The Secret to Jaw-Dropping, Client-Getting... Marketing

"What do you do?"

Jane was about to fall into a trap. She'd managed to drag herself into this early morning breakfast meeting. She made the effort to approach the hospital exec - who looks like an excellent potential client.

And Jane is about to completely blow it during this first encounter.

"What do you do?" That's the question she just heard, but it's a trap. The hospital exec is just trying to be polite .... But the real question on her mind is:

"Do I need to know you?"

Unfortunately, Jane answered the question she actually heard. Jane said, "I'm an HR Trainer and Consultant. I work with hospitals like yours." The hospital executive said, "Oh, that's nice." Jane - concerned her answer hadn't been as effective as she'd hoped - started to fill in a few details about her trainings programs. The hospital executive started eyeing her empty coffee cup. Jane felt that heavy feeling in her stomach… No, no… it's happening again.  :(

And somehow the conversation was over before it even really started.

So how did Jane begin her transformation?

Before you can analyze how to fix something, you have to understand what is broken. Think about it for a second… if you take your car to the shop, you have to tell them what's wrong before they can fix it.

I've uncovered 4 mistakes that are painfully common

• Painful because they are keeping you from sharing your gifts and talents with the world.
• Painful because they are limiting your income and seeding self-doubt.
• Painful because these mistakes are so unnecessary!

Mistakes Experts and Entrepreneurs Make with Their Messages

No one can understand them!

It just shouldn’t take that long!

Martin, the sociable founder of an engineering firm, could close almost any client if he had a half-hour to take them through a whole PowerPoint presentation about his company. But he couldn’t get attention merely with his 30-second message. And let's be real here: how often do you get the chance to deliver a half-hour presentation about your company with visual aids? The day we nailed his company's 30-second Jaw-Dropping Self-Intro™ one of Martin's colleagues said, “I think just 10 minutes ago we finally realized what it is we actually do.” That made us laugh pretty hard, and relief filled the room. And then the engineer added, “And now I can finally explain it to my wife, too!” :) Another big mistake that I see is …

The messages are dull

The messages are changing all the time

They’re constantly reinventing or revising. I understand the impulse, because people are unsatisfied with their messages, so they’re constantly re-writing them. There are many, many problems with this, but one of the biggest is timing. You know when they’re usually revising their message? When they're sitting at a table and everybody is going around introducing themselves. Ninety percent of the people at that table are frantically re-writing their message in their heads at that moment – “What am I going to say?” By contrast, hearing the same message over and over again builds confidence and trust. I have a great story that shows how consistency works for you. My client, Mark Levy, published a book called The Accidental Genius. You know what happened? Even though the book about how to access your genius, and not about how he is a "genius"... suddenly everyone began to refer to Mark as a genius! It's only natural, right? Every time they heard his name, they heard, "author of Accidental Genius." Now, let's take a look at that message that you just frantically re-wrote in your head along with everyone else. You know that that is not going to be an effective message. It’s not going to be your best message. And changing your message too often leads ultimately to the last mistake:

The messages don’t build trust

Hearing the same basic message, literally in the same words, gives the listener confidence – and yes, trust – that you do what you say you do.

What if your potential client is hearing it for the first time? When you deliver your self-intro and you’re stumbling over words, waffling, or sounding like you’re creating it on the fly, it makes the potential client feel like you yourself are not sure about your own message! If it doesn’t come through with conviction and confidence, we have a sense of doubt, like, “Are you sure? Is that really what you do?” Your self-intro is your chance to engage someone as much with your energy as with your actual words. And having a message you can say with confidence, to stand in the truth of it – THAT is what makes for a Jaw-Dropping, Client-Getting Message™.

Why do these common mistakes keep happening?

Why (Nearly) Every Expert and Entrepreneur Is Stuck with Messages That Don't Work

Don’t know what to say!

You feel like you should be selling

This one is really painful for everyone involved. It's uncomfortable for you - and for the person you are talking to. So many solopros DREAD networking situations because of this. They think: “I need to leave here with clients.” But that is not the purpose of networking; and it’s not the place to get a client. It's the place to get a "lead" - an interested, potential client - whom you can follow up with for a selling session later. I mean, is someone actually going to cut you a check right there by the buffet table? No. And that person selling feels like they’re doing what that they should be doing and yet it’s not working. Marketing is offering – offering information that can be helpful to those hearing about it. Marketing and selling are two different activities, and you should not be selling at all during this process, when you’re answering the question, “What do you do?” A selling conversation takes place when you’re at someone’s office or when you have private, dedicated time after someone has said, “I want to know how you can help me with this.” And here's the last thing keeping solopreneurs stuck:

Resignation

It all goes back to one "secret"

It's timeless, yet almost none of the experts and entrepreneurs I know are doing it.

