Sometimes I would include a newsletter that I wrote that had helpful on personal success. Everything I did with my added value communication programme was something tangible that people received in their hs. (So I didn t use email for this.) Within 12 months of using this added value communication programme the results were obvious. I started getting calls even letters from my clients telling me how much they appreciated the added value follow up. I got referrals, I got repeat sales best of all I now had a good relationship with most of my clients. My client Steve told me that he was now thrilled with how well I was treating him. Within 18 months he purchased another Investment Property himself gave me a referral to a family member who also became a new client. Within two years of using my added value communication programme regularly, I was getting nearly 70% of my sales every month from repeat sales referrals. The Smart Guide to Attracting Ideal New Clients Customers The keys to using Magnetic Marketing so ideal new customers clients come easily to you... And the people who referred me or contacted me were thrilled at the huge amount of value they received from being on my added value communication program Action Exercise Four: Implement your own dripping tap programme of added value communication in your business. Use this to stay in touch with clients, potential clients also key centres of influence. Summary: We ve now come to the end of The Smart Guide to Attracting Ideal New Clients Customers. In this short booklet I ve covered four simple magnetic strategies that you can use to get ideal new customers clients to contact you. Here they are one more time: Tip Sheets Special Reports Group Talks The Dripping Tap I highly recommend that you use these magnetic strategies in your own business. You ll be delighted at how easy this is to do how well they can work for you. If you would like some more help doing this, feel free to make contact with me. My email address is graham@twomac.co.nz Best wishes in the meantime. The way to get started is to quit talking begin doing. Walt Disney With the compliments of Astill Hawke & Associates Limited 12 http://www.business-advice.co.nz/
Welcome to the Smart Guide to Ten Minute Marketing We are committed to helping all our clients to mprove their business results. Welcome the Smart SmartGuide GuidetotoTen Attracting Welcome to the Minute ideal new clients customers. Marketing So we are always searching for helpful we can pass along. We are are committed committed to to to We tohelping helpingallallour ourclients clients improve their business improve businessresults. results. Welcome to the Smart Guide to Ten Minuteexcellent investment was directly responsible for helping me increase my sales by over 91% within the first three months. Marketing approach is an excellent example of the dripping tap concept. Bob is continually in We are committed to helping all our clientsbob s to touch with existing clients also with potential new clients in a way that adds great improve their business results. value. So we are always searching for helpful we And while many of the individual communications he sends may not produce a huge can pass along. amount of sales, the cumulative impact over a period of time is excellent. We are delighted to share with you the Smart So we are aremarketing. always searching we we always searchingfor forhelpful helpful Guide to TenSo Minute We are delighted to share with you the Smart Here s a great example of the huge impact of using an added value dripping Guide to Ten Minute Marketing. communication programme... This easy to read booklet is to written by you the Smart We are delighted share with We are delighted to share you the Smart Guide to nternationallyguide recognised salesmarketing. with to Ten Minute Attracting ideal new clients customers. expert McGregor. This easy to read booklet is written by Around ten years ago I worked in a sales role for a business that sold internationally recognised sales Investment Properties. In my first year I made a big mistake. I didn t stay in touch with my expert McGregor. clients. So my clients would purchase an Investment Property from our firm they would onlyexamples hear backthat from me about once a year. (I think I sent them a Xmas card.) What we like about this booklet is that the gives cancan pass along. we pass along. This easy to read booklet is written by are logical, practical are very easy to apply in any business. This easy to read booklet sales is written by internationally internationally recognised This was a costly error on my part because I got next to no referrals from any of my clients What we likerecognised about thissales booklet is that the examples that gives expert McGregor. expert McGregor. very little repeat sales. What was worse, was that when I did make contact a year So use the simple strategies in this guide in your own business. later there was no real connection or relationship between us. What about this thisbooklet bookletisisthat thatthe the examples What we we like about examples thatthat givesgives doing this will produce for you. So use the simple strategies in thisare guide ineasy your own business. are practical are veryeasy apply in business. You ll be delighted with the great results that are logical, logical, practical