Here’s what you need to know if you want to get clients…
It doesn’t really matter where they are… If you don’t have the system in place to get them.
What I’ll share with you today should — if you pay attention — reshape the way you go about getting clients.
And with that, the results you get should dramatically improve.
Because getting client’s is not a complex process. It’s rather simple. But if you have the right pieces in the wrong order, or have the wrong pieces entirely, it won’t work.
On the other hand, once you get the right pieces in the right order, look out!
Because you’ll understand exactly what you need to do to get clients. And frankly, you’ll probably have more clients than you can handle, and be turning them away.
This article is a response to a reader question…
Remember, every Monday I answer YOUR questions. About marketing, copywriting, business-building, and more.
To have your question answered in an upcoming Mailbox Monday issue, send it to me here.
Here’s today’s question…
What is the best marketing focus across social media to create connections/potential clients?
Thanks for your work! I look forward to learning from your experience!
Your clients are everywhere, but that’s not where you should start…
Let’s just start by saying that, at this point, your clients are probably on Facebook, and LinkedIn, and Twitter, and all the other social media.
There’s probably one platform that’s better than the others. And that will vary by business, and market, and niche.
But the reality is that you’re likely 2 steps ahead of yourself.
Because you could be connected with 100 or 1,000 or 1,000,000 ideal prospects and NOT be making sales, if you are using them wrong.
There are actually 3 main pillars you have to get right.
— Create a powerful offer…
— Build a solid client intake process…
— Use the appropriate media to establish your expertise…
This goes DEEP. Far deeper than I can cover in this issue. (This is actually what my next BTMSinsiders training will cover. And it will likely be my biggest training yet.)
But let me give you a quick overview.
Create a powerful offer…
What’s a powerful offer?
In short, one that gives your prospects the solution they want, and a price that’s worth it, and that delivers the economics you need for your business to be healthy.
Let’s break that down.
First, what is the solution your prospects want? For this you need to know who your prospects are. As well as what problem they have, that you can solve. And then, you need to define and package that solution.
(I wrote an article a couple weeks back that had six questions that would be really helpful in figuring this out: Need leads + clients? Do this first…)
What’s the price that’s worth it? Well, this is likely much higher than you think. Especially if you’re solving an urgent problem, or providing a high-ROI solution that could be positioned as “buying money at a discount.” In general, most service businesses — especially solopreneurs — charge way less than they could.
What economics do you need? How will you fulfill on the offer and have money left over at the end of the day? Preferably, a lot of money? The better the economics, the easier everything else becomes.
Think of this as a really good offer. A copywriter gets really good at generating results for clients. When you hire them, it’s basically an investment in a bunch of new revenue coming in. As soon as they have this reputation, how hard do you think they’re working to get clients? (I can tell you: not hard.)
If you have a super-solid offer, you could probably get away with not promoting yourself at all. You won’t have control over deal flow, but a super-solid offer basically sells itself.
As Gary Bencivenga once said, “A gifted product is mightier than a gifted pen.”
Build a solid client intake process…
Once you have your offer in place, things get much easier. And frankly, much simpler, too.
In January, I started doing Insider Calls for BTMSinsiders students. The recording of January’s call is available for BTMSinsiders All-Access Pass holders. (Along with every training in the catalog.)
In it, I shared The 5-Step Client Funnel.
This is a really simple, straightforward funnel I’ll be teaching as part of my client-getting training.
I won’t share it here, but I will share part of it.
Basically, the last couple steps are all about getting potential clients on the phone.
You can use a call scheduler like Book Like A Boss, perhaps with an application included.
Whenever you’re speaking with a potential client, you say something to the effect of, “I solve X problem. If you’re interested, the first step in getting help is to get on the phone and see if we’re a fit.”
At which point you link them to the scheduler.
At a bare minimum, you need to have this level of system in place.
Even better if you have a more in-depth process that pre-educates, pre-motivates, and pre-qualifies them as being good prospects, and weeds out those who aren’t — BEFORE they start taking your time.
You do this through education-based, value-first marketing.
Whether you have a value-first funnel implemented, or you have a much simpler process with a call-scheduler, you’re finally ready to promote yourself.
Use the appropriate media to establish your expertise…
Again, many get this backwards.
They simply try to be involved in groups, or active on the platforms, or post without any broader strategy.
That can work, but it’s a high-effort, low-return method.
On the other hand, if you have a way to carry those prospects from post to funnel to call to offer, it’s pretty straightforward.
If you think your prospects are on Facebook, you post there, and link them into your funnel. Those who will make good clients see your post and work through your process.
If you think they’re somewhere else, you post there. Same deal.
Once you have the system in place to catch them, you can create authority media and put it all over the place. And, you should have decent tracking (e.g. Google Analytics) that will tell you that people who come from X source are most likely to get all the way to the end of your funnel.
Then, you experiment.
Even better, you can accelerate your client-getting (and your learning how) by investing in paid advertising. But that typically ONLY works if you’ve already nailed down the other elements.
I know this is a quick overview, and vague in some places, but again — this is a deep topic!
That said, this should be enough that if you seriously apply it, you’ll start seeing client-getting breakthroughs.
Yours for bigger breakthroughs,