Being clear about what services you don’t provide and who you don’t help makes it easier for prospects and referral sources to know when to think of you. You spend less time on leads that are wrong for you and more time with those most likely to become clients.

Here is how to get started:

1. Define your ideal client clearly

Many professionals describe who they help in broad terms. They say they work with all types of businesses, families, executives or individuals. While technically accurate, these descriptions encompass too many people. Contacts end up sending referrals that aren’t a good match, or they don’t make a referral at all because they know someone who specializes in that type of client.

Instead, ask yourself:

– What types of clients do I have the most experience with?

– Which clients are the ones I most want to work with?

– Who gets the most value from my services?

Write down the characteristics your ideal clients have in common, such as their industry or profession, business size, job title, location, assets or income, concerns and goals.

Then consider the opposite. Who are the people who are less desirable as clients and what are their characteristics?

The more specific you can be when explaining your ideal client, the easier it becomes for others to recognize when someone is a good fit for you and when they aren’t.

2. Determine what work you want to handle

Now that you’ve identified your ideal client, consider what types of problems you solve most successfully. Which ones do you prefer to take on and which ones do you refer to other people? Most professionals have a sweet spot for certain types of situations. That doesn’t mean you’re not capable of doing other kinds of work, but it may not be the best use of your time and expertise.

For example:

– An attorney may focus on personal injury cases but not handle medical malpractice.

– An accountant may do tax returns but not represent clients in complex audits.

– A consultant may help businesses with their strategy but not with their operations.

3. Share this information in your marketing

It’s not enough to just tell your referral sources who are good prospects for you. All of your networking conversations, marketing and content should reiterate the same message.

Your website should explain the scope of your work on your services pages, in FAQs and in bios. Provide case studies, representative clients and testimonials as examples of who you help and what problems you solve (information can be anonymized to protect confidentiality). Your social media profiles and posts, blog posts, articles, speaking engagements and other content should consistently speak to your ideal client and their concerns.

Your goal is to show people the situations that should prompt them to think of you. When people understand your focus, they can quickly determine whether it makes sense to reach out to you.

4. Don’t be afraid to narrow your message

Many professionals worry that specificity will limit opportunities, but more often the opposite is true. When you try to be everything to everyone, your message becomes generic and less memorable. People may understand what you do, but they won’t necessarily understand why they should hire or refer you.

A narrower message makes it easier for prospects and referral sources to recognize the situations where you can provide the greatest value.

It also positions you as a specialist rather than a generalist. And specialists are often easier to refer because people know exactly what problems they solve. Generalists also have more competitors, making it less likely that you’ll get the referral and the prospect call.

The goal of marketing isn’t to attract every prospect who could potentially use your services. It’s to attract the right ones. Sometimes the most effective marketing message isn’t “We can help everyone.” It’s “Here’s exactly who we help and here’s who may be better served elsewhere.”

If you need assistance with your marketing, contact us for a free consultation.

Professional service firms tend to do a poor job of tracking leads. At best, they ask prospects a single question about how they heard about the firm, but that’s where it ends. They don’t go deeper. Many also don’t keep the information in a database or regularly review the data they collect for insights.

Understanding what goes into getting new business can be complicated, but it’s crucial.

What made a prospect trust you enough to call?

In professional services, hiring decisions are built on trust. Prospects are rarely comfortable calling someone they’ve truly never encountered before.

More often, the path looks something like this:

– A prospect got your name from one of your contacts, saw your content (your article, presentation, LinkedIn post, etc.) or met you at an event.

– Later, they visited your website, looked you up on LinkedIn and Googled you. Maybe they signed up for your emails, followed you on LinkedIn or reached out to some of your LinkedIn contacts who they also knew. This could have happened immediately or months later because they weren’t quite ready to talk.

– They may also have compared what they found out about you with other professionals who were also referred to them, or they came across when searching online.

When asked how they found out about you, they answered Google because it was the final step and the one that confirmed your credibility. But a Google search didn’t create the trust. It simply validated it.

Why did your contact introduce or refer you?

Another common scenario involves referrals and networking. Many firms will say, “We get all our business from referrals.” At a high level, that’s often true.

