My #1 Tip for Speeding up Client Growth

Ever wonder what single thing is the most important to focus on to attract great clients...? I was just interviewed on The Vinnie Fisher Show and shared the answer...

In the interview you'll discover...

  • My #1 secret for getting faster growth in your business... [6:11 min in]
  • How to go from 1, or 2 or 3 prospects each month, to a healthy stream of great prospects... [7:22]
  • A method for uncovering previously hidden opportunities... [8:48]
  • The best way to unlock referrals that are waiting for you in your network... [11:28]
  • I describe how we create an "insurance policy" against the revenue roller coaster most service firms live on... [15:17]

And so much more (click below to watch the interview)...

The Best Professional Services Firm Marketing Tools of the Year

We’re wrapping up our best year ever and I’ve looked back and realized we’ve published four free tools you may have missed. Each of these is designed to help you get more clients. Now, just in case you missed them, they’re all right here for you…

#1. The Lead Generation Calculator

lead-gen-calculator-thumb

Ever wondered how many leads you need to generate to hit your revenue goals? Answer a couple of simple questions and this little calculator will tell you.

#2. The Email Newsletter Formula (template)

email-newsletter-template-thumb

Our clients have told us over the years, that one of the most difficult and confusing things for them is figuring out what to say in their email newsletter each week or each month. I’ve written several thousand marketing emails at this point. In the process, I’ve found there’s a formula to writing emails that get a response from prospects. As we do in all of our consulting programs, we take complex, confusing things and turn them into clear, easy to use tools. This one will help you keep your 2017 newsletter resolution

#3. The Referral Partner Script

In my book I share a really easy way to turn your network into partners, then into “promoters.” You do it with what I call, “The Johnny Carson Method” (see Chapter 9). If you’re unsure how to get a referral partner to say “yes” to The Johnny Carson Method, use this script.

#4. The Referral Mindset Scorecard

I’m most proud of this tool. We’ve looked at the thinking and attitudes of our most successful clients and contrasted that to entrepreneurs who tend to struggle getting leads and referrals.

We’ve identified eight “mindsets” or ways categories of thinking. And for each, we’ve documented how top performers think.

Referral-Mindset-Scorecard-thumb

Now, here’s the really good news… We noticed that when a new client comes on board with us, they often score in the 4, 5 or 6 range in most of the 8 dimensions. After a few months, their thinking expands, and they grow to the 10, 11 or 12 range (the range of top performers).

It’s amazing to watch.

This is the perfect time to download this scorecard, at the beginning of the new year. Honestly, note where you think you are right now. Then in the “Score Next” column, right the score you’d like to have in 12 months.

Just like that, you’ve set your growth path for 2017.

Get these tools now, and supercharge your start in 2017!

The 3 Part Formula for an Email Newsletter that Gets Clients

Bonus Material: Get the Clients You Deserve email course (9-steps to better clients and higher fees, without having to hard sell)


On yesterday’s member’s only Roundtable call (for subscribers to The Unstoppable CEO™ CONFIDENTIAL) we had a couple of questions on email newsletters for professional services—consulting, professional practices, marketing agencies, etc.—so I thought I’d share the formula for an email newsletter that gets clients…

There are three critical pieces:

  1. The goal.
  2. The conversation.
  3. The content.

What’s the goal of your email marketing?

In professional services, we’re publishing an email newsletter to get clients, so getting clients is the “big goal.”

But to get IDEAL Client, your email marketing needs to achieve three other goals…

Email Goal #1: Pull and Push

All clients aren’t equal. The first goal of email marketing for your firm is to pull and push…

Pull your IDEAL Clients closer to you. And push the nightmare clients away…far away.

This is the exact opposite of what most professionals do. The truth is, most fret when people unsubscribe from their newsletter.

As long as you’re not seeing huge percentages leaving all at once, unsubscribes are healthy, and those people are doing you a huge favor…

They’re showing you reality: They’re not a fit.

