There are lots of awesome marketing avenues out there, and I put a number of them to practice in my business regularly.
But the truth is that before I employ any of the fancy marketing strategies — everything from Facebook ads to Joint Venture partnerships to even newsletter campaigns and launches — there is one thing I ALWAYS do FIRST.
And this one thing is absolute gold, because it is often, by far, much more powerful than all of the other marketing avenues combined.
In fact, this one little marketing strategy has helped me fill entire group coaching programs and masterminds with 25 women and more in it. (And it has helped my clients do amazing things, too!).
One thing that’s super important to me is that I keep my marketing and my marketing plans as simple as possible — my theory is that if I can spend less time and energy, that’s the route I want.
So what’s my simple, super-effective marketing avenue?
Yes, it really is that simple. If you want to fill your offerings, the first place you want to start is by getting in touch with the people you know to see if they would like to step into your offering.
Why is this so effective?
Because the people that know you and love your work will always be quickest to invest in your services.
Now, you want to make sure you do individual outreach correctly (because if you do it the wrong way, it can backfire on you, and you’ll miss out on a chance to bring a highly aligned client in), and here are some of my tried and true tips for effective and easy Individual Outreach:
- Reach out to folks who you sense would be a really great fit for your offering.
Doing individual outreach doesn’t mean reaching out to everyone, but it does mean having the courage to reach out to those folks you know — past clients, current clients ready to step into something new, prospects that have been hanging around, and anyone you met networking — and letting them know you’ve got a special opportunity you think they might be interested in. Don’t be scared to do this – if you reach out correctly, you won’t come off as pushy or aggressive. You’ll be thanked for being so thoughtful and likely end up with a new client.
- Keep the outreach individual and personalized (but use a template).
The secret sauce that makes individual outreach so effective is that it’s personalized — and when your prospect receives the note you send them or your phone call, they know they aren’t “just another prospect”, but that you’ve really considered what would be best for them. Being thoughtful in this way goes a very long way.
Don’t be tempted to send out a group email — as best you can, keep these outreaches on a 1-on-1 basis.
Just because they are individualized doesn’t mean you can’t use an overarching template, and I highly recommend you do. Or else you’ll get tired pretty quickly!
- Throw out any market-y language and be personable, warm, and real.
Along the same lines as keeping your outreach note personalized, you also want to keep your languaging real. Steer clear of anything that sounds market-y and instead, speak from your heart as you share your opportunity with your prospect.
- Just because you’re being personable doesn’t mean you shouldn’t stand in your brilliance (including speaking about results and who the offering is for).
Speaking from your heart can (& should!) absolutely include standing in your brilliance, sharing why your offering is going to be incredibly powerful and valuable, and deeply speaking to all that you’re offering. Don’t hold back on sharing the magnitude of the work out of fear.
- Tell your prospect why you specifically think she would be a great fit.
This is so important and one of the reasons individual outreach is so powerful: you get to share with your prospect why you’re reaching out to him or her specifically, and you want to be very clear on why you sense your offering can really help them create the results they want. Use your knowledge of this person, where they struggle and what they really want for themselves, to articulate why they would be a great fit.
- Invite your prospect into a conversation with you.
Don’t skip this part — it makes all the difference. After you describe your opportunity and share why you sense it would be a great fit for your prospect, don’t just leave it hanging. The next step is to connect for a conversation to explore more deeply how you can serve them. Don’t assume that your prospect will suggest this. It’s your responsibility to make this invitation to them.
So, if you haven’t been doing individual outreach to fill your offerings, I HIGHLY recommend that you start right away.