Cathy Goodwin, Ph.D.

Professional Services Marketing

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Information Products Help You Market Your Service Business

latest1If you’re reading this page, you probably know that passive income doesn’t mean doing nothing. It means you work once and get paid multiple times. When you get affiliate income, for instance, you might earn several hundred (or several thousand) dollars from just one email. To get to this point you’ve had to build your list and develop a relationship with your list members/

Passive income can be as simple as creating ebooks and selling them. However, executing the strategy isn’t always simple. Frequently I get asked, “How can I create an info product that will bring in revenue?”

Often I find business owners do what I did [Read more…] about Information Products Help You Market Your Service Business

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Serious Marketing Tips From Stand-Up Comedy

microphonewithlightsI’d been taking improv classes for a couple of years and when Philly Improv added a stand-up comedy class, I signed up. (Actually, I thought about it, and then my friends pushed me.)

In my former life as a college professor, I entertained students every day.
And when I give live talks to corporate audiences, I use a lot of humor. But these are captive audiences who appreciate any diversion from the business at hand. Doing a live stand-up comedy performance would be the real test. It was the number one item on my bucket list. [Read more…] about Serious Marketing Tips From Stand-Up Comedy

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Grow Your Opt-In List With A Standout Giveaway

bluearrowbigwithatsignOne way to grow your opt-in list involves creating your Free Report and promoting it on every page -especially your Home Page.  This step is your gateway to list-building. Therefore your report’s title represents a critical element of copywriting: you need to communicate that you offer a genuine difference.

I don’t recommend reports like,  “101 things a coach [accountant, consultant, speech coach, office organizer or virtual assistant] can do for you.”

These reports fail for 2 reasons:

checkboxredThey just aren’t interesting.  Who wants to wade through a list of 101 items? [Read more…] about Grow Your Opt-In List With A Standout Giveaway

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Professional services marketing: Getting Up Close And Not Too Personal

As a long-time admirer of Robert Cialdini, I was delighted to come across more reports of his research.

In particular, the study compared response rates to letters with and without hand-written sticky notes. Sticky notes increased response rates but wasn’t clear on why it worked. A blank sticky might actually hurt response because it looks like a mistake.

On line marketers have been trying to get up close and personal, too. We’re seeking the online equivalent with “doodles,” graphics designed to look like handwriting. The idea is to personalize a potentially cold medium.

When you’re marketing yourself as a professional service, you need to promote your personal side. Your clients want to know there’s a person. And when someone’s done something special, you might feel impelled to respond with a personal note to communicate your appreciation of specialness. 

But getting personal can become meaningless on the one hand or intrusive on the other.  [Read more…] about Professional services marketing: Getting Up Close And Not Too Personal

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5 Reasons Why You Need A Signature Product

laptopgrowthYour prospect says: “OK, I’m intrigued by your message! You’ve got a lot of products and programs. Which one should I buy?”

So … what do you answer?

But the question is: Do you have one?

Your signature product usually will be a digital download in the range of $97 to $697 but might be as high as $997. You offer your signature product to prospective clients, who often will follow up with requests to work with you in person. Regardless, they get a clearer sense of who you are and they have taken steps to address their challenges. [Read more…] about 5 Reasons Why You Need A Signature Product

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Guest Post from Jeanette Cates: Should I Buy This Product?

cates-headshotToday’s Guest Post is especially valuable now because we’ll be seeing a lot of Memorial Day specials targeted to customers celebrating US Memorial Day. Guest Posts are presented by invitation only. 

leftquotemarks-small Should I Buy This Product? 5 Questions To Save You Money And Reduce Information Overload
By Jeanette Cates.

One of the exciting things about doing business online is the rapidly changing landscape. There are new technologies, new tactics, and new products coming onto the market daily. It’s a constant parade of new offers.

But do you need the latest and greatest offering? Or will it just become “shelfware?”

Here are five questions to ask yourself before you purchase the next product that arrives in your inbox.

1. Does this fit my business model? If your primary business model is split between consulting and selling your own info products, you may not need the “hot” new Private Label Rights product. Regardless of how easy it sounds, how much passive revenue you can earn or how few copies are left, if it doesn’t fit into your business model – skip it. [Read more…] about Guest Post from Jeanette Cates: Should I Buy This Product?