Marketing Your Mediation Practice, a comprehensive manual that tells how it's done.  FREE when you join IAMA  by the deadline !

If you're an independent professional such as a consultant, trainer, business coach or mediator who's terrible at marketing your services or simply not attracting enough new clients no matter what marketing you do, then keep reading because this may be just what you've been looking for.

Robert Middleton is the owner of Action Plan Marketing. Since 1984 Mr. Middleton has researched the very best ways to market professional services. Reading countless books, attending seminars with the top marketing consultants in the world, leading dozens of workshops, coaching hundreds of clients, speaking to thousands of people through his workshops and presentations, designing 50+ web sites, and writing hundreds of pages about marketing strategies and techniques, Mr. Middleton has transformed the lives of countless independent business professionals, helping them develop dynamic marketing strategies, showing them numerous tactics to make these strategies work, and helping them develop the skills to implement these strategies consistently. 

Recently, Mr. Middleton brought all of his experience together and put it into a 300+ page marketing manual that shows independent professionals exactly what they need to do to attract all the clients they will ever need.

Leveraging what you know

All independent professionals have a "body of knowledge" which they use in working with their clients. Consultants advise based on their knowledge, coaches use a process of supporting and encouraging their clients, accountants apply the rules of accounting to balance a client's books and pay taxes.                                        

But when it comes to marketing, independent professionals usually fail to leverage what they already know attract new clients to their business. This was the secret Mr. Middleton discovered. He realized that the most successful independent professionals were masters at leveraging their body of professional knowledge to attract new clients. But the average independent professional missed the boat completely.

He called this secret the "InfoGuru Marketing Principle," defining InfoGurus as  independent professionals who leveraged what they knew to attract all the clients they could handle.

Unfortunately many people think that marketing means employing gimmicks, hustle and manipulation. They see marketing as a step above (or maybe below) outright lying and deception. But in marketing independent services these approaches simply don't work. On the contrary, prospects want to be educated and informed about the true value of your services. That's the beginning of leveraging what you know.

When you grasp the principle of leveraging your knowledge which Mr. Middleton explains in detail in the first chapter of the manual, you'll never see marketing quite the same way again. It's simple and powerful but not obvious. The remaining 22 chapters show how to apply this principle to every single marketing activity you might have tried before. And it doesn't take a "marketing personality," just a sincere desire to make a contribution.  

Who exactly is this for?

Independent Professionals - This includes just about any self-employed professional or small professional service firm including:

Management Consultants Technical Consultants HR Consultants OD Consultants Marketing Consultants Environmental Consultants Outplacement Consultants

Business Coaches Executive Coaches Process Improvement Consultants Presentation Skills Trainers Management Trainers Management Psychologists Meeting Planners

Mediators Business Writers Graphic Designers Accountants Executive Recruiters Financial Planners Money Managers

 

And although these business differ in what they do, they have one thing in common when it comes to marketing: The InfoGuru Marketing Principle works for all of them equally well. The actual marketing strategies and techniques they use may differ somewhat but they all can leverage what they know to attract new clients.

What does the InfoGuru Marketing Manual cover?

The manual contains over 300 pages of hands-on, how-to information on attracting new clients by leveraging yourself as an InfoGuru. Here's the the table of contents and a snapshot of what each chapter covers.

Chapter 1.1 - InfoGuru Marketing
How to position yourself as an expert and how to leverage what you know to attract all the clients you can handle.

Chapter 1.2 - The 5Ps of Service Business Marketing
How to create a marketing plan that actually works by understanding the 5 main components of InfoGuru marketing.

Chapter 2.1 - Your Core Marketing Message
How to develop a marketing message that gets attention, interest and positive response from your prospective clients.

Chapter 2.2 - Zeroing in on Your Target Market
How to focus with laser-like precision on your ideal prospects and how to deliver your marketing message to them so that they respond.

Chapter 3.1 - Packaging Your services - Verbally
How to turn your core marketing message into a verbal "Audio Logo" that gets immediate attention, interest and response form prospects.

Chapter 3.2 - Packaging Your Services - In Writing
How to turn your core marketing message into marketing materials that get your prospects to call you, ready to work with you.

Chapter 4.1 - Creating an Infoguru Web Site
How to develop a web site that draws clients like a magnet and what you must put on your site to get visitors to respond to you.

Chapter 4.2 - Promoting Your Web Site
How to attract thousands of qualified prospects to your web site who are interested in learning more about your business.

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Chapter 5.1 - Generating Referrals
How to leverage the business relationships you already have into a constant stream of referrals to new qualified prospects.

Chapter 5.2 - Networking Strategies
How to multiply your influence, credibility and trust with the kind of people who willingly refer new business to you.

Chapter 6.1 - Topics and Titles for Talks and Articles
How to come up with topics and titles for talks and articles that result in attracting attendees and readers who are qualified prospects.

Chapter 6.2 - Promoting Yourself with Talks and Articles
How to leverage what you know into visibility and credibility by becoming the acknowledged expert or InfoGuru in your field.

Chapter 7.1 - Keep-in-Touch Marketing
How to make sure people never forget you once you've made an initial contact and how to generate ongoing business and referrals from your list.

Chapter 7.2 - E-mail and eZine Marketing
How to harness the power of the Internet to implement the most powerful and cost-effective keep-in-touch strategy ever invented.

Chapter 8.1 - Writing Motivational Copy
How to get people to take action through the written word -- getting people to pick up the phone, inquire about and buy your services.

Chapter 8.2 - Direct Outreach Marketing
How to connect with prospects who are unlikely to call you in a way that gets no resistance and no rejection.

Chapter 9.1 - Professional Services Selling Process
How to manage the sales process from beginning to end with authenticity so that selling literally becomes transparent and stress-free.

Chapter 10.1 - Making More Appointments with Qualified Prospects
How to turn calls from prospects into appointments with qualified buyers, ready to explore how you can help them with your services.

Chapter 10.2 - Negotiating and Closing the Sale
How to negotiate difficult sales situations, overcome objections, deal only with serious buyers and close without pressure.

Chapter 11.1 - Pricing Your Services
How to price your services so that you are finally paid what you're worth and get compensated by the solutions you provide, not the time you put in.

Chapter 11.2 - The Perfect Proposal
How to develop a proposal that no only helps close more business but that can be done in an hour or less and be written on just two pages.

Chapter 12.1 - Performance - The Ultimate Key to Marketing
How to outperform your competitors so that you become the provider of choice by turning them into raving fans of your service.

Chapter 12.2 - Putting Your Marketing into Action
How to overcome the many obstacles to putting your marketing into action and start implementing your InfoGuru Marketing strategy.

Special IAMA Insert - Marketing Strategies for Mediators

Mastering any one of the above could earn you tens of thousands in additional fees next year. Not mastering them could return you to the discouragement of the "marketing roller coaster."

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