Three Questions = New Clients3 min read
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I have a question for you.
Do you imagine that if you do good, effective marketing, that prospective clients will call you ready to do business with you?
Well, that has never been my experience.
Marketing for self-employed professionals is quite different from the marketing big companies do.
They do big media campaigns. They get a lot of visibility. They spend a ton of money.
And all of that marketing activity drives people to a store or to a website.
If it’s a website, they often have fancy videos, compelling offers, and incentives to act now.
Of course, we buy stuff like that all the time.
And then we think that we need to do similar things in our business.
So we sign up for an online marketing course on how to do Facebook ads, create marketing funnels and flashy landing pages.
Sadly, those marketing efforts almost always fail before they even get off the ground.
Why? Three reasons.
First, they are very, very complicated to execute successfully.
Second, they are expensive and time-consuming to implement.
Third, they simply don’t work for high-end professional services.
Look, I tried all of that stuff and flopped pretty spectacularly.
Over time, I realized that marketing high-end professional services simply works differently than big company marketing.
So I threw out all my fancy marketing tools and settled on three simple step-by-step strategies that attract all the clients I need.
One, I send out this email newsletter weekly to stay in front of and maintain the relationship with my audience.
Two, when I have a new program, I email to my subscribers and invite them to attend a webinar.
Three, once they attend, I invite them to speak with me and see if the program is right for them or not.
And that’s how I fill my programs year-in and year-out.
It’s pretty simple, doesn’t take a lot of time, and costs me virtually nothing.
But, Robert, you may ask, what do I do if I don’t have a big email list like you do?
Well, I have a few answers for that.
First get started on a newsletter, even if you have a small list to start.
The best time to start a newsletter was 20 years ago. The second-best time to start is now.
I grew my list in the early days with a lot of networking and speaking engagements.
And my first clients came from following up with the people I met and who attended my talks.
I realized recently that my marketing really hasn’t changed a whole lot over the years.
I connect with people. I share some valuable ideas with them. And then I have conversations with them.
So, no matter how large your network or email list is, you can always do those three things.
If you want to scale up quickly, do a ton of marketing online, and then magically convert those who respond into paying clients, you’ll usually be disappointed.
So, instead, ask yourself these three questions:
1. “Who is in my network that I can connect with? (and how can I expand my network?)”
2. “What do I have to show or present to them so they understand the value of what I’m offering?”
3. “How will I engage with them to explore whether or not my services are a good fit for their needs?”
When you’ve figured out the answers to those questions, you’ll start attracting more clients left and right.
And, of course, this is exactly what I teach in my programs. Stay tuned!
Cheers, Robert
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