How To Be Your Own Best Advertisement (Without Being Client Repulsive)

How To Be Your Own Best Advertisement (Without Being Client Repulsive)
Entrepreneur Magazine called yesterday to get my take on
how to be your own best walking advertisement without
becoming offensive, off-putting or in people's faces.
There's definitely a fine line between authentic
self-promotion and being pushy. Today, I'll share with you
one of the tips I shared with the editor for making people
aware of your problem-solving resources, without becoming
'Client Repulsive'. The tip? GIVE GENEROUSLY.

It's easier to promote when you are GIVING something of
high-value to a prospect. It's an approach of SERVICE
rather than 'selling something' or trying to 'get
something' from your prospect. GIVING is much more Client
Attractive and takes the pressure off of the person (and
yourself). Let's face it; people love to buy, but they
don't like to be sold. So, make it easy on them by giving
them something.

When working with private clients who want to quickly build
a database of prospects and fill their pipeline
consistently, we almost always create something called an
"Irresistible Offer", something that has a high perception
of value, offered at no charge. Something that will create
the WOW factor and naturally PULL them in. For example, my
website offers an audio CD at no charge on the home page.
This is my version of the Irresistible Offer.

Instead of trying to explain my work at length to a
prospect, which would turn someone off immediately, it's
much easier to say something like, "Go to my website to
order the audio CD at no charge and you'll also get a
subscription to weekly marketing articles. My treat."

When you do that, two things happen. 1) There's a WOW
factor that gets them excited. 2) They're often impressed
that you would give something of such value at no charge,
which makes you look even better in their eyes. And, 3) you
let the high-content of your 'Irresistible Offer'
demonstrate the value of what you offer, so there doesn't
need to be any selling.

When you give good content at no charge, people
automatically realize that this is just the tip of your
iceberg and they'll get that your paid stuff will be even
more valuable. It doesn't have to be a CD. It can be a
special report, an audio download, a seminar or teleclass.
Anything that has a high perceived value will work, as long
as the content is very good. That way, marketing feels
authentic to you AND to the person you're talking to.

Best of all, if the information on your giveaways is of
high-content and high-value, word will spread quickly.
They'll tell their colleagues, their friends, anyone who
will listen, but only if you've given them something of
value. And then it's just a question of providing more high
content on a regular basis through easy stay-in-touch
marketing vehicles, until the trust and credibility has
been established and the prospect raises their hand when
they're ready for your service or product. You'll be
shocked at how quickly your pipeline will fill when you
have the right 'Irresistible Offer'.

The key is, when you give generously, both in a giveaway
and in content, you make it OK to offer other resources
that will help that prospect. It's like reading your
favorite magazine. When you love every article, chances are
the ads in the magazine will also appeal to you. Same thing
here.

Your Client Attraction Assignment:

So, start thinking about how you can give more generously:

A special report? An audio download? A CD? A live seminar?
A teleclass?

Once you put it together, make sure it's high-content
(without giving away the farm) and that you have a way of
continuing to speak to them regularly with more high-value
stay-in-touch marketing vehicles. Then, you avoid being
Client Repulsive and instead, you become extremely Client
Attractive.

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If you're looking for more ways to create a compelling
marketing message and PULL clients toward you, I recommend
the Client Attraction Home Study System™. It's all
step-by-step, not a big mishmash of things. So, you do step
one of the system, and when you're done with that, you move
on to step two, and so on. You can get it at
http://www.TheClientAttractionSystem.com .