My abbreviated answer to the massive question posed in Vox Pop (DW 14 March) is as follows:
First of all, be there: raise your profile around your target market. Second, be relevant: understand the client problem and don’t sell them what they don’t want. Third, be convincing: totally expose your skills and expertise. Fourth, be bold: tell them what you really think and what it’s really going to cost them. And fifth, be yourself: you are quite unique and you may even be memorable. Your whole marketing strategy should revolve around these five simple points.