Continued from Part 1: Leading Your Services Marketing with Information ~ The Big Idea.
In Part 1 we looked at how leading the marketing of your services with information marketing can build your services business fast, free up your time, and boost your profits without a lot of hard work. You become a “one-trick marketing pony” and all you have to do is become very good at one thing only – using your customer magnet report or lead service/product to build your authority in the market and dominate the niche that way. Your name becomes synonymous with whatever it is you do.
We looked at the example of Dr. S, who quickly went from marketing newbie to marketing pro. She practically extracted herself from her and her husband’s dental practice and found time to write children’s books… It worked like a charm; like knocking dominoes down!
Another thing we learn from the example is this… if you want to double your income, double or triple your value to your customer base. Dr. S started an outreach program where “she began speaking to groups of school children, PTA meetings, civic groups, everywhere she could, on behalf of the practice.”
This now was actually the dental practice’s lead service (you can call it a product if you want). They were leading their marketing with education/information. This achieved two purposes:
- (1) It brought in new business from referrals and endorsements (her dental practice became top-of-mind in the community), and
- (2) it established their practice as the authority on anything teeth-related (teeth whitening, tooth extraction, cosmetic dentistry (the perfect smile) – you name it.
We also learn that when you apply this simple marketing strategy in your professional services marketing, it will actually build your business, free up your time, and put more money in your pocket.
How? In Dr. S’s own words:
“Now I work just three or four hours a day, doing all the marketing and promotion for the practice… and I’ve even got time for my new venture, creating and publishing health-related coloring books for kids, distributed through dentists nationwide…”
Last, we learn that you can have all this good information about how to market your professional services, all the good strategies, and tactics, and techniques, but if you do nothing with it, guess what… nothing happens, zero!
Dr. S and her husband had been going to Dan Kennedy’s seminars for three years. They didn’t take action. Their practice continued to stagnate, “the practice hasn’t grown a bit in three years.”
They might have improved their earnings more perhaps if they had used all that seminar money to buy the staff sweets and candy to boost morale!
If you’re ready to take action, let’s roll…
You can’t think of a services business where you can’t create an information product that your target market will gobble up, because it improves their lives in some way.
Dr. S came up with Secrets of a Healthy Smile for Life. Get started right now generating ideas for an info product your target market will love to read.
Side Note: Nobody can copyright a title. So, if you’re a dentist, nothing is stopping you writing your own report and giving it the same title above. What you can’t do is to duplicate her info word for word!
For writing your own lead magnet report, here’s how to go about it…
First, you should make it a point to get to know your customers, your target market very well. To get started with creating an info product for your market, start by amassing emotional information about your customers, your target market.
- What are their hopes?
- What are their dreams?
- What are their fears?
- What are their pains?
Once you’re armed with this information, try to identify one key problem that your target market in general has that you can help them solve.
A simple technique that Dan Kennedy teaches is to ask yourself this question: How would my customers finish the sentence, “If I could just….!
Some examples:
- If I could just get out of debt once and for all!
- If I could just have the perfect smile!
- If I could just have a clean and tidy home without all the hard work!
- If I could just keep my finances in order so I can retire by age 55!
Regarding the last question, if you’re a financial consultant/planner, or an investment broker, or even a life coach, you’d know what a client/customer should do to stay debt-free. You should be able to create a 10-15 page guide that shows people what to do to stay debt-free.
So, take pen and paper and write down a few answers to the question, "If I could just..." and from them choose the one you think solves a problem most people have, or that is most topical for the day and age, etc. in your niche/industry.
Then get started writing... or prepare to outsource!
Once you have this guide made you can then use it to lead your marketing. You can put it up on your website as the bait to get prospects to give you their email.
In the PDF report you’d put links to your website, your phone number and links to your social media pages. Once you have their email addresses you then keep in touch with these prospects, build a relationship and send them special offers from time to time. All of this can be automated, while you focus on the important aspects of your business.
You can also do what Dr. S did, if it applies to your industry/profession – join the Chamber of Commerce, start networking in events near you, etc.
Another way to use this report to grow your business is to contact strategic partners (other professionals that serve your target market but are not your direct competitors) and allow them to give the report to their customers.
This is a great way to bring in new business and referrals steadily into your service-based business. If you get very good at it – and anybody can – you will find that your business grows faster, you work less and enjoy your business more, plus, your profits could double or even triple.
If you don’t feel you can create this report yourself, you can always outsource it. There are websites such as iWriter (for the content) and Fiverr (for book covers) where you can get all this done for you for around $50 dollars or maybe less.
That’s the topic for our next post in this series. It shows you how to outsource this customer magnet report on these two sites. We’ll give you a tried and tested writer callout template, show you how to get a professional-looking digital book cover (e-cover) done for cheap, and so on.
This is a resource you will continue to use for years, so don’t think twice about paying for it, even if it ends up costing more than $100!
Stay tuned for the report: How To Outsource A “Lead Magnet” Report For Your Services Business.
