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Authentic Marketing Principles for Getting More Clients
How they go from "I don't know who you are" ... to… "I’d love to be your client!"
To get more clients, you essentially need more of the right people to discover you, then having enough trust to buy what you sell.
For us solopreneurs, we don’t need complex funnels. Instead, we need to apply some principles…
Being Discovered
Three key ways I often teach about how to be discovered by prospective clients:
Three key ways I often teach about how to be discovered by prospective clients:
- Authentic content – instead of seeing content creation as a chore, look at it…
Why we dislike marketing, and how to renew our relationship to it (Marketing Metaphors)
In order to be able to do marketing and selling consciously (with awareness of how our actions impact others’ emotions, as well as our own psyche), let’s look at the foundational metaphors we use in marketing.
Notice the language of the typical marketing metaphors:
Marketing as War
You are waging a campaign to crush the competition… undercut them with lower prices if possible… and dominate market share.
Many corporations use this metaphor. In fact, the idea of a marketing “war room…
You are waging a campaign to crush the competition… undercut them with lower prices if possible… and dominate market share.
Many corporations use this metaphor. In fact, the idea of a marketing “war room…
Drop the need to “overcome objections” in your marketing.
One of the common pieces of advice in selling and copywriting is that you need to “overcome the objections” of your prospective client. To ensure that their every concern and “what about….?” are answered so that they have zero doubt that your product/service is right for them.
Let’s take a step back and consider this first: what kind of person would you rather sell to -- someone who has doubts and needs to be persuaded, or someone who is eager to see what you’re offering?
You do have…
Why I don't promise results -- yet have plenty of clients
She was surprised:
"How do you get clients without promising results?"
Other business coaches had promised her piles of cash. When their methods didn't deliver the kind of business results they sold, she blamed herself... "It's not the coach... It's my own fault."
I used to promise results, too. Isn’t that the only way to get clients?
After years of marketing experience, I’ve learned that sustainable trust is based on honesty and caring, not hype.
What I now promise to my clients…
What I now promise to my clients…
Creating Content as Generous Service vs. Manipulative Strategy
“Where is the line between strategy and manipulation?” asked a dear client. “Doesn’t it make sense to post about a certain topic in advance if I want to sell a course about it? Some bloggers have a whole schedule of content and events leading up to their launch… is that manipulation, or just good strategy?”
What is strategy anyway?
“Strategy” is a series of planned steps intended to cause a calculated change. When that careful calculation is to influence other people for our own ben…