In another article, we talked about how to "package yourself like a product" in order to more effectively market yourself and your business. But how do you meet your own goals for production? We’re not talking billable hours here, but the "non-billable" morass of marketing, where it seems you can’t quantify anything you’re doing!

When doing client work, a little planning goes a long way. Likewise, effective planning in marketing can assure you a higher probability of success. But how do you know what works, and how much time or money to spend on the different techniques? It is difficult to craft a workable plan if you’re not even sure where to start.

If you are a lawyer, a CPA, an engineer, an architect, a financial advisor or other technical professional, there is one clear place to start as you develop a Personal Marketing Plan. What are your marketing objectives?

"I want to keep my name constantly in fornt of my clients and prospects."

"I want to get the firm mentioned in the press."

"I want to increase the quantity and quality of leads."

These are some examples of marketing objectives. And they are a good start. However, none of these are clearly defined: you must try to quantify and clarify "to the greatest extent possible" your objectives.

Take each one of the above and re-work them. For example, you might try:

"I want to put my name in front of my clients and prospects every other month via communication by newsletter, invitations to events, mailing copies of published news articles, or other non-project related news."

"I want to get them firm mentioned in the press by creating stories that will:"

1. Announce staff changes and promotions

2. Illustrate services through client success stories

3. Establish me or a colleague as a subject matter expert

4. Position the firm as a thought-leader in an industry or trend
"I want to increase leads to five a month, qualifying them as interested in acquiring our services because they have a) responded to an advertisement or article; b) attended a firm-sponsored seminar; c) had a discussion with staff at a treade show or d) expressed an interest in our firm by requesting marketing materials or additional information."

Are you clear on the expected results? Once you’ve clarified your objectives and put them in writing, you have to devise a plan that helps you carry out your objectives and get the results you expect. Your Personal Marketing Plan should include the tools needed, the timing and frequency of activities, and the costs associated with each.

Moreover, you should attach an expected return on your investment. For example, if you decide you are going to send a newsletter to clients once a quarter, you should include some information that invites a response that is measurable.

Use the newsletter to introduce a new service (How many queries would be considered a successful response?) Offer a discount (How many redemptions would be worth the printing and mailing of the newsletter?) Offer a free half-hour consultation to those who offer a new client referral (How many qualified leads would be worth donating this unbillable time?)

Do gimmicks work? I recently spoike with one person from a CPA firm that introduced a new service by encouraging clients to pay the full value of the service only if they are completely satisfied with the work upon completion. So far the approach has worked to their advantage. No client has paid less than the full amount requested, and many have sought additional services because of the firm’s emphasis on customer satisfaction and the implied confidence in the quality of their work.