Dear Business Consultant
I'd like to share with you something you might find a relief or offensive...
Working with your dream clients is a choice!
If you find that statement offensive because you think working with your dream clients is about luck or "knowing the right people" then please stop reading now.
You're absolutely right. That's your reality and I'm not going to try and change your beliefs.
If you find it a relief to know that you can work with your dream clients... if you do the work to win them... then this blog will be the most exciting thing you read today.
You see I started my copywriting and marketing consulting business while I still had a full-time job. So I had none of the things you need to win clients. I didn't have a website. I didn't have a Facebook Page. I didn't even have a LinkedIn profile that told people that I was a copywriter and marketing consultant.
The only thing I had was a desire to change my life. A desire fuelled by desperation...
I didn't know the cost of nurseries before my daughter was born. Then I found out that you need an extra salary to pay for them.
So my wife and I went through our spending spreadsheet (yes we really are that geeky) to look for things to cut.
We cut all the fun stuff. We cut everything we could. We were still short. Our cost of living was higher than our income.
I had to do something. I had to earn an extra salary. That's when I decided to do some more consulting.
How was I going to find clients?
I used the ONLY tool I had...
I sent a letter to a prospect outlining how I could help them. Then I called them to set up a meeting. That meeting gave me an extra salary for working one day a week. That meeting gave me a way to pay for my daughter's nursery.
That meeting and that letter gave me something much more powerful.
It gave me a way to win clients on demand.
What I realise now is that lady luck played her hand with those early clients. It's not always so quick and easy to win a new client.
There's a simple, powerful and standout solution to win clients over time, that I'll share with you in a moment.
First, let's talk about...
If you want to work with your dream clients. The first thing you need to know is who they are. So make a list.
Make a list of the clients that you want to work with.
If you're anything like me, then you can name 4 or 5 businesses off the top of your head.
Now it's time for you to do some digging. You need to expand that list to 50 or 100.
I find new clients with...
A Google search might give you the 50 to 100 prospects that you need.
If not then you can work your way down the list.
Almost half of that search list is around free content. The reason for that is I'm targeting training companies. And if a training company is not publishing free content then they are not my ideal client.
You see, I'm looking for clients that have an email database of 10,000 or more. And anyone with a list that size is going to publish content regularly.
Because this is one of the ways you build a following and grow your list.
So, if someone tells me that they have a huge list and they don't publish content regularly. Then alarm bells start ringing for me.
If you're a lead generation consultant then look for people that are already spending a lot of money on ads. I'm sure there are plenty of online tools that can show you that.
Why would you target businesses that already do lead generation?
Because if you can help them get better results. Then they will want to speak with you. They know how much money you can save them or make them based on their current ad spend.
If you try and convince a business owner to invest in lead generation and your fee... then you've got a tough sell.
Once you've got a list of 50 to 100 potential clients it is now time to...
I learned this the hard way.
I had a few meetings with potential clients that were going really well until I mentioned my fee. Then the air got sucked out of the room and I was shoved out the door like a bad smell.
On a two hour drive home, I realised that this was my fault. I had written to the client. I had asked for the meeting. And I didn't know if they could afford my fee.
I added a new step to my system.
This ensures that I ONLY send letters to clients that can afford my fee. This ensures that I don't chase businesses that are never going to work with me.
The tool that I use to see if the business can afford my fee is Companies House.
Yes, this is a slow manual process and it's better than driving two hours to meet a client that can't afford your fee.
Small businesses post a financial statement. Not a profit and loss account. So you don't know their turnover or expenses.
In other words, there is some grey area over their revenue.
I look for indicators of success. Cash in the bank. Money owned to them in the next 12 months.
If the accounts are a grey area and they publish a lot of content. Then I will contact the client.
If their accounts are a grey area and they don't publish a lot of content then I bin them.
Those are my rules.
These might be perfect for you. Or there may be other indicators that you use.
Ultimately, I think their financial position must be something you check.
This process can take a long list of potential clients and reduce it to a tiny list. You can start out with 100 and end up with 10 to 20 clients that you will contact.
That's okay because this is a process of selection.
This is how you get the best return on your time.