Answer the question they are really asking you

To unlock the age-old secret of marketing psychology, you have to ignore what you hear and answer the "real" question behind the spoken one. And the first question is not…

"What do you do?" but..

"Do I need to know you?"

When you break this one question down into its four different parts, that's when the magic starts to happen.

If you're like holistic coach Patricia, a living example of the power of what you teach others to do, you might find that people are somehow drawn to you. They may even instinctively sense that you can help them… but that doesn't turn them into clients.

Holistic coach Patricia knew she was on the right track, because people told her they needed her help...

But Patricia's bank account told a different story. The low point came when her husband pointed out the inescapable truth.

“Honey, how much longer are you going to do this? If it keeps not working ... you need to get a real job.”

Holding back tears, Patricia resolved to herself that she would MAKE it work. No way was she going back to her day job.

And she kissed her day job goodbye by zeroing in on the four questions hiding behind...

"Do I need to know you?"

They are:

1. Who do you work with?
2. What problems do you solve?
3. How do you help?
4. Does it really work?

Answering these questions is devilishly tricky for most experts and entrepreneurs.

Here's why:

Marketing science has shown that the way most people approach marketing is completely backwards

I know that's a bold claim. But I can prove it. How?

Well, first just let me say that I got my start in marketing at The Coca-Cola Company. Coke makes billions selling what is essentially sugar water. When I realized my true calling was to work with small businesses, I couldn't wait to share my marketing expertise with them.

And yet when I started out as a self-employed expert, even **I**, with my years of experience with the premier marketing company, got it completely wrong.

It seemed like no one out there was teaching solopreneurs this secret

But when I unlocked how this age-old marketing psychology works for solo experts and entrepreneurs… well, let me just share a story about my client Emra. She told me:

“One day I finally got the nerve and struck up a conversation with a lady I’ve often seen at the parking garage at a hotel I train at. When I answered her question – ‘What do you do?’ – her eyes widened… her jaw dropped… and she said, ‘I know someone you need to talk to.’ From that unexpected contact, I got a 7 year-long training engagement worth over six figures each year!”

Emra mastered the one key transformation you HAVE to make to get potential clients reliably reaching for your card…

And then she followed through with the next three steps.

Can you guess what they are?
 

Use Timeless Marketing Psychology to Attract Attention... and Clients!

Once you've unlocked the timeless psychology behind effective marketing, you'll find it easier than ever to get clients. There are just three steps to take:

1) Craft a Jaw-Dropping Self-Intro™

As you now know, answering "What do you do?" with your label, e.g. "I'm an HR Trainer and Consultant," is most likely dooming you to frustration.

A proper Jaw-Dropping Self-Intro™ answers - in the proper order - the four hidden questions:

1. Who do you work with?
2. What problems do you solve?
3. How do you help?
4. Does it really work?

When you take one of the proven templates for a Jaw-Dropping Self-Intro™ (I give you five of them in my course), you can answer all four of the questions hidden in "Do I need to know you?" clearly and confidently. My client Louise wrote in recently to say, "Thank you for making that process so simple!" It really IS simple when you know the process.

++ The critical piece: learn your self-intro by heart and use it every time you answer the question, "What do you do?"

Your Jaw-Dropping Self-Intro™ is just the beginning, though.

This same message - following the same core principles - needs to be said over and over again in so many different contexts.

It's the strength of the message, plus the repetition and consistency that moves you ever closer from "I need your card" to "OMG, I need to work with you!"

I've prepared a list of 36 Ways to Use Your Self-Intro and Get Clients… and here is just a partial listing of the places where your message needs to appear:

[x] Home Page
[x] Email Signature
[x] Articles
[x] Free giveaway for list building
[x] Signature program
[x] Voice mail
[x] Sales process

Imagine sitting down and crafting 36 different messages to use in each of these places.... it would take forever!

That is is a problem facing almost all of my clients. All that time you could spend out there getting clients is used up with writing, writing and more writing! And every revision takes you in a new direction.

UGH!

There's a MUCH simpler way, though… Step 2:

2) Turn that "Ugh" into the UMG! that gets clients to say, "OMG, I need to work with you!"

Stated most simply, a UMG! condenses all of your marketing messages into one document.

Andy Riegler Andrews, our Director of Marketing, is very gifted at coming up with brand names for companies, products and programs. He suggested we call it an Ultimate Message Generator™ or UMG!™ for short.

That’s because this one document will be the source of ALL your other marketing materials. It generates them, so you don't have to make them up from scratch every time.