The way you make the pull and push happen is by publishing your “worldview.” You have opinions about how what you do should be done…don’t be shy about sharing.

Your IDEAL Clients will be attracted to it, and to be honest, most will find your candor a refreshing change to the carefully scrubbed, politically correct blah, blah that most firms call marketing.

Email Goal #2: Repetition

I’ve personally written over 700 email newsletters for my own businesses and I’m often asked how I come up with what to say after that’s new.

The truth is, you’ve probably only got main 5 topics (or principles) in your business.

We teach our clients to plug these into a “content wheel” and rotate through them.

You need to repeat because…

…a world-class newsletter might get 1 in 3 subscribers to read any given issue. But 60–70% should see one of the issues you send this month.

…prospects and clients benefit from hearing the same idea presented in different ways and from different angles.

…you’ll improve the clarity and effectiveness of your messaging with repetition (which benefits the readers).

You’ll know you’re succeeding when you’re sitting in a sales meeting or initial consultation with a prospect and they’re explaining your worldview to you, using your language.

Want to get clients, without having to hard sell…? You need to use your email newsletter to setup the sale.

Email Goal #3: Leading into The Next Step

Contrary to what you see from the Internet marketing crowd, it’s really hard to sell direct to a high-ticket service using email.

Usually, you need some personal interaction—a sales meeting / strategy session / initial consultation—to close the client.

Email works really well to push prospects into that meeting.

The key is to offer it in different ways—sometimes very direct, sometimes subtle. Offer it in EVERY issue.

How “The Conversation” Gets Clients

Most of the newsletters I get from firms sounds like a robot drafted the thing. Ever have an interesting conversation with a robot…?

I didn’t think so.

The key to getting your newsletter read is to make it easy to read. There are three easy ways to do that.

  1. The tone.

  2. The pace.

  3. The brain dialog.

What’s the Right Tone for Your Email Newsletter?

Let’s make this simple: Drop the formal business writing tone you learned in school (I know…it’s hard to do).

Your email marketing is more like a conversation with a friend than a business letter. Make it read like you talk.

A bit informal. It also makes writing easier, ‘cause nobody ever got stumped by “talker’s block.”

How to Pace Your Newsletter for Consumption

My wife and our oldest daughter are huge Game of Thrones fans—they’ve read all of the books. And they kept prodding me to read them too.

So, sitting on the beach, with Book 1 in hand I tried.

The first chapter was like trying to sprint through quicksand—tough slogging.

So, I gave up. All I can tell you is “winter is coming.”

Don’t do that to your newsletter readers. Keep them moving…

Short paragraphs. Short sentences.

Dull, dry, hard to read newsletters won’t get you any clients (‘cause nobody’s reading it)

Keep it punchy…

It helps the pace.

Engage in “Brain Dialog”

Your prospect is experiencing your email marketing in their head.

Understand that, and give them an interactive experience in there.

Leave room for your prospect to enter the conversation with you, mentally, as they read, by asking them questions in the copy.

Know what I mean?

It keeps them engaged and helps prevent the “eyes glazing over syndrome” that happens just before they delete you.

How to Come Up with Endless Topic Ideas for Your Email Newsletter

I’ve already talked about the “content wheel” approach—identify the four or five main topics related to your business and rotate through.

That gives you the framework, but not the specifics.

Here’s how I’ve come up with topics for over 700 email newsletters…

  1. The Q & A.
  2. The Contrarian.
  3. The Mistake.

Turn Client Questions into Gold

One of the reasons I find working with our clients so valuable (aside from the obvious) is that they’ve got an endless supply of questions.

But, not just any questions…

Highly relevant questions (like the ones that inspired this article)…

Questions that our prospects have, too.

They ask them. You answer them, and…

Whamo! You’ve got content.

The Great Value of a Difference of Opinion

Most of the really great consultants, professionals, and advisors I know have “their way.”

