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advertising using traditional methods that you plan on going after.
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3C. How to Find Clients  Using Online Local Business
Directories
You can use direct marketing to find potential clients. With direct marketing the
key is to go where the potential clients are already gathering. The great news
with direct marketing is that there are two sites that have already done most of
the hard work for you. Here are the two sites and how to effectively use them to
gain clients:
1. Yellowpages.com: On Yellowpages.com you can not only do a broad
search for potential clients but you can also use the  Local Yellow Pages
link on the front page and this will allow you to search in your specific
area. Once in your specific area you can search by category or even by
most popular searches. Once you click onto a category you can see how
many businesses of that category there are along with the names of the
businesses, phone numbers, addresses, and even websites if they have
one.
2. Superpages.com: Like Yellowpages.com you can search very specifically
for your target market. They offer all of the information that
Yellowpages.com offers as far as personal information of the businesses
and is a great tool in the search for potential clients. Again there are links
that help you look on a more local level so that you can narrow your
results and focus on the businesses that are close to you.
Action Step: Spend some time on Yellowpages.com and Superpages.com
researching possible businesses in your area you would like to go after,
and write their information down.
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Why use these services? The answer is simple; they have done all of the hard
work for you. Now all you have to do is decide what type of businesses you are
going to go after and in what way you will pursue them. You can choose to call
the businesses directly, visit the businesses directly, or even use a direct mailing
approach.
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Action Step: Brainstorm different ways you will contact these businesses
and what you will say or do in order to gain clients. Write down your
thoughts.
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Though different from what was taught in an earlier part of the program (indirect
marketing), direct marketing offers you yet another way to gain clients. While
probably best suited for those with a background in sales, direct marketing can
be effective for anyone who chooses to go that route.
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3D. 67 Other Ways to Get Clients, or How to Market Your
Consulting Practice
This section will stimulate your thinking about marketing your consulting or
professional service.
15-25% of your time should be devoted to marketing. 50% of that time should be
spent building a reputation and image as a knowledgeable source. The other
50% should be spent pursuing clients, meeting with them, writing proposals and
closing the deal with them. Be creative when helping to solve your potential
clients problems. Take consulting seriously by trying to add real value to their
business. Be an expert in one or more areas so you can help them solve a
problem within your area of expertise.
Action Step: Write down how many hours per week you ll spend on
marketing, and then decide on the areas in which you ll market yourself as
an expert.
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