Volume #16

Three easy ways to attract ideal new clients

“Either write something worth reading
or do something worth writing.”
Ben Franklin

After 33 years in sales and marketing I’ve noticed something very interesting.

If you market your business the right way you can attract good numbers of ideal new clients who will actually approach you about buying your products and using your services.

In this edition of Easy Business Success I’m going to share with you three proven magnetic marketing strategies that will help you to attract ideal new clients for your business.

The end result of using these simple marketing strategies will be a steady stream of ideal customers and clients who are keen to talk with you.

Let’s get started...

Magnetic Marketing Strategy One:

Tip Sheets

Tip sheets are an excellent low cost way to attract ideal new clients and customers and are super easy to use. A tip sheet is just a 1-2 page article with helpful tips related to your products services. Here is a good example:

I highly recommend you use tip sheets to promote your business as well.

Here’s all you do...

1: Give your tip sheet an interesting title.

"The insiders guide to......" ".....made easy....." "The truth about ........"
".... things you should know about......." “How to........" “The ....biggest mistakes in”
2: Put some useful tips and examples in your tip sheet. Keep these short and easy to understand. The easiest tip sheets to write are those that have a number in the headline. For instance ‘The seven secrets to a great looking body’ or ‘The four biggest mistakes in buying a brand new boat.’

3: Put your name and contact information on your tip sheet and invite readers to contact you. Wherever possible include positive testimonials from some of your best customers in your tip sheet as well.

4: Make your tip sheet look good and distribute them to large numbers of potential clients. Give them to Centres of Influence as well. These are people who can refer new business.

Magnetic Marketing Strategy Two:

Special Reports

A Special Report is just a longer version of a tip sheet. Special reports are a fantastic way to ‘attract’ new customers and clients to your business like a magnet attracts iron filings. Think of a special report as being a ‘how to’ guide related to your product or service. In your special report you will answer the common questions a customer has about your product or service.

Your special report will show your customer the steps involved in buying your product or service and also show them the common mistakes to avoid. Your special report will often have insider secrets and special tips that a typical new customer will probably not know about. Ideally it will also have a number of real life examples so the person reading it will understand clearly the points you are making.

So your special report is something that a potential new customer will find very helpful if they are thinking about purchasing the products or services you sell.

One of the best things about using special reports is that it eliminates the hard work of ‘chasing’ new clients. It’s a lot more fun when they are ‘attracted’ to your business as a result of ordering or reading your special report compared to you having to ‘chase’ them and try and get them to talk to you.

How do you create a good special report?

1: Give it an interesting title that will make patenting clients keen to read it.

The shocking truth about cosmetic surgery

Five things you should know about hiring great people for your business

How to solve the two biggest money problems faced by people over 40

2: Include valuable and useful ideas and tips in your special report.

When you do this, you position your business as being experts in the topic you are talking about. You also make it very easy for a potential client to choose to use your business to buy the products and services that you sell.

3: Offer your special report to potential clients.

There are dozens of ways to get potential clients ordering or reading your special report. You can offer it on your website, advertise it with display ads, send out personal letters or emails inviting people to order it and many more.

Best of all, once a person reads your special report you will have instant credibility and this makes it very easy for them to choose your business to spend their money with.

Here’s a great example:

I have a very successful client who relocates homes for his clients.

I recommended that he use a simple special report marketing strategy combined with positive testimonials to attract new prospects that he could then discuss his home relocation services with. My client decided to use this strategy and has had extraordinary results. Here’s how well it’s been working for him...

Magnetic Marketing Strategy Three:

Group Talks

Group talks are another extremely effective way to use Magnetic Marketing:

The purpose of a group talk is simple:

A group talk is a way for you to quickly identify and establish a profitable relationship with a large number of prospects fast. When you give a group talk you usually have instant credibility on whatever topic you are talking about.

The reason is simple.

One of the biggest fears we all have is the fear of public speaking. This means that we tend to admire and respect people who stand in front of any group and talk. In most cases we usually associate people who are competent at public speaking as being good at whatever topic they are talking about.

I believe the secret to giving a good group talk is this:

Always give your audience some useful ideas that will help them to either solve a problem they have or will help them to improve their lives in some way.

