Three Big Marketing Mistakes Image Professionals Make

Three Big Marketing Mistakes Image Professionals Make –
and How Not to Make Them

By Caterina Rando, MA, MCC

In coaching many image professionals over the years, there are three very big marketing mistakes I have seen over and over. These mistakes are costly and depressing and I do not ever want you to make them because they will slow down your revenue growth.

Big Mistake #1 –
Spending a Large Percentage of Your Marketing Budget in Publicity
In talking with many newer image professionals, I have realized that someone in the image industry has been falsely spreading the word that the golden key to having all the clients you could ever ask for is to get some publicity. That may have been true ten years ago when our clients and potential clients were not bombarded constantly with thousand of media messages every day. There was a time when if you had your picture in the paper or were interviewed on the news, everyone would know about it. Not any more. Those days are long gone.

Even if you do put a lot of time, attention and money into publicity there is no guarantee that you will get picked or placed or promoted through traditional channels. If you do get an interview in the paper or are asked to do a segment on the local news, there is no assurance it will turn into clients and revenue for your firm.

Big Solution #1 – Keep The Publicity Dollars to A Minimum
It definitely builds credibility to be featured on TV, in newspapers and magazines, and all exposure is good exposure. Plus, it is a lot of fun. However, you cannot control your placement into mainstream media outlets. Therefore, the savvy image professional keeps publicity as only a small part of the overall value-based marketing plan.

If you can become a regular contributor or a syndicated columnist then yes, this will have a positive impact on your career because consistency over time does create results. When pursuing publicity, that is the direction to focus on.

When your book is coming out, or you are involved in something newsworthy and you are at least a few years in business, then you can spend more on publicity.

Big Mistake #2 – Spending a Lot of Money On Print Advertising
Advertising salespeople are good. They tell you about their huge circulation, they tell you they will throw in a web listing and they tell you about all their success stories. Before you do it, it can sound like a good idea. Don’t do it. 99% of the time traditional print advertising is a complete waste. The good thing about this mistake is that you will not usually make it more than once.

Big Solution #2 – Go Virtual with Your Advertising Dollars
You should still include a little advertising in your value-based marketing plan. However make it very targeted to a very small venue, like the newsletter for your women’s business group. Also realize that advertising is good for solidifying your brand and staying in front of people. It won’t generate a lot of phone calls, so don’t expect them.

Also 90% of what you do spend on advertising should be spent on virtual advertising, not print. Google Ads, sponsoring ezines your clients read, or having a banner ad on a high traffic site is the right way to advertise. However advertising should only be about 10% of your overall marketing budget.

Big Mistake #3 – Being Inconsistent in Your Value-Based Marketing Actions
The most important principle of marketing your image business is that consistency over time creates results. Do not host one weekend workshop, decide it was too much work for the three clients you got and decide not to do another one. Do not send out a monthly newsletter every so often, and definitely do not start a blog if you are not going to add a posting every week. You have heard that it takes seven connections with a potential client before they buy. In today’s marketplace, that can often be up to eleven.

Big Solution#3 – Be Consistent, Be Consistent, Be Consistent
Being consistent will keep your pipeline of prospects full. Put together a value-based marketing calendar with the dates for the whole year for when you are going to do each marketing activity. Then schedule marketing project time on your daily/weekly/monthly calendar. Also, and perhaps most importantly, get the support you need. As an image professional your time is best spent working with clients and talking to potential clients. When you are doing everything yourself you are actually closing the flow of new business coming in the door.

Hopefully you have never made any of these mistakes. If you have, I hope you now know what is best for your business. Take the big solutions shared here and continue to build your profitable and sustainable image business.

Caterina Rando, MA, MCC, shows image professionals how to build thriving, profitable and sustainable businesses by establishing themselves as experts in their fields. Caterina is the creator of the Image Business Breakthrough Program. Visit her website at www.imagebusinesscoach.com to download your free copy of her ebook “How to Create An Image Business Breakthrough.” She can be reached at (415) 668-4535 or via email at cat@imagebusinesscoach.com.