When I first began my career as a web pro, I thought that all I had to do was to create amazing websites, and then the phone would start ringing off the hook with new business. Sadly, this wasn’t the case at all. In fact, the more time I spent building these amazing websites, the less time I had to devote to growing my business.
I needed a way to bring in new prospective clients while taking care of my current commitments and deadlines.
For me, cold calling was out. I simply didn’t yet have the time needed to make that successful. Email marketing was out, as I didn’t yet have a list. And then, I found it: a three-step process to marketplace domination. In this article, I’m going to share with you how to build a never-ending stream of new clients that will pursue you.
Recommended Reading: How To Handle These 9 Client Types Like A Pro
Step 1: Create Your Cult
Ask yourself, "Who do I need to become to attract my cult to me?" One of my favorite examples of a "Cult" following is Apple. From day one, they were different.
They came out with marketing and messaging that challenged the way we look at computers. To the Apple crew, their computers were not simply workhorses, but pieces of art to be revered, even loved. Remember their most famous commercial, "Are you a Mac or a PC?" To this day, we still refer to ourselves in this way! That’s amazing.
So, how do you go from nobody to somebody? How do you get buy-in from your entire marketplace and stand above the crowded messaging? You simply need to create your cult. It’s easier than you might think…
- Identify your perfect cult member.
- Ask, "what is the right offer to convert my cult members?"
- Create awesome events, offers, and downloads to give to your cult members.
Stand For or Against Something
There are no real secrets to getting clients to pursue you. But, there are some strategies that truly work. One of these strategies is to stand for (or against) something. I often refer to this as a company’s "Cause." It’s all about getting people to rally around you.
What is the dirtiest secret in your industry? Give away your knowledge and educate your marketplace on how much you know by exposing the industry’s dirty little secret(s). This is the best way to begin creating your cult following.
One more thing: when you’re creating your cult – be who you are, be yourself. And most of all, become the ultimate example of your brand!
Step 2: Identify Your Cult’s Problem
The single most important strategy to getting clients to pursue you is to profile them. Check out this post by Addison on how to create ideal client profiles. Be as specific as possible as this is going to help you identify your cult’s problem from their point of view.
At first, your goal is to attract cult members – but now your goal is to prove to them that you understand the problem that they face. This isn’t a new tactic. It’s the oldest marketing tool in the book. Who wants to buy crap they don’t need, right? So, prove it. Show your cult that you understand their problem – otherwise they will never trust your solution.
In understanding the value of what you’re about to offer your cult, there’s a big difference between actual value and perceived value. You need to see the value of what you’re offering through their eyes, through the eyes of your cult members. Then offer them a solution they can’t refuse.
Step 3: Offer Your Solution
One way to introduce your offer is to create demos or freebies that will help you generate leads from your cult following. You could hold a free webinar, or give away downloads on your site. There are probably 100 different things you can do to "advertise" your offer to your cult.
Pick three and do them, and in the process turn your cult members into your clients; remember, you still need to make sales! After you get going, you are going to have an amazing amount of fun with this cult creation venture.
Lastly, here are 4 friendly reminders to ensure your clients keep coming:
1. Model What Works – Use tactics and strategies that are simple in your sales process. Don’t try and reinvent the wheel.
2. Make It Easy – Whatever your offer is, make it easy to purchase. Forcing a client to fill out two pages of on online form would be the opposite of easy.
3. Hustle – Stay involved and stay committed to your Cause and to your Cult. Once you have a following, you’ll need to be able to do sales and production, it’s a good problem to have!
4. Be true to who you are – Don’t try to be something or someone you’re not. If you stay true to who you are, you will attract others who believe in the same things your cult stands for.
I’d love to hear your comments and/or questions, please make sure to post them down below and I’ll do my best to answer every single one of them. Now, go create your cult!
Editor’s note: This is a contributed post by Jonathan Hinshaw, who has been building web solutions for clients in a variety of industries since 2006 at EBWAY Creative Solutions. He recently launched a course on uGurus.com teaching web professionals how to close more deals for higher prices. You can follow Jon on Twitter.