What do you do to find new clients and generate news leads?
Imagine you're a Baker and you are at the local village fete promoting your incredible cakes. The problem is that nobody knows about your stand tucked away in the corner and you're struggling. You're beginning to worry that you could be going home with all your stock. You could of course stand there, smiling meekly behind your stand hoping that some nice people will come by and take a look. The same dilemma is faced by many businesses whether they sell cakes or not...
If you're proactive you could take the initiative instead. I went to an event a while back and I was approached by a very nice looking man walking around with a plate of cupcakes. "Wanna Cake?" he said "Help yourself". Being a bit of a Pastry Hound I couldn't say no. He was helping out a friend by giving away as many cakes as he could. By being proactive he got to meet people and promoted his friend's business at the same time. It was a friendly non-threatening way to introduce the business. And it was fun and generated some interesting conversations. And who would say no to a free cake?
But what if you don't bake cakes or make tasty morsels? What do you do then?
What business are you in? What if you are in a service industry and don't actually make cakes, or shoes or tangible products? No problem. What information could you package together into a valuable product as a taster to tempt new prospects?
What about writing an e-book, or creating a digital product?
Think of your e-book, or free download, or white paper as a virtual cupcake. Something for potential clients to get a taste of what you do, to check out your business without having to commit to anything.
No hard sell, no pushing something on people who aren't interested. It is the perfect way for new customers to discover more about you. Make them available on your website, or give them away at talks and networking events or offer them as prizes in a free prize draw.
However, this approach isn't to everyone's taste. Not everyone is comfortable with giving stuff away, fearing that they are losing something in the process, or that clients or customers should pay for everything. This is a very short-sighted view and actually puts a brake on the evolution of your business.
Never worry that there's a 'Dr Evil' out there on mission to rip off or steal all your intellectual property. When you write and share in a spirit of openness, it also positions you as the thought leader in your field. An e-book, report or white paper gets the word out there about you. You are taking the first step by helping people with your expertise. It's the first part of the sales funnel. Nobody gets forced in there because you're being helpful and inspiring. And anyway, what's the point of keeping all that knowledge to yourself?
And then of course there's Social Media. The perfect vehicle for your material to go viral, thus throwing you into the path of other potential clients. Hurrah!
If consumers walk away inspired by your free digital cupcakes, this positive experience will compel them to tell their friends, or to come back to see what else you do. Need I say more?
So what's stopping you from getting started?
'There is nothing quite as powerful as turning your attention away from yourself and asking how you might connect with another human being, customer, family member or colleague and "make their day". Or as Justin in the market says "At least make their moment"
Imagine you're a Baker and you are at the local village fete promoting your incredible cakes. The problem is that nobody knows about your stand tucked away in the corner and you're struggling. You're beginning to worry that you could be going home with all your stock. You could of course stand there, smiling meekly behind your stand hoping that some nice people will come by and take a look. The same dilemma is faced by many businesses whether they sell cakes or not...
If you're proactive you could take the initiative instead. I went to an event a while back and I was approached by a very nice looking man walking around with a plate of cupcakes. "Wanna Cake?" he said "Help yourself". Being a bit of a Pastry Hound I couldn't say no. He was helping out a friend by giving away as many cakes as he could. By being proactive he got to meet people and promoted his friend's business at the same time. It was a friendly non-threatening way to introduce the business. And it was fun and generated some interesting conversations. And who would say no to a free cake?
But what if you don't bake cakes or make tasty morsels? What do you do then?
What business are you in? What if you are in a service industry and don't actually make cakes, or shoes or tangible products? No problem. What information could you package together into a valuable product as a taster to tempt new prospects?
What about writing an e-book, or creating a digital product?
Think of your e-book, or free download, or white paper as a virtual cupcake. Something for potential clients to get a taste of what you do, to check out your business without having to commit to anything.
No hard sell, no pushing something on people who aren't interested. It is the perfect way for new customers to discover more about you. Make them available on your website, or give them away at talks and networking events or offer them as prizes in a free prize draw.
However, this approach isn't to everyone's taste. Not everyone is comfortable with giving stuff away, fearing that they are losing something in the process, or that clients or customers should pay for everything. This is a very short-sighted view and actually puts a brake on the evolution of your business.
Never worry that there's a 'Dr Evil' out there on mission to rip off or steal all your intellectual property. When you write and share in a spirit of openness, it also positions you as the thought leader in your field. An e-book, report or white paper gets the word out there about you. You are taking the first step by helping people with your expertise. It's the first part of the sales funnel. Nobody gets forced in there because you're being helpful and inspiring. And anyway, what's the point of keeping all that knowledge to yourself?
And then of course there's Social Media. The perfect vehicle for your material to go viral, thus throwing you into the path of other potential clients. Hurrah!
If consumers walk away inspired by your free digital cupcakes, this positive experience will compel them to tell their friends, or to come back to see what else you do. Need I say more?
So what's stopping you from getting started?
'There is nothing quite as powerful as turning your attention away from yourself and asking how you might connect with another human being, customer, family member or colleague and "make their day". Or as Justin in the market says "At least make their moment"
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