A unique approach to the practice of their profession that’s more effective than the average approach.

I’ll bet you’re in that group, so stand up and tell your prospects why the “standard practice” isn’t good enough for them…

…and why, your approach is better.

Have an opinion, and don’t be afraid to use it.

Capitalizing on Mistakes

Prospects make mistakes. If they could do what you do perfectly, they wouldn’t need you.

So, point out the common mistakes.

You’ll help them identify what they’re doing that may not be working for them.

You’ll demonstrate your expertise.

And, you’ll drive home the realization that maybe, just maybe, Mr. Prospect, shouldn’t be writing his own contracts, or doing his own taxes, or… (you get the idea).

So, what have we covered?

We started with three things to focus on in your firm’s newsletter if you want it to produce clients:

  1. The goal.
  2. The conversation.
  3. The content.

And, we covered three parts to the goal—the pull and push, repetition, and the next step.

Then we covered the importance of “the conversation” in your email marketing. There are three essential pieces to the conversation—the tone, the pace, and the brain dialog. And we talked about how to optimize each one.

Finally, we covered the content of your newsletter, and the three sources of endless topic ideas—the Q & A, the contrarian, and the mistakes.

I’ve put together a simple spreadsheet to make organizing your email newsletter really simple. Use it to plan your goals, the conversation, and your content.

 

2 Steps to Improve Your Marketing Results

It’s so easy to chase the next big thing, thinking that’s what will finally make all the difference…

Yet, the next “new media” is just that…it’s media. It’s only one of three pieces you need to attract clients.

It gets everyone’s focus because it’s the easiest to deal with.

Media is everywhere, you can get it free, you can buy it and mostly, it’s just a giant distraction from the two things that matter more…

#1. Who you’re trying to attract (what we call your IDEAL Client).

#2. What you’ll say to them once you have their attention (your message).

You can try every media known to man…and every new one invented tomorrow and you’ll fall flat until you figure out these two things.

But the unending search for “new media” marches on…

I hear it in the voices of firm owners who wonder “should I try posting on LinkedIn…maybe SnapChat…oooh, what if I can have LinkedIn auto post to SnapChat…? That’ll get clients…”

Media is important, but it’s a useless tool until you know who you’re trying to reach and what you’ll say to them (that they’ll actually care about) when you get there…


We’ve got a brand new webinar on how to attract great clients consistently, without paying for advertising…

We’ve got several opportunities to see it, register for the next available presentation at http://unstoppableceo.net/webinar


Playing the percentages in the client game

I love “first wins”…

I was on the phone with one of our Accelerator clients last week, who’d just started using his new Referral Kit™.

In about a week, he’d pulled in 25 referrals.

Not a bad week…

And a great “first win”…many more to come.

Putting a system in place that delivers 25 (or more) new leads a week changes your mindset.

Most of our clients come in, struggling to get 1 or 2 or 5 leads a week. When you’re getting so few, there’s extreme pressure to make every one count.

You have to have super-human closing ability.

All of that changes when you start playing the percentages. Instead of 1 or 2 leads a week, you jump to 25 or 40 or more…

You can be a horrible “closer” and still double your business, because you’ve improved your odds.

But you’ve got to make the shift to consistently getting more leads.

Until you do, you’d better strap on that sales-superhero cape, because the pressure’s on…

If you’re ready to lay down your cape, and start putting the odds in your favor, we should talk…

This week, we’ve opened up a few appointments for 1-on-1 calls to help you get clarity on what you need to do next, to get to 25+ high-ticket leads a week.

The calls are free, but we only have a few available this week.

Book your call here >>

What are you afraid of?

Wait! We’re all business owners, how could we possibly be afraid of anything…? Except, in call, after call, after call we listen to business owners—successful ones—who are afraid of clients.

Afraid to call the client (or future client) on their B.S.

