Julie Guest Direct Response Copywriter, Marketing Strategist, Best Selling Author

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Christmas Craziness and 8 Marketing Secrets to Attracting a Never Ending Supply of Dream Clients

Santa
Santa

As I walk past pictures of angelic looking families gathered around a perfectly decorated Christmas tree, I laugh at how my Christmas experience at that exact minute is polar opposite. My arms are breaking from my shopping bags.

I’ve got an oversized dog bed hanging off of one arm (what was I thinking). My phone is ringing, it’s my printer on the line trying to get final signoff for an Everest sized project for one of my private clients. I’m carrying my toddler’s hat, gloves, coat on one spare finger, and she’s at my side yanking at my coat, too tired to walk because her new shoes she wanted to show Santa are hurting and is about to let the good folks shopping in this over crowded mall know just how much noise can come out a two year old’s lungs.

Ahhh, the holidays.

And a brand new year is peeking just around the corner.

If Santa asked you what you wanted for Christmas this year, would you tell him you wanted a bigger, more successful business? Would you say “hey Santa, can you bring me a boatload of new customers – and not those pesky, high maintenance kind who are always trying to drill me on price – but the kind who are funny, intelligent and fun to work with? And have the ability to pay me? You know, dream clients? Oh, and Santa, would you mind delivering me these dream clients every single week, to my front doorstep like clockwork so I never have to worry about prospecting for new business again and can really build my client base?”

Then the old man with the apple red cheeks and shiny black shoes would chuckle softly and say “well, it’s about time you asked…”

So here it is.

Straight from Santa’s sack.

The 8 Marketing Secrets To Attracting A Never Ending Supply Of Dream Clients For Your Business

  1. Know who your dream client actually is. Sounds obvious but few people have this part thought out. Most folk define their dream client by default as being – well, anyone who wants to pay me. Na-uh. Get clear.
  2. Make a list of 20 -100 companies or people who would be your dream clients. When I first started my copywriting business I set my eyes on working for the really big guys – the Fortune 100 Companies like Walt Disney, Coca Cola and Mercedes Benz. I made my list of 100 companies and looked at it every day, thinking of all the different ways I could “break in” to be able to work with them. I didn’t get to work with all 100. Actually I only got to work with 3 before I changed my focus, but those 3 big clients gave me more work than I could handle. Thing is I would have never have been able to work with them if I didn’t know from the start who I wanted to work with!
  3. Brainstorm how you could create the dream experience for those dream clients. Put yourself in their shoes. If it was you writing them the check, instead of the other way around, what would be the absolute ultimate, rave worthy experience if anything was possible? Now you have your new gold standard.
  4. Hold a focus group of your current dream clients. Take them out to dinner and ask them what you could better. You will be amazed at what they tell you and how much they appreciate you asking their opinion.  Work with your current client base.
  5. Truly there really is no marketing secret if you become a marketing nut. Marketing is the life blood of your business. Period. Remember that it’s not the best company who wins, it’s the best marketing. Make it your business to learn everything you can about real world marketing that has been tried, tested and proven in the battlegrounds of real life. Not crummy marketing theory that should work in principal but is unproven.
  6. Create a monthly, and weekly marketing plan for your business. Then implement it. Separate your marketing into 3 sections:
  • your lead generation
  • what you do to convert a prospect into a paying customer
  • what you do to keep a customer so they buy from you again and again.

7.  Make marketing your daily fix. Just like ordering your cup of Joe or having a lunch break. Spend a little time every single day working on your marketing. Don’t make your marketing a series of sporadic, haphazard events that happen in reaction to cash flow issues or “when you get the time.” Without marketing, you don’t have a business. So put it at the top of your list.

8.  Be remarkable at what you do. Give more than your clients expect. Follow up with them. Care about their success.

Photo Copyright (c) 123RF Stock Photos

173 Ways To Get More Clients

One of the questions I get asked all the time is, "What is the one thing I can do to get more clients?" Actually, I can do a lot better than that…here’s 173 marketing tips you can do right away. But here’s an important thing to remember…when a client of mine was asked by his colleagues the secret of his success and how they could add 30 or 40 more patients a month to their practices he replied:“I don’t know one way to get 40 new patients, but I know 40 ways to get a new patient and I use all 40 of them!”