Andy, whom I call our UMGenius, once wrote a UMG!™ for a client of his in Germany where he lives that resulted in a multi-million dollar contract. If you’re ever wondering, “Does this work in markets outside the U.S., and does this work for a product-based business that is NOT a solopreneur…?” the answers are yes and yes!

The UMG!™ generates all the marketing messages you need based on an 8-part template.

Each section is designed to be expanded or collapsed into each of the 36 messages you need.

No more guessing.

No more creating on the fly.

With your Ultimate Message Generator™, you simply pull each message from one document with clarity, confidence and ease. Then you're ready to ...

3) Leverage your UMG!™ to get clients

A great example of this is my client Shawn. Her story illustrates a very effective use of a UMG!™ and is a case study of how you get more clients with Jaw-Dropping, Client-Getting Messages.

Case Study: 3 New Clients with a UMG!™

“I sold 3 show specials!”

“I wrote the UMG! (my first) and designed this sell sheet with the help of my husband.  My husband saw many people at the Bridal show stop to read it in the literature rack as they were passing, and then they would take one and continue to read the back. A testament to the good copy/marketing message thanks to your help!

Even though the event sponsor encouraged Brides-to-be not to purchase at the show, I sold 3 show specials.

I am benefitting GREATLY from your courses and educational materials. They are worth their weight in gold. I would not have had the confidence to grab this opportunity to get in front of 550+ Brides-to-be in such a short time without you!”

Shawn S. Liburdi, OTR/L, CHt
Georgia Hypnotherapy Associates

Shawn's "sell sheets" are just one example of how to use a UMG!™ to get clients.

Here's another:

Remember how our UMGenius Andy wrote a UMG!™ that resulted in a multi-million dollar contract?

That UMG!™ was turned into a letter of introduction.

And that story is actually pretty remarkable....

Andy's client had been struggling to get the attention of a big client for years. Each attempt at contact had resulted in either no response at all or a "thanks, but no thanks" form letter. :-\

But when they sent the letter generated by the UMG!™ ... they got a return phone call in less than a week!

With just a few modifications, you can use your Ultimate Message Generator™ as your Home page, email signature, social media profiles and more.

• You can even develop articles from your UMG!™ by adding just a bit more meat to the topics it mentions.
• Ever wonder how to make your selling conversations with clients more persuasive? Just cover exactly what you write about in your UMG!™.
• From these two pages you can find inspiration for your freebie for building an email list as well as the outline for your signature program!
• I work with a lot of offline businesses whose websites don’t do much for them; with this document we dramatically improve key pages of their sites.
• For local clients, you may want to have a “leave-behind” or text to send in a letter. The UMG!™ is the perfect piece. While a letter is a dull, traditional marketing piece, the UMG!™ is an information-filled document that feels almost like a how-to article. It’s “marketing” in the sense that it’s giving a lot of relevant information to your potential client, and in exchange, it’s going to generate a lot of interest for you.

How to craft your very own Jaw-Dropping Self-Intro™ and Ultimate Message Generator™

Creating your own Jaw-Dropping, Client-Getting Messages is simple when you have exactly the right templates. You just fill in the blanks!

Craft Your Own Jaw-Dropping, Client-Getting Messages

In this multi-media training course, we give you everything you need to create your own
Jaw-Dropping, Client-Getting Messages with clarity, confidence and ease.

Here is what you will learn in this paint-by-numbers implementation program:

Jaw-Dropping Value

I’ve spent a decade developing these compelling recipes for Jaw-Dropping, Client Getting Messages, and they are central to what I teach in my $14,000 Platinum 90-Day Sustainable Business Makeover program. Most solo professionals realize that getting just one new client will pay for this training multiple times over. But what I love most of all … Your marketing and client attraction will be SO much easier forever after you learn these proven formulas!

Use This Calculator To Get Your Estimated ROI:

No BS Guarantee

If for any unlikely reason this program doesn’t live up to your expectations, just drop us an email for a prompt and courteous refund within 30 days of your date of purchase.

Yes, I’m ready to talk about my business with confidence – attract the interest of prospective clients with ease – and get new clients!

“I’d like to know more about you.”

“I gave a shortened version of my introduction at a networking event last week and someone came up to me afterwards saying “You sound like you are doing interesting things with interesting people. I’d like to know more about you.”

Michele Zwillinger
  Zwillinger Research

See you on the other side!

To your abundant success,

P.S. It feels so good when prospective clients’ eyes light up as they say, “OMG, I need that. Please, give me your card.” Learn how to make it happen – enroll in Jaw-Dropping, Client-Getting Messages™ today!

Copyright © 2013 Samantha Hartley of Enlightened Marketing - All Rights Reserved