If you want to vote for a political candidate, you need to be convinced that you can trust him. Your potential customers need to trust you and your brand alike. Learn what lessons political marketing can provide for your own marketing.
The right slogan can make people get behind you
Creating a brand that represents your unique competitive advantage in one sentence can give you a strong marketing advantage. Whether or not you pay for expensive advertising, a distinctive brand can still differentiate you from the others just by appearing on your business card, website, social networking profiles, or brochure. Mention it often and wherever it may come into contact with your potential customers.
Don't make promises you can't keep
It may be tempting to promise your potential clients the sun, moon and stars in order to get a contract, but notice what happens to politicians who do it too often. If you raise people's expectations too high, and then you cannot keep your promises, you will lose their trust and goodwill. Deceiving people to curry favor works once, but next time they won't choose you. Promise only what you know you can fulfill.
Don't try to meet everyone's needs
Just as voters know what they are looking for in a candidate, potential clients know what they are looking for in a professional. Don't be afraid to communicate only what you do best. This is how you build recommendations and your reputation. You can't be the best in everything, moreover, too wide a specialization can disrupt the memorability of your brand for clients. Communicate your specialization consistently in all your marketing efforts. Feel free to recommend another specialist to other interested parties.
If you do not have as much experience as the competition, you must prove your worth
It is always good to assume that a potential client will compare you with others in your field. Don't forget to offer your potential customers proof that you know what you're doing. For example, provide references from satisfied clients or a portfolio of completed projects. Have a list of sources where you have been published or appeared. Offer copies of articles you have written, a free consultation, or another free sample of your work. These are all credibility enhancers that you should submit automatically. Don't wait for someone to ask you.
Unlucky people can get their chance if they find the right constituency
For most independent professionals, even a small share of the large market may be enough to provide the clients you need for your livelihood. Creating a narrowly defined gap for your services will allow you to tailor your marketing exactly to your potential clients and what they want. There is nothing wrong with staying in a small pond when you can be the biggest fish in it.
Don't let fear get you down
In your new client campaigns, you win some, you lose some. Don't let the fear of losing prevent you from getting involved and trying again. In Franklin D. Roosevelt's speech, he said, "The only thing we have to fear is fear itself." If you want to be elected, you can't be afraid to run. Go for it!
-bb-