Fabienne Fredrickson, The Client Attraction Mentor, explains how you Give to Get. Give good valuable Free Content and Get Ideal Clients in your business.

How To Be Your Own Best Advertisement

(Without Being Client Repulsive)

Entrepreneur Magazine called not too long ago to get my take on how to be your own best walking advertisement without becoming offensive, off-putting or in people’s faces. There’s definitely a fine line between authentic self-promotion and being pushy. Today, I’ll share with you one of the tips I shared with the editor for making people aware of your problem-solving resources, without becoming ‘Client Repulsive’. The tip? GIVE GENEROUSLY.

It’s easier to promote when you are GIVING something of high-value to a prospect. It’s an approach of SERVICE rather than ’selling something’ or trying to ‘get something’ from your prospect. GIVING is much more Client Attractive and takes the pressure off of the person (and yourself). Let’s face it; people love to buy, but they don’t like to be sold. So, make it easy on them by giving them something.

When working with private clients who want to quickly build a database of prospects and fill their pipeline consistently, we almost always create something called an “Irresistible Offer”, something that has a high perception of value, offered at no charge. Something that will create the WOW factor and naturally PULL them in. For example, my website offers an audio CD at no charge on the home page. This is my version of the Irresistible Offer.

Instead of trying to explain my work at length to a prospect, which would turn someone off immediately, it’s much easier to say something like, “Go to my website to order the audio CD at no charge and you’ll also get a subscription to weekly marketing articles. My treat.”

When you do that, two things happen. 1) There’s a WOW factor that gets them excited. 2) They’re often impressed that you would give something of such value at no charge, which makes you look even better in their eyes. And, 3) you let the high-content of your ‘Irresistible Offer’ demonstrate the value of what you offer, so there doesn’t need to be any selling.

When you give good content at no charge, people automatically realize that this is just the tip of your iceberg and they’ll get that your paid stuff will be even more valuable. It doesn’t have to be a CD. It can be a special report, an audio download, a seminar or teleclass. Anything that has a high perceived value will work, as long as the content is very good. That way, marketing feels authentic to you AND to the person you’re talking to.

Best of all, if the information on your giveaways is of high-content and high-value, word will spread quickly. They’ll tell their colleagues, their friends, anyone who will listen, but only if you’ve given them something of value. And then it’s just a question of providing more high content on a regular basis through easy stay-in-touch marketing vehicles, until the trust and credibility has been established and the prospect raises their hand when they’re ready for your service or product. You’ll be shocked at how quickly your pipeline will fill when you have the right ‘Irresistible Offer’.

The key is, when you give generously, both in a giveaway and in content, you make it OK to offer other resources that will help that prospect. It’s like reading your favorite magazine. When you love every article, chances are the ads in the magazine will also appeal to you. Same thing here.

Your Client Attraction Assignment:

So, start thinking about how you can give more generously:

• A special report?
• An audio download?
• A CD?
• A live seminar?
• A teleclass?

Once you put it together, make sure it’s high-content (without giving away the farm) and that you have a way of continuing to speak to them regularly with more high-value stay-in-touch marketing vehicles. Then, you avoid being Client Repulsive and instead, you become extremely Client Attractive.

If you’re looking for more ways to create a compelling marketing message and PULL clients toward you, I recommend the Client Attraction Home Study System™. I’ve outlined every Client Attraction technique in detail, and it’s all there so you can start using it right away to get similar results. All the tools, scripts, templates and examples are handed to you on a silver platter. And it’s laid out in a very simple way: do step one of the system, and when you’re done with that, move on to step two, etc. It’s so simple and yet so very powerful, it’s changed the lives of thousands of solopreneurs. You can read the success stories and get your own copy at www.TheClientAttractionSystem.com. (Why struggle when you can just attract clients easily?)

© 2008 Client Attraction LLC. All Rights Reserved.

Fabienne Fredrickson, The Client Attraction Mentor, is founder of the Client Attraction System®, the proven step-by-step program that shows you exactly how to attract more clients, in record time…guaranteed. To get your F.R.E.E. Audio CD by mail and receive her weekly marketing & success mindset articles on attracting more high-paying clients and dramatically increasing your income, visit www.ClientAttraction.com.

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Your prospects don’t care about you. They don’t care about what you do, how you do it, what you call it, what you call yourself.

