How to Get the Great Clients You Deserve And Keep Them
The Marketing Roller Coaster
As a professional or business owner you would rather be working, billing and collecting instead of marketing, networking and selling. For most us, marketing, networking and selling are not what we signed up for.
You are pleased when your marketing pays off, because you get the work you were meant to do. So, you and your over-worked staff get to stop marketing and get back working.
Then, the jobs end, as they all do. The money stops flowing in. You are at the bottom of the roller coaster. You need to push yourself into that grinding annoying low gear, and hope you can haul yourself towards the top.
Then, it starts all over again. And, if you are like me, you hate the roller coaster.
Wouldn't it be comforting to have a "set it and forget it" marketing program?
Building a Rapport with Marketing- Nurturing
Now, as a professional who sells a highly abstract product -intellectual capital- your audience needs a consistent stream of informative and useful messages. Your audience consists of your clients, prospects and any other like minded person in the community.
As a professional, you provide specific solutions to problems, likely against the backdrop of a complex regulatory environment.
Joe Girard was the modern father of nurturing messages. Once a month, everyone on his mailing list got a handwritten card simply saying "I like you."
But you need a more complex message.
You want to build a rapport with and increase your audience's knowledge with your articles. Don't confuse these nurturing messages with a sales pitch for your services.
Most articles are aimed at nurturing or maintaining a relationship between you and your audience. You are not actively selling your services.
There are 2 main reasons people have become your client:
1. You were recommended.
2. You meet them at some community or social event.
But, nurturing program provides you with a 3rd reason.
3. They and others just like them appreciate the regular and useful information you have been providing them.
Jim Cecil - a recognized expert in nurture marketing- estimates that it takes 8 to 9 messages before you will see an impact.
Revenue soars when you are top of mind. After getting that many useful messages from you, when they need your services, they will think of you first.
How Does it Work? Can You Spare 10 Minutes a Month?
Most nurturing programs fail for one simple reason. It is hard to be consistently marketing when you are busy. You can go two or three months working hard on single project, you don't have time to write 3 new articles or distribute a monthly newsletter.
So don't fight it. Let us do the work for you.
We have a growing library of articles that are specific to franchising. The articles are about things that matter to franchisors and franchisees. How to sell more. What new technologies work. And, how to keep compliant with new regulations.
Every month, you just pick 3 and we send them out to your audience, and then we tell you what worked, and what didn't.
If you think you or your organization is a good fit for the Franchise Info's nurture program, drop me a line, michael [at] franchise-info.ca, or contact me at LinkedIn, with "Nurture Program" in your request. The cost is a measly $300.00 per month, available as 4, 6 or 12 month programs and it is perfect for a practice group, a firm, or organization that is too busy working to market consistently.
Thanks for reading.
Cost per Author Bundle- Just $300/month.
Professional: 12 newsletters/year, Google Analytics & Competitive Intelligence Reports $300/month, unlimited articles.
Executive: 6 newsletters/year, Google Analytics & Competitive Intelligence Reports $250/month, 12 articles per year.
Basic: 4 newsletters/year, 6 articles per year.