very toto apply in anyany business. After a year or so a client named Steve sent a letter that said he was really disappointed with me. He was surprised about not hearing back from me after becoming a client. He Kirsten Hawke So use use with the simple strategies in this guide in your So the simple magnetic strategies in business. this guidefor in your You ll be delighted the great results that doing thisown will produce you.own business. was delighted with his investment property, however he had not heard from me Director wondered why not? Hawke & Associates Ltd You ll be be delighted delighted with that doing thisthis willwill produce forastill you. You ll withthe thegreat greatresults results that doing produce for you. are logical, practical are very easy to apply in any business. Kirsten Hawke Director Kirsten Hawke Hawke Kirsten Director Astill HawkeDirector & Associates Ltd He told me that he felt that by not staying in touch I didn t really care about him. He told me he was a good potential source of repeat referral business that I should treat him better. He then gave me a list of things I could do to stay in touch with my clients like him. Astill Hawke & Associates Ltd Astill Hawke & Associates Ltd chartered accountants Hawke & Associates Astill Hawke Astill & Associates Limited Limited Chartered Accountants Astill Hawke & Associates Limited Chartered Accountants P O Box 58Accountants 359 Chartered P O Box 58 359 Botany, Manukau P O Box 58 359 2163 Botany, Manukau Ph (09)2163 985 9791 2163 Botany, Manukau Ph (09) 985 Ph 9791 Fax(09) (09)985 9859791 9792 Fax (09) 985Fax 9792 (09) 985 9792 associates ltd Astill Hawke & Associates Limited Chartered Accountants P O Box 58 359 Botany, Manukau 2163 Ph (09) 985 9791 Fax (09) 985 9792 I was highly embarrassed to get Steve s letter because I knew the importance of staying in touch adding value to clients. I had just forgotten to do it. So I swung into action with a simple added value dripping tap communication programme. I started by sending every client a personal note in the mail every 6-8 weeks. I made sure I included something of value with every note I sent out. One note would have a couple of free movie passes with it said something like Thanks for being a client. I thought you would appreciate a couple of free movie passes with my compliments. And while you are enjoying the movie, remember that you are growing your wealth at the same It is not your customer's job to remember you. It is your obligation responsibility time with the investment property that we are managing for you. to make sure they don't have the chance to forget you. Patricia Fripp Sign up to our newsletter receive a free copy of 10 proven ways to play your own game, beat your competitors position your business as the only one for ideal customers to ever buy from It is not your customer's job to remember you. It is your obligation responsibility to make sure they don't have the chance to forget you. Patricia Fripp It is not your customer's job to remember you. It is your obligation responsibility 2to make sure they don't have the chance to forget you. Patricia Fripp Another personal note would include a short motivational article I had come across on something like goal setting. It would say Hi John, thought you might enjoy this short article on goal setting. Thanks for being a client. Regards. 11
Magnetic Marketing Strategy 4: The Dripping Tap A lot of the people you are in contact with right now would love to buy your products or se services. However, often the timing may just not be right for many of these people to make a buying decision right now. Most business sales people (at some point) make a big mistake in selling: We think that if a person does not buy right now, it means they will never buy. So we never follow up stay in touch. When we have this short sighted attitude to selling we usually end up throwing away a small fortune in easy sales. (I can speak with great authority on this mistake in selling because I have personally made it many times!) The solution to this common selling mistake is to use what I call the Dripping tap. The concept of the dripping tap is very simple to explain. A dripping tap goes drip, drip, drip continuously over a period of time. Each individual drip does not seem to have much of an effect. However, over time these continual drips can fill a container can even wear a hole in something hard like stone. Now think of each drip as being a communication from you to a customer or potential customer where you add value in some way. There may be no apparent result or impact from each individual communication you send. But over time, with repeated communications you can create a huge number of new customers, repeat sales, referrals testimonials. Example: A few years ago I came across an interesting article on by a person called Bob Serling. When I read this article, I also had the opportunity to sign up for a regular free article on from Bob from one of the ezines he wrote on. At this point I had never heard of Bob Serling. However over the next 12-18 months I received a number of articles on increasing sales from his ezine. I liked what I read eventually decided to purchase one of the products Bob had for sale on. It was a short easy to underst downloadable book on getting a competitive advantage