The Likeable Expert Podcast

There are a lot of advantages to being a large company. Freedom to experiment is not one of them. As a small professional service firm or solo, if you are not taking advantage of your natural advantage, you are missing out on some potentially game-changing insights.

Today's newsletter focuses on business problems ... and making sure you are applying the correct solutions. It is, however, maybe the longest newsletter I've ever written. So if you are one of those, "I'm too busy to read long things" people, I won't mention the fact that you binge-watched all of season two of Severance last weekend.   

Getting clients is important.  But holding onto them – for a long, long time – matters just as much. Today's newsletter, after an opening story that, between you and me, goes on quite a bit longer than necessary, explains.

Business is about creating something of value so that others will pay for it. Understandably, that leads professionals to mostly focus on minimizing cost while maximizing revenue. In practice, it's a bit more complicated. The more value you give to clients, the less likely they are to leave and the more likely they are to tell others about you – both of which lower your marketing costs. Confused? Today's newsletter probably won't change that. But you never know...

I received an unwelcome surprise this week.  Fortunately, nothing super-serious. Still, as today's newsletter explains, a good reminder of the importance of planning for occasional hiccups in our respective businesses.

Running a business can feel overwhelming. So much to know and do and think about. The solution? Get a job. I'm kidding; don't do that. Instead, figure out what really matters and stop worrying about the rest.

People like us – small professional service providers and independents – live in a word-of-mouth world. Much of our marketing occurs informally and without warning as we move throughout the day. Which means, as today's newsletter takes way too long getting around to explaining, you always need to be ready.

Do you use much automation in your work? Me too. It's pretty much a necessity for small firms and solos. But at some point, too much of it defeats the purpose. Today's newsletter explains.

Who's your perfect client? If you said "everyone," today's newsletter is for you.

I never raise my fees. Really? Okay, no, not exactly. But sort of. Read on for more. Read off for less.

This is issue #600. Only 400 more to go and you have my permission to unsubscribe. Speaking of which, if you publish a newsletter, you've probably noticed the statistics made available by your email marketing vendor (MailChimp, etc.). These can be fun to look at and, since they drop nicely into a spreadsheet, easy to take at face value.  Today's newsletter explains why that's not a good idea and largely beside the point anyway.

Here's a little marketing secret for us small professional service providers and solos: Consistency matters more than perfection. And yet, lots (lots) of individuals and even small firms pause their marketing when things get busy.

We humans do many things that seemingly serve little practical purpose (insert your own Congress joke here). And yet, since that's a big part of what makes us human in the first place, taking deliberate steps to incorporate this kind of thing into your marketing it not a bad idea. Today's newsletter explains.

Today's newsletter takes a look at a question that has plagued the working person since the beginning of time: Will they know I am lying if I take Friday as a sick day? Ha, ha, I am kidding. They will definitely know. Rather, I am speaking of this question: Should I stay in my job or go off and work for myself?     

It may seem logical to copy "the big guys" when putting together your own marketing approach.  After all, they are big and successful; they must know what they are doing, right? Well, yes... but. What works for them doesn't usually work for us. Today's newsletter explains...

Today's newsletter is about AI and the negative impact it is having on our collective ability to think and communicate. Granted, it's a bit longer than usual. So if you want to be ironic, feel free to copy and paste it into ChatGPT for a summary.

For any business, everything visible to the outside world falls under the heading of "marketing. But it shouldn't be random.  Today's newsletter explains how the things you choose to share can have a big impact on your success.  

This is issue number 593. Seven more and I get a toaster. Today we talk about luck – and why you want to ignore it when building your business.

Most of the time, I offer suggestions about marketing things I think you should do. In today's newsletter, I share two recommendations of things you should not do.

Are you passionate about the work you do? I'm glad. But the thing is, nobody but you really cares. In today's newsletter I explain why what you are especially good at – not what you love to do – is the shortest path to everything you want.

Recently, I launched a new, second newsletter. I thought it would be easy. I was wrong. If you are likewise at the beginning stages – of a newsletter or anything else that requires putting yourself out there for all to see – today's issue is especially for you.

Today's newsletter is not the least bit funny. So, if that's the only reason you read these each time, I recommend hitting delete now and instead watching this super-cute baby elephant video. Everyone else, read on for some AI-themed insights that may or may not be useful.

Marketing your solo professional business effectively comes with a lot of moving parts ... not unlike a dishwasher. Confused? I don't blame you. Not interested? I don't blame you even more. For everyone else, today's newsletter awaits you below!