1. Get very clear about your marketing message 2. Write out your unique selling proposition 3. Define who your ideal clients are 4. Follow up with prospects within 24-48 hours 5. Deliver more than expected 6. Deliver it before it's expected 7. Implement a referral campaign 8. Use Personality Infused Marketing™ to write a warm letter to family and friends 9. Join a networking group 10. Hold your own focus groups 11. Build a mailing list 12. Offer a bold guarantee 13. Keep your promises (do what you say you’ll do, when you do it) 14. Keep an abundance mindset (not a fear based scarcity one) 15. Call up everyone you didn’t close last month and make a special offer 16. Carve out a niche for your business 17. Be clear about your own unique ability and how this helps others 18. Start a coffee group for prospects 19. Send your clients gifts (birthday, holiday or just random “I was thinking of you” gifts). 20. Start doing presentations 21. Revamp your website so that it’s “Client Stampede compliant,” and is easy to navigate, value filled and builds instant rapport 22. Create a Client Stampede business card so that it actually brings you business 23. Do a co-marketing campaign with another business 24. Hold your own workshops 25. Hold a webinar 26. Hold a teleseminar 27. Do a neighborhood direct mail campaign in areas where you have other clients 28. Time block your time 29. Stop checking email and Facebook throughout the day 30. Raise your prices (really) 31. Start your own blog 32. Write articles 33. Create an auto responder sequence for your website 34. Create a consumer awareness guide 35. Automate your marketing – get your marketing system in place so you can get clients while you sleep 36. Call up your competitors and work collaboratively on a special campaign 37. Start a paper and ink newsletter 38. Write an ezine 39. Create a brochure that clearly articulates what you do 40. Create a one page flyer 41. Create a Welcome to the Family customer kit 42. Create a shock n’ awe box 43. Record an audio program and give it away for free (in return for email addresses) 44. Use sales scripts – don’t wing it 45. Practice your close in front of the mirror 46. Practice asking for triple your current rates in the mirror and keeping a straight face 47. Find out where your best clients have come from 48. Take your “centers of influence” out for  lunch 49. Don’t chase clients for work (but follow up professionally) 50. Remember "no" doesn’t really mean no (except in dating) – keep anyone who says "no" in your follow up file 51. Write a letter to your Chamber of Commerce introducing yourself and offering your services to them to use for free (gain credibility) 52. Ask for testimonials 53. Use your testimonials 54. Provide incentives for referrals 55. Tell everyone what you do – even at family bbqs 56. Ask your clients what success looks like for them 57. Write a sales letter 58. Send a lumpy 3 step direct mail campaign 59. Use your on hold message as a way to educate about the value you provide 60. Get a personal assistant to farm out all the jobs you don’t like doing 61. Write your WHY on a piece of paper and keep it pinned to your desk (the WHY you’re in business for yourself and what you REALLY do for your clients) 62. Keep your best testimonials pinned to your wall so you can see it often 63. Enroll in a copywriting class 64. Realize that all writing in business is copywriting (writing to persuade), and become determined to be great at it 65. Use a bold, curiosity arousing headline 66. Never, never, never give up. The race is won by perseverance, not the person who runs the fastest 67. Memorize your selling scripts 68. Don’t take rejection personally 69. Research your target market and understand what makes them tick 70. Volunteer your time in the community and be visible 71. Write a book or eBook 72. Surround yourself with people who support your dreams and goals (not people who tell you it can’t be done) 73. Stop brand advertising and start REAL Marketing (Rewarding, Easy, Authentic and Loved) 74. Create a tear sheet and send it to your prospects 75. Do a podcast 76. Keep an ideas book for all the big ideas you have for your business 77. Drink your own Kool Aid – make sure you use your own product or service 78. Get a marketing coach who can hold you accountable and help you create your own marketing materials for a fraction of the price it would cost to hire a copywriter 79. Hire a copywriter to create your marketing materials 80. Have a price sheet 81. Offer packages and call them cool, memorable names 82. Protect your confidence by only working with people you like who respect you and your time 83. Don’t be afraid to fire problem clients 84. Invest in your marketing education by attending classes, reading newsletters, reading books 85. Ask for suggestions and feedback from your top clients 86. Implement a lost customer campaign 87. Use