in any business. I invested around $39 continued to get my regular articles from Bob s ezine. About a year later Bob offered a six month personal mentoring programme to help individual clients increase sales with more effective. The investment was many thouss of dollars I had no hesitation in signing up for the service. It was an Magnetic Marketing Strategy One: Tip Sheets These are an excellent low cost way to attract br new clients customers are super easy to use. A tip sheet is a 1-2 page article with helpful tips related to your services. Here is a good example: The Personal Trainer who used Tip Sheets I showed a personal trainer how to use a simple tip sheet to get large numbers of new clients. The tip sheet he wrote was called Seven Secrets to a Great Looking Body In this tip sheet this personal trainer covered seven simple tips. Tip One: Tip Two: Tip Three: Tip Seven: Exercise your body properly Use the right supplements. Train regularly but not too long. Use a Personal trainer. Because his tip sheet was only two pages long all he had to do was write a paragraph or two on each tip. When writing his tips he also gave one or two specific suggestions, along with reasons the occasional example. At the end of tip sheet, he made an offer of a free personal consultation for people who were interested in using his services. For a free personal consultation at no obligation phone 123-4567 The personal trainer made around 1,000 copies of his tip sheet then spent a few hours personally delivering them to hundreds of homes in two of the most expensive suburbs in his city. The reason for this was simple. If you live in an expensive home you probably make a reasonable income to be able to afford to live there. (This meant you could probably afford to spend money on a personal trainer like him.) Within a week of the tips sheets being delivered, the personal trainer had received several dozen calls from people interested in using his personal training services. These people all said something very similar. I read your article on creating a great looking body found it very interesting. I ve been thinking about getting in better shape for a while now so I thought I would give you a call. He booked a number of these people for a free consultation a high percentage became paying clients. I highly recommend you use tip sheets to promote your business as well. Here s all you do... 1: Give your tip sheet an interesting title. "The insiders guide to..." "...made easy..." "The truth about..." "... things you should know about..." How to..." The...biggest mistakes in 10
2: Put some useful tips examples in your tip sheet. Keep these short easy to underst. The easiest tip sheets to write are those that have a number in the headline. For instance The seven secrets to a great looking body or The four biggest mistakes in buying a br new boat. By fast I mean within 24 hours or sooner. I have often spoken to a group of people in the morning followed up by phone on these same people that afternoon. (People are usually very impressed when you follow up quickly after any talk.) If you leave it a few days or longer to follow up you will undo a lot of your hard work can come across as lazy slow. 3: Put your name contact information on your tip sheet invite readers to contact you. Wherever possible include positive testimonials from some of your best customers in your tip sheet as well. When you follow up on the people who heard you give your group talk you might say something like this: 4: Make your tip sheet look good distribute them to large numbers of potential clients. Give them to Centres of Influence as well. These are people who can refer new business. Hello it s here from XYZ organisation. Thanks for listening to my talk on ABC topic yesterday. I trust you got some useful from it? Action Exercise One: The person will then respond. Create a 1-2 page tip sheet that potential clients for your products or services would find useful. Distribute this tip sheet to several dozen people who could potentially be clients. Give it to several centres of influence also. You can then offer more information or ask if they would like to have a free no obligation meeting with you get some more on your topic. When you follow up, after any talk you give, some people will want to receive further information, some people will not. This is normal natural. Magnetic Marketing Strategy Two: Special Reports A Special Report is just a longer version of a tip sheet. Special reports are a fantastic way to attract new customers clients to your business like a magnet attracts iron filings. However, the people that do want further information are now very good potential prospects for you as you already have a large amount of credibility trust with them as a result of the useful in your talk. Example: Think of a special report as being a how to guide related to your product or service. When I gave my talk on customer service to a Rotary Group I spoke to about 35 people. One of the people in the audience came up to me at after my talk gave me his business card. He was the director of a large automotive wholesale company wanted to talk to me about training his sales people to make more sales. A few weeks later this person gave me an order for a large sales training programme for his people. He became a very good