As a professional service provider, you’re paid for what you know. People come to your firm for the expertise you offer, first and foremost. Did you also realize that this is also your secret marketing weapon?

By sharing what you know, you actually attract people to you and build their confidence in you as the right solution for their problem. Now many professionals are afraid to “give away” trade secrets or expertise for free, but that’s not what I’m talking about. This is about putting content regularly out into the marketplace that is of enough value that prospects will automatically think of you when they have a need.

It seems paradoxical – the more you give away, the more people are willing to pay for your services – but it’s true. This exact approach has worked quickly and effectively for me for years. The key is that it’s got to be good and of high relevance to your target audience. This builds people’s confidence that you consistently know your stuff and that you can be counted on for long-term value. People soon realize that if you’re willing to give away such valuable expertise, think how great the solutions they pay for will be!

When conducting strategic planning for any company -- online and/or offline -- it is useful to complete an analysis that takes into account not only your own business, but your competitors' activities and current industry happenings as well. A SWOT is one such analysis.

Completing a SWOT analysis helps you identify ways to minimize the affect of weaknesses in your business while maximizing your strengths. Ideally, you will match your strengths against market opportunities that result from voids in your competitors' products and/or services.

Traditionally, a SWOT confines strengths and weaknesses to your company's internal workings while opportunities and threats refer only to the external environment. Here, I suggest a twist to the "text book" approach. To get a better look at the big picture, consider both internal *and* external forces when uncovering opportunities and threats.

I come across so many people that absolutely freak out when they think about having to market their business. Heaps of questions come up like, ‘Where do I start?’, ‘I hate selling’, ‘How do I market my business when I don’t have any money?’….. Most of these people absolutely LOVE what they do, but detest having to ‘sell’ their service to receive an income from it.

You’ll love it when I say it’s easy to start and anyone can do it with a little planning and preparation, you DON’T HAVE TO SELL, yes believe it! If you market well and consistently you won’t EVER have to sell again – now how’s that for great news?! And best of all you DON’T NEED MONEY to do it. Its music to your ears isn’t it?! And it’s true, I created, built and established a business that replaces my income from every job I ever had based on some simple strategies that you can adapt to your business and your style – and in addition to that, they’re easy and I’D LOVE TO SHARE THEM WITH YOU RIGHT NOW! Ready? You’ll be surprised….

Sponsorship is the fastest growing form of marketing in the U.S. It is still very much in its infancy, especially in the trade show arena. With this in mind, you can find unlimited opportunities to broaden your competitive advantage by increasing your credibility, image and prestige in sponsoring events attracting your target market.

Some trade show promotional opportunities include sponsorship of the press room, an international lounge, a speaker or VIP room, an awards reception, educational programs, banners, badge holders, audio visual equipment, display computers, tote bags, shuttle buses, napkins and drink cups.

So, why should your company be interested in sponsorship? When done well, it offers significant opportunities for distinct marketing and competitive advantages, as well as showing support of the event.