But referral sources are reluctant to refer someone they don’t know, like and trust. When you look more closely, those referrals are usually supported by other efforts, such as:

– Email newsletters that keep your name top of mind

– A professional, up-to-date website that establishes credibility

– Social media posts that demonstrate how you think

– Articles, presentations, or media mentions that reinforce your expertise

Networking may spark the relationship, but it’s rarely the only thing sustaining it.

Referrals still need reinforcement, especially in competitive markets where your contacts know multiple firms that do what you do.

Why should you track the path to hiring?

Prospects and referral sources are cautious. They look for signs that they can trust you before making a decision. As a result, firms must consistently demonstrate their expertise and stay top of mind using multiple channels. Because of this, it can be almost impossible to attribute new business to one specific activity. Yet, many firms do just that. They pick one source.

The problem is that if you assume your business comes mostly from Google or networking, you may:

– Underinvest in content that builds trust

– Let your website or LinkedIn presence stagnate

– Rely too heavily on a single channel, missing other ones that influence hiring decisions

– Lose out to your competitors who invested in marketing

A single tactic isn’t likely to bring success anymore. Professional services marketing works best as an integrated whole, where each channel supports and amplifies the others.

How can you improve lead tracking?

Instead of stopping at “How did you hear about us?”, go deeper. Ask prospects:

– Who first mentioned our firm to you and when?

– Were you referred to us for your current matter, and if so, by whom?

– If you first found us through an online search, what terms were you searching?

– What made you feel comfortable reaching out now?

– Did you review our website or social media, or Google us before contacting us?

– Have you read any of our content, heard us speak or received our emails?

You don’t need every answer every time, and depending on the responses, you may want to ask other follow-up questions. The point is to uncover what influenced the prospect, not just the first or last touchpoint.

You can also check whether you’re already connected to the person on LinkedIn and if they are in your email database. If you have a CRM or other database, you should track all interactions with prospects and referral sources, even if you haven’t gotten business yet.

Pay attention to patterns. Where are people learning about you? What information have they gathered about you and from which sources? The most important question isn’t where a lead technically came from; it’s what created enough trust for them to reach out.

When you understand that, you stop solely crediting Google or networking and start investing in the channels that quietly affect decisions long before the first call.

Need  help with your marketing, contact us for a free consultation.

The truth is that you must do both to be successful.

Marketing helps people find and trust you. It boosts visibility, builds credibility and keeps you top of mind.

Business development cultivates relationships that lead to actual clients and referrals.

This concept was reinforced for me at a recent Legal Marketing Association program on business development (BD) by David Ackert. It focused on overcoming the challenges many professionals face when it comes to BD. But it also highlighted how marketing can support BD.

One of the most valuable takeaways was to concentrate on your “Short List.” These are your key relationships most likely to lead to new business or referrals.

Once you’ve identified your Short List, you use a mix of marketing AND business development tactics to move them through what Ackert calls the 7 Stages of Engagement that go from initial awareness to becoming loyal clients or referral sources.

To be successful in this process, you have to consistently show up.

According to Ackert’s research, it takes about 14 meaningful interactions spaced 4–6 weeks apart to build enough trust for a client conversation to even happen. That’s more than one lunch meeting or “Just checking in” email. It’s a sustained, deliberate effort.

The good news is that not all those interactions need to be one-on-one. Your marketing counts.

Every time you share helpful content on your website, social media, email and third-party sites, it is a valuable touchpoint that reinforces your credibility and keeps you top of mind to support your business development.

For example, you should post on LinkedIn as part of your marketing, but also pay attention to what your contacts are sharing to learn more about them for business development purposes. Comment on their LinkedIn posts and respond to comments they make on your posts to deepen the connection. Reach out to individuals who show interest in your profile or LinkedIn posts, or those sharing information you feel is valuable, to create new relationships.

Done well, your marketing will amplify your business development.

Because marketing alone isn’t enough. And business development without marketing is a slow uphill climb.

Of course, none of this happens overnight. But while BD is deeply personal (and not as easily outsourced), marketing is something you can get help with and coordinate in a way that supports your long-term growth.

Need help creating marketing that fuels your BD efforts? Contact me for a free consultation.

1. Review and prioritize your contacts. Not all contacts are equally valuable. Organize them into three categories—A, B and C—to help you allocate your time and effort more effectively.

