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Jessica Broome boosts her revenue with strategic B2B marketing

in Client profiles by Colleen Newvine Leave a comment
Jessica Broome sent this greeting card to her customers in summer 2016.

Jessica Broome sent this greeting card to her customers in summer 2016.

Jessica Broome has landed plenty of work since leaving the agency world to become a globe-trotting self-employed market researcher in 2008.

Jessica Broome started sending custom greeting cards to her clients in 2011.

Jessica Broome started sending custom greeting cards to her clients in 2011.

Being busy stopped Broome from focusing on marketing, both because she didn’t feel she needed it and because she was too busy doing one client project while closing the next one.

“If you’re the seller and the doer, everything else takes a back seat,” Broome said.

But then, if she’s honest, she also suffered from “paralyzing fear.”

Marketing meant identifying her ideal client and getting specific about the kind of work she wanted to do. She worried she’d pigeonhole herself.

Instead she hid from marketing by staying busy. “It’s hard. I don’t want to do it. I don’t need it. Why should I?”

The answer: She’s already hitting her 10 percent revenue growth target.

Jessica Broome hired Sarah Hodzic to take new photos for her redesigned website.

Jessica Broome hired her high school friend Sarah Hodzic to take new photos for her redesigned website.

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Declare your number. What’s your financial goal?

in Uncategorized by Colleen Newvine Leave a comment

WHAT'SI ask my marketing clients a lot of questions as we work together, because I believe there’s no such thing as one-size-fits-all marketing and I need to fully understand your business to make recommendations.

I can all but guarantee that the question that will raise a client’s stress level the most is, “What’s your financial goal?”

 

There are numerous, complex reasons their posture stiffens and they start to fidget.

First is we’re taught that talking about money is off limits. It’s rude to ask what someone makes and tacky to talk about your own income.

Like your accountant isn’t just being nosy asking for your financials, I need to know what you hope to earn so we can build a plan to get you there. If you aren’t making as much as you’d like, your three basic choices are sell more, charge more or spend less. Your marketing plan needs to reflect whatever you pursue.

Still, even when I reassure people that it’s confidential and that they don’t have to get specific, it can just be a general range, they still hem and haw.

Almost without exception, we ultimately come to confession time, when they sheepishly admit they don’t have a financial goal.

Depending on the size of the business, they might have a budget so they know they can make rent and payroll, but it’s based on what they made last year, not what they want to make. Self employed people are often looser than that, making their spending decisions based on what’s in the checkbook right now.

I get it. If you say out loud that you want to make $100,000 or $1 million or whatever your aspiration is, you risk not reaching it.

Maybe it’s less scary to just work hard and see what happens?

But not declaring it, even if it’s only to yourself, means operating without important information that can help you prioritize your actions. If you want to land three $25,000 sales a month, the way you market yourself might look really different than making three $5,000 sales a month or 3,000 $25 sales.

So let’s do some back of the envelope math for a self-employed person.

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