The importance of authentically attracting your perfect prospects to your brand was never more obvious to me than it was recently. I met a new client that wasn’t familiar with my services, knowledge or reputation…and I left that meeting feeling frustrated and under valued.
Initially, things went well as we talked about his company, golf, his family and the weather…. in other words, everything and anything except the question I dread hearing most from a “cold” lead…
“So, what do you charge?”
To my dismay, upon hearing that question, I sat and squirmed across from his gaze, and as embarrassed as I am to say… I turned into a dancing monkey.
To be honest with you, I don’t know what happened. I could understand it if this was my first rodeo, but it wasn’t!
Instead of “showing” him what the end result would look like after working with me and how I actually help business owners attract their target audience and increase their sales, I rambled on about digital collateral pieces, SEM and content marketing strategies.
In other words, I was talking about the tools and the hammers, not the end solution – attracting more traffic to his website and increasing his sales.
After leaving that appointment, I felt rattled and wondered to myself, “what the hell just happened? Why did I turn into a dancing monkey?”
It didn’t take long for me to realize what I’ve learned only too well in my career: COLD.LEADS.SUCK!
I don’t know about you, but I’d rather be approached by a prospect that trusts me, because I’ve established credibility by providing them with useful information that helped them solve a problem.
It’s a win-win situation. I get a nice, warm, fuzzy feeling because I feel like I’ve helped someone out, and my prospect walks away with useful information that actually works without feeling they were tricked into buying something.
Instead of walking down the middle of a mall shoving flyers into unsuspecting hands of strangers and begging them to invest in my service, I’d rather get invited by qualified prospects who are familiar with my services, knowledge and personality.
Permission based marketing (a term created by the amazing Seth Godin) isn’t a strategy you can establish overnight. It takes time and effort to build out, but I truly believe it’s a strategy worth your time and effort.
I’d rather build relationships slowly than go after cold leads any day! That way, there are no surprises and I won’t turn into a dancing monkey about to get snapped up by an alligator!
If you would like to find out how to attract better clients to your business, check out this podcast that was recorded live during a presentation I delivered at the PARO Centre.
- Where to find your perfect client
- How to tap into their pain points
- What to deliver in your message
- How to convert a cold audience into a warm lead
Take a listen HERE and let me know which strategy worked best for you in the comments section below.
Talk to you soon!
Filed Under: Content Strategy