– Bucket A has your most valuable contacts, including loyal clients, strong referral sources and people who genuinely appreciate your work and will recommend you to others. Invest the most time in these relationships. Reconnect regularly (in-person, phone or personal emails), help them when they need it, provide value and ask for referrals/introductions when appropriate.

– Bucket B contacts know you and may recommend you if asked, but they’re not yet your strongest advocates. Educate them about your services, stay top of mind through consistent communication and look for ways to strengthen your relationship.

– Bucket C are people you have a weak or distant connection with. Perhaps you met them at a networking event but haven’t built a relationship yet. Stay connected through bulk email and social media, but don’t spend too much energy on them unless you see potential for deeper engagement.

2. Focus on your messaging. With so many businesses offering similar services, it’s crucial to define and differentiate yourself to your contacts. Highlight your unique selling proposition (why someone should hire or refer you over your competitors) and unique value proposition (how you add value to relationships).

Avoid generic claims like you provide “great client service” or you “care about your clients.” Instead, be specific. Do you have a niche? Offer unique expertise or a different approach or perspective? A clear and compelling message will make it easier for contacts to remember and refer you.

3. Know who you want to target. Who specifically do you want to attract with your marketing and business development? Once you know that, communicate it to your contacts and figure out how they can help you reach those individuals. They may have valuable contacts or have insights into key decision-makers, trends and information sources in your industry or gaps in the market you could fill. Don’t just limit your conversations to getting an introduction. Use their information to refine your messaging and outreach.

4. Use content to stay top of mind. Content marketing helps you educate, engage and remind your contacts of your expertise. Effective content strategies include:

  – Email newsletters. Regular updates keep your name in front of your contacts.

  – Social media. Posting valuable insights allows you to stay visible and relevant.

  – Blogging. Showcases your expertise and improves search engine visibility.

  – Speaking and writing for third parties: Establishes credibility and reaches new audiences.

  – Video marketing: Engages people in an impactful way.

The key is consistency. Regular, high-quality content keeps you on people’s radar, so when they need your services, you’re the first name that comes to mind.

5. Give first, then ask for help. Strong business relationships are built on mutual support. Before asking contacts for referrals, consider how you can help them.

– Make introductions between people who could benefit from knowing each other.

– Share their content to boost their visibility.

– Write them online recommendations or reviews.

– Offer valuable advice in your area of expertise.

By being helpful first, you create goodwill, making people more likely to return the favor.

Don’t overlook the potential within your existing network. Start implementing these strategies to grow your business with less effort and expense than constantly chasing new leads.

If you need help with your marketing, contact us for a consultation.

But there’s a challenge: your contacts likely know more than one person who does the same type of work as you. So why should they choose to refer you over someone else? To make sure you are the one they choose, focus on these five essential strategies:

1. Build a strong referral network.

Building a network isn’t just about meeting people; it’s about developing meaningful relationships. While you probably already know the basics of networking—meeting people, following up and nurturing connections, don’t overlook these steps:

  – Stay connected. Make sure your referral sources are in your contact database and connected with you on social media. Keep your database updated regularly to ensure your marketing efforts reach them.

  – Demonstrate value. Show your expertise and trustworthiness consistently as discussed below, so people feel confident referring you.

  – Use technology. Tools like CRM systems can help you keep track of your contacts and follow-ups, ensuring no one falls through the cracks.

2. Make yourself memorable.

To earn referrals, you need to be top-of-mind when your contacts encounter someone who needs your services. Here’s how:

  – Be specific. Clearly communicate what you do, who you help and what sets you apart. The more specific you are, the easier it is for people to think of you when opportunities arise.

  – Define your differentiators. Highlight what makes you unique, whether it’s your niche expertise, approach or background. Avoid generic claims like “I’m responsive” or “I care about my clients”—everyone says that. Instead, focus on what truly sets you apart.

  – Polish your online presence. Ensure your website and social media profiles reflect your expertise and values. Then google yourself. When people look you up online, they should find content that reinforces your credibility.

3. Stay top of mind for the long haul.

Even if people love and remember you today, you need to maintain long-term visibility. Use tactics like:

  – Email marketing. Send regular, educational emails to your contacts. Monthly updates may be enough, but frequency may vary based on your business. Even if recipients don’t read every email, seeing your name in their inbox keeps you top of mind.

