Whom Are You Seeking?
The traditional sales forces are disappearing and will continue to do so. This is due to highly educated consumers using the internet to both research options and purchase. (It’s easier for me to order online than visit a local store, and I often receive the product the next day.) It’s also to due the growing peer-to-peer evangelism that ranges from professional services to high-end equipment.
The pivotal point for consultants and experts is to position themselves as vital resources among those peer referrals:
Publish in sources your ideal clients read.
Hang out at places they are drawn to.
Speak at events they attend.
Influence their influencers.
You’re far better off appealing to 50 people you know are ideal buyers than 5,000 people who are irrelevant. Blogging for some third party makes no sense if your ideal buyers don’t read the publication. Most executives make buying decisions based on peer-level referrals, no less than you ask trusted others for a good doctor or tax expert. And most of that is interpersonal, not over the internet.
You don’t have all that much time to invest in marketing as a solo entrepreneur. Gain some aerodynamics with a sharp-edged approach, don’t try to pilot a flying barn.