Service professionals (such as lawyers, coaches, consultants and planners) often want to get more clients online.
They set up websites, blogs and social media connections.
But if you are marketing your professional services online, you have a special opportunity that most marketers miss.
Every time you receive an award,  certification or any other professional recognition, you have a chance to command recognition and increase credibility in a very special way.
Everybody celebrates good fortune.
But if you're an online marketer, you have a special way of cheering.
Once you understand this concept, you will probably become alert to more opportunities.
Have you completed a training course? Been mentioned in a media feature? Attained a milestone in your business? For example, one coach just sent out a timid Twitter post.
"Just became a Professional Certified Coach.
"  That's a great first step.
I would start your promotion with Facebook and Twitter announcements.
They're fast and free.
As an online copywriter, I can recommend several more.
This coach can also send an online press release.
She can send a special email to her list (and it's a great opportunity to make a special offer, too).
No need to stop there! The coach can publish a special ezine issue.
She can write articles sharing the journey (with a tie-in to her coaching specialty).
She should also update her web site, especially the home page, "about" page and "services" page.
Of course, without a strategic communication plan, these activities can amount to a lot of useless busy work.
As a professional service business, you need to tie every communication to the WIIFM question: the "What's In It For Me" in your client's mind.
The most important challenge any professional faces is to tie the achievement you are celebrating to a benefit for your clients and prospects.
It's not always easy to take this extra step.
Most professionals would rather be boiled in oil than promote themselves.
But when you do...
you have even more success to celebrate.