  – Social media activity. Post consistently on platforms where your audience is active, especially LinkedIn for professional relationships. Share a mix of original and curated content, and engage with others by commenting on their posts.

  – Content: Create blogs, articles, presentations, videos and other content to showcase your expertise. Repurpose this content across platforms to maximize its reach and longevity.

4. Show appreciation.

Referrals often come after you’ve given something first. Consider:

  – Offering help beyond referrals. Introduce contacts to complementary businesses, send them useful information, comment on their posts or invite them to events.

  – Thanking referrers. Always express gratitude for referrals. Depending on your business, this could include a handwritten note, a small gift or even a referral fee.

  – Keeping referrers in the loop. Let them know the outcome of their referral. This reinforces their good deed and strengthens your relationship.

5. Have a plan.

Success with referrals requires consistent effort and planning. Get organized:

  – Set goals. Determine how much content to create, how often to send emails and how many contacts to reach out to monthly.

  – Prioritize your network. Focus on contacts most likely to refer you, such as those with complementary client bases or strong existing relationships.

  – Use a calendar or CRM. Schedule your outreach and follow-ups to ensure regular touchpoints with key contacts.

Getting more referrals isn’t luck. It’s hard work, but the rewards are worth it. Take the time now to map out your strategy for success.

If you need help with your marketing, contact us for a free consultation.

1. Review and refine your marketing. Take stock of your marketing efforts year to date. What strategies have worked, and which ones have fallen short? Set aside time to evaluate your progress towards annual goals or establish them if you haven’t already. Prepare a written marketing plan if you don’t have one to serve as your roadmap.

2. Build relationships through one-on-one meetings. Summer offers an ideal time to meet with contacts. The purpose is to nurture relationships so don’t go into a meeting to ask for referrals. Find out how you can help your contact; that person will naturally reciprocate. But be prepared to say what you may want from the person.

3. Update, clean and consolidate your contact database. Use the summer months to work on your contact database, ensuring your data is complete, consistent and up-to-date. Segment contacts by relevant categories to better target your marketing. Leverage interns or part-time staff to assist with this task.

4. Develop evergreen content. Invest time in creating content that stays relevant and provides value to your audience for a long time. This evergreen content can then be used during busier periods in the year when creating fresh material is challenging.

5. Repurpose existing content. Don’t overlook the treasure trove of content you’ve already created. Repurpose blog posts, articles, presentations and videos to breathe new life into them. This also helps extend your reach and reinforce your key messages.

6. Go to summer networking events. While some networking groups may take a hiatus, others host informal gatherings during the summer months. Take advantage of these casual events to expand your network and forge new connections. The diverse attendee mix can lead to unexpected opportunities.

7. Invest in continued learning. Summer provides an excellent opportunity to invest in your professional development. Read marketing or business-related books, subscribe to relevant newsletters, or explore industry blogs for fresh insights and inspiration to fuel your business growth.

8. Host educational programs (in person or online). Take advantage of the quieter summer months to host programs for your clients or target audience. These sessions not only provide value to participants but also position your firm as a thought leader in the field. Even better, collaborate with a complementary business on a joint program to expand your audience.

9. Showcase your firm culture. Summer is a great time to share your firm’s culture by posting about team outings, company picnics or volunteer activities on social media platforms. This helps humanize your firm with potential clients and prospective employees.

10. Refresh your website and online presence. Use the summer months to give your website and online presence a refresh. Update content, optimize for search engines, and ensure that your branding is consistent across all digital platforms. A visually appealing and user-friendly website can make a significant impact on attracting and retaining clients.

11. Conduct client surveys or feedback sessions. Seek feedback from your clients through surveys or one-on-one conversations to gauge satisfaction levels and identify areas for improvement. Summer’s slower pace can provide an opportunity for more in-depth discussions. Use these insights to refine your services and tailor your marketing strategies accordingly.

12. Support community events or causes. Get involved in community events or charitable causes that align with your firm’s values. Sponsor local festivals, fundraisers or volunteer initiatives to demonstrate your commitment to making a positive impact beyond your business. Engaging with the community fosters goodwill and strengthens your firm’s reputation.