a vanity 800 number 88. Become an expert in your marketplace 89. Become a celebrity people are fascinated and intrigued by 90. Use a local celebrity in your marketing 91. Write a guest blog 92. Write a newspaper column 93. Start your own association 94. Spend extra time with your best clients 95. Use a professional photo for your marketing 96. Get a tag line 97. Implement a marketing plan 98. Use a marketing calendar to plan out each of your marketing activities 99. Do fun holiday marketing promotions 100. Become religiously fanatical about direct response marketing 101. Study marketing greats like David Ogilvy, Gary Halbert, Gary Benzivenga, Joe Karbo 102. Write out the copy of one of the best performing ads in long hand – 3 times to get the flow and rhythm of how to write great copy 103. Read Ogilvy on Advertising 104. Use Paypal to accept payments 105. Write newsletters for associations where you’re a member 106. Target and study other great networkers 107. Study the advertising your competition is using (and don’t copy it) 108. Use your email signature to communicate your value proposition and get opt-ins 109. Hold a client appreciation party 110. Get a professionally designed logo 111. Brainstorm different offers 112. Use direct mail to build relationships 113. Realize that email marketing is not free at all 114. Implement a marketing plan 115. Keep your language simple – avoid trying to sound fancy 116. Use take away selling 117. Use positive affirmations daily 118. Create scarcity with your services 119. Be known for one thing 120. Brainstorm all the ways you can quickly and inexpensively connect with prospective clients 121. Ask all your friends for referrals 122. Have a list of topics you can speak on at your fingertips 123. Dress better 124. Respect your clients' time and never take an incoming call when speaking/meeting with them 125. Use call to actions in all your marketing 126. Brainstorm a list of irresistible offers 127. Offer discounts for fast action or full payment 128. Use vision boards for the lifestyle you want 129. Create a team of peers to hold you accountable 130. Start your own mastermind group 131. Check local newspaper for groups that meet on regular basis (city business journal) 132. Create systems for your marketing so you know exactly what needs to happen and when 133. Follow up, Follow up, Follow up! 134. Speak slowly and clearly – don’t try and explain your value at break neck speed 135. Use hand written thank you cards 136. Brainstorm time each week for how you can add more value to your clients 137. Make an apples to artichokes comparison when it comes to your prices 138. Create packages and products out of what you already know 139. Focus on building relationships, not making the sale 140. Write in plain English as if you were having a friendly conversation with someone 141. Brainstorm a list of the 50 best headlines you could use 142. Be passionate about what you do 143. Give back – tithe a percentage of your earnings 144. Slay procrastination by having an action plan each day and sticking to it 145. Do the job you dread the most, the first thing in the day and get it over with 146. Be authentic – don’t ever sell out. 147. Care about the results your clients get 148. Create a survey and find out what your target market really wants, then give it to them 149. Mystery shop your competitors' businesses 150. Become clients of your competitors 151. Start becoming very aware of how other businesses (not in your industry) market themselves – this is where your best marketing ideas will come from 152. Use live stamps to send your direct mail (not bulk rate) 153. Create a memorable experience for your customers they’ll want to tell all their friends about 154. Choreograph everything about your business so nothing is left to chance. 155. Think positively but take immediate action. 156. Behave as if you are already the successful person you want to become 157. Use the “Theatre of the Mind” to practice your selling situations 158. Write a press release announcing new products, services, partnerships or awards 159. Create a video and send out to your list 160. Start tracking the numbers in your business – ruthlessly 161. Know how much a client is worth to you over 3 years 162. Know how much it costs you on average to get a client 163. Give awards to your clients 164. Use attention grabbing signs outside your place of business 165. Make it easy for people to find you – provide clear instructions and maps 166. Follow up with people who don’t show 167. Have a late and no show policy 168. Hold a contest 169. Buy the phone numbers of your competitors who have gone out of business 170. Use a vehicle wrap for your car 171. Sell to groups 172. Don’t advertise like your competition – you have to look and feel different to be different 173. Expect wonderful things to happen. Take massive simultaneous action.

