Get More Clients by Letting Prospects Become Voyeurs

Get More Clients by Letting Prospects Become Voyeurs
By Fabienne Fredrickson

Have you ever stopped to think about why Reality TV is so pervasive? I read recently that it now takes up more than 30% of prime time television. Everywhere you turn, there’s another series taking you into the lives (some good, some strange, some REALLY sad) of celebrities and common folk alike. I personally don’t believe that it’s because it makes for exceptional television viewing. Instead, I think it fulfills our basic human need for voyeurism.

Think about it.

Whether we admit to it or not, we as humans love things like gossip, soap operas, eavesdropping, sharing secrets, peeping, and Entertainment Tonight (basically, everything on the E! cable network). And let’s not forget People Magazine—yes, I read it religiously every week. Why are we obsessed with this as a culture? It’s the human interest. It’s finding out about OTHER people’s lives, the intricacies, the quirky little details, the strange ways of being. Sometimes we’re looking to see how DIFFERENT others’ lives are. Perhaps we’re aspiring to be like them, or maybe we’re ridiculing them. Sometimes, we’re just looking to see how SIMILAR their lives are. (“Hey, celebrities go grocery shopping too?”)

For whatever reason, we stay glued to the minutest details of peoples lives. It's something you should think about implementing to attract clients. Don’t laugh, I’m serious. You can use this deep ‘human interest’ need we all have to your advantage.

How? By letting people into the little details of your OWN life. By making your network of prospective clients, strategic alliances, and current clients more familiar with your everyday life, your family, or your adventures, you’re essentially creating three things:

• a curiosity
  
• a deep loyalty
  
• a brand

Any marketer would do ANYTHING to have a legion of people curious, loyal, and committed to a brand.

Your life almost becomes like a television series, where people tune into your marketing materials to just see what happens next. That’s especially important in a marketing world where consumers are bombarded with advertisements at every turn, and email ‘open rates’ are in the 30-40% range, at best.

To be honest, it takes some getting used to.

At first, my husband was a little hesitant about me using pictures of our family in my e-zine articles and on my website. Believe it or not, we’re actual pretty private people, although I guess you wouldn’t know it. The thing is, once I started letting people in to the everyday events of my life, my sales went up, there were fewer unsubscribes to the newsletter (in fact, it grew dramatically) and even more prospects started calling to work with me privately or enter my programs. (By the way, he’s now OK with the whole thing and actually encourages it. I guess the proof was in the pudding.) :)

YOUR ASSIGNMENT

Start thinking about how you can incorporate more of YOU into your brand, you marketing, and into your actual work with clients. It doesn’t matter what you sell: consulting, financial services, cosmetic dentistry or magic tricks. Once people are clear about what RESULTS they can expect from working with you, then it’s all about human interest to make them curious, loyal and wanting more from your brand, looking forward to seeing your materials and buying up everything you’ve got to offer. And that, my friend, officially makes you a Client Attraction machine!

Okay, so you got that it's important to let people in, but you're frustrated because your marketing doesn't get you clients? Then get yourself a copy of the Client Attraction Home Study System™. It’s everything you need to know to create a marketing message that will appeal to the best clients for you. You’ll learn how to decipher what makes your business remarkable, how to create Raving Fans so you get clients to call YOU, and lots of other crucial techniques to help you fill your practice quickly, including how to put together a simple marketing plan that gets you clients and then putting it on autopilot so you can have fun again. You can read more about it and get a copy at www.TheClientAttractionSystem.com. (Why struggle when you can just attract clients easily?)

© 2006 Client Attraction LLC. All Rights Reserved.

Fabienne Fredrickson, The Client Attraction Mentor, is founder of the Client Attraction System™ and www.ClientAttraction.com, 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 www.ClientAttraction.com.

The Difference between Salad and Garbage (And How It Affects Your Number of Clients)

The Difference between Salad and Garbage
(And How It Affects Your Number of Clients)
By Fabienne Fredrickson

“The only difference between salad and garbage is timing!” At least that’s what I’ve been focusing on recently, especially for businesses that are time sensitive. Some chiropractors have this problem, so do lawyers, but my thought is, when you’re in a service business, timing is EVERYTHING. If you wait around, let the proverbial ‘hot iron’ get cold, that hot lead turns into a cold lead, and you can just forget about turning it into a happy paying client.

The question then becomes, ‘How can we ALWAYS be around to have the elusive Perfect Timing?’ The answer to the timing problem is to always be on their radar screen. You can never anticipate what’s going on in the lives of your prospective clients; otherwise, you’d be God (obviously) or at least very clairvoyant.

One thing you can do is always be top of mind, so that WHEN something happens, you’re the first person they think of. And when they think of you, when they see your compelling message right there under their noses, when they’ve got your contact info at their fingertips, there’s every reason in the world to call YOU and not anyone else, when they have the need. That’s when all your Client Attraction and marketing effort and systems have paid off.

So, how does one stay top of mind and always on the prospect’s radar screen? With Stay-In-Touch Marketing Vehicles:

• That can be a direct mail campaign (and I mean CAMPAIGN, not just one letter that you send ONCE and wonder why you haven’t gotten results).



• It can mean a weekly ezine. (I wouldn’t even bother writing one quarterly or even monthly. You’re not on the prospects radar screen often enough to have them remember you in time of need.)



