The big focus of today’s livestream show was on sharing results from our Critical Industry Analysis Survey of resume writing and career coaching businesses that indicate that what’s being done (or not) in marketing today is pivotal to growth and profitability.
As we showed, 66% of businesses that were increasing in pricing, sales closed, and profits had changed their marketing 51-100% in the past two years. A further 23% of them had changed 31-50%.
That represents almost 80% of those in growth mode making significant changes to what they are doing in marketing their businesses.
Those in decline or staying the same were spread out across the spectrum of <10-100%.
There will always be factors that aren’t defined that can lead to interpretation to see what we want to see:
Why are some businesses increasing with little to no change in marketing?
If we asked them we’d likely find out that they have a solid pipeline such as a partnership with a professional association or recruiter.
Why are some businesses declining despite making seemingly dramatic changes in marketing?
We’re not able to factor in how recently they’ve been making changes, how consistently they are leveraging them, or how well they are using them.
For instance, this year I’ve talked to several business owners who’ve been doing great for many years and not needing to change their marketing. Now that the tides have changed, they THINK they’re ‘doing’ LinkedIn but what they tell me is that’s limited to a post here and a post there, or cold outreach.
One could take from that LinkedIn doesn’t work. But for those who are winning on LinkedIn, we know there’s more to an effective strategy.
That’s not to say everyone who is declining and expanding their marketing is doing it wrong!
But today’s sales pipeline is different from what we’ve ever experienced before.
Thanks greatly to social media and the Internet bringing everyone closer together than ever we find ourselves solidly in an engagement economy.
Not to say you weren’t engaging before with those who found you on the Internet performing a search!
Today many decisions are being made where people already are hanging out online vs. doing a search to find you.
It’s like a fairy godmother just happens to be spreading magic right where they already are.
For some this can require some retooling of what is no longer working, like relying solely on your website to produce leads.
THE VERY GOOD NEWS IS:
#1 – AI isn’t really the culprit for most
As we discussed last week, AI is really only a potential culprit in business decline for those who are at the lowest pricing rungs (primarily $300-500 or below). At those prices you haven’t engaged in a way to break the DIY mentality and move them from luxury thinking to necessity. Enter ChatGPT, Bard, and related AI free tools, and now those job seekers think it’s just as good.
We know it doesn’t work, but there it is.
Your goal = embrace CDI’s strategy around pricing packaging, and consulting to close more and higher sales.
#2 – Engagement can start with those who already know, like, and trust you
We won’t get into it until next week’s show, but as I mentioned today, the top marketing strategies all start with those you know and aren’t a matter of creating expensive quiz funnels or marketing funnels. Yes, you CAN and WOULD benefit from those, but where we’re going next week will show you that as a starting point you just need a clearer, more effective strategy to address what you already thought you were doing.
#3 – More businesses are increasing prices, sales closings, and profits so there is opportunity
I can’t think of any better reason to breathe a sigh of relief than the fact that we’ve seen in the past three lives how many businesses were increasing in sales, pricing, and profits as well as those who were staying the same.
This tells us that resume writers and career coaches aren’t going anywhere.
This week we uncovered that if you are willing to make a change in how you’ve always done things, there is plenty of opportunity.
That’s why in the weeks to come we’re continuing to focus on marketing and we’re going to dive below the overview path we’ve been on to talk about executable strategy. We’re on to marketing mission success for resume writers and career coaches!
Replay & Next Livestream
Next Wednesday, 11/08/2023 at 3:45 PM Eastern we’re talking about:
What’s Working and What’s Not in Marketing for Resume Writers & Career Coaches in 2023.
- Lowest grossing marketing techniques used in the past six months by those declining, staying the same, and growing.
- Highest grossing marketing techniques used in the past six months by those declining, staying the same, and growing.
- Top three strategies resume writers and career coaches are using in marketing with some deep delving into what you can do right away.
Again, not only will we be getting to WHAT you can do BUT I’m thrilled that it’s truly low-hanging fruit that you can immediately begin to capitalize on.
Be sure to join me on LinkedIn, YouTube, or in our Facebook group every Wednesday at 3:45 PM Eastern. And, don’t forget to like, follow, and subscribe so you stay in the know!
Watch the Livestream Recording
Member’s Only Content – Get the bonus ChatGPT Prompt, Slides, and Recording below.
Not yet a member? Jump into success here >>
Login to View the Rest of This Article
Lost Your Password? Click here to change it.
Resume Writers and Career Coaches
Access this + all of CDI’s resource library for as little as $97. Whether you are just starting out or are an established entrepreneur, Career Directors has resources available to take you to your next step.
What’s Next?
AI/ChatGPT Strategy – Free & Member Resources >>
Join CDI’s Facebook Community >>
Members Get the 97% Closing Script >>
Member 6-Figure Sales Resources >>
Join the Livestream on LinkedIn, YouTube, or in our Facebook group every Wednesday at 3:45 PM Eastern!