As I mentioned, you don't want to drive two hours for a meeting. Only to be pushed out the door once you mention your fee.
Now that you've got your distilled list of clients. It's time to...
You've spent a lot of time finding your dream clients. So you want to contact them in a way that is going to make you stand out. And a way that is going to make you memorable.
When I started my consulting business I sent a letter. An ordinary letter in the post.
That was enough to stand out because our front door is our least crowded inbox.
Today I do something even more powerful...
I send a parcel by courier.
There's no one that doesn't open a parcel delivered by courier.
So, I know the letter gets read. And I know that for a few seconds that I have won their focused attention.
That's my foot in the door. That's my opportunity to explain why I am writing to them and how I can help them grow their business.
There are two things that are worth mentioning here.
A grabber is a term from direct mail. Also known as lumpy mail.
The grabber is the object that grabs your prospects attention and makes them want to read your letter.
I use a coffee cup.
Because I want to buy them a coffee to discuss when I can turn their email database into a 6-figure campaign.
So the grabber is the physical embodiment of the call to action. To meet for coffee.
You can use the same grabber. Or you could use something that is more specific to you.
If you are a videographer and you want the prospect to watch your showreel. Then there's nothing better to send than a bag of popcorn.
What is it that makes your system unique?
The hedge-fund Bridgewater sent their clients computer chess sets once a computer could beat a grandmaster. Why? Because their system used as much computer modelling as possible to remove human error.
So the chess set was the embodiment of their differentiation. This made something hard to explain, simple.
A grabber makes you memorable.
When I get on the phone and say I'm the guy that sent you the coffee cup. People immediately remember me. They aren't going to remember my name or even the specifics of the letter. They will remember the coffee cup.
So, choose your grabber carefully. Make it something that you want to be remembered for.
Now let's look at...
This is the most important part of your letter.
This is why you are writing to your prospect.
So, you've got to explain fast, how you can help them and why they should meet you.
What's my irresistible offer?
I can turn your email database into a 6-figure campaign...
without a sales team...
using marketing that combines upfront value, storytelling, social proof and an irresistible offer
That's what it's all about.
The rest of the letter explains why they need. I turn the knife to make them feel where they are bleeding money in their business.
Then I explain how I can stop the bleeding.
Then I explain how my system works. So that they will believe I can deliver on my promises.
Then I use social proof to show that this works in the real work.
Then I tell them that I will call them during the week to find a time when we can meet for coffee.
In other words, the letter backs up my irresistible offer. It proves that I can deliver my promise.
So, do you know what your irresistible offer is?
Do you know what problem you can solve better than anyone else?
If not then this is what you MUST do before you start contacting clients.
If you don't have an irresistible offer then you will waste your time and your prospects time.
If you're a lead generation consultant. Then you might do the same thing as everyone else.
You can stand out by telling your client how you get stunning results.
So, if storytelling and long-form Facebook ad copy is your differentiator. Then tell your client this.
Why would you tell him something that other consultants are using?
Because you might be the first to tell the client this!
This is what Claude Hopkins did with Schlitz Beer. He told the story of how Schlitz made their beer in a full-page ad. That educated the customer on the process. It was the same process that every other beer company used. And Schlitz was the first to tell the customer. So that was their differentiator.
Your irresistible offer could be how you charge. Nothing upfront and only for results.
That's a powerful position that demonstrates your confidence. That's a powerful way to prove you can deliver on your promises.
Your irresistible offer could the speed of results. That's what Dominos Pizza did with their irresistible offer...
Fresh Hot Pizza In 30-Minutes Or Less... Or It's Free!
Their pizza was not irresistible but the speed was. So was their guarantee.
So get clear on your irresistible offer.
If you'd got an idea and you'd like some feedback on it then please email me at firstname.lastname@example.org
Once you've got a list of clients to target and an irresistible offer letter it time to start sending out your letters.
Then you need to call to...
The call to action in your letter should be to set up a meeting with your dream client. This could be a video call or it could be a face to face meeting.
My preference is for a face to face meeting and that's not always possible.
What are the challenges with setting up a meeting?
The first is that you are calling to speak to Mr Big. And you are calling at a time that suits you. A time that Mr Big might be in a meeting.
