Avoid Hide and Seek Marketing ~ Prioritize Long and Short term Client Attraction Strategies
One of the biggest grumbles I hear in the coaching and healing industry, is not having enough 1 on 1 clients, and not being able to fill not just group programs but also the teleseminars or workshops that introduce those programs. Does this resonate Louise?
The key is to have some strategies in place to help you get clients NOW, and a pipeline of clients to work with later – i.e. in 6 months time or sometime in the future – these are the LATERS.
So what I’m really saying, is that 2 plans are needed – one for NOW, and one for LATERS.
One of the biggest mistake soul-opreneurs make, is that they work on the LATERS plan, and don’t focus on the NOW.
There are a myriad of reasons for this – fear of getting in front of people now, fear of rejection, not knowing what to do and the list goes on. When you focus on one strategy within that plan, it can help to courageously step into it, even if it feels uncomfortable at first. Note I said ‘at first’. We also don’t want to overwhelm ourselves with too many activities that pull our focus away from what’s important.
The other big mistake folks make is that they try multiple strategies, inconsistently – it becomes a distraction and creates a stop start experience for them and their following – not unlike Hide and Seek marketing.
The key is to ensure that you’re working on both simultaneously, in a focused, clear and consistent way.
I’d like to see you doing a combination of getting in front of people in person / by phone NOW, and more online work for the LATERS in a strategic way.
It’s much easier to sit at our computer, write articles, blog-posts, plan a product launch or program, and feel safe and comfortable –especially when we’re our indulging our creativity in these moments. These are for the LATERS, the nurturing and growing of your email list so that at some point they will be ready to work with or buy from you. There are very proactive ways to help you grow your email list (your inner community), but today we’re focusing on NOW, and in my next ezine I’ll share more about growing your list strategically (the LATERS). Deal?
There are two important steps to the NOW strategy.
The best way to get clients quickly is to get in front of them in person – either through speaking opportunities to small groups – networking groups, associations etc, or by attending networking groups and getting to know the members. Personally I think ‘speaking’ is a faster path to income NOW. You might spend more time nurturing new relationships for a while if you attend networking groups and start building relationships – but it’s all good. The key here, is knowing that a personal connection when speaking in front of people is much higher, than when you’re nurturing a relationship online – you’re seen instantly as an expert, there is a direct human connection, and a trust is built very quickly. In the LATERS you’ll see that this takes a lot more time – sometimes 3 months, 6 months or even 2 years! (There are other NOW strategies, but these two are the ones I’m discussing today.)
So ask yourself – how can you get in front of your ideal clients? Where do they hang out? What networking groups are appropriate to join or speak in front of? If you’re not clear on who you’re most passionate about working with yet, then just join a general group, and start to get a feeling for the folks that you like connecting with, and get some experience under your belt. However the more quickly you’re clear on who your niche is (your ideal client) then it becomes easier to select those groups more easily and the connection is made more easily.
The second important step in this NOW visibility strategy, is the invitation and the follow up! So many folks do the first part really well – the connecting, the speaking etc. They collect lots of cards, and have lots of interesting conversations. But it often goes nowhere after that. If you’re speaking – make sure to extend an invitation to have a strategy session with you, and ensure you get their email information, so you can add them to the LATERS strategy too, if they don’t respond to the NOW strategy. And whether you’re speaking or networking, if you make a connection with someone, extend an invitation to connect beyond the group – maybe it’s afterwards by a phone call or email, but do it!
Following up will support you in finding out whether they might be someone you can help through more conversation, and a way to establish trust so they are interested in your help. Follow up is key. Picking up your phone is key. Don’t hide in the email aisle hoping they won’t see you. This isn’t a game of hide and seek remember. (although I think many of us play it in marketing, with all the hidden fears that drive us!) It’s all about being front and center, and being courageous to take those steps to keep reaching out and inviting.
Next time I will share more on the LATERS visibility strategy – the list-building (inner community building) that will also help to bring income into your business, and help you do more of what you LOVE!!
If this article is bringing up questions for you, or even some fear – just notice what that is, and feel free to share it below, or just in the ‘noticing’ ask yourself how you can move forward with just one step. It’s putting one foot in front of the other that creates a culmination of amazing and very satisfying results! Results that mean you can make more of a difference in the world, and not be struggling in business. Woohoo!