Dear Marketing Consultant
Doing the work is easy. Would you agree?
Okay, not easy. It's challenging and it's fun. It's what we know and what we enjoy. And if you're anything like me... what you live for.
Getting work is a different story. This is the necessary evil. This is time-consuming... soul-sucking... demoralising... part of the job.
It's part of the job. Part of being an entrepreneur. However hair raising it can be. It's better than driving into the office every day and having someone stand over you as you work.
So the big question is how can we make the "necessary evil" part of copywriting and marketing consulting less evil?
Like everything in life, it comes down to having a simple repeatable system. A proven system to win new clients.
I've got a system to win new clients. A system that I've used for the last 4 years. A system that wins me a meeting with my dream clients.
That does not mean that I meet the client today and start work tomorrow.
In fact, as I start to contact bigger clients it can be have a meeting today. Agree that we are going to work together. Then wait 3 or 6 months before we start working together.
Why does it take so long?
Because I'm interrupting the client's life with a 10X opportunity. An opportunity that they want. And they have to find a gap in their calendar to start working with me. After all, they have a successful business (that's why I'm contacting them). They have a system that's working. I've come to them with a completely different system to sell workshops and mentorship programs. So it takes time for them to find space to use my system.
Does that mean my system to win clients doesn't work?
Does that mean the system doesn't work as fast as I want it to?
And just like losing weight. You don't lose half a stone after one gym session. No matter how much we wish it was like that.
The only way to get results is to eat less and move more... for several months.
The same is true with my system to win consulting clients.
You need to use it consistently.
My simple system to win consulting clients is...
Does this look too simple to work?
The funny thing is that I stumbled on this system because I started consulting when I had a full-time job. I didn't want my boss to know so I didn't have a website. I didn't have a Facebook page. I didn't even have a LinkedIn profile telling people that I was a copywriter and marketing consultant.
So, I used the only tool that I had to win clients...
I sent them a letter. A letter explaining how I could help them grow their business.
Why a letter?
Because the post is our least crowded inbox.
A letter is going to win me 30 seconds of my ideal clients focussed attention. And if the letter is good... then I'll win more of their attention.
With an email, it's easy to delete it without a second thought.
A letter wins a few crucial seconds of attention from your ideal client.
The ONLY thing the letter has to do is pique the client's interest enough to win a meeting with them.
Don't think that this is an easy thing to do. Successful people don't have a lot of time and they are not going to give it up easily. So your letter has to show them what's in it for them if they do. Your letter has to show them that meeting you is worth their time.
The perceived value of meeting you for 30 to 60 minutes has to be greater than anything else they could be doing.
And if you've got a powerful way to help them grow their business. Then they will meet with you.
If you want to have a chat about working for them. Then you are wasting their time. And your own time.
Because you've done your research on them.
You've looked at their website. You've joined their email list. You've attended their webinars. You've been to a live event.
So you understand their business model. And you've seen how you can help them get better results with the system they are currently using. Or you have a different system that will generate better results.
My system is often different to what the client is currently doing. Which makes it a harder sell because I have to sell the idea and proof of something alien to them.
Using a completely different system also makes it harder for them to find time to start working with me.
If you are a lead generation consultant and they are already doing a lot of lead generation. It's a hard sell because you know they already have someone doing this. And if you have an irresistible offer with guaranteed results then it's easy for them to say Yes. And to start working with you the next day.
The point of this is that your letter must make it easy for the client to say Yes to meeting you.
If not, you have wasted your 30 seconds of their focussed attention.
If you want to know more about how to create an irresistible offer then please read my post: Find Your USP. Find Your Consulting Goldmine. Here's the link to the post: https://www.rolandeva.co.uk/2020/02/14/find-your-usp-find-your-consulting-goldmine/
What happens if you send your irresistible offer letter. You call to set up a meeting with Mr Big. Then it takes weeks to find a space in his calendar?
This is part of the process and something you should expect.
Let's face it, we all wish we had more hours in the day. If you run a big business there are going to be more pulls on your time. So if it takes 4, 6, 8 or 12 weeks to meet with the owner or MD, then be patient. You've won a meeting with them. That's a big achievement.
At the end of the meeting, you'll know if you are going to work together. You may even know when. If not, then keep following up with the client until you start working together.
If you're anything like me, then you want to know how many letters you need to send to win a new client.
The truth is that I don't know.
When I started using this system, every letter I sent won a new client.
As I expanded the system, I'd win a new client for every 4 letters I sent.
Now my hit rate is lower.
Is that discouraging?
Absolutely. The early wins are the things that we live for. The things we want to repeat.
And as I try to break into new markets. As I try to win bigger clients. I've got to work a lot harder to start working with them.
Does that mean that my system doesn't work?
And remember, this is a lot like losing weight. The process eat less and move more has worked forever. And that doesn't stop their being 10,000 different weight loss companies selling their own version of eat less and move more.
The same is true with this system. You've got to eat less and move more for long enough to see results. You've got to keep sending letters and setting up meetings until you see results.
The reason why I called this post Want More Clients? Then Send More Letters! is that's the success mantra that I repeat to myself.
There are plenty of times when I wish it was easier. And then I remind myself of the Jim Rohn quote.
"Don't wish it was easier. Wish you were better."
I'm not going to wish I was better. I'm going to work to be better.
The simple reality is that if you do the work... for long enough, with enough volume... then you'll win your dream consulting clients. And break into the markets that you want to work in.
All it takes is commitment, resolve, and a letter.
If you've found this useful, then please leave a comment below.
If this can help someone 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.