Sounds pretty harsh, doesn’t it?

Understand this:

Your prospects care about themselves. Their problems. Their concerns.

Your prospects will care about you when you care about them.

First.

To Turn More Prospects Into Paying Clients, You Must Motivate Them!

When talking about their business, most solo-preneurs make the mistake of describing exactly what they do, in boring detail. “My company has been in business for X number of years and we use the newest technology systems. We use a complicated series of… blah blah blah.” Many coaches and consultants talk about coaching ad nauseam, “What is coaching, are you coachable, what is your coachability index, who is the coach, blah blah blah”.

I know, because I did it too in the beginning and it didn’t work.

Hate to say this, but… SO WHAT! Nobody cares! When I hear someone talk to their prospects this way, it sends up a big red flag for me: these people don’t really KNOW what they DO for clients and they’re losing potential clients every time they open their mouths and every time someone reads their materials! The problem is that they’re clearly not connected enough to their client base to see what real benefits they bring their clients.

There’s a saying that goes “People don’t care how much you know, until they know how much you care.” And until you can tell someone what’s in it for THEM to work with you, they won’t pay attention to you or what you’re saying.

Now, there’s nothing wrong with you if you’ve been doing this, but it’s something that you’ll want to work on quickly so you don’t let any more ideal prospects slip through your fingers. It just takes asking yourself what you really DO for clients, what results and benefits you get for them and then to articulate that so that a prospective client looking for that solution will want to work with YOU.

Let’s look at exactly what your ideal prospects are motivated by: The Motivators. Below is a list of the top 10 reasons, results or benefits that make people buy, according to Jim Edwards and David Garfinkel in the ebook entitled “Ebook Secrets Exposed” www.EbookSecretsExposed.com that I read a bazillion years ago:

Here, according to them, are the most powerful motivators:

1. Make mo-ney
2. Save mo-ney
3. Save time
4. Avoid effort
5. Get more comfort
6. Achieve greater cleanliness
7. Attain fuller health
8. Escape physical pain
9. Gain praise
10. Be popular

Now, not every one of these fits your business, and most likely, yours fall into the top 4 motivators, unless you’re in healthcare or image, then it usually falls within the last 6. Either way, it’s time for you to narrow yours down into motivators from the Top Ten list above.

What’s so powerful about using “motivators” in your marketing is that you position yourself as their ultimate SOLUTION, the one they would do anything and pay relatively anything to get. When you can show prospects how you can help them achieve one of them, they’ll immediately pay more attention to you.

They’ll want more. You’ll PULL them in. They’ll call YOU, as opposed to you chasing THEM. It’s such a beautiful thing to watch when that begins happening in your business.

Your Assignment:

Circle the motivators that fit your business from the list above and then list an example of how this has already happened using real client examples. Then, sprinkle this throughout all your marketing materials, your elevator speech, your website, your signature talk, etc. You’ll have people coming out of the woodwork wanting to work with you and your 1ncome will increase dramatically, in a very short time.

You may not be sure where to start with your elevator speech, signature talk, website, and everything else you need to do, and that’s OK. I was there once too. The step-by-step Client Attraction Home Study System™ will show you everything you need to know. Not only do you get clear on what clients you should be targeting, how to create the marketing message that will have them WANT to work with you and seek you out, but exactly WHAT to do with your marketing time and HOW. It’s everything you need to know to fill your practice quickly; no matter how long you’ve been in business. All the tools, scripts, templates, and examples are handed to you on a silver platter. So, you do step one of the system, and when you’re done with that, you move on to step two, and so on. So easy. That’s why my customers have gotten such great results from it. You can get yours at www.TheClientAttractionSystem.com.

© 2008 Client Attraction LLC. All Rights Reserved.

______________________

Fabienne Fredrickson, The Client Attraction Mentor, is founder of the Client Attraction System™, the proven step-by-step program to attract more clients, in record time…guaranteed. To receive your F.R.E.E. Audio CD by mail and receive her weekly how-to articles on attracting more clients, visit www.ClientAttraction.com.

________“Inside the Ropes”________

__________________________________________

Help!!! I Know My Marketing Isn’t Working… But Where Do I Start?

OK…

Help Me…Help YOU!

