Create Your Niche Attraction Pie
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Getting more clients. Finding new ways to attract clients. Improving my
marketing and getting the right type of clients. These are all answers I get
when I ask - What is your single biggest question about being a successful
consultant?
So this week, I'm going to share with you the concept of a marketing pie or as I
call it, The Attraction Pie.
You'll know by now that I prefer attracting clients rather than selling to
clients - semantics maybe but it does require a different mindset.
So what is The Attraction Pie?
Simply it's a range of channels that you can use to attract people to you and
your business so that they come to you. Some people might call it "pull
marketing". Whichever way you look at it the basic principle are
1. Focus on messages that wow and woo your ideal clients.
2. Focus on specific problems or opportunities that will grab your ideal
clients' attention making them think, "you really get me!" or "that's
my situation"
3. Focus on solutions to your ideal clients' problems (the "what" not the "how".
If the what grabs them they'll be attracted enough to contact you for the how)
4. Spread your messages widely but keep the message narrow
5. Consistently and constantly "put your message out there"
Your clients have different ways of taking in information, different ways of
learning and different ways that they view the world. This means you have to
acknowledge these differences and cater for them in the messages you present and
how and where you present them.
Attraction is about communication and communication is a 2 way process.
That 2 way process can be active or passive, conscious or subconscious direct or
indirect. You have to plan for and cater for whatever methods your ideal clients
prefer. You cannot assume one way is the right way or the only way. The same
core message can be interpreted or picked up through many mediums and channels
and you need to cover as many as you can.
As a starting point you may like to consider some of these 13 different channels
to get your messages out there. These are just some of the options open to you.
Try ones you haven't used, try ones you might NOT prefer yourself, try using a
channel in a way you haven't before.
1. Newsletter
2. Blog
3. Website
4. Public Speaking
5. Seminars/workshops
6. Direct, targeted letters
7. Business card (is yours a true business card or a piece of card with your
name and contact details on?)
8. Radio
9. Teleseminars - workshops over the web/phone
10. Posting articles or comments on online networking forums
11. Commenting on sector and industry forums and blogs
12. Writing articles
13. Active referrals - preparing an approach for close contacts to use to
promote you
Attraction can happen when you least expect it to, so take your attraction
efforts One Step
Further and "put it out there"
BIG POINT TO NOTE - Monitor and review where, how and on what you are
focusing your efforts, let the results you get inform your future efforts. If it
isn't working, try it again (ad hoc marketing doesn't work so "I tried it once"
is not a good enough measure), if it still doesn't give you a good return on
effort, Stop it.
Do, Monitor, Check, Review, Continue or Change
SPECIAL OFFER:
If you want help to create your own marketing pie, I am offering a special one
to one 60 minute phone call to
1. Assess your clarity of your niche market
2. Create a marketing pie targeted at that market
3. Create some core messages to attract
This offer is only available to Quickstart readers and is valid up
until the end of May.
For your individual session the investment is only £95+vat/$177, please contact
me and take advantage of this offer now.
About the Author
Beverley Hamilton works with independent business consultants to help them
grow a profitable consultancy and still have time for their life. You can get my
Free Ecourse Discover the 5 Most Common Incorrect Assumptions Independent
Business Consultants Make and a complimentary subscription to Quickstart,
the newsletter specifically for consultants. Go to
One Step
Further for more instantly accessible resources. Your future Your
choice!
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Article Published/Sorted/Amended on Scopulus 2007-05-01 23:23:57 in Business Articles
