One of the worst marketing mistakes an independent professional can make is creating a marketing plan that consists of activities you don’t enjoy and aren’t good at. There’s no boss looking over your shoulder, so who’s going to make you do things you don’t want to? It’s much more likely that a plan you find distasteful and difficult simply won’t be executed.

Professionals often tell me they don’t like marketing or selling, but many times I find that what they truly dislike is the tactics they’ve been trying to use. A simple change of technique can frequently do wonders to turn around an anti-marketing attitude. The best marketing and sales tactics are the ones you will actually perform instead of avoiding. If a marketing activity makes use of your natural talents and preferences, you’ll be much more likely to find it enjoyable, and therefore easy to do.

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