Two years ago, I wrote an e-book for the Home Improvement market:

Design Your Ideal Client: A Simple 6-Step Blueprint

Recently, Adrian Keys, of JollyJo.org, left this comment on this post about fundamental marketing strategy and tapping into social marketing tools…

“I totally agree but not taking away from small business owners, how do they go about determining right market, right message, right media? I ask the question as I think often the the requisite marketing skills do not reside internally. If it doesn’t, then will the small business owner have the resources to hire a marketing consultant? Let’s say they can muster the resources to get things rolling, the next question is will they have the resources to monitor, analyze and tweak? Some tough questions, but but I agree…it’s all about right market, right message, right media!!!

Tough questions… Yes, I totally agree Adrian.

Now, Let me ask YOU a couple tough questions:

How do YOU describe YOUR Ideal Client?

What are YOU doing to Attract this Ideal Client to YOUR Business?

And, as Dr. Phil says:

“How’s that workin’ out for ya?”

You see, I’m working on an updated version of “Design Your Ideal Client” for Small Business Pros…

But, I’d like your input before I polish it off…

Share your answers… heck, even ask more questions. Maybe you have more questions than answers…

Whatever.

Just take a moment and leave your comments right here …

OK?

___________________________________________

___________________________________________

Have you ever looked up the definition of “lame” in the dictionary? Looking words up in the dictionary seems to be a lost art these days. But there’s hardly a better use of 5 seconds.

My dictionary defines “lame” as a pathetic lack of force and effectiveness. Doesn’t sound too good, does it?

Recently, I was introduced to the phrase “same is lame.” The idea is that more and more people are just copying what they see happening around them. They’re running their businesses on auto-pilot without any innovative thought or creative ideas. At the same time, they’re wondering why things just don’t seem to be working.

Perhaps because they are lame…or pathetically lacking force and effectiveness.

Well, Jimmy Vee & Travis Miller are the cure from the common business. I first heard the phrase “same is lame” from them. And you know what? I think they’re right.

This is one of the big ideas (among many) presented in their new book, Gravitational Marketing: The Science of Attracting Customers. But unlike many authors, they don’t stop after telling you the problem. Instead, they give you a road map for discovering your own uniqueness and then show you how to exploit it and extract maximum value.

That’s a tall order for a single book, but I believe they’ve done it. And I urge you to get a copy of their book right now before you forget about it and wind up being same and lame and broke.

You can find the book in your local book store or order it from amazon. There is a direct link on their site:

Gravitational Marketing

P.S.— For a limited time… the next couple days?

Travis and Jimmy are offering some kick-butt bonuses when you order their book.

———————————
Rave Review:

“A serious look at marketing that made me laugh out loud! Gravitational Marketing is something anyone can use and everyone can afford. These guys get it!” ~Jerry Ross, Executive Director, Disney/SBA National Entrepreneur Center

Ok… you want to grow your business.

Over the years, you’ve blown thousands of dollars on ads and marketing crap that while some of it worked, lots of it bombed, and the stuff that did work…

Well… you’re not quite sure why it worked, or you’re now scratching your head wondering why it’s suddenly turned limp and lame.

Now, you’ve stopped listening to ad sales reps who know as much about marketing that puts money in your pocket as a poodle on Prozac.

http://flickr.com/photos/jonner/487461265/

Congratulations! You’ve decided to step up and work ON marketing… ON Marketing Innovation throughout your business. Marketing Innovation that positions your business for EXPONENTIAL growth.

But…

You’re wondering…

“Where do I start?”

Small Business Marketing Innovation—- Beginning Steps

1. Get Clear. Understand the 10 Natural Marketing Advantages that you possess as a small business.

2. Focus. Sharpen your focus on a target market segment. “In order to survive, (and I believe thrive) most small businesses must adopt a narrow market focus. In doing so, they can develop a premium reputation for serving that narrow market.” From John Jantsch’s 10 Natural Advantages article.

3. Understand the Power. Of a Well-Selected Target Market.

4. Shift Your Thinking. Think Clients, Not Customers.

5. Find Ideal Clients. Three questions you must answer.

All right, you still with me?

Here are three more tough questions about that picture of the Ideal Client of yours floating around in your head:

1. How do You describe Your Ideal Client?

2. What are You DOING to Attract this Ideal Client to Your Business?

And, as Dr. Phil says…

3. “How’s that workin’ out for ya?”

Share your answers.

Raise your questions.