Marketing has a cumulative impact and requires consistency throughout the year. Keep up your marketing efforts by incorporating these strategies during the summer.

Need help with your marketing? Contact us for a free consultation.

1. Analyze your own data. Don’t just rely on your memory of your client demographics, how and why they came to you, what concerns they had and other details. Gather information during prospect calls and intake; review marketing results, email metrics and website analytics; run detailed billing reports; and document client interactions. There are software tools that can help with this, including using a Client Relationship Management (CRM) System to capture and organize client information effectively. However, you can also use your billing or contact database.

2. Improve your communication skills. Good communicators are attentive, patient and empathetic. Do you ask open-ended questions and encourage others to share their thoughts? Do you maintain eye contact and avoid distractions? Are you interrupting speakers or making assumptions about what they mean? If your skills aren’t where they should be, get training to teach you how to interact, elicit and respond to information and build stronger connections.

3. Use social media. A wealth of information is available on social media about clients and prospects. You can review their social media pages, posts and connections as well as research their competitors and industry. Through a practice known as ‘social listening,’ you can continually monitor relevant social media conversations and trends to learn more about clients’ needs, preferences and pain points. There are social listening tools that can help with this. You can also use social media to directly engage with clients and prospects by reacting to or commenting on their posts and sending messages.

4. Search Google and online databases. As with social media, a simple Google search can reveal relevant personal and business information about clients and prospects. In some cases, you may also want to search online databases, such as the Securities and Exchange Commission (SEC) website, Westlaw/Lexis, Bloomberg, Dun & Bradstreet (D&B) and others. You can also set up Google alerts and targeted searches in other databases to notify you of new search results.

5. Conduct client surveys or interviews. Many professionals will ask clients whether they are satisfied with their services. However, it’s important to get more in-depth information about clients’ experiences, opinions and preferences. Asking for specific feedback enables you to identify areas for improvement, gauge the degree of client satisfaction and loyalty (i.e., how likely they are to recommend you) and ask about the need for other services. It also demonstrates that you care about your clients and the quality of your services and can help diffuse a potential complaint before it becomes public.

6. Review or conduct industry/consumer research. Relevant research can help you understand your clients’ concerns and anticipate their needs. It also helps position you as an expert who can provide timely advice. There are organizations that may already have done relevant studies and surveys or depending on the nature of your work and target audience, you may want to invest in creating custom research.

7. Attend relevant conferences and events. Going to the places where you would most likely find your clients and prospects enables you to gather information firsthand, interact in person and share and gain insights.

8. Read publications that your audience reads. It is important to know the information sources that your clients and prospects use to help you understand their level of knowledge and the type of content they view as helpful.

9. Continue the conversation. The purpose of gathering information from various sources is to help you engage with clients and have well-informed conversations. However, this isn’t a one-time event. It’s critical to stay up to date on your clients’ interests and concerns with regular discussions.

The ultimate goal of taking these steps is to leverage your newfound knowledge to enhance your services, nurture relationships and develop more effective marketing and sales campaigns.

If you need assistance with gathering intelligence on your target audience or creating a plan to reach them, contact us for a consultation.

1. Optimize your LinkedIn profile. First, your profile should be complete and up-to-date, including an updated photo, a compelling headline that accurately describes your niche, a summary that highlights your experience and expertise, and recommendations from people you have worked with. Also add relevant skills, certifications, publications or projects related to your niche. Finally, use relevant keywords in your description to make your profile easy to find.

2. Build and engage with your LinkedIn network. Connect with other professionals relevant to your niche. Go through your email contacts to make sure you are connected on Linkedin, send invitations to new people you meet networking and search for individuals online that may be good contacts. Use LinkedIn’s advanced search feature and join LinkedIn groups to find other professionals in your niche or complementary to your business. Once you’re connected, regularly engage with them by liking, commenting, or sharing their posts; congratulating them on their achievements or milestones; and offering assistance or suggested resources.

3. Share relevant content. You should share helpful high-quality content on LinkedIn that demonstrates your knowledge and experience in your niche, such as articles, blog posts, videos, presentations and other content you create. You can also provide curated content from third parties. Offering valuable information helps build credibility and trust and establishes you as an authority in your niche.

