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Are you "marketing at" your precious potential clients or
connecting with them? In other words, do your marketing efforts feel
more like you're shouting at them with a megaphone, or like you're
having a two-way conversation?
We all have a craving for connection and conversation - for that rich, recognition-filled two-way exchange of thoughts and information.
That goes for both YOU and your potential clients... in fact, the effect can be multiplied many times over for your clients.
Feel into how much you want to be in conversation with your potential clients. How much you'd like to be on the phone with them, or talking face-to-face.
Now, imagine how much they want to be in conversation with you. After all, they're already listening to you. I suspect many of them are yearning to be heard, to have their questions answered and to really talk to you.
Here are two traits you can use to open the conversation in a refreshing way...
Curiosity:
Have you ever really stopped to wonder about, listen to and ask your potential clients about what's going on for them?
This goes beyond a casual, "Hi, how are you?" at the beginning of your newsletter - where you're not actually expecting an answer.
It's time to think about who your potential clients are, ask about what they're up to, and explore their thoughts and feelings.
Look at them as more than just a potential project. Open up a conversation with the full intent of simply learning more about them and getting to know them - not seeing how you could help them, or looking for a need.
What you can do - ask real, specific questions in your newsletter and assure people that you really do want to know the answer. Offer opportunities for your potential clients to speak with you on Q&A calls, during call-in "office hours" or even by appointment for a short, focused session - where you're asking them questions.
Generosity:
When was the last time you gave your clients a truly free and fantastic gift?
People love presents - when they're real, useful, desirable gifts. Too many "free gifts" in the internet marketing world are not really gifts at all, but thinly veiled sales pitches that people have to sign up for.
I realize this has become common practice... and there's certainly a time and place for that in a marketing strategy... and, at the same time...
Why not give a valuable, amazing free gift that they really want, that they can use immediately and digest fully, and get deep value from? They'll really notice and be impressed by a gift that fills a real need - that doesn't simply open them up to a new need or shine the light on some gap or deficiency in their approach.
And, when was the last time that you gave something away that was really free? I mean that there's no hoops to jump through and no forms to fill out. That you are giving to them with the true energy of gifting. Because you have created this gift especially for them, and you want them to have it - not because you want anything in return.
Try this - create a short and impactful free report. Tell your clients all about how to do one small, specific task. Give them resources or point them to tools. Package that gift lovingly. And then send it to all of your clients and invite them to send it to everyone they know. Include a two-line invitation to learn more at the end, plus a one-paragraph bio so that new people can get to know you. See what happens!
There is one final thought I'd love to leave you with - both of these traits need to be backed by genuine interest and attention, of course.
We all have a craving for connection and conversation - for that rich, recognition-filled two-way exchange of thoughts and information.
That goes for both YOU and your potential clients... in fact, the effect can be multiplied many times over for your clients.
Feel into how much you want to be in conversation with your potential clients. How much you'd like to be on the phone with them, or talking face-to-face.
Now, imagine how much they want to be in conversation with you. After all, they're already listening to you. I suspect many of them are yearning to be heard, to have their questions answered and to really talk to you.
Here are two traits you can use to open the conversation in a refreshing way...
Curiosity:
Have you ever really stopped to wonder about, listen to and ask your potential clients about what's going on for them?
This goes beyond a casual, "Hi, how are you?" at the beginning of your newsletter - where you're not actually expecting an answer.
It's time to think about who your potential clients are, ask about what they're up to, and explore their thoughts and feelings.
Look at them as more than just a potential project. Open up a conversation with the full intent of simply learning more about them and getting to know them - not seeing how you could help them, or looking for a need.
What you can do - ask real, specific questions in your newsletter and assure people that you really do want to know the answer. Offer opportunities for your potential clients to speak with you on Q&A calls, during call-in "office hours" or even by appointment for a short, focused session - where you're asking them questions.
Generosity:
When was the last time you gave your clients a truly free and fantastic gift?
People love presents - when they're real, useful, desirable gifts. Too many "free gifts" in the internet marketing world are not really gifts at all, but thinly veiled sales pitches that people have to sign up for.
I realize this has become common practice... and there's certainly a time and place for that in a marketing strategy... and, at the same time...
Why not give a valuable, amazing free gift that they really want, that they can use immediately and digest fully, and get deep value from? They'll really notice and be impressed by a gift that fills a real need - that doesn't simply open them up to a new need or shine the light on some gap or deficiency in their approach.
And, when was the last time that you gave something away that was really free? I mean that there's no hoops to jump through and no forms to fill out. That you are giving to them with the true energy of gifting. Because you have created this gift especially for them, and you want them to have it - not because you want anything in return.
Try this - create a short and impactful free report. Tell your clients all about how to do one small, specific task. Give them resources or point them to tools. Package that gift lovingly. And then send it to all of your clients and invite them to send it to everyone they know. Include a two-line invitation to learn more at the end, plus a one-paragraph bio so that new people can get to know you. See what happens!
There is one final thought I'd love to leave you with - both of these traits need to be backed by genuine interest and attention, of course.
Erin Ferree is a brand strategist and designer. She works with
small businesses to create brands with substance and style that fit
their businesses perfectly.
She's designed brands for hundreds of small business all over the world. Her brands help her clients attract their ideal clients, outshine their competition and make them unforgettable. She also works with small business owners to develop complete clarity about their brand positioning and to develop total brand clarity.
Her award-winning design work and her writing on design have been published in many books and periodicals.
Erin lives, cooks and plays tug-of-war with her dog Stanley in San Luis Obispo, California.
She's designed brands for hundreds of small business all over the world. Her brands help her clients attract their ideal clients, outshine their competition and make them unforgettable. She also works with small business owners to develop complete clarity about their brand positioning and to develop total brand clarity.
Her award-winning design work and her writing on design have been published in many books and periodicals.
Erin lives, cooks and plays tug-of-war with her dog Stanley in San Luis Obispo, California.
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