“What’s education-based marketing?”
Education-based marketing is another term for information marketing. It means I use education and information products like newsletters, reports, and books, to attract the perfect clients.
“I know I need marketing help, but I don’t know where to start…”
When professionals contact me for the first time, we do a complimentary Prospective Client Interview to determine how I can help. The best place to start is often a Marketing Assets Assessment. This assessment shows you how to get better results from your current marketing. In the end, you have a marketing plan and support options moving forward.
“Catherine, I’m interested in working with you, but what if one of my competitors starts working with you, too?”
My defined services are based on proven marketing strategies and tactics. They can be successfully applied to any professional practice, but that doesn’t mean you won’t be different from competitors who do the same stuff. What makes you stand out is your personality, perspective, and values. You have the power to combine these factors into a message that is uniquely you. My job is to help you uncover your inherent advantages, formulate your message, and bring it to your market.
“Why do you call your newsletter program a system?”
It’s a system because it runs smoothly and consistently without oversight from you.
“A newsletter is like the oldest trick in the book. Aren’t there better ways to spend my money?”
Would you rather invest in a system that’s proven to generate results, or the next flashy unproven campaign that people are talking about? A monthly printed and mailed newsletter has outlived the trends for a reason, and it should be any business’ fundamental marketing system.
“Can’t I save on all that printing and postage by doing an e-newsletter?”
An e-newsletter can be useful, but only in addition to – not as a replacement for – a monthly printed and mailed newsletter. Email has the perception of being free, so people receive an unprecedented number of marketing emails every day. Even if people find, open, and read your e-newsletter, it’s quickly deleted or lost among the e-garbage. People rarely receive anything other than bills in the mail these days, so a printed and mailed newsletter stands out. As a tangible publication, it enters the home, sticks around, and may even go on the fridge or be shared with a neighbor. If direct mail is done right, it has a long shelf life and high value. The return on investment is much greater than almost anything you can do electronically.
“Do I have to do a newsletter every month?”
Frequency is an important factor in doing a newsletter. Monthly is the gold standard, but you can try bi-monthly or even quarterly if you like.
“I’ve seen some really attractive, expensive newsletters…”
Agencies and high-end newsletter businesses make really flashy newsletters, and yes, they’re expensive. This type of newsletter may look impressive, but a newsletter doesn’t have to be high-end and flashy for it to work. The most important elements of a result-generating newsletter are consistency and quality content.
“I’m not sure I understand Authority Marketing…”
Think about it like this… Most professional practices provide basic information about who they are and what they do. They might use a single call-to-action: “contact me for a free consultation”. This is the equivalent of meeting a good-looking stranger, taking them out for coffee, then asking for their hand in marriage. The truth is, most people don’t want to marry you right away! Giving consumers useful information in the form of a report is like taking them out on a few dates and letting them get to know you before popping the question.
“You say you participate in an elite legal marketing mastermind group. Can you elaborate?”
Ben Glass is a personal injury lawyer and the owner of Ben Glass Law. After discovering what kind of marketing strategies and tactics really work, he decided to teach other lawyers how to market their firms. He founded Great Legal Marketing in 2005 and I’ve been participating in this organization at the mastermind level for about 7 years. It’s a meeting of success-minded lawyers from all different practice areas across North America. Visit CatherineLovesGLM.com for more information.
“I’m hesitant. I’ve had bad experiences with marketing people before…”
There are a lot of marketing vultures out there whose answer to every marketing problem is to spend more money. I know them too, and they frustrate me just as much as they frustrate you. My services come with a value guarantee plus my reviews and testimonials speak for themselves.