How many times have you thought "I am a professional in my area, no one told me I needed to be good at sales and retaining customers, too"?
Well, it turns out there is a process I like to call magnetic marketing. It consists in creating a "pull" (hence, the "magnetic" part) approach to attracting more and better clients to your business or service.
Ok, so what is magnetic marketing?
Magnetic marketing is the marketing lovechild of two approaches, the "guerrilla marketing" approach and the "infoguru(TM)" approach (by R. Middleton).
From guerrilla marketing it takes the "low cost / high impact" emphasis. No resource is wasted on "being fancy" or "mysterious" on your presentation materials.
From infoguru marketing it takes the "give away a useful why / get customers hungry for the how to". Give 10-15% of the iceberg for free in a professional way, clients will demand the other 85-90% and pay for it gladly.
The essential magnetic marketing kit
The basic magnetic marketing kit consists of 5 tools:
The charismatic audiologo
1. The audiologo (what you achieve + for whom, in a soundbite that will encourage referrals or engaged conversation as opposed to "what do you do for a living?" conversation-killer routes)
The actually-useful business card
2. The guerrilla business card (no time for ultra elegance at the cost of message, it will include your audiologo and leave the receiver of your card thinking of you in terms of a specific niche)
The connect-with-the-problem-first letter
3. The 5 paragraph letter (the problem people face, the usual methods for dealing with it, the new/better/classic solution you happen to provide -talk about it in a detached way, no mentioning yourself yet-, how it delivers its results and why it's here to stay and finally, only finally, tell the reader you can provide such a solution.
The magnetic website
4. The website (based on the letter, some grooming a la Joe Vitale is due) that presents your services, testimonials, your promise (what you can achieve for your clients, not merely a boring "services I provide" list) and what's next in terms of your next conferences or publications. Capture their emails, just in case (more on elegant sales funnels in a future post).
The infoguru lifestyle
5. Publications and/or conferences. This establishes you as an "info-guru" that teaches the basics and provides urseful orientation on your subject, yet gets to be hired -and paid dearly- when specifics, consultancy, recipe or protocol license is required. Remember, the customer is not "always right". That's a motto from another era. Everything in your infoguru(TM) publications, videos, social media, conferences, etc should train the client on what to expect, how to value and appraise your services and what is their role in the process.
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I hope you liked this short guide to magnetic marketing.
Juan Fernando C.
Markets, Cryptocurrencies, Growth
@jfcarpio
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