If My Work is Good Enough如果我的工作是不够好

[Free-Google's pay-per-clicks now free [免费谷歌的付费点击现在免费
How many times since the commercial release of the Worldwide-Web have you seen sudden "breakthroughs" of great fortune-making potential come and go where just a few people were in the right place at the right time to be able to take advantage of them?多少次，因为商业发布的全球Web的，你突然看到“突破”的巨大财富的潜力来来去去的只是很少人在正确的地点在合适的时间，以便能够利用这些机会？ -- You're right ... -你说得对. .. very, very few.非常，非常少。

Article source: http://www.turningpointemarketing.com/ . 文章来源： http://www.turningpointemarketing.com/ 。 Used with author's permission. 用作者的许可。

"If My Work is Good Enough, I Shouldn't Have to Market, Right?" “如果我的工作是不够好，我不应该对市场，对不对？ ”

Don't you think that good work should speak for itself...that if you're good enough at what you do, you shouldn't have to hustle up business?你不觉得，良好的工作应该自己说话... ，如果你足够好时你怎么做，你不应该喧嚣业务？

I've been working with a lot of really Smart People lately.我已经工作了许多真正聪明的人近来。 Physicists, Economists, Chemists, Electrical Engineers, Programmers, Researchers and highly educated professionals of many kinds.物理学家，经济学家，化学家，电气工程师，程序员，研究人员和受过高等教育的专业人员多种。 These folks are at the top of their game and world-class contributors in their chosen field.这些人是顶部的比赛和世界级的捐助自己选择的领域。

Here are some of things they've said to me about marketing:这里有一些事情他们已经对我说的营销：

"If you're good, the money will come; we're above the money game." “如果你是好的，这笔钱将来到;我们以上的金钱游戏。 ”

"It feels sleazy to have to sell our market impact..." “感觉低俗不得不出售我们的市场影响力... ”

"Isn't there an implied value to what we do? Why do we have to market it?" “这不是有一个隐含的价值，我们做什么？为什么我们的市场吗？ ”

"Yes, I'm angry that I have to market. It's not why I chose this career." “是的，我愤怒，我已推向市场。这不是我为什么选择这个职业。 ”

If you can relate to any of these statements, you're not alone.如果你能与这些陈述，你并不孤独。 Even these really Smart People have to face the harsh reality that great work can't protect them from the "M Word" (marketing).即使这些真正聪明的人不得不面对严酷的现实这一伟大的工作不能保护他们免受“男字” （市场） 。 Whether you've taken an entrepreneurial route, or work inside a large organization, marketing is a life skill that's essential for survival.您是否已经采取了创业的路线，或工作在一个大型组织，市场营销是一种生活技能是生存所必需的。

I remember fighting this reality early on in my professional career, limping along and barely surviving as a business because we were in denial about the reality of our situation: that if we didn't step up and figure out how to attract more clients, we'd be out of business.我记得战斗这一现实早在我的职业生涯中，举步维艰，几乎沿尚存作为一个企业，因为我们否认的现实，我们的情况：即如果我们不加强和弄清楚如何吸引更多的客户，我们' d为停止营业。

Of course it wasn't until I was in a whole lot of pain (ie, cash flow was a problem) that I changed my behavior.当然，但直到我在一个整体很多痛苦（即现金流是一个问题） ，我改变了我的行为。 I had a choice to make: figure out how to bring in more clients or perish!我不得不作出选择：弄清楚如何带来更多的客户或灭亡！

If you want to get your professional services understood, valued, and used in the marketplace, ignoring this responsibility is not an option.如果您想要让您的专业服务的理解，重视，并利用在市场，无视这个责任不是一种选择。 So as a Smart Person, do what comes naturally: LEARN your way out of your problem.因此，作为一个聪明的人，做自然是：了解你的出路您的问题。

