Posted on July 24, 2012 by Stephan Wiedner

Did you miss the call with Larry Easto on July 25, 2012? No problem, we’ve captured the most valuable insights from the call below.

Join me for an interview and interactive Q&A session with Larry Easto, a long-time marketing expert for service professionals such as doctors, lawyers, realtors, investment advisors, and of course, coaches.

In this one-hour teleconference, I will be probing Larry to uncover real-life examples of how service professionals have taken a one-of-a-kind approach to marketing to deliver memorable experiences to their prospective clients. Together, we’ll discuss how to apply the same principles to marketing coaching services.

I promise you’ll get valuable insights, actionable ideas, and the opportunity to speak up and contribute to the call.

For more information about Larry, please visit his website http://www.larryeasto.com and his LinkedIn profile http://www.linkedin.com/in/larryeasto.

Missed the call? Listen to a recording

Playback Number: +1 559 670 1099
Access Code: 379310#
Then enter: 2

Marketing insights from the call with Larry Easto

1. Mass marketing doesn’t work for service professionals – Trying to use mass marketing techniques such as buying ads and telemarketing doesn’t work. It’s like trying to use a tractor to mow a tiny lawn. It just doesn’t work.

2. Get out in the community and go where your clients are – Find out where your ideal clients are and start engaging them. Ask them “what’s going on?” “what are you struggling with?” “what projects do you have on the go?”.

3. Listen for “I wish that…” or “It’d be great if…” – These are two statements that clients make that illustrates what their struggling with and that can be your opportunity to be of service.

4. Use show and tell marketing – Speak and write as much as you can. It gives potential clients and referral sources key information about you.

5. Create memorable experiences – Brainstorm how you can create memorable experiences for your ideal clients. A lawyer puts his robe on to read wills. A realtor finds temporary rental accommodations for clients whose houses have been damaged. Create client of the month initiatives. Reward clients for achieving their goals. N.B. what is memorable for one person might be a nuisance to another.

6. Work with clients that energize you – Try to qualify your clients by choosing the ones that energize you. Don’t just take on clients for the money. You want clients that are going to trust that you can deliver, and may even ask for more than you’ve delivered in the past. That kind of relationship will fuel you to be better.

7. Stop shouting out your promo messages – You don’t walk into a networking event trying to sell people on your services. Don’t do the same thing with social media either. Engage people. Ask them what they need and want. Be helpful. Be curious.

8. Read Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling

9. Take the free marketing assessment – Find out what your current marketing situation looks like and take Larry up on a free 15-minute laser coaching session.

Did I miss anything? Please leave a comment below.