How to Conquer Your First Foolproof Marketing Project
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One of the scariest questions aspiring business owners have is "How do I get clients?" This is a make-it-or-break-it question for any business. If you can't get clients (or enough clients) then you won't have a business. It's also something most aspiring self-employed people don't have any prior experience with. That doesn't mean it's impossible. I'm going to give you your first marketing project, and some principles to guide you towards future marketing.
There are so many marketing options out there: websites, listing sites, social media, paid advertising and more. All can be so shiny and alluring. But which is best? You're a smart person, so you want to go for the low-hanging fruit first. But which is the low-hanging fruit? Cheap or free makes something low-hanging but runs the risk of not making an impact since it's often ubiquitous.
One key to a high return on investment when you've got a low initial investment is to leverage interpersonal relationships. If someone already knows and likes you, then they are more likely to become an advocate for your business. If someone gets a chance to meet you it's going to be more impactful than, say, an online advertisement that might get lost in the noise of so many online advertisements. Anything face-to-face (including real-time video or phone calls) is profoundly impactful.
This isn't just about getting in front of your ideal client. It can be to build a network of other people who also serve your ideal client. Having a credible professional recommend you to your ideal client is a built-in trust builder.
To best leverage these two things, we're looking for the overlap of "people who already know and like you" and "people who know your ideal client." The people who know and like you the best are your friends and family. Do they know your ideal client? We don't know. It might be unlikely, but they are your biggest supporters no matter what you're doing. Also, they want to know what's going on in your life. So this is your first marketing effort: TELL ALL YOUR FRIENDS AND FAMILY. This can take the form of a mass email, a social media post, or it could be woven into chats you're already having with these folks. Or a combo of all is super effective! The point is to tell everyone, so if any of them come across your ideal client they'll know it.
How Do I Know I'm Ready?
If you're having a deer-in-the-headlights feeling at the idea of shouting your new venture from the rooftops, let me set you a clear path. First off, it's never too early to be talking to your inner circle about any of this, so go for it! For the less-inner circles, here's a road map of what to prepare and what to say.
Prepare by developing the following (I've provided links that will help you out if this is new):
know what you charge and have a way to accept payment (even just a Paypal account will do.)
Here's what to say:
Dear Friends and Family,
I'm super excited to formally announce the launch of my [type] business [business name]. [Marketing Message.] I specialize in working with [flattering portrayal of your ideal client.]
I'm just starting to get the word out, and I'd love to practice talking about what I'm doing in the safe confines of friends and family. If you're game to have a chat with me about this, I'd love that! Or if you just want to spy from afar, here's my website: [website address.]
Stay well! Love you all!
Sincerely,
[your name]
Yeah, yeah, yeah, Now What?
If this seems too easy, or it's already done, you might be itching for your next marketing project. As an extra-special bonus, here's your second marketing effort: build your professional network. Start by bringing to mind fellow professionals who work with your ideal client. Ideally the professional already knows you in some capacity; social is fine! They don't have to work in the same field as you, in fact, that's often more comfortable. Reach out to them and invite them to a coffee or short zoom meeting. (I go over more on how to do this in my Basics of Successful Networking article.)
At that meeting use your best networking skills and conclude by asking them who else they know that you should know. Have them introduce you to one other person. This new person is now not a cold contact. With that introduction, you'll soon be having coffee with a new person who will learn about your business. At the end of the meeting with this new person, ask them for an introduction to someone you should know. Keep turning each meeting into another meeting and you'll build your marketing inertia faster than you'll realize!
