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Here's this week's Marketing
Minute...
Beware Misplaced Pride
Are you proud to say you get 90 percent of your new clients
by referral? That does indicate people trust you, but it
should also send up a warning flag: Your business may be
shaky, just six months or a year from collapse.
Too many times to count, people have come to me who used to
get all their business through personal connections. Until
it was too late, they didn't notice referrals were drying up.
Their industry had changed, their contacts had mainly moved
on or younger folks became in charge.
Because they'd had such steady, dependable referrals,
marketing was a cloud of mystery to them. They suddenly had
to learn the basics, as if they had just hung out a shingle.
How to avoid their peril? Create a reputation that extends
beyond those who personally know you.
Publish. Speak. Pursue publicity. Be known for a specific
expertise or point of view. Get to know influential people
by commenting on their blogs. Offer resources on your web
site that strangers want to link to.
Don't wait. Get going on
building that reputation now.
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Valerie Sutter, President
The French Traveler
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