Last week, right out of the blue, I became the owner of a KOBO electronic reader. An avid, life-long reader, I love the physical attributes of books…how they look, feel and smell, especially when new.

I work hard at working smart instead of keeping busy by filling every minute with some kind of activity. As a result, there was no need for the convenience of e-readers while commuting, waiting in reception areas and all the other short time intervals that busy, busy people must fill

However, once I started to play with my new toy, all of my reservations about its usefulness totally disappeared.

What avid reader could possibly say no to 100 literary classics preloaded on the e-reader? Having read less than a third of these titles, my list of ‘unread books to read’ skyrocketed.

According to the User Guide, my KOBO can hold 1000 books. Including the 65 or so unread titles and given the rate at which I read books, this means that my e-reader can accommodate 19.3 years’ worth of reading. Now that’s impressive! And what’s even more impressive is that it won’t be necessary to make room for any of these books on space-limited bookshelves.

As my KOBO playtime progressed, I learned that it was also possible to upload PDFs to the unit. Bingo! Finally…a useful place to store all of those eBooks that people like us produce as part of our marketing.

If like me you have not organized your eBook collection, getting an e-reader is the good first step. But instead of dumping all the eBooks onto the device, download and install Adobe Digital Editions first. This free software helps you ‘…to view and manage eBooks and other digital publications. Use it to download and purchase digital content, which can be read both online and offline. Transfer copy-protected eBooks from your personal computer to other computers or devices. Organize your eBooks into a custom library and annotate pages.’

The key thing here is to review the eBooks that you have collected. Keep the best and purge the rest.

Then you can ‘organize your eBooks into a custom library and annotate pages.’ What a great resource!

But why stop there? Once you have your e-library set up, why not share your favorite eBooks with others as a thank you gift or high quality and memorable promotional tool?

Make a bulk purchase of e-readers and have some one load your favorite eBooks onto these devices. By delivering these customized e-readers in person, you can dramatically enhance relationships with the people who are important your ongoing success.

One final suggestion. If you haven’t already done so, download a free copy of my latest book How To Market Professional Services. Feel free to upload it to your e-reader and even share it with others who may find it helpful.

If it helps you with your marketing, mission accomplished.

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Realistically, few clients hire us because they enjoy our professional services.

Most clients hire us for help in resolving problems or realizing specifically desired outcomes.

Clients really want their problems resolved or outcomes achieved as easily and with as few hassles as humanly possible.

New clients will usually consider their own resources before selecting a service professional.

To avoid paying professional fees, many clients would prefer to resolve problems on their own or with the help of employees or staff.

Unless their initiatives produce immediate results, as a second choice, they will look to us as service professionals for help.

At this point, they will have recognized that they need us to help them find a solution for their problems.

Realistically, as qualified service professionals, we are well positioned to do more for our clients than they expect or could even imagine.

The broad range of resources that we can draw upon increases the likelihood of a successful satisfying clients.

That’s quality service at its best.

~~~~~

To learn more about quality service, see Chapter 3 of How To Market Professional Services.

That’s a new book, the first draft of which is currently available free … but only for a limited time.

This page has been updated and moved.

To see a similar page, click here.

Now that the first draft of How To Market Professional Services and its companion workbook are complete, I can write about some specific issues that have been lingering on my growing list of blog topics.

One of the side benefits of working on How To Market Professional Services is that I now have a knowledge and information base for individual issues relating in one way or another to marketing professional services. When responding to specific marketing issues, it’s always easier and more effective to link possible solutions to relevant learning resources.

The 10 Challenges

Regardless of the effectiveness of our marketing planning and management, inevitably we will all face a serious challenge (aka problem or crisis) that requires immediate attention.

Here are 10 of what might be considered major marketing challenges for service professionals. Over the coming weeks, I will offer tips and suggestions for responding to these challenges.

To help you develop the best and most appropriate response, appropriate reference will be made to either or both of How To Market Professional Services and the Marketing Professional Services Workbook.

In random order, here are 10 serious marketing challenges that most service professionals face at one point or another.

  1. Losing A Major Client
  2. A New Competitor In The Market
  3. A Public Relations Disaster
  4. Offering A Service That Clients Need But Don’t Know It
  5. Loyal Client Choosing A Competitor For Help
  6. Client Pipeline Drying Up Or Slowing Down
  7. You Want More Or Different Business But Are Too Busy To Market
  8. You Hate Social Media But Your Competitors Are All Using It
  9. You Love Serving Clients But Hate Marketing
  10. You Feel Over-Worked And Under-Compensated

If you love serving clients, but hate marketing your services, check out this coaching for professionals who don’t like marketing.  It might help you change your approach to marketing and start attracting more, perhaps better, clients.

 

The currently free book How To Market Professional Services will help you learn what you need to know to attract more clients.

The companion workbook … Professional Services Marketing Workbook … will help you learn how to apply what you need to know. In other words, it will help you learn to market your professional services your way.

Following the organization and structure of How To Market Professional Services, this workbook contains self-study exercises that will help you personalize the key elements of professional service marketing. As a result, you can base your marketing your strengths.

The self-study exercises will also help you customize the marketing elements for maximum effectiveness in your market.

As a result, drawing upon your strengths, you develop your own marketing solutions to your own unique market situation. This approach is much better than trying to apply standardized, one-size-fits-all marketing solutions. These approaches seldom work well for any one.

You can use this workbook either on its own or in combination with the book. If you like, the workbook can be used as part of a group study program. Choose whichever approach works best for you. You can improve your marketing know-how and skills, working on your own…or as part of a group. It’s your call.

Perhaps best of all the workbook, Professional Services Marketing Workbook is free. Grab your copy to today…start improving your marketing tomorrow.

Sorry…this page is no longer available.

 

Better Than All The Rest

September 18, 2012

No one else serves clients quite like you do.

Using your own good stuff, you figure out what clients need, want and expect from you.

And then you do whatever it takes to satisfy them.

So…how does knowing how to satisfy existing clients help attract new ones?

Please tell me.

* * * * *

… so I can include your marketing success story in my new book, How To Market Professional Services.

To choose your topic, go the Table of Contents and follow the links to the draft chapters.