Sum of Its Parts求和及其零部件

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I just found the answer to my long hours of Web 2.0 promotion.我刚刚找到的答案我很长时间的Web 2.0促进。 It's called Web2Submitter and it is a life saver.它叫做Web2Submitter这是一个生活的程序。 I am going to save at least 5 hours of submission time per week with this thing.我要节省至少5个小时提交每星期的时间与这件事。

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

I just spent a week at the beach with my family and, as much as I vowed not to think about work, stumbled onto a highly relevant lesson for marketing professional services.我只花了一个星期在沙滩上与我的家人和一样，我发誓不去想工作，偶然到一个高度相关的市场营销经验的专业服务。

It was actually my mother who inspired this lesson, thanks to the following beachy quote she had on the refrigerator:它实际上是我的母亲谁的启发这一课，由于下面的报价比奇海她的冰箱：

"Saltwater taffy, for example, does not taste good. Seagulls are not pleasant birds. Most people look better in clothes - a lot of clothes. But it works. The beach is the ultimate triumph in setting." “盐水taffy ，例如，没有味道很好。海鸥不愉快的鸟类。大多数人期待更好的衣服-很多衣服。但工程。海滩是最终的胜利建立。 ” -from the article, Sea and Be Seen从文章，海，被视为

What does this have to do with marketing professional services?这是什么都与营销专业服务？ A lot.许多。 Just like saltwater taffy, seagulls, and under clothed people, any one thing done in isolation to market your professional services won't work.就像咸水taffy ，海鸥，并根据衣物的人，任何一个事情，孤立市场的专业服务将无法工作。

When you take the sum of its parts, marketing works.当您采取的总和及其零部件，市场营销工程。

Let's take an easy example: networking.让我们简单的例子：网络。 Done in a vacuum, networking is just a "part."在真空中，网络仅仅是一个“的一部分。 ” Without ways to sustain a new contact's attention, build their trust, or keep in touch - the other "parts" of your whole - you spend far more time and energy drumming up business than if you had other aspects of your marketing "machine" doing a lot of the work for you.没有办法，以维持一个新的联络人的注意，建立自己的信任，或保持联系-其他“零件”的整体-你花费更多的时间和精力鼓了生意，而不是如果您有其他方面的营销“机器”做很多为你工作。

Let's get specific.让我们具体。 The biggest mistake I see is when people go out, network (or make cold calls, or send direct mail pieces), is that they simultaneously scare prospects off with an anemic poorly-messaged website, no value- adding resources to build your prospect's confidence, and new contacts that vanish into thin air because there's no systematic way to stay in front of them that's affordable and effective.最大的错误，我看到的是当人们走出去，网络（或冷通话，或发送电子邮件直接件） ，是他们同时关闭恐慌的前景与贫血差messaged网站，没有增值的资源来建立您的前景的信心和新的联系，消失得无影无踪，因为没有系统的方式留在他们前面是负担得起和有效的。

The same "in isolation" principle applies to other marketing "parts."同样的“孤立”的原则适用于其他营销“的部分。 ”

* If you invest in telemarketing, but send new leads to a lousy website (even if you don't send them there, they'll look you up), you're shooting yourself in the foot. *如果您投资的电话，但新的线索发出一个糟糕的网站（即使你不给他们，他们会看你） ，你自己拍摄的脚。

* If you're a master at churning out brilliant weekly e-newsletters, but haven't "packaged" your services into a range of ways potential clients can buy from you, you're missing the point of using an e-zine as a smart promotional tool. *如果您在主里的光辉每周电子通讯，但还没有“包装”您的服务纳入了一系列潜在客户的方法可以购买由你，你是缺少点使用的是电子杂志作为一个聪明的宣传工具。

* If you go to all of the time and effort to get booked as a speaker, then run around preparing for and delivering your talks, you'll get nothing but a nice ego boost and applause unless you target the right audiences and hit them with "What in it for Me?" *如果你去所有的时间和精力去领黄牌作为一个发言，然后跑来跑去准备并提供您的会谈中，你会得到只是一个很好的自我提升和掌声，除非您的权利的目标受众和它们击中“什么它适合我呢？ ” messages.讯息。

