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Often, I find my clients are so busy and focused
on doing a great job for their clients that they
fail to recognize and capitalize on "Magic Marketing
Moments."
What's a Magic Marketing Moment? It's a powerful
time to take a practice-building action that
you may have been ignoring.
While I was coaching one of my clients this
week, she apologized for not having made more progress with
her marketing since our last session. "I've been consumed
with resolving a client's product liability matter," she
explained.
BINGO!
She was in the middle of a Magic Marketing Moment
and didn't even know it!
What types of situations lead to Magic Marketing
Moments?
- You've gotten a successful result for
a client.
Every time you do an outstanding job--settling a case
on advantageous terms, or bringing in a matter under
budget, for instance--you're on the cusp of a Magic
Marketing Moment.
- You've done someone a favor.
Every time you do someone a favor, whether it's
agreeing to speak at a conference they are organizing,
or recommending an overnight nanny so they can take
that long-anticipated weekend away, a Magic Marketing
Moment presents itself.
- You just weren't hired.
Surprised to see that "not" being
hired is a Magic Marketing Moment?
Instead of walking away crestfallen and embarrassed
when you aren't hired, increase your marketing
efforts. In all likelihood, the prospective client
is feeling slightly guilty for not hiring you
(after all, you are exceedingly talented). Why
not help them assuage their guilt by asking them
to do you a favor?
Once you've identified a Magic Marketing Moment,
keep these two steps in mind:
- Take immediate action.
The half life of a magic moment is very short.
You want to respond while their goodwill
is strongest.
- Ask for what you need.
If they're not in a position to send you
new business, think about what else they could
do to help your marketing efforts. Introduce
you to someone you want to meet? Refer you?
Agree to serve as a reference?
It's easy to get caught up in doing great work
for clients and forget all about your marketing.
By keeping your eyes open for Magic Marketing
Moments, you'll be able to double your effectiveness--you'll
still do the same great job for clients,
but now you'll be marketing at the same time!
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