How prospective clients judge you

Understanding the psychology of clients also provides critical evidence of the validity of the get published approach. Professional services and consulting are what economists sometimes call “credence” goods, in that purchasers must place great faith in those who sell the services (Bloom, October 1984, “Effective Marketing for Professional Services,” Harvard Business Review).

What does the research say about client choice, satisfaction and dissatisfaction of professionals and consultants? Here are the five ways prospects judge you (Aaker, 1995, Strategic Market Management) and my views of how marketing with a book is the perfect fit:

1. Competence. Knowledge and skill of the professional or consultant and their ability to convey trust and confidence (you demonstrate and prove your expert knowledge by speaking and writing)
2. Tangibles. Appearance of physical facilities, communication materials, equipment and personnel (you do this by the appearance of your Web site, book and how-to handouts)
3. Empathy. Caring, individualized attention that a firm provides its clients (educating people to solve problems before they hire you proves you care)
4. Responsiveness. Willingness to help customers and provide prompt service (when you promise to give people things like special reports and white papers, do it promptly)
5. Reliability. Ability to perform the promised service dependably and accurately (prospective clients will judge you on how organized your seminars, speeches and Web site are)