Professionals who become independent contractors or free agents generally do so because they love their work and excel at it. Yet to succeed, free agents also need to excel at marketing themselves to potential clients. However, many free agents say that self-promotion is the part of their job they dread most. They hate phoning strangers, cold calling clients or writing and making presentations. They also don't like or know how to develop marketing plans, flyers, ads and general mailings. Locating and paying for the right ad agency isn't always an option, either, as these resources are often too expensive for individuals to pay for. If you want to be a free agent but are averse to employing these traditional marketing methods, what should you do? Try these four alternative marketing steps, and you'll see your business flourish:

Conduct Assessments

Conducting assessments involves examining your personal and marketing attitudes and making appropriate adjustments. Personal assessments involve looking at your intangibles, like:

• knowing and believing in yourself
• developing confidence and the necessary skills to reach goals
• seeking support

In contrast, a marketing assessment involves the tangible aspects of the job, such as:

• conducting market research
• knowing your audience and your product or service
• creating a mission statement with sound bites to attract customers
• identifying and calling upon your network
• reaching out to others
• continuing your education in order to study economic changes and trends in your field

If this all seems daunting, contact a local Small Business Development Center (SBDC) for help. SBDCs offer free and individualized services, workshops and marketing resources.

Evaluate Strategies

Once you've conducted a thorough assessment, evaluate and choose the best marketing strategies to reach your goals. Begin by choosing strategies that come naturally to you. For example, some people love to network. But if you hate networking, you can still regularly send thank-you notes to clients, using this type of courtesy as a marketing strategy. Other ways to network without having to glad-hand, include:

• public speaking
• volunteering
• serving on committees
• writing newsletters or articles
• giving presentations or workshops

Like networking, any and all of these activities are non-traditional marketing strategies or word-of-mouth advertising, which experts consider marketing's most powerful tool. Whatever your thing, identify it, do it and then hire out or delegate the rest to others. You needn't do everything yourself!

Make a Commitment

Once you know which marketing strategies fit your personality and which ones you want to delegate, make a commitment to implement them by pursuing at least five strategies weekly. Making a commitment means not only taking action, but also regularly assessing your efforts -- weekly, monthly and annually. Take time to periodically review your strategies, continuing to use those which work, or making changes when necessary. Annually ask for feedback from clients or send out surveys. Then enjoy and celebrate your successes.

And Finally… Listen to the Pros

Take tips from professionals, like Jane Applegate, author of Succeeding in Small Business:

• Make a point to leave your office at least once a day to visit another business, peer or colleague.
• Talk with as many people as possible wherever you go.
• Listen carefully to any information passed along by customers, suppliers and vendors.
• Tune in to talk radio shows while you're driving or commuting to and from work.
• Ask yourself every week, "What information do I need to make better business decisions and how can I find this information?"
• Join and participate in industry organizations and read industry publications, newsletters, etc.
• Educate yourself by attending conferences, seminars and workshops.
• Nurture and enjoy your dreams -- they are too precious to abandon.