Marketing professional services is not like some other promotional programs. If the local supermarket runs a Friday newspaper ad with a special price on hamburger, they will know by Saturday how well it worked. You will not have this luxury. Most of your marketing efforts are intended to keep you visible in the eyes of your clients and potential clients.

Even if you are not looking for more clients, it is a good bet that you are interested in making more money for the time you spend at work. To do so, you need a steady flow of prospective engagements to replace the ones you lose through attrition. This is where a consistent, professional, well planned marketing program will pay off.

Remember, however, that all the planning in the world won’t create a single new engagement unless there is some follow-through. A few final suggestions: Don’t try going in too many different directions at once. Select four or five activities and do them well. Instead of contacting 30 potential clients once and forgetting about them, contact five of them six times each. Marketing research shows that a prospect will engage your services after multiple contacts.

I invite your comments and questions. Contact me at mostad[at]mostad[dot]com or 1-800-654-1654.