• It can be a quirky postcard campaign, which really stands out. (Pick a strange fact, quote, or oddball holiday calendar and mail regularly. We’re looking for consistency and something that stands out, as well as something that relates to what you do.)

An attorney client of mine always used to say to me, “Fabienne, it’s difficult for me to attract clients because I can never anticipate when they’re going to need me. I don’t know when to market, it’s all so arbitrary!” Well, with Stay-In-Touch marketing vehicles, you solve that problem.

Now, I know what you’re thinking… “Won’t I be pestering them if I write them an email once a week or do a mailing once a month?” I have three answers for you:

• If you make them high content and high value, then people actually LOOK FORWARD to hearing from you that often.



• If you’re authentic about providing solutions and value, versus self-promoting all the time, people welcome the consistency.



• If it’s going to bother someone that you’re in touch that often, then they’re probably not your ideal client and will probably not ever buy from you, so it’s time to get over it. :)

YOUR ASSIGNMENT:

Find a way to communicate proactively with your prospects so that you actually ANTICIPATE any current or urgent needs, just by being there consistently, with high-content, high value, and frequency over time. That way, you’ll establish a know-like-and-trust relationship in ADVANCE of the need. Best of all, you’ll eventually be on their radar screen when the need arrives, and that equals clients who happily pay for your services, without you having to chase ambulances. That makes for a Happy Day!

The key to this is setting up systems. Not sure how to set up your own systems for consistency for staying in touch? Then consider getting a copy of the Client Attraction Home Study System™. It’s everything you need to know to create a marketing message that will appeal to the best clients for you. You’ll learn how to decipher what makes your business remarkable, how to create Raving Fans so you get clients to call YOU, and lots of other crucial techniques to help you fill your practice quickly, including how to put together a simple marketing plan that gets you clients and then putting it on autopilot so you can have fun again. You can read more about it and get a copy at www.TheClientAttractionSystem.com. (Why struggle when you can just attract clients easily?)

© 2006 Client Attraction LLC. All Rights Reserved.

Fabienne Fredrickson, The Client Attraction Mentor, is founder of the Client Attraction System™ and www.ClientAttraction.com, 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 www.ClientAttraction.com.

Does Your Voicemail Get You Clients? Time to Change That

Does Your Voicemail Get You Clients? Time to Change That
By Fabienne Fredrickson

If you’re serious about attracting clients consistently, I believe you should use every single piece of marketing “real estate” you can. Whether you’ve been in business for one year or 22 years, when you’re marketing your business, you want to have systems in place that PULL in clients without you having to do much to make it happen.

It can even be as “little” as using your outgoing voice mail as a Client Attraction tool. One of the key things you can do to PULL people in that most people in business do not do, especially when they’re working from home, is have an outgoing message on your voice mail or answering machine that describes exactly what you do, and for whom.

The idea here is to have your voice explain what you do and how to give you referrals. So, instead of saying, “Hello, it’s Mary, leave a message,” you can say, “Hello, it’s Mary of so-and-so business, helping (insert target audience) who struggle with (insert common problem) achieve more (desired outcome).”

Once they know exactly what you do and for whom, don’t forget to list the best ways to reach you (other than phone): your e-mail address or your web address and your tag line, or invite them to visit your website. There are lots of different ways you can use your voice mail outgoing message as a way to get new clients. Remember to keep it relatively short or customers will not want to call back.

Here’s a version of mine, as an example:

“Hello you’ve reached Fabienne Fredrickson, creator of the Client Attraction System™ and ClientAttraction.com, where we help self employed professionals and small businesses attract more clients, in record time, every time. For more information or to grab your free report and weekly Client Attraction articles, please visit ClientAttraction.com. Please leave a message and I’ll call you back.”

You’d be surprised how many people over the years became my client, when all they had originally was my phone number. As a result of the voicemail, they all told me they went onto the website, signed up for the ezine, attended teleclasses, and after a while, wrote in to say they were ready to work with me. Not bad for a simple voicemail message!

My motto around marketing real estate? “If you’ve got it anyway, use it to attract clients!”

YOUR ASSIGNMENT:

Create an outgoing message that can also act as a marketing tool, if it is brief. Include your tagline and e-mail address if it is easy to remember, direct callers to your website, and make sure to tell them about your newsletter or list any upcoming workshops you are promoting. You’ll not only impress callers, you might just get a few new clients out of it.

Interested in more of these simple, highly effective marketing tools that attract new clients in the “real world?” Then consider getting a copy of the Client Attraction Home Study System™. It’s everything you need to know to create a marketing message that will appeal to the best clients for you. You’ll learn how to decipher what makes your business remarkable, how to create Raving Fans so you get clients to call YOU, and lots of other crucial techniques to help you fill your practice quickly, including how to put together a simple marketing plan that gets you clients and then putting it on autopilot so you can have fun again. You can read more about it and get a copy at www.TheClientAttractionSystem.com. (Why struggle when you can just attract clients easily?)

© 2006 Client Attraction LLC. All Rights Reserved.

Fabienne Fredrickson, The Client Attraction Mentor, is founder of the Client Attraction System™ and www.ClientAttraction.com, 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 www.ClientAttraction.com.