4. Participate in LinkedIn groups. Joining a group relevant to your niche is a way to connect and build relationships with other professionals who are interested in the same audience you are targeting. Initiate conversations, ask and answer questions from other group members and share helpful content without pitching your services to position yourself as a trusted resource.

5. Use LinkedIn ads. Advertising on LinkedIn can be expensive but it does offer numerous opportunities to target your ads to specific audiences based on their job title, industry and other demographics. While advertising can help you build your brand in your niche, often it’s more effective and less expensive to focus on a very specific goal. For example, you can advertise a webinar that will generate leads for your firm as well as promote your expertise.

6. Create and promote LinkedIn events. Use LinkedIn to promote your events and encourage people to register. This helps expand your visibility as an expert and bring in new leads.

If you have a niche, you need to use multiple strategies to promote it effectively. But make sure you take advantage of Linkedin most of all because it offers one of the best returns on investment you can get in marketing.

Need help with your marketing, contact us for a free consultation.

1. Have a plan and goals. Who do you want to target with your marketing? Why do you want to make more time for marketing? What are your goals? How much time and resources are you willing to commit to marketing? What specific activities will you undertake? Creating a plan that answers these questions helps ensure you don’t waste time on random acts of marketing that aren’t well-coordinated and won’t bring you closer to your objectives.

2. Block off time for marketing. Set aside time daily or weekly and put it on your calendar like any other appointment. Also, ensure that you schedule it at a time of day when you have the energy to put toward marketing and can guard against distractions. Hold your calls. Don’t check emails. Stop multitasking. Even if all you can manage is 10-15 minutes at a time, engage in some kind of marketing activity to help you stay accountable to yourself and keep your momentum.

3. Determine what is the highest and best use of your time. Recognize that you can’t and shouldn’t do everything on your own. You should not spend time on things that can be done by others. Evaluate your strengths and weaknesses. Prioritize work that only you can handle and delegate the rest.

4. Effectively delegate and/or outsource. Professionals often hesitate to delegate or outsource marketing activities due to concerns about cost or relinquishing control. However, delegating or outsourcing certain tasks to employees, specialists or freelancers can be a smart investment. Remember time is money. If others can do it more cost-effectively, efficiently, or with more skill than you, give it to them so you can focus on your core responsibilities and high-value strategic initiatives.

5. Leverage technology. There is no shortage of products to help you market more efficiently. These include email marketing automation, social media scheduling tools, content management systems, and customer relationship management (CRM) software to automate repetitive tasks and save time. Artificial intelligence tools have also exploded in use. For example, ChatGPT and its competitors can significantly cut the time needed to research and produce content. AI has also been incorporated into a wide variety of existing products like grammar checkers, marketing analytics tools, design software, customer service chatbots, etc. Importantly, AI can also help you get your client work done and run your office more efficiently, freeing up time for marketing. (Note: always verify the accuracy of information from AI tools and edit and tailor results to your specific needs and circumstances.)

6. Start small; don’t overcommit. A common problem is making unrealistic commitments of time. If you get busy, you won’t be able to meet your goals and you may pull back even more. You market less, which means your efforts will be less effective and results will take longer to achieve so you’re tempted to give up until you have “more time to market,” which never happens. Instead, it’s best to focus on one area and make a small commitment and stick to it. Make it a habit. As you get used to it, add additional time and/or responsibilities to your plate.

7. Review your results. When you write down your goals in your marketing plan, you should also put down how you want to measure success. Marketing is cumulative and there is rarely a straight line from one marketing activity to new business. Instead, many activities intersect and build on each other to help you bring in a new client. However, you should check your metrics. Are people opening your emails, reacting to your social media posts, commenting on your speech or article? Is website traffic up and where is it coming from? Are you getting calls? Use analytics tools to help you identify which marketing efforts are yielding the best results and which should be adjusted or eliminated. By prioritizing high-impact activities and eliminating ineffective ones, you can optimize your marketing efforts while maintaining a balance with other business priorities.

8. Set aside short periods of time for social media. Social media is one of the most powerful and cost-effective marketing tools that exists because it allows you to reach new people as well as strengthen relationships with existing contacts. Incorporate social media into your marketing plan and make sure that every week you take a little time to both post content and interact with people online. Setting a timer will keep you from spending too much time on social media. Also, focus on one social media platform to start (Linkedin is the best for professionals). Then as you get comfortable with it and are ready to devote more time to social media, add another platform.

