Welcome to the Working Solo Minute, the 60-second newsletter designed specifically for solo entrepreneurs. To unsubscribe or change subscriber options, see the bottom of this issue.

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http://www.workingsolo.com/minute.html

After more than two decades of working with soloists, here's the essence of what I've learned about creating successful marketing -- and ultimately, profits -- for your business. While this may take you less than 60 seconds to read, it distills the experience of thousands of soloists.

First, understand that your clients and customers are buying results. At the end of the day, they don't care what new technological widget you use, what trademarked methods you employ, or whether you've been to the fanciest schools. Their interest is self-interest. Therefore, you must market results -- not method, process, or technology. You must show them how working with you will improve their life -- whether on a personal level if you market business-to-consumer, or on corporate terms if you market business-to-business.

Determine what matters most to your target customers and incorporate these three elements in all of your marketing efforts:

1. Specify.
What exactly will your product or service deliver? The more specific you can be, the more effective your marketing. Paint a verbal (and accurate) picture of what life is like after they become your customer. Details are powerful, fuzzy generalities are not.

2. Quantify.
How will customers know you've delivered on your promises? What metrics will you use to assess success? Particularly in service-based businesses, it's crucial to establish how both parties will determine that value has been delivered. Does your lawn-care service guarantee no weeds after treatment? Does your Web design firm have detailed deliverables? If you're a management consultant, what measurable improvement can a company achieve based on working with you? The goal is clear communication with your clients and customers so that mutual expectations are understood -- and met.

3. Testify.
Hands-down, the best tool to build credibility and trust are testimonials from satisfied customers. You can fill countless Web pages with tightly crafted copy, but straightforward testimonials will deliver more impact -- and build greater reservoirs of trust. A corollary to customer testimonials is editorial coverage, since it implies a third-party endorsement.

Simple? Yes. Easy? No -- because incorporating these components requires focus and care. Yet every solo business can benefit from adopting these three ingredients in their marketing. Plus, these elements transcend the fashions of technology (such as blogs, email campaigns, or social networking sites) as well as shifting trends in demand.

-- Terri Lonier
Founder, WorkingSolo.com