When it comes to solo professional success, finding paying clients is the name of the game. If you can't make that happen, not much else matters. But getting those paying clients – especially the ones who come back again and again – requires more than just being open for business. In today's newsletter, we look at some other things worth doing to start and keep the client ball rolling.

Today's newsletter is a little longer than usual. So, for those of you who are too busy to read it, I dropped it into ChatGPT and asked it to summarize the article: "Bald man wastes your time with dad jokes and tired marketing observations." A bit harsh for a robot, if you ask me. But I can't much argue with it.

Professional service providers like us are in the advice-giving business. So if you want to be hired as one of those people, it's a good idea to offer prospective buyers a "free sample."

If you publish a newsletter, you are well ahead of the game.   Still... there are some simple things you can do to make whatever you send way better.   Today's newsletter shares one secret (shhhhh).

Do you publish a newsletter? Excellent. One thousand bonus points to you. But if that's all you are using your list for, you are missing out on some other opportunities. 

When it comes to time, we all have an equal amount (other than Keith Richards, who appears to have more than his fair share). Today's newsletter is about the small but often significant role time can play in your business.

Yikes. Today's newsletter is kind of long. So if you're in a hurry, the point is simply this: figure out what you are naturally good at and find a way to turn that into your career. For everyone else, and now that those "super busy" people are gone, there's some good stuff below. And, admittedly, some of the usual time-wasting commentary, too.  

Today's newsletter is about dating. And dancing. And for those of you who actually care about marketing, the importance of getting things off to a quick start.

Today's newsletter is about taking time to slow down and find the "spaces between." In my experience, that's where the biggest business leaps forward occur.

Working solo is terrific. But, all that time spent alone can lead us to concoct false stories from very little evidence. When that happens, it can throw everything off. Today's newsletter shares three suggestions for avoiding that. (Four, if you count this one: Avoid that!)

Today's newsletter is about AI and how ignoring it is potentially dangerous to your business.

Today's newsletter looks at the inherent benefits of doing work for which you are supremely gifted and qualified.

Today's newsletter looks at the difference between working as an employee and working on your own and shares three, dare I say, fabulous, suggestions for making things easier.

In addition to using marketing tactics that reach your particular audience and that you enjoy (or at least don't hate), it's important to connect with your prospective clients in different ways. Today's newsletter explains (I hope).

This is issue #573, a number that is evenly divisible by 3. How do I know that? Because when you add all the digits together (5 + 7 + 3 = 15; 1 + 5 = 6), the resulting number (6) is. And if that much math has your head spinning, you definitely do not want to buy the book I reference in today's newsletter.

Audience – who are you trying to reach and where do they hang out – plays an important role in bringing the clients you want.

The rules of working for yourself are different. Often, things that seem obvious are totally wrong. Today's newsletter shares three examples of conventional work wisdom that are way off base.

Today's newsletter is a bit longer than most. But, my hair is a bit shorter than most, so I guess it all evens out. Read on as we talk about why having a "marketing system," if it's the wrong system (for you), can be a waste of time.

I don't know if you were present at the eclipse (it was dark).  But it got me thinking about how the event, and life as an independent professional, don't have a whole lot in common. Put on your protective glasses and keep reading...

Want more clients? Spend more time making word of mouth work for you. 

Today we talk about water. And automated marketing. And when you put them together, you get ... Wautomation. Or something. Anyway, the point is, automate your marketing and good things happen.

Routine and predictability can be comforting. Unfortunately, all the good stuff is in the opposite direction.  Today's newsletter explains why getting out of your comfort zone is good for your business (and, maybe, your life overall).

Your marketing matters, absolutely. But, when things are not going as you would like, it's not the first place to look. Intrigued? I don't blame you. More down below (less up above).

Today we talk about the difference between just saying you are different and actually being so.

Standing out from the pack is important. A big part of that is how you describe yourself and your work. But... if you make it too unusual, so that your "explanation" itself requires an explanation, you'll only confuse the marketplace (and the shoppers within). Today's newsletter explains. I hope.

Today's newsletter is about trust and the important (those with high SAT scores might even say consequential) role it plays in growing your business easily and quickly.

This may be my last newsletter of the year (not sure), in which case, I wish you and yours all the best for the holidays and new year. Today's newsletter looks at relationship marketing. More specifically, how consistently staying connected to the people you know is the key to making it all work.