9. Repurpose everything you do. Did you write an article or do a presentation? Then, slice and dice it into a blog post, social media posts, charts, infographics, or video. Or vice versa – take multiple short pieces of content and combine them to create something longer. Revise social media posts a little and reuse them again a few weeks or months later. Promote your activities and achievements in your email newsletter, on all your social media platforms, and your website. The point is that you should always be looking for ways to reuse and repurpose whatever you do or create. Not only does this save significant time but you can reach more people by delivering information in many formats using multiple marketing channels.

10. Be consistent. Many professionals make the mistake of engaging in marketing sporadically. They work hard to get attention, then vanish. They lose momentum and visibility that they have to spend extra time to regain. Consistency builds brand awareness, establishes credibility and fosters trust with your audience. Whether it’s posting on social media, sending out email newsletters, networking, writing, or speaking, maintaining a regular presence will help you stay top-of-mind with your target audience.

The next time you say you don’t have time for marketing, ask yourself whether you are taking these steps to prioritize marketing.

Instead, you want to provide a clear and concise response that tells them who you help and how you help and indicates something that is unique or memorable about you.

With that in mind, what are some of the top mistakes you may be making?

1. Providing too little information. Some networkers just introduce themselves with either their job title or profession (I’m an attorney, accountant, etc.). While you’ve given basic information, it’s not enough. For example, who are your clients? What types of problems do you specialize in handling?

The same is true of your Linkedin profile. Your headline (that’s the text under your name), “About,” and “Experience” sections should give people relevant specifics about what you do.

2. Listing everything you do. Many professionals handle different types of clients and issues. However, listing more than a few things will ensure that you are not remembered. Instead, focus on your sweet spot. Highlight your niche expertise to stand out.

This is true when meeting in person and in your written materials like your social media and website bios. Once you’ve explained your niche, you can mention that you handle other areas as well.

3. Trying to cram in too much information about yourself. At a networking event, say one or two sentences about yourself and then shift to the other person. You can follow up afterward with more details. Otherwise, you’ll overwhelm and bore the listener.

You also don’t need a lengthy website bio or social media profile. People don’t need to see everything you’ve ever done, especially if you are a seasoned professional. Get to the point and focus on the key elements that would most matter to the people you want to attract for business.

4. Not explaining how you help clients. People don’t care that much about what you do. They want to know how you can help them or someone they know. Be specific. What problems can you assist them with? How will working with you benefit them? You don’t want to make this a sales pitch but you do want your description to focus on what your listener cares about. Make it relatable to them.

5. Using industry/technical jargon. Ask yourself whether people outside your field really understand what you are saying. Often, professionals use terminology, acronyms and other descriptors that are not clear to lay people and they may be embarrassed to ask. Instead, they will just forget about you. Use plain language and keep it simple in person and in writing.

6. Forgetting to listen. A conversation goes 2 ways. If all you care about it is getting out what you want to say, the meeting will be a failure. Talk less, listen more. Ask lots of questions and respond to theirs.

7. Not tailoring your answer for your audience. Your answer will vary depending on where you are and who you are with. Introducing yourself at an event where everyone has a chance to get up and give their elevator pitch is different than chatting with people at a business cocktail party or meeting someone new at a friend’s backyard party. You should have several elevator pitches that can be adapted for any situation.

Similarly, you should have multiple versions of your bio for your website, social media, and other places where it may appear (ex. membership directory, speaking engagements, articles, etc.).

8. Forgetting to show excitement/passion for what you do. Adding a bit of enthusiasm and excitement to your answer can make it more engaging and memorable for the listener or reader. A great way to do this is to have stories that show people the kind of person you are.

9. Failing to have a next step. If you meet someone at an event, you likely want to continue the conversation at a later date, so your next step may be to exchange contact information for follow-up. But don’t be pushy and make it seem like the only goal of your follow-up is to sell them something. You are building a relationship.

Answering the question “What do you do?” can be a challenge, but avoiding these common mistakes can help you provide a clear and engaging answer that makes a positive impression on others.

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