Afraid that if they don’t “prove” their worth in the first 30 seconds that the future client won’t buy…

Afraid to test the future client’s commitment to doing business…

And more…

So why are they afraid, and what can be done about it…?

The fear is the easy one to understand. It comes from lack.

When you lack leads, you’re afraid to run any one of them off. No matter how bad they might be.

You need them.

And there’s the problem. Neediness can be sensed.

And your prospects know when you need them. You’d think they’d use that information against you—force you to cut your fees.

Sometimes, yes. But the more common response is just to leave.

Most didn’t come to you looking for the lowest price. They came looking for leadership.

And instead, they just get your neediness.

So they move on. In search of someone to lead them out of their problem and into a better future.

So how do you fix this…?

Well, there are three ways to fix it.

#1. Create more leads. Most businesses think it takes years to get the lead flow going. And, if you approach like most do (without any focus) it does take years.

Yet, we’ve found in our Unstoppable Referrals™ Accelerator program that, in a month or two, we can have a serious impact on a client’s lead flow. And without them having to put in a ton of work (some, but not a ton). Seriously, with 60 days of focus, you can have this fixed.

#2. Put up small barriers that force prospects to demonstrate their commitment to solving the problem they face, and their commitment to having you do it.

Most are so desperate to talk to a prospect that they’d never consider making that prospect “prove” that they’re real.

Now, before you assume that I’m talking about business beginners or the unsuccessful, let’s get clear.

We hear that from businesses that have been operating for 5, 10, even 15 years. Businesses where the principal is pulling in something north of six-figures. And yet, they might only see one new prospect a month.

And so there’s fear and lack.

#3. Build those small, but important barriers into a process. A system that works outside of you.

So, when you’re feeling the fear and lack, the prospect just sees the process working. Not your emotion of the day.

Oh, and if you want to talk about fixing your lead flow in the next two months, you can book a time here.

 

Photo, originally in color, courtesy of: JBLM MWR

Two Unusual Tricks to Get Clients from Speaking, Plus One Thing You Should Never Do

  Everyone knows that speaking is a great way to get clients, right? Yet, so many professionals go and speak, and go home without any clients. And it's all very preventable...

So, today, I'm going to share with you two tricks to making every speaking event deliver the clients you want. Plus, I'm going to show one thing you should never, ever do, if you want to get lots of new clients from speaking.

So, here we go...

Why John Fills the Room with 74 Prospects in a Seminar

One of our clients, John, puts on seminars 6 to 10 times a year. And in each one, he fills a room...

With as many as 74 prospects at a time.

Now, you're probably wondering...how does he do it? Is it Facebook ads...? Direct mail...? Calling...? Referrals...? Offline advertising...?

And the answer is yes, he uses most of those. But that's not why he fills rooms again and again.

No. The real reason he has rooms full of eager prospects is that he's cut the B.S....there's no yada, yada, yada. And that's what most speakers deliver, just a bunch of yada, yada.

The Secret is in the Transformation

To fill rooms consistently, your topic needs to be more than a collection of information prospects can read on the Internet somewhere. Instead your presentation needs to deliver a transformation.

What Do We Mean by Transformation?

Very simple...you need to move them from Point A to Point B. That requires more than just information. You must transport them from their current situation and deliver an experience that connects emotionally to motivate action. Without action, there is no change...no transformation...and no sale.

Transformation Leads to Perpetually Filled Events

Transformative events are referable events. And this helps you fill the next event, and the next and the one after that. And that's one of the secrets to John's many years of success with seminars and events.

So How Does Transformation Turn into Clients?

Well, it doesn't happen all on its own. In fact, what I see most people do is leave the next step--the meeting you want the prospect to attend, where you'll turn them into a client--to later.

No mention of it at all during the event.

And this is a BIG mistake.

But I'll Just Follow-up

That's how the thinking goes...I'll just follow-up and book the appointments. But you won't. I've seen enough businesses "plan" to follow-up with all the attendees at a speaking event, but then something happens...

