A Sample Tips Bulletin From Sue

1. PLANNING TIP: The key to producing a great marketing plan is the quality of the thinking, ideas and information that has gone into the planning process, not how nice and well laid out the end document is. The planning process is what’s critical, not the piece of paper! Stand back and take time out to read what is happening at a 'macro' level in the training and consulting industry and the market sectors you work in.

2. PLANNING TIP: Plan at the start of your activity to go back to your target group(s) several times i.e. plan a series of communications at the start, using various marketing tools i.e. mail, email, fax and phone. Remember the first step is to build a prospects ‘share of mind’ about you and what you have to offer. With all the marketing messages people get at work these days, it is going to take time to breakthrough all that clutter. So don’t send everything out in one go, but save some of the information for later. (NB: Forget 'share of market' - it is 'share of mind' that really counts.)

3. GENERAL TIP: Before you cancel an event that you had planned to hold because the attendance figures are low, remember that the actual delegates that are planning to attend will get a lot more value and enjoyment out the event because of the opportunity to get more involved. Think longer term. This will be profitable if they really enjoy it, and either colleagues to attend, or plan an in-house course from you. Alternatively, try to fill empty spaces with prospects who have inquired about an in-house course from you, anyone in your office who gets the chance to talk to prospects about the courses (they will be more knowledgeable and enthusiastic) or invite strategic partners, e.g. non-competing suppliers to your customer base who will be in a better position to recommend you, the editor of an industry magazine who may write about you more or afterwards come to you for an industry quote on a news topic.

4. GENERAL TIP: Make it easy for prospects to approach you by making the first contact 'easier'. People, in general, do like taking risks - we are risk averse. So make the first contact easy for them, so they have little to loose by picking up the telephone. How? Advertise a 'free' or 'low cost' useful report, tips sheet or booklet on an associated topic that would interest them and position you as the expert, without giving away what you do for a living. By lowering any barriers to contact, you will build a database of prospects, who can be further qualified when you talk to them afterwards about what you offer.

5. DIRECT MAIL TIP: People are creatures of habit, so if you are looking for mailing lists to buy, the best lists are people who have demonstrated that they have bought a similar product or service to what you have to offer via direct mail. So if you are marketing training courses, look for a list of people who have been on other courses and they signed up for these from responding to a mailshot (yes you can buy these!).  Consultants should focus on companies that have an organizational culture of outsourcing and bringing in specialized consultants when the need arises.

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