Larry Easto is a best-selling business writer, experienced marketing consultant and coach. He helps professionals generate more business. In Larry's words:
MARKETING SECRETS FROM AN ENTREPRENEUR BY DEFAULT
Many years ago, lacking both entrepreneurial desire and business know-how, I became a self-employed professional.
Truth be told, becoming a lawyer was neither a childhood dream nor a high school goal.
University awakened and fed my love for learning. Not only did law school nurture my joy of learning, it delayed for several years the decision of what to do with the rest of my life.
Like most people, my working life started as an employee. It soon became apparent that from an organizational perspective, I was the proverbial round peg in a square hole. Does anyone actually value the multitude of personal agendas and internal politics that seem to fester unchecked in organizations whether large or small?
To this day, I have zero tolerance for those people who putter through their tasks and daily routines, pretending they are performing valuable or otherwise meaningful work. But I digress: the result of a lingering character flaw generated by over-exposure to large organizations.
Disenchanted as an employee of a large organization, my next career stops were as an associate in two small law firms. The first firm, in a large city, had five lawyers; the second, in a small town, was composed of the owner and me. Both firms offered the same learning opportunity: the associates (aka employees) did most of the work while the owners collected most of the money.
Unhappily generating huge fees for my employer, I decided to go out on my own. That way I could keep most of the fee revenue that I generated. Didn't even think what I was doing was entrepreneurial. At best, I became an entrepreneur by default. As for marketing—what was that?
Much has happened since that shift from employee to self-employment. Along the way, being the great teacher it is, experience has helped me learn more about marketing than anyone really needs to know.
As is the case with life, good marketing experiences get better when they are shared. The absolute best is sharing experience that helps make a difference in the lives of others.
Just as earning a living as a lawyer, consultant, writer and coach was never part of my career planning, the very idea of helping professionals with their marketing wasn't something I had ever considered. However, as I thought about it, the idea of keeping my life lessons to myself just didn't seem right.
Walking my share-the-experience talk, I want to share some lessons learned. For example, marketing ... or generating new business ... is more about inter-personal relationships than complex theories and sophisticated technology. Maybe large organizations need these theories and technology; most professionals don't.
Similarly, maybe businesses that sell commodities and consumer goods need the latest social media bells and whistles ... once again, most professional service-providers don't.
To help share some experiences, I have recently consolidated many lessons learned into a couple of dozen ebooks. Based on the fundamentals of attracting ideal clients for professional services, these books are grouped into three series.
The first series, 15 MINUTE MARKETING, designed for professionals new to marketing is now available.
The second MARKETING PROFESSIONAL SERVICES—for professionals with 2-10 years' experience—will be released at the rate of one book per month from August 2017 to June 2018. And the final series, for more experienced professionals will be available late in 2018.
Moving forward, I propose to share the secrets of leveraging professionals' existing strengths and resources for the purpose of generating more new business.
Let's leave the complex theories and sophisticated technology to large organizations with big marketing budgets: these marketing approaches serve as ideal make-work projects for employees who prefer keeping busy to achieving valuable results.