The key to turning prospects into clients is allowing time to develop a relationship with them. Few people will take out their credit cards the first time they meet you. They need to take time to find out more about you and what you can do for them.
One of the best ways of letting them do this is to create a “client continuity campaign.” These are drip campaigns where you stay in front of your prospective clients on a regular basis and let them get to know you a little better each time.
Here is an example of how you could develop such a campaign:
• Month 1—Introductory Letter
This introduces you and your services and invites prospects to contact you to find out more, for example, by downloading a gift or special report from your website. You could also invite them to attend a special event in your area.
• Month 2—Special Report
Here you can mail out a printed copy of a special report about a topic that matters to your prospects. Give them just enough information to make them want to contact you to learn more. Make sure you include a strong “call to action” so they know they can contact you for more information.
• Month 3—Customized Postcard
Postcards are a very effective way to attract attention and encourage people to contact you. You should use them to invite people to request a free report or CD or to promote a specific product, service, or offer.
The big advantage of postcards is that people don’t have to open them to read the message, and you can use strong graphics and powerful headlines to make a big impact.
• Month 4—Product/Service Brochure
Once people know you a little better, send out a more detailed overview of your products and services. This can contain successful case studies of past clients, plus special offers or coupons encouraging them to try out your services.
• Month 5—Personal Interest Article
This is a story about you or your business that looks as though it were taken right out of a magazine. It explains who you are, what you do, and how you are different from others in your industry. To make the article interesting, try to avoid the boring corporate profile and tell your story in a unique way. Demonstrate how you are revolutionizing your industry and getting great results for your clients.
• Month 6—Audio CD
This is another opportunity to connect with your prospects in a unique and useful way. You can record a teaching session or have someone interview you.
People like receiving audios as they can multitask and listen to them in their car or at the gym, rather than taking the time to read a report.
While it’s important to deliver quality content, you can use the time to promote a particular product or service.
This type of program will take you through the first few months, but it’s important to sustain it on a regular basis. Just make sure your message is consistent throughout the whole campaign and focus on one thing each time. Don’t dilute the impact by trying to get them to do lots of different things.
There is really no limit to the range of information you can send out to clients and prospects that they will find useful and which will promote your services.
If you are creative and come up with some distinct ideas, you are more likely to be noticed.
Position Yourself as An Industry Expert By Writing Articles
Writing articles is a great way to demonstrate your expertise. When your articles appear in a respected publication, you are seen as having independent endorsement and automatically gain expert status. It doesn’t matter whether the articles are published in your local free paper or a global publication as long as you have something useful to say and are reaching your target market.
Articles can be anything from a short report to a lengthy feature, and they can appear in magazines, newspapers, e-zines, newsletters, you name it. Each time you have an article published it helps build your Expert Brand. You don’t even need to be a great writer; it’s more important to have something to say.
If your articles are well received, you may even find yourself being invited to contribute a regular column. This is a great way to establish you as an expert in your field. Then, when you have articles published, you can send reprints to your clients and prospects to boost your credibility.
Publishing articles online is a great way of getting them seen by a very wide audience easily. You can do this by syndicating your articles—having them published on multiple other websites.
The main attraction is that, while these articles must contain useful content rather than being like advertisements, they include a section at the end called a resource box. This may contain information about the author and a link back to your website. One benefit of this is that many people will click on the link and visit your website. If you have set up a sign-up box on your site, you will be able to capture many of their email addresses.
An additional advantage of publishing articles in this way is that many of the article sites are rated highly by the search engines. The fact that the articles include a link back to your site boosts your search engine rankings.
Here is an example of a resource box:
Tracy Myers is founder of The Celebrity Academy, which publishes a monthly ezine covering topics that everyone looking to build their business needs to know. If you’re ready to take your business to the next level, get more free info now at www.TracyMyers.com.
Many article websites allow you to post your articles for free. Some of the most popular are:
In addition, there are services that allow you to quickly submit your article to hundreds of article sites automatically. Here are some of top article syndication sites:
My Expert Branding Story
I started writing “Beat the Dealer” for a local magazine before my best-selling book “YOU Are The Brand, Stupid!” came out, but it really took off when the book was released and I later turned into a blog.
Five years later, it has appeared in three different local magazines, and I get close to 200 emails a month in my in-box asking me car-buying questions and tips.
The articles are usually regurgitated content from my blogs and my books and take me less than 30 minutes a month to write. The response I get is huge, cements my place as an expert in the automotive field, and costs me nothing.
Remember: most local publications are always looking for local content. If you don’t provide it, someone will. Why shouldn’t it be you?
Tracy Myers, C.M.D., is an award-winning small business marketing and branding solutions specialist, best-selling author, speaker, car dealership owner and entrepreneur. To contact Tracy or for more information, visit his website at www.TracyMyers.com.
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