Maybe all you have are questions…

That’s OK… it doesn’t matter.

Go ahead and share ‘em in the comments here.

We’ll all pitch in, work together, and help each other understand how to Attract Ideal Clients and adopt Innovative Marketing.

To Your “EXTRAORDINARY” Success,

What’s going on here?

Anybody home?

This place sure looks like a mess…

Why are you screaming at me?… You don’t even know me!

Enough already with all the ads and Google Adsense… I’m looking for the “meat” that can help ME!

Check out Mike Sansone’s take on the “blink” your blog creates.

What are you doing to create the best possible first impression with your readers?

Shirley and Bob Hanson at marketingplanfinancialadviser.com offer you 5 Key Marketing Strategies to make ‘08 GREAT:

1. Settle on The Who— Hone a keen focus on your Ideal Clients and Prospects

2. Get Rid of Slapdash Guesswork— Ask your clients. Listen. Give them what they want.

3. Find Out Where They Flock— Birds of a feather flock together. Where do your Ideal Clients hang out?

4. Discover That Marriage Made in Heaven— Your Strengths and Passion + Your Ideal Clients Wants= Practice Wedded Bliss

5. There’s Never a “Final Answer”— ABM: Always Be Marketing… and evaluate your marketing effectiveness.

Take a minute and check out all of Shirley and Bob’s marketing tools, tips, and information to position you for a GREAT ‘08

Here’s a concept that’s … so key… so critical… so fundamental… to your marketing thinking.

In his book, Getting Everything You Can Out Of All You’ve Got, Jay Abraham illustrates the difference between clients and customers.

He cites Webster’s definition to illustrate the difference:

• Customer: one who purchases a commodity or service.
• Client: one who is under the protection of another.

Jay states: “The difference in meaning is massive. And there is a massive difference in the way a person who does business with you could or should be treated.”

Whoa… back up a minute here. Read that again. Let it sink in… really sink in… before you read on.

Ah yes… that client experience… Oh, how we crave that, seek that, and will gladly and willingly pay more… sometimes a whole bunch more for someone who protects us… someone we trust… someone we’ll give our money to again and again.

Why?

Because someone finally hears us, listens to us, understands us… and delivers exactly what we want and need.

Need a sporty new polo shirt? You can grab one at Wal-Mart for less than 10 bucks… pretty much the same shirt at Neiman Marcus—$50-$60 or even more.

Now, why would any intelligent person pay 5 or 6 times the price for basically the same thing?

Jay shares this story:

“A man landed in jail following a drunken brawl during a Texas-Oklahoma football game. The next morning the Oklahoma judge set bail for $250, but the man was far from home and knew no one in town. The man pulled out his Neiman Marcus credit card. He reached a Neiman Marcus vice president, who arranged for the bail to be charged on his account, and the man was set free.”

Try this one with Wal-Mart?

“Hello is this the Wal-Mart manager? I got myself a little pickle here in Oklahoma, and I was hoping you could literally bail me out…”

Here’s my point: (and Jay’s):

“Treat your clients like dear valued friends.”

Invest your time and effort to figure out exactly what they want and need, why they choose to do business with you, and really understand how your clients think. This is the first strategic step in positioning your business for phenomenal growth.

Are You ATTRACTING Who YOU WANT to Your Financial Services Practice?

Use the power of FOCUS and ATTRACTION in your business.

Here’s the formula to double triple or even quadruple your profits:

1. Identify your target market and double your profits.

2. Identify your niche market and triple your profits.

3. Identify your most profitable client and quadruple your profits.

Yes it IS possible to double, triple, or even quadruple your profits in less than 90 days.

Think about this:

• How much does your average client spend with you?
• How much does your best client spent with you?
• How much would that client YOU WANT spend with you?

To ATTRACT the clients YOU WANT, you need to do to six things:

1. Identify your most profitable niche market.

2. Develop a marketing message that speaks directly to your most profitable client.

3. Provide those clients the exact information they’re looking for in plain, easy- to- understand language.

Next, determine who has access to your client:

4. Identify your most profitable referral industry.

5. Identify your most profitable referral partner.

6. Provide those referral partners with your marketing tools to put in the hands of the clients YOU WANT

How much more money would you make right NOW, if you knew:

• Who is your most profitable client?

• Where they are?

• Who already is communicating with them?

Get FOCUS. ATTRACT!