Thursday, June 01, 2006

Avoid Putting All Your Eggs in One Basket: Diversify Your Client Attraction Portfolio

Avoid Putting All Your Eggs in One Basket: Diversify Your Client Attraction Portfolio
By Fabienne Fredrickson

Many entrepreneurs I’ve met get comfortable doing only one or two marketing things and then focus on them to the exclusion of others. Essentially, they put all their marketing eggs in ONE basket and hope for the best. Yet, we know that most successful entrepreneurs use DOZENS of Client Attraction techniques simultaneously to PULL clients in (I do).

Instead of focusing on only one or two ways to get clients, it’s time to diversify your Marketing Portfolio and make sure you’ve got clients coming in from LOTS of different sources. I call this creating your Marketing Pie.

When coaching clients to do this in private sessions, I ask them to draw a large circle on a blank sheet of paper, and draw 4 lines to create a pie with 8 slices.

Then I ask them to fill out each slice of the pie with what they’re currently doing to attract clients (only the things that really work) and then fill in the rest of the marketing pie with marketing tools we’ve agreed will PULL their clients in. This comes from the list of where their Ideal Clients congregate, remember?

So, the list could look like this:

  • Network where they network

  • Join associations that allow you to rub elbows with them

  • Write articles for the publications they read

  • Create a Signature Talk for a workshop/seminar they attend

  • List your events in publications they read

  • Set up referral partnerships with people they do business with on a regular basis

  • Get booked as a speaker for organizations they belong to

  • Write articles for websites they visit often or rely upon

  • Write an e-zine they would be interested in reading

  • Give free (or paid) teleseminars they would dial into

Avoid marketing where your ideal clients are NOT spending time, as you will attract people who DON’T fit that profile.

Know that although you DO want a multi-pronged marketing approach (so that you don’t ever put all your eggs in one basket), you want to take it slow and not try to put into place ALL the pieces of the pie at the same time You’d overwhelm yourself and exhaust yourself completely, and exhaustion is not very Client Attractive.

So the idea is to start putting a couple of “slices” of the pie in place, to make them run like a well-oiled machine and THEN move on to adding another slice, one at a time.

Your Assignment:

Spend some time thinking about all the different avenues for reaching you target audience with your compelling marketing message and plot it out on a marketing pie. Then start putting one piece of the pie in place, one after the other, until your Marketing Pie is in full swing and always working to help you attract clients. No more ad hoc marketing, with no results.

OK, but what if you haven’t worked out what your compelling marketing message is yet? Or, you don’t quite know where to find them in large numbers…You can get lots of help (with tons of assignments and worksheets, templates, etc.) on how to do today’s assignment. It’s all in the Client Attraction Home Study System™ and it includes lots of crucial stuff to help you fill your practice really quickly. You can get your copy at

© 2006 Client Attraction LLC. All Rights Reserved.

Fabienne Fredrickson, The Client Attraction Mentor, is founder of the Client Attraction System™ and, the proven step-by-step program to attract more clients, make more m’oney being self-employed, while having more time off to enjoy it all. To receive your F.R.E.E. Audio CD by mail and get weekly how-to articles on attracting more clients, visit