Here’s something that’s real simple, but they are the two keys for getting lots more brand new clients. Unfortunately, since it is so simple, there’s a tendency to discount it. Don’t do that, because if you do these two things, you’ll attract a lot more clients almost immediately. Ready? Here they are.
First, always remember that…
What your prospects really want is to be told precisely what to do. They’re looking for a series of steps to take, to solve whatever problem they’re facing.
That’s why templates sell like proverbial hotcakes. That’s why phrases such as “simply cut and paste” work so well in sales copy. I have a friend who markets to dental practices. What he offers as his initial sale, is a customized script that front office personnel can use when answering the phone. It’s an incredibly effective product that then opens the door for him to sell his high-end coaching practice.
Even if you’re in B2B, this advice still holds true. Think about the steps that must be taken in order for your client to achieve success. What must they do first? Then what? And after that? Break your process down into the 4-7 key steps that when people follow the process, success is achieved.
The reality is that your prospects want to be told precisely what to do. The more that you can offer that in your marketing, the more successful your campaign will be. Think about the architecture of your solution. That’s what will draw clients to you.
What else is extremely important? Authenticity. What my wife calls Your Authentic Voice. This was a lesson that I learned 20 years ago after returning from T. Harv Eckert’s, The Worlds Greatest Marketing Seminar.
I don’t know if you’ve ever gone to one of these marketing pitchathons. They’re good theater if nothing else. They’re filled with people using silly sales phrases such as “Am I right or am I right?” As in, “If you walked down the street and saw a $5 bill, you’d pick it up, am I right or am I right?”
These pitchathons are also the home of the incredible discount.
This product normally sells for $4 gazillion, but today only, you can have it for a nickel.”
You get the idea.
Anyway, I came back from T. Harv’s World’s Greatest Marketing Seminar, and figuring that since he was rich and I wasn’t, I would use his techniques to at a forthcoming Rotary Club speech I was giving.
It went as well as one might imagine.
Not only did I not sell anything, but one lady wrote on her comment card,” I loathed your presentation”. (Not disliked, or was mildly put-off, but loathed.)
That’s when Marian sat me down and discussed the importance of developing one’s own authentic voice.
It’s a lesson I’ve kept near and dear for over two decades.
Authenticity + Specific Direction = Lots more new clients.
Told you it would be simple.
Food for thought
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube