I’m in a infoproduct course that began this past week with Michael Port (yes, I know! I’m so excited), one of my absolute favorite marketing people. His books have helped me so much and once again I realize that he truly has developed a true contrarian approach to marketing.
Anyway, one of the biggest hindrances to services-based entrepreneurs is how to find people who are interested in their service. Seems like a no-brainer for most, I mean air conditioners and furnaces are always in demand. My sister and brother-in-law own a large HVAC company and we’ve spent a lot of time on the phone recently talking about marketing ideas, how to expand in this strangely yo-yo economy and talking about how they can better serve their existing customers. They are booked solid with work, tons and tons of projects, but cash flow is still a main issue, especially because they run a crew and buy lots of equipment and those bigger projects take time to finish. So, lately I’ve thought a lot about how they can put together a marketing funnel that uses infoproducts to draw in prospects for their HVAC company. Plus, I’m putting together a marketing funnel for my own corporate blogging and book writing businesses.
How does it work?
1. Who is your customer? This question comes up a lot in marketing. It used to frustrate me until I read Michael Port’s books. In those, he pretty much makes it startlingly clear what kind of customer you should be looking for and what their needs are. Don’t believe me? Check out his books on Amazon: Michael Port
2. What are they looking for? If you don’t know what your prospects are looking for in a service provider, how will you know what to offer? One issue I have with my business (corporate) blogging is that folks looking for help with their social media don’t wear name tags nor do they all congregate at my local Starbucks (darn!), so I have to find out exactly what they are looking for and then offer it.
3. Where do they look to find someone like you? Again, wouldn’t it be nice to just pop in to your local gym and have a line of folks waiting to ask you about your specialty? And you aren’t a personal trainer? I know. So you’ve got to find out where they look to find you. Online? (duh) On Twitter? Google? Facebook? Now we’re talking.
4. When do they look for you? Are they ready to buy? Ready to introduce themselves and get a card? Or just looking for info and not wanting to offer anything other than an email address? You should find that out.
5. How can they contact you? Do you want them to follow you on Twitter (follow me! oh wait, that was distracting, sorry) or on Facebook? Do you want them to go to your web site?
Anyway, the more information you have as answers to these questions, the easier it will be to set up a marketing funnel and move from just a consultant to someone people trust. Don’t you want to be the first thing that comes to their minds when the problem you know you can solve shows up in their lives? Of course!