They return to the office. Life gets in the way and the best of intentions is out the window.

But that's not the only reason to do something different in your event...

When the Sun Comes Up the Prospects Lose the Mood

Not only do you get caught in the busyness of life...so do your prospects. Plus, all that emotion you created is now gone. It peaked in the moment, but just like date night with your spouse...you have to strike while the iron's hot!

The solution is to sign them up on-the-spot at the end of your speech. Have someone there, in the back of the room, with a calendar. Ready to book appointments.

You'll have a full calendar soon, because of the power of the herd...

Starting the Stampede

When you wait to book appointments, you rob yourself of the most valuable advantage you have with a room full of people:

The Power of the Herd.

The herd follows the leader. It doesn't matter who is the leader. They'll follow anyone. So, all you need is one prospect to go book an appointment and BAM...they'll all follow and stand in line to book a meeting with you.

When was the last time that happened for you?

There you have it...the two tricks to getting clients from speaking:

1. Focus your topic on delivering transformation

2. Use the Power of the Herd to fill your calendar at the event.

But I promised to give you one thing never to do when speaking for clients. And it is, by itself the single biggest mistake made by professionals who speak for business development.

The Big Mistake with Speaking

Unfortunately, I see it a lot. Firm owners decide to put on a seminar for prospects. They book a room, order some food and send out the invites.

Then only three people show up. They're disappointed. They wanted a bigger crowd. They assume that this speaking thing won't work for them...won't work in their market...won't work for their business...

So they quit.

Never, Never, Never Give Up. -Sir Winston Churchill

And they don't realize that we have all given presentations to 3 people...sometimes fewer

My client John once did a seminar for one prospect. That prospect has been a client of John's for years

Persistence Guarantees Success

Our most successful clients get in a rhythm--delivering a seminar, webinar, speech--every 4 to 6 weeks. That kind of persistence can't lose.

4 Steps to Read Your Prospect’s Mind

Do you know what makes the difference between a GREAT client…an IDEAL Client, and a client that you’d wished you’d passed on…?

One thing.

How they think.

Let me illustrate:

In my first company we had a 25-year client. We’d worked with them for two and a half decades and it was the most ideal client relationship you can imagine.

We did all of their work in our discipline. They relied on us to solve problems that came up outside our discipline, because of the great trust we’d developed.

And, importantly, they never questioned an invoice and happily paid premium fees.

Then, the leadership started to change. Our high-level contacts retired, all within a short time.

And it quickly turned from “dream client” to nightmare.

We went from trusted advisor to rank commodity…and all with the very same client.

So what changed?

The mindset of the client…

They replaced the “brains” of our IDEAL Client, with new brains.

The new “brains” in charge viewed the world, and in particular, our service differently.

Same company.

Very different thinking.

Which is why, when you look for prospects and only look at what you can see on the outside—demographics (how big, what industry, location, etc.)—you still can’t tell which prospects will be IDEAL Clients.

You have to go deeper…

You have to understand how they think. Specifically, how they think about buying what you sell.

And to do that, you need to step inside your IDEAL prospect’s mind and see the world the way THEY see the world.

Here are four dimensions to look at…

1. What they think about. What’s on their mind? What’s stressing them out? What charges them up?

2. What they see—from the prospect’s perspective, what does she see…what other offers, what messages, what situations is she seeing in her world?

3. How does she behave—how does she present herself to the world? How does she act when presented with an opportunity like yours?

4. What does she hear…from friends, family, peers, experts, advisors, influencers, she pays attention to…?

Answer those questions and you’ll have a start at understanding the mindset of your IDEAL Client.

It can be the difference between the client of your dreams and the nightmare you wish you’d wakeup from…

The silver bullet for getting clients, nobody's talking about

NOBODY likes this answer…

But it is the secret…

You need it because of math…

Studies have shown that 2-3% of your prospects are ready to buy from you right now.