We're all on a learning curve about something, regardless of PhDs, technical expertise, or years of professional success.我们都在学习曲线的事情，无论博士，技术专长，或多年的专业上取得成功。 For many professionals, finding yourself at the bottom of the Marketing Learning Curve is a frustrating experience.对于许多专业人士，找到自己底部的营销学习曲线是一个令人沮丧的经验。 To make matters worse, your target clients are on a steep learning curve about the value of you and your work!更糟的是，您的目标客户是一个陡峭的学习曲线的价值你和你的工作！

So the key is to move both yourself and your target clients up the learning curve.因此，关键是移动这两个你和你的目标客户的学习曲线。 And knowing how to market, then skillfully applying this knowledge to your target audience is what will get you there.并知道如何市场，然后巧妙地运用这方面的知识，以您的目标受众是什么让你有。

Here are the four stages you have to go through (picture a staircase or ladder, with one stage on each level).以下是四个阶段你都必须经历（图片楼梯或阶梯，一个阶段的每一级） 。 In turn, you can take your target clients through these stages to learn about you and your firm:反过来，你就可以让你的目标客户通过这些阶段，了解您和您的公司：

Stage 1: Unconsciously Incompetent.第一阶段：不知不觉无能。 In other words, you're clueless.换句话说，你无言以对。 This is when you don't know what you don't know.这是当你不知道你不知道。 For you, it could be not understanding the driving principles behind effectively marketing a professional service...or the 5 P's of marketing a professional service that you must follow, in exact order, if you wish to be successful.为你，也可能是不理解的驾驶原则，有效的市场营销专业的服务...或5个P的营销专业服务，你必须遵循，在确切的命令，如果你想获得成功。 For your target clients, it could be that they don't know you exist or that they have no idea what problems you can help them solve.为了您的目标客户，也可能是他们不知道你存在，或者，他们根本不知道什么问题，您可以帮助他们解决。 Ignorance can be bliss, but it won't get you more clients!无知可以幸福，但不会让你更多的客户！

Stage 2: Consciously Incompetent.第二阶段：自觉无能。 Now you're anxious.现在，你着急。 You've become aware of what you don't know.你已经知道你不知道。 Reading this article could move you to this stage.阅读本文你可以移动到这个阶段。 Witnessing a colleague or competitor win a contract that you missed out on could do it.目睹了同事或竞争对手获得一项合同，你错过了可以做到这一点。 For your target clients, this could happen if you do a free or low-cost assessment of their needs, or give them a short case study illustrating other client successes that they've not been able to achieve on their own.为了您的目标客户，这可能发生如果你做免费或低价评估他们的需求，或给他们一个简短的个案研究，说明其他客户的成功，他们已经没有能够实现自己的。 Bottom line: you're more motivated to close the gap between your current state (in pain) and your desired state (pain-free and successful).底线是：你更主动地之间的差距您的当前状态（疼痛）和您的理想状态（疼痛，无成功的） 。

Stage 3: Consciously Competent.第三阶段：自觉主管。 Armed with new knowledge, you're starting to feel more confident.有了新的知识，你就开始感到更有信心。 With some effort, coaching, courage to try new things, and small successes, you're starting to get better results for your efforts to attract more clients.随着一些努力，辅导，勇于尝试新的东西，小的成就，你就开始得到更好的结果对您的努力，以吸引更多的客户。 It still takes a conscious effort to do the right things, but you're on your way.它仍然需要有意识地努力做正确的事情，但你对你的方式。 For your target clients, this stage means that they see "What's In It For Them" to do business with you, are confident that you can solve their problem better than anyone else, trust that you'll not let them down, and see a clear path of action to get their needs met.为了您的目标客户，这一阶段意味着，他们看到“什么是在为他们”做生意与你，相信你能解决他们的问题比其他任何人，相信您会不会让他们失望，并看到一个明确道路的行动得到他们需要得到满足。 This is a good place to be, because it means there's a good chance that you'll close the deal.这是一个很好的地方，因为它意味着是一个很好的机会，您可以成交。

