Starting a Training, Speaking, and/or Consulting Business Quick Ten Marketing Tips

By Mark Gorkin

1. Define, Design, and Develop Programs. Develop a program blurb or abstract, workshop objectives, and an outline for 3-5 one-hour, a half-day, and a full day program offerings.
   
   
2. Catchy Bio. Develop a powerful and succinct bio, one hundred words to a half page. You may also want to have long-and short-versions.
   
   
3. Testimonial Letters. After each successful program, ask for a testimonial letter from the person who brought you in to the organization or from a key person who attended your program. A half page is fine. Just ask the writer to try to capture the factors that made the program successful, the audience's participation, valuable working tools, fun time, your style, etc. If necessary, try contacting former clients for testimonials.
   
   
4. Promotional Pieces. Create a business card, a one-page marketing flier, and a two or three panel brochure. For the flier and brochure, organize information in succinct segments; use bullets or highlighted paragraphs to integrate the above material. Also include a list of clients and contact information.
   
   
5. Develop a Portfolio. A portfolio may include some of the above information but, in addition, include any published articles, media coverage, copies of awards, etc. Another increasingly important portfolio ingredient is having a video or CD of you leading an actual workshop. For example, my video is about twenty-minutes of a ninety-minute workshop, professionally filmed and edited. It's a substantial investment, but has repaid itself many times over. Increasingly, organizations want to see you in action before signing a contract. And if you want to cultivate a national clientele, a video is essential.
   
   
6. Start Writing. If you don't have any published articles, get to work. With the Internet there are a myriad of e-zines and newsletters looking for content – 500 to 1,000 word articles. Write in a jargon-lite, nonacademic style. Introduce a few key concepts and provide key tips for helping people gain a better understanding of their problem and tools for achieving goals. Also, a little humour goes a long way when dealing with "serious" content. Finally, consider producing a newsletter or regular "updates" for your own mailing list readers.
   
   
7. Marketing Startup – Safe and Small. After offering programs or consulting work to former organizations, consider places that are always looking for (lunchtime or after dinner) speakers: Rotary Clubs, associations, church groups. While these may be freebies, you will be generating name recognition and goodwill. You will also be getting practice, hopefully, obtaining leads and testimonials. And, of course, ask people for the names of other potential contacts to call. Another plus about these freebies, is you can also invite potential fee-paying clients to see you in action.
   
   
8. Join Networking Groups and Professional Associations. Especially in this economy, many marketing, entrepreneurial, and business lead groups are forming. This is a good way for discovering new trends, learning what your competition is doing, getting emotional support, and generating new leads.
   
   Also, get involved with your professional association. You might consider joining related associations, as a way of marketing to a wider audience. For example, I've joined Professional Conference Management Association (PCMA) to connect with speakers' bureaus and association conference-meeting planners (who need speakers). The National Speakers Bureau is another network to consider joining.
   
   
9. Explore the Bright Side. The Bright Side is an Internet resource that helps a variety of allied health professionals learn how to effectively develop and promote their business. For more information about TBS-PRO email Deborah Harper at Deborah@the-bright-side.org. I am on the TBS Advisory Board.
   
   
10. Go Web Young Cyberite. If you don't have a Web site, build one. A Web site is essential for business credibility. You don't have to be a Web maven; just work with a Web designer. And be actively involved in the design, building, and ongoing upkeep. Also, you may need someone to help you with search engine placement. However, you can influence this process. I am convinced that because my newsletter articles get republished on a variety of sites, search engines come across my links frequently. This contributes to good placement without having to pay for this positioning.
    

Mark Gorkin, "The Stress Doc," is a licensed Clinical Social Worker and a national speaker and trainer on stress, communications, team building, creativity and HUMOR. He is the "Online Psychohumorist" (TM) for the major AOL mental health resource, Online Psych, and for AOL's Business Know How. Check his Web site, recently featured as a USA Today Online "Hot Site," at www.stressdoc.com or email StressDoc@aol.com.

Published in Networking Today, July 2003.