The Likeable Expert Podcast

I don't know if you were present at the eclipse (it was dark).  But it got me thinking about how the event, and life as an independent professional, don't have a whole lot in common. Put on your protective glasses and keep reading...

Want more clients? Spend more time making word of mouth work for you. 

Today we talk about water. And automated marketing. And when you put them together, you get ... Wautomation. Or something. Anyway, the point is, automate your marketing and good things happen.

Routine and predictability can be comforting. Unfortunately, all the good stuff is in the opposite direction.  Today's newsletter explains why getting out of your comfort zone is good for your business (and, maybe, your life overall).

Your marketing matters, absolutely. But, when things are not going as you would like, it's not the first place to look. Intrigued? I don't blame you. More down below (less up above).

Today we talk about the difference between just saying you are different and actually being so.

Standing out from the pack is important. A big part of that is how you describe yourself and your work. But... if you make it too unusual, so that your "explanation" itself requires an explanation, you'll only confuse the marketplace (and the shoppers within). Today's newsletter explains. I hope.

Today's newsletter is about trust and the important (those with high SAT scores might even say consequential) role it plays in growing your business easily and quickly.

This may be my last newsletter of the year (not sure), in which case, I wish you and yours all the best for the holidays and new year. Today's newsletter looks at relationship marketing. More specifically, how consistently staying connected to the people you know is the key to making it all work.

The longer I work as a solo professional, the more I understand how subjective the whole "getting clients" game is. If you're ignoring how it feels to work with you, you're missing a big piece of the puzzle.

Today we talk about beliefs – yours.  Doing the work is fine and important. But what helps set you apart from the competition is your particular point of view. 

Today's newsletter takes a look at habits.  We've all got them. Some are helpful, some less so. Running your business effectively requires differentiating between the good and bad, and taking steps to adjust accordingly.

When it comes to taking care of clients, size matters - but maybe not the way you usually think. Small professional service firms and independents, like us, have a BIG advantage ... provided we recognize it and are willing to use it. Today's podcast explains.

Today's podcast is about comedy, which may explain why it's almost entirely not funny. But, I think useful in terms of some important things to keep in mind when creating your business content.

Today's podcast is about finding better topics for your newsletter.

Today we talk about your face and why it doesn't look like my face (lucky you). More specifically, we look at the importance of small differences when it comes to standing out and connecting with prospective clients and others.

Today's newsletter covers two of my favorite topics: beer and breakfast. More specifically, it's about the importance of choosing your marketing tactics deliberately, and in a way that plays to the specifics of your circumstances.

Today we talk about newsletters as a tool for promoting your professional services business. If your lack of a large list is what's been holding you back, today's newsletter hopes to convince you that your list is plenty big enough!

Today we talk about AI. More specifically, about the opportunity it creates for all of us.

Today's podcast is about mice, crows, and newsletters. And in case you're wondering, I just googled it, and that is the first time in recorded history that exact sentence has ever been written. 

Are you relatively new to working for yourself? If so, today's newsletter is written especially for you.

It's good to know things.  But if nobody else understands what you are saying (or writing), you'll have a hard time communicating, let alone convincing others that you are worth knowing, referring, and hiring.

We look at four things beyond expertise that play a role in your getting noticed, shared, and hired.

If your newsletter doesn't have a deadline each month, there's a good chance you'll stop publishing.

Mentioning things that are happening right now when you write can be problematic. After all, if you're too specific, won't the things you reference feel outdated before long?

It may not seem like it, but your prospective clients are afraid of hiring you. Your job, therefore, is to remove that fear and help them feel confident in moving ahead. The key ingredient in that equation? Trust.

f you sell a professional service (and if you don't, you're reading the wrong newsletter), content is where it's at.

Word of Mouth. It's the fuel of every small professional service firm and independent professional's marketing program.

Voicing your opinion as frequently and authentically as possible ... and letting the chips fall where they may.

Using Your Smallness to Your Advantage

Maybe you’ve heard about the new artificial intelligence thingy called ChatGPT?

For a professional service provider, word of mouth is far and away the best source of new clients. They are prescreened, cost nothing to acquire, and they come to you! But it's not magic (sorry). It requires consistent effort on your part.

Today we talk about the importance of standing out ... of course, you already knew that.

For the past two weeks, I’ve had my arm in a sling. 

Sometimes. Maybe. It depends. 

Environment matters (a lot).

(Small) Size Matters

How word of mouth really works.

Higher fees = Better clients

Hire Professionals.

Never stop marketing.

Small things, big differences.

You are the brand.

3 Marketing Lessons.

The danger of business inertia.

3 Steps

Email is still king.

4 things NOT to do.

Choosing better topics.

Persuasion, not accuracy

Where is the line?

Use your natural advantage.

What makes you memorable?

Reuse your content wisely.

Your tone matters.

Speak directly to your preferred audience.

How to double your service offerings.

Stop copying the big guys.

You are your marketing.

3 ideas for improving yours.

3 Suggestions

5 things to keep in mind.

First place is all that matters.

3 places to pay attention.

Sell your natural advantage.

Find what you like.

More than just information.

Are you thinking about launching a podcast as a way to market your professional service business?

I don't blame you.

But before you move ahead, you may want to listen to today's newsletter.

Your marketing is not about you.

You are your competitive advantage.

It's all about the content.

Share your best stuff.

You need a system.

You need a marketing routine.

What problem do you solve?

Words matter.

Newsletter regularity matters.

Never stop marketing.

Make more mistakes.

Using questions in selling.

Your words are your marketing.

Find your market.

Find the low-hanging fruit.

Sell what people already want.

Remove the revenue peaks and valleys.

Are you leveraging your advantage?

Bring your personality to work.

Look for the intersection.

Lessons from a master communicator.

Look for the upside.

Where to spend your marketing energy.

Objective reality has its limits.

Keep it simple

It's time to take action.

Progress comes from keeping at it...