Stage 4: Unconsciously Competent.第4阶段：不知不觉主管。 Like tying your shoes, this is when it all feels natural and easy.并列一样的鞋子，这是这一切时，感觉自然和容易。 You're probably here in your chosen field of expertise.你可能在这里您所选择的专业领域。 With the right approach and accumulated successes under your belt, you'll get here in your ability to attract more clients.随着正确的做法和积累的成功在你的腰带，就会在这里你的能力，以吸引更多的客户。 Your target clients are here only after they've gotten the results they want and can solidly trust their relationship with you over the long haul.您的目标客户是只有在这里他们已经得到了他们想要的结果，可以牢固的信任关系，您的长途。 They voluntarily and enthusiastically refer you to others.他们主动和热情是指你给他人。 They eagerly ask about and await your next solution or offer of how to continue helping them.他们急切地询问和等待你的下一个解决方案或提供如何继续帮助他们。 This is a blissful place to be and will get you more clients than you ever thought possible!这是一个幸福的地方，将让您更多的客户比你想过可能的！

Facing your "marketing reality" can be a tough pill to swallow.面对您的“市场营销的现实”可以是一个艰难的药。 To make this easier, give these things a try:为了使这个容易，让这些东西一试：

* Start with increasing your knowledge. *开始增加你的知识。 Read some articles about marketing in your particular field that you might not normally bother with.阅读一些有关市场营销中的特殊领域，你可能无法正常费心。 Attend a talk or workshop about marketing that typically wouldn't make it into your schedule.参加讲座或研讨会营销，通常不会使它成为您的日程。 Expose yourself to new ideas and fresh knowledge.暴露自己新的思路和新的知识。 A good place to start is my free articles at:一个良好的开始是我的自由文章：

http://www.turningpointemarketing.com/free_resources/articles.html

* Next, pick one new thing that you've learned and schedule it into your calendar to try. *下一步，选择一个新事物，您的经验教训和时间表到您的日历尝试。 Start small, get some successes under your belt, and keep moving.开始小，获得一些成功在你的腰带，并继续前进。 Aim for one new marketing action every week.目标是一个新的营销行动每星期。

* As you start experiencing better results from your actions, you'll notice a shift in how you feel toward marketing. *当您开始遇到更好的结果从您的行动，你会发现改变了你觉得如何走向市场。 It won't feel like such a burden.它不会觉得这样的负担。 It'll feel like a natural part of what you do.它会觉得自己像一个自然的一部分，你怎么做。 It won't be "someone else's job."这不会是“别人的工作。 ” You'll actually start to enjoy it (trust me, it can happen - I used to HATE this stuff!).你会真正开始享受它（相信我，它可能会发生-我恨这个东西！ ） 。

* Be patient with yourself and with the process. *要有耐心，并与自己的进程。 You didn't become an industry expert overnight, nor will you become a great marketer instantly.你没有成为一个行业专家一夜之间，你也不会成为一个伟大的营销上。 If you really want the freedom to do the work you love, you've got to commit to the life skill of funding your passion for the long haul.如果你真的想要的自由，做这项工作，你的爱，你要致力于生活技能的资金你热情的长途。

* Don't let naivetŽ or arrogance stand in your way. *不要让naivetŽ或傲慢站在你的方式。 Marketing is not about hustling, twisting arms, misleading, or shameless promotion.营销不是熙，扭武器，误导或有无耻的促进。 It is about sharing what you know with the right target clients, in a way that they can understand and see the value for themselves in the good work you do.这是分享你知道正确的目标客户，在某种程度上，他们可以理解，看到了自己的价值在良好的工作你怎么做。

A very wise and successful business professional recently told me the key to his success: being willing to do the tasks that most other people aren't willing to do - even if you don't want to do them.一个非常明智和成功的商业专业最近告诉我的关键，他的成功：是愿意这样做的任务，其他大多数人不是愿意这样做-即使你不想做他们。 Marketing may not be as difficult as your chosen profession, but it's still a stretch for many of us.营销可能不困难的，因为您所选择的职业，但它仍然是一个延伸为我们许多人。 Your willingness to try new things that most others won't, already puts you ahead.您愿意尝试新事物，大多数其他国家不会让你已经领先。

Print this page 打印此页