Hey everybody, last week I took a poll and asked what you most wanted to hear
about and the winner was getting clients. So here's my suggestion -
think about your client-getting strategy like birthday cake, and here's what I
mean by that: You know when you take a bite of birthday cake, the part that's
closest to you is the least sweet. That's the cake itself and as it gets further
from you, you'll notice that you have the filling - some sort of yummy
like, cream filling and that's a little sweeter. And then the furthest away from
you is the icing. That's the sweetest of all. So, as that relates to clients, the
cake, those clients are the people that know you, that are within your
network or maybe they're one step removed from you. You know, maybe you have
a friend that referred this person to you or maybe you have a client that
referred the person to you, but either way, there's some level of personal
connection there and that's why they already know you or they know of you and
they trust you and that's why it's easier to acquire clients in that stage.
And then, there's people at the other end of the spectrum these are people that
are called traffic. Basically, people that you would advertise to and they they
really don't know you at all and so you have to be extra extra sweet. Here's what
I mean by sweet - your copy needs to be super tight. You need to know these
people inside and out if you are going to be able to get through to them when
they don't know you at all. And then, of course, what's in the middle are people
that you could maybe be speaking to in a facebook group and so then, it's not
actual language, or they're not hearing the intonation of your voice.
You're not relating to them, you're not having any of that personal interaction,
and so they fall somewhere in the middle. And what I see so often when people come
to me and they've been struggling, they say, "you know I've been blogging for a
year, I've been being consistent, I've been putting
it out there," or "I've been in Facebook groups, I've been posting in facebook
groups consistently, why aren't people knocking on my door?" Well, it's because
they're too far away from you; they're too far removed and your language isn't
tight enough, yet. It will be, you'll get there, but in the meantime, you need to
shift your strategy and you need to bring it closer to you. You need to think
about how you can actually get into a really human situation with these
people, because the truth is, when you have 20, 30, 40, minutes on the phone with
somebody, it makes up for a lot of imprecise copy. Your language doesn't
have to be as tight because there are so many other ways to transmit value and to
transmit warmth and to make a connection. So, here are the action
steps if you have been struggling for clients: First, is to kind of take a look
at this overview of your client getting strategy. How much of your time
is being spent on activities where your clients are further away and how
could you bring that a little closer? You know, could you write letters within your
networks to friends saying, "Hey, this is what I'm doing, these are the kind of
people I'm working with, do you know anyone that would maybe need this help?"
Another thing is to go to meetups and meet people that are, you know, basically
in your exact client market and just actually get to know them and talk to
them. But let's say that you have honestly exhausted your network already
and you are thinking more about how you can find people in facebook groups, for
instance. Well, there I'd say once again, instead of just posting and putting
information out there where you need your copy to be super, super tight, how
about you offer them a free call? So, the second action step is to think about how
you could actually get those people on the phone.
Now, a lot of groups offer free promotion days and so you can just put
it out there. You can just say, "Hey, I'd love to hop on the phone with you, if
this - if if X - but if, and for instance, in women taking the leap that's something
you can do on Thursdays. So, do that! You're more than welcome to promote on
Thursdays in our group. But let's say there are some groups that don't allow
promotion, they often will have a thread on a certain day of the week and you can
promote then, and you can offer this free call. So, the second action step then is
to think up a free offer and to post it. Now, your third step is to get really
clear on what that offer would be. So think about what your clients really,
really would love and would really help them to see that the end result they
want is absolutely possible. You want to show them, you want to give them a quick
win, they say. But you want to show them that this can actually happen and you
want to help them and there are different ways to do this: You could help them get
a little bit of the way there, so that they get excited and then they want to
take the rest of the journey with you, or you could give them an overview to show
them what's really possible, and if you go on to my home page on the Uncommon Way,
you'll see that's what I offer. So, I offer a road map to show people how they
can get, based on their business and based on their goals, how they can get
from where they are, to where they need to be. So, that's also completely valid
and completely helpful! That's a huge win for people when they've been struggling
with overwhelm and they've been thinking about how in the world they're gonna
make it happen and then you can say, "Hey, look, I know this, I can do this, it can happen
and here's how, here's how we do it." Now, don't ever worry about giving away too
much value because even if you tell somebody what to do, they won't
necessarily know how to do it; and frankly, there's no way you could tell
them how to do the entire thing in just that short bit of time. And so, there's
always going to be impetus for a person
that is really right for you, and I talked about this last week, or the week
before, in the messaging video, but if somebody really wants to make a change
and they're really at that point where they're saying, "Yes, I don't want to wait
another day, I want this to happen." Once you've shown them how possible it is,
then it's so likely that they'll want to continue, they'll say, "Yes, give me more."
So, just to review: birthday cake, the least sweet is the one
that's closest to you and the sweetest is something that's far away from you.
and that's where your copy needs to be really, really tight. Your three action
steps, take a look at your strategy - how can you move things shift them closer to you?
Your second one would be, how do you actually deliver that offer and give
them a free call, get them on the phone with you. And the third is, what is the
offer actually going to be? What is it that you can deliver that will help move
them along, see that it's possible and make them want to sign up and be your
client? So, I hope that helped. See you next week.
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