Pulling clients in is not only more fun than pushing hard
to "get" clients, it's MUCH easier. Who wouldn't rather
have clients call them instead of pounding the pavement?
The concept is a no-brainer to grasp, but very few
solo-entrepreneurs actually do anything about it. Most are
wandering aimlessly, just waiting for clients to come to
them, but with little strategy involved. That's when
creating PULL marketing systems comes into play.
There are 3 powerful "PULLING-them-in" marketing techniques
I recommend in my programs and use myself, still today. In
this article, I want to share one of them with you. I call
it the 'Irresistible F.R.E.E. offer'.
Irresistible F.R.E.E. Offers (IFOs) literally make people
sit up and take notice and PULL them into your pipeline.
There are many forms of IFOs. It could be an audio CD that
you give away on your website and advertise on the web, a
special report, an intro teleclass, a workbook, an
e-course, a checklist or downloadable audio.
The list of possible IFOs is endless, but this strategy
works best when the topic refers to what your prospect
would do-anything and pay-anything to achieve or acquire.
(As a side note, I do not typically recommend offering a
fr.ee consultation. It is not only too time consuming, but
it attracts too many tire kickers who waste your time.)
Even though you're not charging for the Irresistible Offer,
it should absolutely be of high content and high value.
Like me, you've probably attended a no-fee teleclass or
received an ebook that left you severely under-whelmed. And
like me, you've probably forgotten that person very
quickly. The bottom line is, if your initial offer is not
high-content, you've wasted the prospect's time and
therefore, you've lost them for good.
When these F.R.E.E. offers have great value, you build your
credibility instantly, people talk about you to colleagues,
refer others to you, you get interviewed by joint ventures
and strategic alliances, and the media begins paying
attention, which all creates increased exposure and
visibility, without any extra effort on your part. And best
of all, your first impression (one of high-content,
high-value) keeps them thinking of you, over and over,
until they're ready to buy.
Now, before you start thinking, "Well, Fabienne, they WON'T
buy from me if I give it ALL away at no-charge", that's not
what we're doing here. I'm not suggesting you give away the
whole farm. That wouldn't make good financial sense.
Instead, I'm suggesting you give them the 'what', not the
entire 'how' on these no-charge offers. That way, most
prospects become intrigued with the high-content they
received at no charge, and will look to you for the
specific, pragmatic steps to implement them. That's key.
The mistake I see solopreneurs making in a first offer is
pitching their high-priced services from the get-go. I
personally think this is a waste of marketing real-estate,
because very few people will purchase your higher priced
programs or services without knowing a little more about
you. Remember the Know-Like-Trust Factor? People don't buy
from someone they don't know, they don't like, and they
don't trust.
You can immediately start the K-L-T Factor using the
Irresistible offer. Provided it's of high-content, high
value, it starts people off slowly, establishes
credibility, while positioning you as their problem solver.
Priceless! Once prospects receive great benefit from your
initial offer, they'll naturally move THEMSELVES up your
Services Pyramid pipeline, without any work or hard selling
on your part.
That's the beauty of this concept. You simply invite
prospects into your funnel and they will naturally move up
the funnel on their own, without effort on your end. The
best part of this is this process feels AUTHENTIC to you
AND to them. Your content does the work, and they don't
feel the sales pressure. Remember: people like to buy; but
they don't like to be sold.
All your F.R.E.E. irresistible offers are created to lead
people to your ezine or other stay-in-touch marketing
vehicles, where you continue to add high-content, high
value over time. This builds the trust and the credibility,
positioning you as their problem solver.
The goal is to consistently fill the pipeline, getting it
bigger and bigger over time, continually stocking the pond
with ideal clients who self-select and move themselves up
the ladder of the services you provide. THAT is what I call
'pulling' clients in and you're going to love how easy it
is.
Your Assignment:
Begin thinking about what your prospects would do-anything
and pay-anything to learn or experience from you. Then,
create an Irresistible Offer around that, giving them high
content but not the entire 'how' and put it in your
marketing materials. Set up systems for getting that
F.R.E.E. offer to your prospects with no effort on your
part and watch the leads come in, day after day. You won't
believe how easy it is to fill your pipeline effortlessly
and authentically!
Here's my formula for filling a pipeline effortlessly:
Compelling and authentic marketing message
+
Effective marketing techniques
+
Irresistible F.R.E.E. offers
= A FULL pipeline of prospects who call YOU
If you're not sure how to create a compelling marketing
message or set up effective marketing techniques in the
first place, then it's time to take action and invest in a
step-by-step marketing system that will feel easy and
authentic to you.
----------------------------------------------------
The Client Attraction Home Study System avoids all the
unnecessary stuff and instead gives you the most important
things to do to set up simple, solid systems, so that you
consistently fill your pipeline and continually get new
clients. It's all step-by-step, not a big mishmash of
things. So, you do step one of the system, and when your
done with that, you move on to step two and so on. You can
get it at http://www.TheClientAttractionSystem.com
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