That’s not many.

Maybe a few more could be convinced to buy now.

Another 30% are open to the idea, but not actively looking to buy what you’re selling right now.

The rest (the remaining 60% of your market) aren’t open to it or are adamant that they don’t need what you’ve got.

So for every 100 you talk to, 3 to maybe 10 could be convinced to become your client TODAY.

Thirty more will likely buy from somebody, sometime in the future.

THE OPPORTUNITY IS RIGHT THERE…

Exactly where no one is looking.

Everybody beats themselves over the head to win the 2 or 3 or 10 out of every 100 prospects who are buying today. We slash prices, concede important things and generally act like carnival hucksters to get more of that group.

Why?

Because few have a system and process to grab the 30 who won’t buy today…but will buy SOON.

Fools.

The SECRET to stable growth, escaping feast or famine revenue swings and never again wondering from where or when the next client is coming is to create a bank…

A bank of future clients…

What I call, The Never-Ending Platform™.

A machine, if you will, that creates clients on demand.

Earlier this year we published a "blueprint" for increasing demand for your business

...to get clients fast.

...to dramatically increase prices.

...to do it all, without heavy-handed "selling".

A path to higher fees

Virtually all of the businesses that come to us are in some state of “commodity hell”…

They ALL do yeoman’s work for their clients.

They are ALL experts at what they do.

They are ALL good, ethical, people.

And every single one is frustrated at some level because they can’t escape the bland sameness of commoditization…

AND, the painfully depressed fees that are its certain result.

There are a number of paths out of “price depression”…

Yet none is as universally reliable and predictable as one.

Rooted in 8th Grade economics, the magic pill that elevates fees is…

DEMAND that exceeds SUPPLY.

Some believe that this is simply a market condition.

Not true.

Both demand and supply can be engineered to make the equation work in your favor.

Both should be engineered (to make the equation work in your favor).

But of the two, the one that creates lasting abundance is DEMAND ENGINEERING.

Increasing demand is an act of abundance creation…

Reducing supply is an act of scarcity and constriction…

One side of the ledger leads to expansion of opportunity…

(the only real source of security in an inherently insecure economic world)

The other…eventually withers.

Earlier this year we published a "blueprint" for increasing demand for your business

...to get clients fast.

...to dramatically increase prices.

...to do it all, without heavy-handed "selling".

Shooting at ghosts in the dark

I was on a call with a consultant earlier this week and it seemed as though he had the whole "lead generation" thing figured out...

He was doing Facebook ads...

Networking...

Cold, automated (robo) voicemails...

Adwords...

And at least a half-dozen others.

The only problem...none of them worked.

Yes he got leads.

But they weren't buying.

They're the WRONG LEADS.

So all the time, the energy and the MONEY he'd invested, paying for leads was wasted.

You know why...?

He never got clear on his IDEAL Client. Avoiding that one simple decision meant the difference between success and a pile of wasted money.

Figuring out who your IDEAL Client is (who it's not) is the very first thing we do when clients like you enroll in our Unstoppable Referrals Accelerator program.

It's THAT important.

If you'd like to find out if the Accelerator program--designed to get you from zero to referrals in 30-days and clients in 60 days--is the right fit for you, grab a time and let's talk...no pressure.

(And, full disclosure, it may not be the right fit for you...we refused to "sell" a prospect today. It just wasn't the right fit. But there's only one way to find out.)

Let's talk this week...

How to master lead generation [audio]

If you’ve already got all the leads you’ll ever need, then you can skip today’s email. For everyone else…

There’s a HUGE gap between knowledge and mastery. With all of the courses from all of the talking heads out there, it’s easy to get sucked into “perpetual learning mode”…

Always chasing the NEXT thing that will get those clients rolling in.

But that’s not the path to mastering lead generation.

In today’s audio [5-min] I share the secret to finally getting control of your lead flow, so you have all the clients you’ll ever want.

Listen here…