2010 was a great year for me. And it was one where thanks to a lot of factors but particularly my regular email newsletter and free Client Breakthrough course, I got to know an awful lot of solo professionals and small firms.
I met, spoke to and swapped emails with a huge number of extremely talented people with an incredibly diverse range of businesses.
And it reconfirmed my belief that there is just such a vast, untapped talent pool of professionals out there. People who are great at what they do, but who don't yet have the confidence, the knowledge or the skills to find and win all the clients they deserve.
Week in, week out I see clients playing it safe by hiring big firms with well known brands, when they could get access to much deeper capabilities and experience – if only they knew where to find it and how to recognise it.
It's my firm belief that if small firms and solo professionals could learn how to market themselves better. To get their expertise and experience known by their ideal clients. To get hired more often and at better rates. Then not only will it benefit the professionals themselves – but it'll make a huge difference to the success of their clients too.
If you're an independent consultant or coach, or a small firm of professionals, and you're the “best kept secret” in your field – then not only are you not reaching your own potential but you're doing a huge disservice to your potential clients too.
You could be out there doing brilliant work for them – but instead they're having to settle for second best because they don't know about you and what you can do.
It's not just in your own interests to learn to market your business effectively – in many ways it's your duty.
And in 2011, that's going to be my primary focus: evening the playing field. Helping the little guy compete against the big firms. It's going to be my mission to share the strategies and tactics that will help solo professionals and small firms break away from being the “best kept secret” and get the success they deserve.
Not that I have anything against large professional firms – I spent over a decade working for large consulting firms and it's where I learnt the basics of how to market and sell effectively. And if you work for a large firm I'm sure you'll find lots of the ideas I share to be helpful.
But my main focus is going to be on what works for the little guy. What will help small firms and independents get a real breakthough and start to compete and win against the big firms.
I'd like to invite you to join me on that journey.
I'll be sharing what's worked for me personally. Some of my successes as a sole practitioner competing head to head against big firms. And some of my failures too.
I'll be interviewing independents and small firms that have punched above their weight. Businesses who've successfully played David to the big firms' Goliath. I'll be sharing what's made them successful and how you can replicate their success.
I'll be particularly focusing on what I've labelled Authority Marketing. The strategies and tactics you can use to establish yourself as the “go to” person in your field – even if you don't start out as a well known big business.
So stay tuned for an exciting and busy year. And if you've not done so already, sign up for my free report on 5 Simple marketing Tweaks That Will Get You More Clients by filling in the form below this post.