long term client it all started with a short talk to his Rotary Group. In your special report you will answer the common questions a customer has about your product or service. Your special report will show your customer the steps involved in buying your product or service also show them the common mistakes to avoid. Your special report will often have insider secrets special tips that a typical new customer will probably not know about. Ideally it will also have a number of real life examples so the person reading it will underst clearly the points you are making. So your special report is something that a potential new customer will find very helpful if they are thinking about purchasing the products or services you sell. A perfect example is the special report you are reading right now called The Smart Guide to Attracting Ideal New Clients Customers. It can also be useful to practise your group talk once or twice before you give it. This will build your confidence also give you an idea how long your talk will go for. I ve also found that recording your talk into a digital tape recorder then listening to it several times is also very useful. This has lots of useful tips on how to quickly attract ideal new customers for your business. Action Exercise Three: One of the best things about using special reports is that it eliminates the hard work of chasing new clients. Create a short 10-15 minute talk that has useful tips related to your products services. Offer to give this talk to several local groups of people. This is a wonderful way to attract new clients. 4 Don t make the mistake of trying to make it perfect before you give it. You will usually get the feedback you need to get good at giving group talks by giving a number of them. 4 9
Rotary Groups are a good audience to speak to as they have a variety of members they have weekly meetings. The big problem they have is they are always looking for someone to speak at these meetings. That s where you come in! 2: Prepare your talk If you take my advice use a one page tip sheet as your talk outline this is very easy to do. Just use a one page tip sheet you have already created talk on this. Example: When I was selling sales training services to sales people I spoke regularly to a number of sales managers. One of these sales managers asked me if I would mind speaking to his local Rotary club on customer service. I agreed to do it, even though at this point I had never spoken to any group on customer service. I asked how long I had to speak was told I had about 15-20 minutes. I picked a catchy headline for my talk on customer service decided to call it Three ways to use customer service for an unfair business advantage. Now all I had to do was come up with three useful about customer service spend about five minutes talking on each idea. I chose three very simple on customer service. The first idea was In customer service everything you do either helps you or hurts you. The second idea was There are two things every customer really wants. The third idea was Good customer service is actually very bad for your business. I then made sure I could speak for a few minutes on each of these three explain how to use them in any business. I picked one relevant story or example for each of these three I was ready to give my talk. 3: Give your talk follow up fast on all interested prospects One of the secrets to giving a successful group talk is to have a very clear idea of what you want your audience to do at the end of your talk. In most cases you want to identify who is interested in getting further information about your services, get the permission of these people to make contact with them. This is very easy to do. One way to do this is tell your audience something like this: I have prepared a very interesting article that goes into some of the points in my talk in more detail. If you would like a free copy of this article just h in your business card write Yes on the back of it. I will then get this article some more useful information out to you. Then follow up fast on all interested people from your talk: It s a lot more fun when they are attracted to your business as a result of ordering or reading your special report compared to you having to chase them try get them to talk to you. How do you create a good special report? 1: Give it an interesting title that will make patenting clients keen to read it. The shocking truth about cosmetic surgery Five things you should know about hiring great people for your business How to solve the two biggest money problems faced by people over 40 2: Include valuable useful tips in your special report. When you do this, you position your business as being experts in the topic you are talking about. You also make it very easy for a potential client to choose to use your business to buy the products services that you sell. Here are some of the key you could include in a special report. Explain the steps involved in buying using your product or service. Show customers the potential problems that can happen how to avoid them. Tell customers the common mistakes that people make when buying your product or service give them the most important questions they should always ask. Make sure your customers know what to look for what to avoid when buying your type of product or service. Give customers valuable insider tips. Include information that will help your customers to more effectively solve their problems or reach their goals And do all this in a way that is simple easy to underst. 