By Natalie J. Armstrong,
http://www.marketingmediation.com/

What can you do to market yourself in a down economy? Here are some ideas!

Share what you know and give a lot of free information.
Let’s break it down. The two key components of this theory are:

1. Value
2. Visibility

Add Value - That is, communicate more clearly about the value that you offer. And offer value in every single communication. Don’t spend a lot of time trying to sell and persuade. Spend most of the time sharing information your prospects can really use.

Everything about your business can be divided into two broad categories - Process and Solutions. Process is what you do, it’s your “facilitation services.” Most of us fall into the trap of talking all about that stuff. After all, it’s what we know best.

But guess what? Your prospects couldn’t care less about your processes. They are thinking, “what’s in it for me?”

They want to know about your solutions. You’re talking value when you’re talking solutions. Here’s a few ways to do that:

1. Share tips, techniques and strategies. Hands-on stuff that works to help your clients succeed in their organizations. From basic to sophisticated, make sure it’s stuff that really works.

2. Share stories and case studies of what you’ve done for your clients. Be specific without violating any confidentiality. Tell about how it was before they hired you and what it’s like now that you’ve produced the result.

3. Make unambiguous promises, not about what you will do, but what will be different once you’ve done it. I know this takes some serious thinking, but if you can’t promise anything that makes a difference to my bottom line, why should I spend money with you?

4. Re-invent and re-configure your services when things change in the marketplace. A service that sold in an up market may not do as well in a down market. If you always do exactly the same thing in the same way your perception of value erodes.

After Value comes Visibility. You need to get your name, your message, your solutions out there for people to see and hear. In a downturn the tendency is often for people to hide their heads in the sand and hope things will change.

This is the exact opposite of what you need to do. If your business is slower, this is a great time to put that extra time to work with more marketing activities. Here’s a few of the most important.

1. Get your web site fine-tuned. If you don’t have one, now’s the time! I keep stats on my web site and know exactly where my visitors go.This gives me the information I need to change my copy and my links to direct people to specific sections. Very simple, but how many people do it?

2. Launch that eZine. Your web site is your marketing vehicle. The eZine is the gas in that vehicle. It’s what gets people to take action.

3. Get out and speak. This may be the highest leverage marketing activity for ADR providers. I guarantee that if you set your mind to doing a talk to a professional or industry group or conference once a month,you’d start generating some very good clients in short order. Stop making excuses. Do a little research on organizations and then pick up the phone. The key to getting bookings? Your materials need to reek with value!

Natalie J. Armstrong is the Founder and Managing Director of Golden Media, a marketing and consulting firm dedicated to promoting the resolution industry. She is the author of The Essential Guide to Marketing Your ADR Practice and speaks internationally on business development and the successful marketing strategies of the conflict resolution industry. More ADR Practice Development articles and information about Ms. Armstrong and Golden Media can be found at www.MarketingMediation.com.