So you are likely to have to call several times before you can speak to Mr Big. Their calendar might be full for several weeks. And it's worth the wait and the effort for a big client.
At the end of your meeting with Mr Big, one of two things will happen.
And there's something critical that I want you to realise...
If you have a way to help your client grow their business. Then no means not right now.
Think of it from their perspective. You have sent them a letter out of the blue. They may have someone on their team doing something similar. Or they may like your idea but have other things planned.
There are hundreds of reasons why your client may need your help... not right now.
When a potential client tells me No. The first thing I do is cry in the corner.
Then I dry my eyes and remember that no means not right now.
So, I add them to my follow up list.
If you've done a ton of research on a client. You understand their business model. You know that they can afford to pay your fee. And you know that they need your help...
Then don't give up on them.
What you don't want to do is call them every month to ask if they have changed their mind. That makes you a pest.
So, I follow up with clients that have said no with a monthly print newsletter.
The newsletter shares stories and insights. This is not a how-to newsletter. I don't want to make it a classroom lesson.
I want to share some hard-won wisdom in a story. Everyone wants that, right?
Everyone wants to know what you learned from wrestling with a dragon so that they won't make the same mistakes.
By sharing hard-won wisdom in a story. I am giving the client more reasons why they should work with me. I'm sharing more ways that I can help them grow their business. Ways that I didn't tell them when we met... or in the first letter.
Following up with a print newsletter increases the perceived value of content. And that makes it more likely to be read and kept.
I want my follow up to stamp my professionalism. That's why I send something physical in the post.
Yes, the content of the letter is what really matters. And the design of the letter and the graphics show my professionalism. This shows them the different ways I can help them without specifically saying it.
The newsletter is a longterm play. After all, they have already said no. And I know that things can change fast in business. If a key member of staff leaves then they want someone that can immediately pick up the slack.
Or maybe they don't want me to take over their email database for a month to run a campaign. And they do need my help in other ways. Other ways that I haven't told them about yet. The newsletter shows them how I can help. And it gently reminds them that I'd still like to work with them.
If you're thinking, Roland I need clients now!
Then the simple answer is to send more letters.
That's what is going to get you clients today.
If you've done the research to find your ideal client then it's worth nurturing them until they are ready to work with you. This keeps your pipeline full. And it gives you a second bite at the apple.
If you want to get new clients fast. Then you all you need to do is create a list to target... send them an irresistible offer letter... then set up a meeting.
It's as simple as that.
The faster you can start sending letters. The faster you will see results.
If you want bigger results. Then you need to send more letters.
Please don't nod in agreement and then do nothing. Please use this system to start working with your dream clients.
If you have found this useful then please leave a comment below.
If this can help a consultant that you know, then please share it with them.
Until next time...
P.S. If you would more about the simple process that I use to win consulting clients on demand. Then you need to download your free copy of my book Consulting Clients On Demand.
To download your free copy now click the link below.
To download your free copy now click the link below.
I'm a copywriter and marketing consultant that turns an email database into a 6-figure income... without a sales team.
Filling "discovery" events with Facebook and YouTube ads and external databases is hard and expensive.
60% of registrants do not attend.
Only 20% of attendees buy.
So, 92% of "discovery" event leads do not buy.
What do you currently do with this 92 % of your leads?
Do you have a nurturing system in place to earn their trust and convert them into customers?
Do they lie dormant?
I can turn these dormant leads into high-ticket workshop and online course sales without a sales team.
In fact, turning your dormant leads into sales won't need any time or resource from your team. And it will only need 6 hours of your time, or the course creators time.
How is that possible?
The short answer is that I've got a simple system to turn dormant leads into customers. I do this by combining Upfront Value, Storytelling, Social Proof and an Irresistible Offer.
This system has 12 days of upfront value. Followed by 11 days of sales. Then the shopping cart closes and the offer disappears.
I've used this simple system to turn dormant leads into £100,000 plus in many different industries.
My most successful campaign made £672,989.
I use this system as a consultant to create 6-figure campaigns.
And I teach this system to trainers and mentors that want to turn their email database into a 6-figure income without a sales team.