Our friend Erica called my wife and me to invite us to a
holiday dinner. We couldn't go, because we already had
plans that evening.
But, when we hung up, we remembered that weeks and weeks
ago we had decided to go to a show that her husband was
involved in producing, but had never bought the tickets. We
went online right then and bought 'em.
This was an example of "The Nudge" even if it was
inadvertent.
The Nudge is a reminder. You and I have lots of things we
want to do, mean to get to, but we forget. Or we get busy.
Or we get nervous and doubtful whether it's a good idea.
Here's a crazy, crazy example of what happens with no
nudge. I'm a little embarrassed to tell you about it, and
me a grown man approaching the big 4-0 this next year.
But you need to hear it, because it's happening to your
would-be clients.
It's been three months since I've been to my fencing club.
I love fencing. I love the physical activity. I love the
game. I love the people. It's just plain fun.
And I had a good excuse for not going for about six weeks,
what with the Retreat we gave, being sick, and various
other scheduling snafus. But all of that is past. Why
haven't I been back yet?
I'm a little embarrassed. That's it. The embarrassment was
unconscious, until I sat down to think about it for this
article, but there it is. I'm being vulnerable with you: I
just feel a little embarrassed showing up after three
months gone and facing people asking: "Where in the heck
have you been?"
I would've gone back a month ago if I'd had a nudge. You
know, if someone from the club had called or sent me an
email: "Hey, we miss you! Where ya been? Come back!"
Or even if the club had sent out an email newsletter,
telling of the latest events, naming folks in the club and
what they're up to. It would've put me back in the flow,
and I would've shown up.
Meanwhile, financially, the club has missed out three
months of dues from me, because I haven't been going.
This is called the Second Journey of Marketing. It's about
being in consistent, generous, useful contact with people
who are clients or potential clients. Because they need the
nudge.
The nudge isn't just about reminding them, it's about
helping them feel safe, secure, wanted. It's hard to crash
a party. It's hard to show up somewhere new. It's hard to
show up after a long absence.
Your Second Journey Marketing, being in consistent contact
with those who have expressed interest, either by signing
up on a list, or by actually buying from you, will help
nudge them in a loving, friendly, informative way.
It will help melt their embarrassment. Your marketing, if
done with heart, can actually be a part of a healing
process, no matter what kind of business you run.
Because every time someone feels wanted, and can let go of
a bit more shame or embarrassment, they become more of who
they truly are. And that's a healing.
Of course you don't want to bother people. No, don't bother
people. Don't give them the hard sell, don't twist their
arm. Just give them the Nudge.
You're wondering how to nudge 'em? Let's take a look:
Keys to the Nudge.
* Include a nudge in every newsletter.
You do send out a newsletter, don't you? Or blog regularly?
Or have some way to keep in regular touch with clients and
would-be clients?
Well, every time you contact them, include some kind of an
invitation. Maybe it's to take a look at your individual
services. Or to purchase your book. Or to contact you for a
conversation.
No hype. Just a clear, direct invitation: "If you're
needing support, go to this web page, and fill out the
application. Then we'll talk. I'm looking forward to it."
* People haven't lost all sense of manners.
It's still considered polite to wait to be invited. I've
had people tell me "I didn't know if you wanted more
clients or not."
Hmmm... As a business owner, it makes you scratch your
head. Well, stop scratching, and just invite them in.
* The people who don't want? They can say "No thank you."
Of course many people don't yet want what you're offering.
That's why it's just a nudge, and not a hypey: "Buy now or
you'll die!"
It's just a nudge. Clear, straight-forward, and timely.
I know I'll make it back into my fencing club, probably by
January. Unless I get distracted by this yoga studio that's
been nudging me...
Stop worrying about bothering people, and start nudging
them. I wonder how many folks are just waiting to be
invited in to your business.
----------------------------------------------------
Mark Silver is the author of Unveiling the Heart of Your
Business: How Money, Marketing and Sales can Deepen Your
Heart, Heal the World, and Still Add to Your Bottom Line.
He has helped hundreds of small business owners around the
globe succeed in business without lousing their hearts. Get
three free chapters of the book online:
http://www.heartofbusiness.com
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