When you give people useful ideas that will help them you do two things.

First of all you position yourself as an expert in your field.

Secondly you will usually create some very interested potential customers who are know very keen to talk to you about the products or services you offer.

Important Point:

You can give a good group talk even if you don’t think you are very good at public speaking. The key is to focus on helping your audience with useful tips and ideas rather than worrying about how well you are speaking.

There are three simple steps to giving a good group talk:

1: Choose the topic you will speak on and the group you will speak to
2: Prepare your talk.
3: Give your talk and follow up on all interested prospects.

Let’s look at each of these steps in more detail.

1: Choose the topic you will speak on and the group you will speak to

My advice here is to choose a topic that made a good one page tip sheet for you.

A good one page tip sheet you will recall has an interesting headline and then several useful ideas for the person reading it. A good one page tip sheet will have a few examples or stories that illustrate the ideas you are covering and show people how to use them. A good group talk is very similar to a one page tip sheet. It should have an interesting title, some useful ideas and a few stories or examples to illustrate your ideas in more detail.

Once you have picked your topic, you can then decide which group of people you want to speak to on this topic: Rotary Groups are a good audience to speak to as they have a variety of members and they have weekly meetings. The big problem they have is they are always looking for someone to speak at these meetings. That’s where you come in!

2: Prepare your talk

If you take my advice and use a one page tip sheet as your talk outline this is very easy to do. Just use a one page tip sheet you have already created and talk on this.

Example:

When I was selling sales training services to sales people I spoke regularly to a number of sales managers. One of these sales managers asked me if I would mind speaking to his local Rotary club on customer service. I agreed to do it, even though at this point I had never spoken to any group on customer service.

I asked how long I had to speak and was told I had about 15-20 minutes. I picked a catchy headline for my talk on customer service and decided to call it ‘Three ways to use customer service for an unfair business advantage’. Now all I had to do was come up with three useful ideas about customer service and spend about five minutes talking on each idea.

I chose three very simple ideas on customer service.

The first idea was ‘In customer service everything you do either helps you or hurts you’. The second idea was ‘There are two things every customer really wants’.
The third idea was ‘Good customer service is actually very bad for your business.’
(This was unexpected and I had a very good reason for this statement which I explained in my talk.

I then made sure I could speak for a few minutes on each of these three ideas and explain how to use them in any business. I picked one relevant story or example for each of these three ideas and I was ready to give my talk.

3: Give your talk and follow up fast on all interested prospects

One of the secrets to giving a successful group talk is to have a very clear idea of what you want your audience to do at the end of your talk. In most cases you want to identify who is interested in getting further information about your services, and get the permission of these people to make contact with them.

This is very easy to do. One way to do this is tell your audience something like this:

“I have prepared a very interesting article that goes into some of the points in my talk in more detail. If you would like a free copy of this article just hand in your business card and write ‘Yes’ on the back of it. I will then get this article and some more useful information out to you.”

Then follow up fast on all interested people from your talk:

By fast I mean within 24 hours or sooner. I have often spoken to a group of people in the morning and followed up by phone on these same people that afternoon.

(People are usually very impressed when you follow up quickly after any talk.) If you leave it a few days or longer to follow up you will undo a lot of your hard work and can come across as lazy and slow.

When you follow up on the people who heard you give your group talk you might say something like this:

“Hello it’s Graham here from XYZ organisation. Thanks for listening to my talk on ABC topic yesterday. I trust you got some useful ideas from it?”

The person will then respond.

You can then offer more information or ask if they would like to have a free no obligation meeting with you and get some more ideas on your topic.

When you follow up after any talk you give, some people will want to receive further information, and some people will not. This is normal and natural.

However, the people that do want further information are now good potential prospects for you as you already have a large amount of credibility and trust with them as a result of the useful ideas in your talk.

So there you have it. Three simple ways to attract ideal new clients for your business. I invite you to use one, two or all three of these magnetic marketing strategies in your own business.

I’ll be in touch again soon with the next volume of Easy Business Success.

Copyright © 2011 by Graham McGregor All Rights Reserved

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