What’s the first thing that comes to mind when you think of getting new clients for your business? If you’re anything like me, maybe it’s one of the following:
-Ugh…I have to make how many cold calls?
-I’ll just rely on more referrals (which is fine…until they dry up. Then you’re in trouble).
-I wish marketing wasn’t so difficult, confusing and expensive…I literally have no idea where to start.
Maybe you can relate. I’ve been there too.
My name is Matt Lord, and I’m an email autoresponder copywriter. Even though I have several years of marketing experience at the agency level working with multi-million dollar businesses, it’s an entirely different animal when you’re responsible for putting together a marketing campaign for your own business.
When I worked for an agency, I just did the work; I didn’t have to worry about “getting clients.”
So when I started my own copywriting business, guess what I didn’t have in the beginning that every consultant, advisor, etc. needs? Yep. Clients.
It’s pretty hard to run a business without paying clients, so I had to get busy…fast.
Where do I start? Information Overload
There are millions of articles online that give tips and advice on marketing related activities. You would think that would be a good thing, but it isn’t.
Let’s take a look at a golfer for instance. Do you think it’s best to have 12 swing instructors giving you “band aid fixes” and jumbled information, or would you rather have one coach that really understands your golf swing?
I’d pick the one really good coach everytime, and The One Week Marketing Plan by Mark Satterfield is a very good coach.
I saw Mark’s book in Barnes & Noble recently, read the table of contents along with the first few pages, and thought “yeah, this book is for me.” So I bought it.
Getting Started with The One Week Marketing Plan
First off, I want to get something out of the way; Mark did not ask me to write this case study. I approached him, told him how much I enjoyed the book, and asked if I could write this for him. So that’s how this article came to be..
Also, I’m just going to discuss the “basic plan” (the first part of the book) because that’s all I’ve implemented so far, and it’s working quite well as you’ll see.
Day One: Niching Down My Niche
My business is email copywriting. Basically, I help clients nurture leads, increase sales, and reduce customer turnover. So in a way, my business already serves a niche market within the copywriting and marketing world.
The main takeaway from this section of Mark’s program for me was that I could drill down and market my services to specific audiences. I could run marketing campaigns that specifically target email copywriting for attorneys, email copywriting for software companies, writing email copy for financial advisors…you name it.
It’s a very important point to understand; you don’t have to niche your entire business, but you do need to select a niche for your marketing campaigns so they are relevant and highly targeted to a specific audience.
Day Two: Creating My Free Report
You may have heard the phrase “the money is in the list.” Well, Mark got me off my rear end and I actually started doing something about it by creating my lead magnet, a free report so that I could start building my email list.
The free report I created was a simple 9 page .pdf document that targeted marketing executives and business owners who were looking to improve their email copy; my target market.
Nothing fancy. As Mark states in his book, people are more concerned about the content you deliver, not how you deliver it.
One of the biggest takeaways for me was creating a compelling call to action at the end of my free report.
You need to let your prospects know what the next step is in working with you. Mark recommends offering your leads the opportunity to book a complimentary consultation or strategy session with you.
Personally, I decided to offer my prospects a free 20-minute strategy session. So far, I’ve already booked two of them, which is pretty remarkable for an inexpensive campaign that only took a few days to put together.
Day Three: Creating a Website
I already had my website up and running, so I didn’t need to create one from scratch. What I did do was create a squeeze page using Mark’s suggestions in this section of the book.
Here were a few of my key takeaways:
Mark recommends using WordPress, and I agree whole-heartedly. I have previous experience with WordPress, and I wouldn’t think of developing a website using a different platform.
Mark provides a couple of excellent templates for writing your squeeze page copy. I used many of the bullet points he recommends using and tweaked them slightly to fit my audience; I’ve been happy with the results so far.
In fact, I’ve generated 4 leads in the last 7 days after following the squeeze page recommendations Mark outlines in The One Week Marketing Plan:
Thanks Matt for being willing to share his experiences. Naturally, I’d love to publish other success stories like Matt’s so please don’t hesitate to reach out to me about how you’ve been implementing The One Week Marketing Plan