Latest Blog Comments
  • Hi Robert, Iā€™m in the same place as Wendi ā€“ after being super busy, am now trying to get the word out. Your email caught my eye this morning and I kne... read more
    By Cathy Fee

  • I know this feeling so well, and it is not a friend. So it is great to "let it go" and start looking at the what is moments. In light of the great wha... read more
    By Ladey Adey

  • Really enjoyed reading this Robert. I've recently been repeating a daily affirmation to try to rid myself of a negative belief and today, in particula... read more
    By Kev

  • I think this is also true for how we deal with "news" - why stay glued to the TV or any news source if what we get is so upsetting that we have a hard... read more
    By Annette

  • Timely (this topic always is for somebody) and well stated; thanks Robert. Good stuff... read more
    By Larry Mandelberg

  • Robert, Just had a freak out moment this morning and then read this! Thank you so much for reminding me of everything I already know. I own my own bus... read more
    By Wendi Conrad

  • Thank you, Robert! This is so great a reminder that "disaster" isn't always what it seems at first and we can come back around to a better, more produ... read more
    By Georgia Adamson

  • Great article Robert. One thing that I have always banged on about is getting unstuck and into action, it's one of my catch-cry's. I know personally t... read more
    By Jo Bell

  • Thanks, Jim. Yes, in many ways I'm tired of the nuts and bolts of marketing. My marketing message these days is "Getting Your Marketing Unstuck and In... read more
    By Robert Middleton

  • Robert, you are becoming more and more "coachey" in your writing and your work as you age. Fabulous! Thanks for a great reminder that all the drama is... read more
    By Jim Smith, PCC

by Robert Middleton – Action Plan Marketing

Last week I found a list that I'd created on my iPad called: "10 Marketing Things You Already Know - But May Not be Acting Upon." 

These might fall into the category of "Pithy Sayings" that teach essential truths. I'm no Confucius, but I've been involved in marketing so long, that I can assure you, the following lessons are amongst the most important you can learn if you want to attract more of your ideal clients. 

1. If not even your family understands fully what you do, how do you expect your prospective clients to understand? 

We want everyone else to understand us, but that takes patient communication. We can't assume people understand us, and if they don't we only have ourselves to blame. Keep communicating; sooner or later the message will get through. 

2. In networking, make it your main job to follow-up. Above all else, follow-through with friendly persistence. 

The ball is always in your court and it's always your move, no matter what the prospect does. If someone doesn't get back to you, it doesn't mean they aren't interested; it usually only means they're busy. So patiently try again; it will usually pay off. 

3. In speaking, people don't want to be bored, they want to be informed and entertained.

Yeah, it's your job, once again, to take responsibility for communicating powerfully so that your prospects really see the value of your services. The good news is that you can always make it more fun and interesting. 

4. Nobody's going to buy from you unless they know what's it it for them. 

It's not about you; it's about them. Always. So make it your calling to understand what your prospects need and want. What are their issues, their challenges and their aspirations? And how can you make it easier for them? It's a never-ending pursuit. 

5. In selling, nobody likes to be pressured. They like to be listened to. 

Everyone gives lip-service to listening, but few of us practice it religiously. What you need to notice is that as soon as you stop listening, the pressure and manipulation starts. Amazingly, you can listen yourself into a sale better than proving that your service is right for someone. 

6. When talking about your services, tell stories to make things absolutely clear.

This simplest concept is harder to relate to than the most complex story. And here I am giving you concepts! Mea-culpa! Yes, when you use stories, people put themselves inside the scene you are telling and relate completely. 

7. Nobody's going to remember you or think about you if you don't stay in touch with them. 

Don't be so arrogant to think people will remember you after one or two contacts. How many emails do you get a day? How many commercials do you hear or see? How many details do you have to handle? No wonder people forget. So stay in touch. 

8. Over-communicating can be just as bad as under-communicating, especially if every communication is a pitch. 

Instead, give people better information, valuable stories and examples, something they can use. This will endear you to people and when you have something to promote, they'll listen because you've gained their respect and attention. 

9. If you don't ask for what you want, you're not likely to get it, in life or in business. 

Yes, it's terrifying to ask. And yes, you just might get rejected if you ask. But isn't that better knowing one way or the other if they want to take the next step than never asking and living in uncertainty? Ask, get an answer, and move on. 

10 Nobody wants to buy from an arrogant jerk; they want to buy from a nice person whom they can trust. 

Marketing and selling sometimes does funny things to people. They can turn you into a pushy person who always has the right answer. Cultivate humility in marketing and selling. Your prospect will tell you if you have the right answer or not. 

Do you have some "Pithy Sayings" about marketing and selling you'd like to share with the subscribers of More Clients? If so, I invite you to share them on the blog.  Just click on the Commetns link below. 

Free: More Clients Marketing Sampler for Independent Professionals. Get this free sampler of marketing tutorials, recordings, resources and exercises, designed to help you be a better marketer of your professional services. 


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+2 # Joan Bell 2012-12-18 21:23
This is probably the best article I have read covering this type of issue. Pithy indeed and also very wise, profound and doable. Life really can be simple when we cover the bases.

A great reminder Robert, I will definitely save this one!
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0 # Annette 2013-05-11 02:53
It's good to see how Robert is still working on improving his message - and I agree over-communicating is as bad as under-communicating (in my particular case probably worse). I only do 3-4 newsletters a year. But they are all long and have a real structure; people save them and read them months later, and come back to me. I try and send them out strategically just before important events where I am likely to meet many of my (ex-)clients or long-time contacts; that way, they speak about my content in front of other people, who then want to know more. This is probably my number one tip. Complex and highly personal services are better sold through personal contact. Robert is one of the few marketing experts whose methodology truly respects the human element. Thanks!!
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Robert Middleton, the owner of Action Plan Marketing, has for 30 years, been helping Self-Employed Professionals attract more of their ideal clients.  He offers the online membership site, The More Clients Club, and individual coaching and consulting through his Marketing Action Coaching. If this is your first visit to the More Clients blog, make sure to get a copy of the Marketing Plan Workbook and join the Marketing Club Forum for free.