Top 4 Reasons You Don't Have Any Clients and How to Change That in 2012

Psst...want to listen to this post? Find the audio at the bottom...

You've read everything related to marketing that you can get your hands on. You've followed the advice to to the letter. You have optimized your website, started social media accounts, you're running ads through Adwords. However, you haven't sold your product/service to one client. At this point, it's hard to see the light at the end of the tunnel or even to imagine that there is one.

Your biggest question is why. Why haven't you gotten any clients? Why have you spent countless hours and several hundred (or worse yet, thousands) of dollars to get in front of clients only to come up short each time? Why does everyone else seem so successful in their business when you aren't?

I wish I could tell you there was a "simple" answer to your questions. I even wish there was a magic potion I could give you to make clients appear on your doorstep (or the other end of your phone). Unfortunately, I'm not a genie in a bottle and this is not Aladdin. I can, however, give you some reasons that you may not have a client roster. Would you believe me if I told you that your business is suffering due to not following the most basic marketing principles? Well, listen up - it's most likely true...

I'm sure you've heard of the 4Ps, but in case you haven't, they stand for Product, Place, Price, and Promotion. One (or all) of these is the reason you don't have any clients. Let me break it down for you...

• Product: Is your product/service high-quality? Before you answer that question, you should know that this isn't a question for you to answer. Would the person who wants to use your product/service find it to be high-quality. Are you meeting a previously unmet need? Is there demand for what you are offering? If the answer to any of these questions is no, it's time to rethink your solution. This doesn't mean that what you're offering is completely off the mark. All this means is that you need to do a bit of tweaking to get things where you want them to be.
• Place: Where are you marketing your product/service? If it's something that would be of interest to the elderly, advertising on Facebook may not be the best choice (that's not to say that no older people are on Facebook). On the same token, if you are wanting to reach young adults, phonebook ads won't make sense. Ultimately, as long as you put your advertising where your target market is, you should be OK in this area.
• Price: Are you pricing your services too high? Too low? How will you ever know? You won't really. You have to decide what you are worth and hope this falls in line with what the market will bear. This is, quite possibly, one of the most difficult obstacles to overcome. Research what several of your competitors are charging and start your price right around that range.
• Promotion: What form of advertising are you using? How does this advertising reach your target market? Are you using the product/service's unique selling proposition in every piece of marketing collateral? Are you using other forms of non-interruptive advertising? This ties in very closely to place with the earlier points about where you are placing ads. How you are promoting makes a difference as well. Content marketing is a very time-consuming yet effective method (if done correctly). Ultimately, one of the best ways to promote your product/service is to give it away for free...

It's time to get back to the basics. Have you committed any of these "deadly" misfires in marketing? If so, it's not too late. You can still change things up. There is still time to save your product/service and your brand.

What can you do? Start (or cultivate a blog). Offer a giveaway. Define (or redefine) your target market. Talk to the people who make up your target market to see what they want/need from someone like you. Give more than you take. Tell people how to do everything that you do for free, and if they can't do it, guess who's the first person they'll call on?

Of course, there are many other ways that you can change up your marketing strategy, but if you don't have any clients something needs to be done sooner rather than later. What are you planning to do differently in 2012 and beyond?

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5 Office Upgrades for Last Minute Tax Savings

Psst...want to listen to this post? Find the audio at the bottom...

You're reading this. That means one of two things. You are already working as a freelancer, solopreneur, etc. or you are interested in starting a business. For those of you who already have your own business, it's time to start thinking about tax time. That's right - with the end of the year less than two days away, that puts tax time right around the corner. My gut instinct tells me that you've been doing that all along, but that's not the point of today's writing. You're reading this today because you want to catch a break on your taxes - and more specifically, find out about how to take advantage of last minute tax savings.

Do you have any cash in the bank (or in your pocket)? If not, there's no point in reading any further. If you do, listen up...

Look around your office. What do you need? What will make your work life easier? Have you been considering the purchase of new technology equipment or even smaller purchases such as printer ink? Now is your last chance to buy these things and deduct the cost as business expenses on this year's income tax filing. If you can't think of a list of things you need for your business, here are a few to consider:

1. A new computer: It's important to keep up with technology in your personal life. It's even more important to keep up with technology for your business. You have to make sure you have the latest and greatest in technology because your clients expect it and you deserve it. If you are working on a system that is more than 3-4 years old, it is definitely worth it to consider upgrading.
2. Upgraded software: If you are still running Office XP, there is something wrong with that picture. That software debuted in 2001. It's over 10 years old. People are sending .docx, .xlsx, .pptx, etc. files. You need to be able to open them. At the very minimum, you should have Office 2007, though Office 2010 is preferred. Check all of your other software to make sure that it is current. Software that is over 5-6 years old is not current. It's time to upgrade.
3. Industry-related books: You have to keep up with what's current in your industry. Often, you can find trends, etc. online. However, for in-depth reading, an eBook (compatible with your eReader of choice) or print book is probably a better choice.
4. New desk/office chair: Is your desk meeting your needs? Does your chair provide sufficient ergonomic support? If the answer to either (or both) questions is no, you may want to look into buying a new desk or chair.
5. Office supplies: This is something that every business owner needs and the one thing that you can never have enough of. We're talking paper, pens, printer ink, staples, etc. Essentially, office supplies can be any of those little things that are necessary for running a successful business.

Certainly there are other upgrades to consider, but I think all of us can find something to shop for from this list. If you don't have anything to shop for (unlikely), don't buy stuff just for the last minute tax savings. After all, if you purchase something you don't need, you're not really saving. The idea here is to increase UTILITY then promote SAVINGS. Your main focus should be on improving your working conditions/environment. 

What's on your "before the new year" shopping list? Do you need some help coming up with something to purchase? I'm glad to help. Drop a comment below or find me on Twitter (@eliseconnors).

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