All of that time, money and energy wasted…but not if you pay attention to the sum of your parts!所有这一切时间，金钱和能源浪费...但如果你注意总结您的部分！

To avoid wasting your resources and to make the most of your individual marketing efforts, make sure you have all of these parts working together:为了避免浪费您的资源，并充分利用您的个人营销工作，确保您的所有这些部件共同努力：

* Positioning that sets you apart from others offering a similar service. *定位，规定除了你从别人提供了类似的服务。 From your target audiences' perspective, what makes you different?从您的目标受众的角度来看，什么使你不同？ Why should they choose you?他们为什么要选择你呢？

* Packaging in the form of a value-packed website that you can send new contacts to, demonstrating your value (again, through their eyes) and building their confidence in you as a good solution to their problem. *包装形式的一个体现价值的网站，您可以发送新的接触，这表明你的价值（同样，通过他们的眼睛）和建设的信心，你作为一个很好的解决他们的问题。

* Promotion: An easy way to keep-in-touch with contacts and prospects, even if you're using other high-touch tactics, such as follow- up calls and meetings. *促进：一种简单的方法来保持在接触接触和前景，即使你使用其他高接触的战术，如后续通话和会议。 The point is that not every new contact is a ready-buyer when you first meet.问题是，并非每一个新的接触是一个现成的买方当您第一次会晤。 You need to stay on their radar, at least monthly, so that when they're ready to buy, you're there.您需要留在他们的雷达，每月至少，这样，当他们准备好买，你有。 A monthly e-newsletter or e- zine is the perfect vehicle.每月电子通讯或电子杂志是一个完美的车辆。

* Persuasion: You've got to turn contacts into prospects, prospects into clients, clients into referrers, and so on. *劝说：你得把接触到的前景，前景转化为客户，客户到引荐，等等。 Simply setting up sales calls and writing proposals won't do it, though.只要设立销售电话和书面建议不会这么做，但。 As any successful sales person knows, there are many moving "parts" to master.正如任何成功的销售人员都知道，有许多移动“零件”的主人。 You've got to know who the decision makers are, what they're willing to spend, how buying decisions get made, how to stay in control of the selling conversation, and how to ask for referrals, to name a few.你要知道谁是决策者，他们愿意花，如何购买决策得到了，如何在控制销售的交谈，以及如何要求转诊，仅举几例。

* Performance is the one "part" most of us in professional services rely on most - it's how we get referrals and maintain (or tarnish) our reputation in the marketplace. *性能是一个“部分”我们大多数人的专业服务依靠最-它是我们如何获得和维持推荐（或损害）的声誉在市场上。 It's the marketing part that keeps me on my toes the most, above any other marketing challenge I take on, including writing this e-newsletter, upgrading my website, closing a sale, or giving a public talk.这是市场营销部分，让我自立自强最，高于任何其他市场的挑战我的，包括写这本电子通讯，改进自己的网站，关闭了出售，或提供一个公共的交谈。 Why?为什么？ Because it's all about managing and exceeding client expectations, two very tricky "parts" to master.因为它所有的管理和超过客户的期望，两个非常棘手的“零件”的主人。 If this doesn't ring a bell with you, then take this quick quiz to find out what it really takes to master Performance: http://www.turningpointemarketing.com/Is_This_For_You.html如果不这样环钟与你，然后借此快速测验，找出真正需要掌握性能： http://www.turningpointemarketing.com/Is_This_For_You.html

In isolation, I'm definitely not a fan of saltwater taffy, seagulls or bathing suits.孤立地看，我绝对不是一个球迷盐水taffy ，海鸥或泳衣。 But in the right setting and working all together, they're part of the most effective vacation I can think of.但是，在正确的设置和工作都在一起，他们的一部分，最有效的暑假我能想到的。 The sum of its parts works.在总结其部分作品。 So too can your marketing.因此，也可以自己的营销。

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