using print directories?

Answer 64

Their usage is declining, and they may not reach your target audience effectively.

Question 65

What is one tactic for increasing your web presence?

Answer 65

Getting others to link to your website.

Question 66

True or False: Ads allow clients to get to know you personally.

Answer 66

False

Question 67

What can be a benefit of writing a column?

Answer 67

It helps readers remember you and establishes you as an expert.

Question 68

What is a benefit of virtual speaking opportunities?

Answer 68

They allow you to reach an international audience without travel.

Question 69

What should you do to get media attention for your expertise?

Answer 69

Provide an engaging story to editors or producers.

Question 70

What is considered the least effective advertising tactic?

Answer 70

Professional services advertising ## Footnote It is likely to annoy prospects.

Question 71

How do postal mass mailings compare to personal letters?

Answer 71

Postal mass mailings have less impact and are often a waste of money ## Footnote Consider narrowing your target group instead.

Question 72

What is a suitable use for brochures and flyers?

Answer 72

To develop interest with a targeted group ## Footnote They can be left at businesses frequented by the target audience.

Question 73

What is necessary for effective radio or TV ads?

Answer 73

A substantial budget and repetition of ads ## Footnote Professional help in scripting and production is recommended.

Question 74

What is a potential drawback of using billboards for professional services?

Answer 74

They may not be the best use of marketing funds ## Footnote There are likely better strategies to spend money.

Question 75

How many marketing strategies are ideal to attempt in a twenty-eight-day period?

Answer 75

Two or three strategies ## Footnote More than four is too many, and fewer than two won’t provide enough flexibility.

Question 76

What does Tony Alessandra suggest about successful salespeople?

Answer 76

They build their network and invest in personal visibility over time ## Footnote They market themselves similarly to how companies market products.

Question 77

What is the advantage of personal marketing?

Answer 77

It leads to easier appointments and relationship-building with potential clients ## Footnote It increases recognition of your name and expertise.

Question 78

What is the quality of leads from personal marketing compared to cold calls?

Answer 78

Incoming leads are usually of higher quality ## Footnote Prospects who call have already identified their need for your services.

Question 79

What should be the focus when building a personal marketing strategy?

Answer 79

Getting multiple exposures to a smaller target group ## Footnote This is more effective than fewer exposures to a larger audience.

Question 80

How are marketing and sales integrated when selling professional services?

Answer 80

They are not separate activities and can occur simultaneously ## Footnote Networking can lead to selling situations and vice versa.

Question 81

What can direct contact and follow-up be considered as?

Answer 81

A form of personal selling ## Footnote However, it may not always involve direct selling.

Question 82

What is essential to understand about the terminology of marketing strategies?

Answer 82

Each overall strategy is made up of tactics and has a resulting impact ## Footnote Understanding these distinctions aids in following the marketing process.

Question 83

Fill in the blank: The successful salesperson uses _______ marketing.

Answer 83

[personal] marketing

Question 84

True or False: Selling and marketing for professional services are completely separate activities.

Answer 84

False ## Footnote They must be seamlessly integrated.