3: Make sure your special report looks attractive, then have a few copies digitally printed use them to promote your business. Here s a good example. A business that did expensive office fit outs created a special report called The 3 Critical Steps to a Successful Office Fit Out. This special report contained a large number of how to that were invaluable for anybody planning an expensive office fit out. The special report covered the common mistakes people made in office fit outs explained how to avoid them. The special report talked about the three main steps to follow in any office fit out exactly how they worked. It also showed some simple tricks of the trade that a 8
person could use to save time money in successfully completing any office fit out. And it contained some great testimonials from some of their best clients. This business then took out a small display ad promoting this special report in a weekly publication that was sent to every law firm in their city. (Legal firms were good potential clients for their office fit out business.) An Important Message for Lawyers Planning to Relocate Their Offices: If you are planning on relocating your offices within the next 6-18 months; don t do anything until you read this FREE REPORT: Relocating your offices can be hugely expensive in both time money; so it s vital you do it right. XYZ Business have just released a br new FREE REPORT called The 3 Critical Steps to a Successful Office Fit Out. This report will show you how to successfully relocate your legal offices. You will learn the three critical steps to follow how to avoid the seven most common expensive mistakes. There s a hy 10 point check list detailed how to instructions on every stage of the process. Save yourself hours of time by reading this report. You can get your copy of this FREE SPECIAL REPORT (without obligation) by phoning XYZ Business on 1234-5678 or by emailing info@xyzbusiness.com Their ad looked something like this: Over the next 2 weeks this simple ad produced 29 requests from law firms for this special report. One of these requests was from the second largest law firm in the city. The end result was they had now attracted close to 30 potential clients they could talk to about their expensive office fit out services. There are dozens of ways to get potential clients ordering or reading your special report. You can offer it on your website, advertise it with display ads, send out personal letters or emails inviting people to order it many more. Best of all, once a person reads your special report you will have instant credibility this makes it very easy for them to choose your business to spend their money with. Action Exercise Two: I have written a comprehensive guide to creating using special reports called The Million Dollar Magnet. Contact me for a free copy. Magnetic Marketing Strategy Three: Group Talks Group talks are another very effective form of Magnetic Marketing: The purpose of a group talk is simple: A group talk is a way for you to quickly identify establish a profitable relationship with a large number of prospects fast. When you give a group talk you usually have instant credibility on whatever topic you are talking about. The reason is simple. One of the biggest fears we all have is The Fear of Public Speaking. This means that we tend to admire respect people who st in front of any group talk. In most cases we usually associate people who are competent at public speaking as being good at whatever topic they are talking about. I believe the secret to giving a good group talk is this: Always give your audience some useful that will help them to either solve a problem they have or will help them to improve their lives in some way. When you give people useful that will help them you do two things. First of all you position yourself as an expert in your field. Secondly you will usually create some very interested potential customers who are suddenly very keen to talk to you about your services. Important Point: You can give a good group talk even if you don t think you are good at public speaking. The key is to focus on helping your audience with useful tips rather than worrying about how well you are speaking. There are three simple steps to giving a good group talk: 1: Choose the topic you will speak on the group you will speak to 2: Prepare your talk. 3: Give your talk follow up on all interested prospects. Let s look at each of these steps in more detail. 1: Choose the topic you will speak on the group you will speak to My advice here is to choose a topic that made a good one page tip sheet for you. A good one page tip sheet you will recall has an interesting headline then several useful for the person reading it. A good one page tip sheet will have a few examples or stories that illustrate the you are covering show people how to use them. A good group talk is very similar to a one page tip sheet. It should have an interesting title, some useful a few stories or examples to illustrate your in more detail. Once you have picked your topic, you can then decide which group of people you want to speak to on this topic: 6