Looking For Value In All The Wrong Places ...

If I was to conduct a straw poll of 100 different businesses and asked them just this one simple question: “What’s the one thing you have that’s of MOST value in your business?, what do you think the responses would likely be? Here’s what I think they’d be:

“Well, DUH – its in our super-fandangled-whiz-bang new product we’ve just released”

“It’s in our amazing customer service – our customers love us and refer us like crazy”

“it’s our incredible service”

“Our single biggest assest is that we have THE best storefront location in the city”

“My staff is my single biggest asset”

“Its our amazing technology”

The list goes on and on…you get the idea.

But here’s the thing. ALL of them would be wrong.

Unless, of course they made this one simple statement: ”It’s in our customer list – we’ve got full customer information for ALL our customers – name, address, mailing address, physical address, phone numbers, buying history, referral history …”

Most business owners mistakenly place high value on the physical or service aspects of their business – their location, factory, equipment, products or services. But all that is just “stuff”. Its easily replaced and easily duplicated.

The real value in your business is with your customers.

If you have a great customer list, then you, quite literally have at your fingertips the ability to create your own income on demand. Releasing a new product? Zaap! Send an email to your list with a great offer before you go to bed at night and cha-ching – you’re got money in your account when you wake up. Found a great product that your customers could really benefit from? Send an offer to your list and earn a commission off the sales.

If you’re not zealously collecting the names and contact details of not just your customers, but all your prospects too (especially your prospects) – you’re letting a HUGE amount of money slip through your fingers.

Stop the hemorrhaging and make this your number one priority starting today…

PS if you haven’t ordered yourself a FREE copy of my audio CD: 10 Secret strategies to get more clients, make more money, turn customers into raving fans and give more back in the new economy – you’re nuts. It’s a $97 value, yours FREE! Just visit my website at www.TheClientStampede.com and use promo code GetYerSpursOn at checkout.

Why Artists Are Starving

This last weekend I was at the Ann Arbor art fair, which is a pretty big deal in this part of the country. Hundreds of artists from all over the country sell their wares over a 4-day event downtown. The streets are closed to traffic and visitors flock to the event in the thousands. Unfortunately, the art fair ended up being held during the hottest week in recent history. Every artist I spoke to told me that this art fair was the worst one ever – many having attended for the last 10, 15, even 20 years. Weather aside, I made some very interesting marketing observations as to why these artists were REALLY experiencing slow sales, and none of it had anything to do with the weather.

  1. Very, very few of the artists greeted me when I came to look at their art. Most were sitting off at the back of the tent, fanning themselves with a newspaper or junk magazine, looking decidedly bored and frustrated. They didn’t get that people want to buy things from people. People want to hear stories; to understand how or why something is made. This is a HUGE mistake that, almost without exception, every artist I saw made.
  2. Very, very few people had any marketing collateral to give away – a few did have postcards, but there was nothing on them enticing to me to follow up with them. No irresistible offer - just pretty pictures; which doesn’t exactly get people rushing to the phone to place an order.
  3. I bought a couple of things including a pair of sterling silver earrings from a local metalsmith. NO ONE asked me for my contact information – not even for an email address. This is a giant mistake and shows that these artists have the mistaken idea that you get a customer to make a sale, instead of making a sale to get a customer. No matter how bad the weather, how poor the crowds, if any of these artists had been collecting contact details of past customers, they could have held a special pre-event show with special incentives next year for those VIP customers. After the art fair they could do a follow up “thank you” direct mail campaign to sell even more of their wares.

Instead the artists were 100% reliant on generating enough foot traffic and interest over the event not just to break even, but to actually turn a profit. I’m told that renting one of these booths cost in the thousands of dollars. Many artists schlepped their art, display cases and panels from as far away as California. No wonder they’re starving.

How To Use A Stealth Social Media Tool To Spy On Your Mailing List Subscribers

I recently stumbled across a fantastic tool that I want to share with you that answers that multi-million dollar question - how can I leverage social media to grow my business? (actually it's one of the top 3 questions I get asked by my clients all the time). The impact this one little tool could have on your business is monumental.  Are you ready for it?

The tool is called Flowtown and here's why it's incredible:

On Flowtown you upload an email or your entire email list.  FT  then trots off to all the major social networks and finds those people for you.  You'll be able to see WHO those people are and exactly what they're talking about.

That in itself is of huge value to your business.  But FT does a lot more than that.

(drum roll please)...

FT will then spider your lists to show you who your major influencers are, which of those people have others following them and how many followers they have.

Wow.  Imagine if you knew the top 5% of the most influential people on your list.  How would you treat them differently?  What kinds of relationships could you start up if you contacted them directly?

FT also enables you to hook a little script onto your opt-in forms, so when people opt in to hear from you - you'll be notified immediately when people of influence have joined your list.

The impact this one little tool could have on your business is monumental.  Just think about your mailing list for a second.  How much do you really know about the people on it?

If your mailing list is a bit, ahem, neglected - if you're missing major chunks of information about your prospects or customers, then not only can FT fill in the gaps, but you can know more about the people on it than you ever imagined.  And, almost in the blink of an eye you can know who the most valuable people are on it.

What takes most businesses years to figure out (if they ever actually do), you can know immediately.

So then you can treat these major influencers very very differently.  You can create special offers just for them - do whatever it takes to turn them into raving fans of your business, reach out to them for JV opportunities, ask them to become trusted advisers in your business and get their feedback on new products or services you're about to launch...  the possibilities are endless!