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Client Magnets: How to Attract and Win More Clients

CLIENT MAGNETS: HOW TO ATTRACT NURTURE AND WIN MORE CLIENTS

[]Table of Contents

[
**]Copyright

Disclaimer

Your Client Development Roadmap

Title Page

Introduction

Client Development for Creatives

About

What Are Client Magnets?

Attract the Interest of Potential Clients

Capture Leads

Capture Leads: Free With Mailchimp

Educate and Build Trust

Getting Started with Promotion

Optimising your Website

Facebook and LinkedIn Groups

Final Points

Got Questions? Get Them Answered Here

FREE PDF Version

[][] Copyright

Copyright © 2016 Stephen Mayall

The right of Stephen Mayall to be identified as the author of the work has been asserted him in accordance with the Copyright, Design and Patents Act 1988.

All rights reserved. No part of this publication may be reproduced, or transmitted in any form or by any means, electronic or otherwise, without written permission from the author.

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[] Disclaimer

While every effort has been made to accurately represent how to generate leads and improve sales, there is no guarantee that you will earn any money. Any product that tells you otherwise is lying. Even though I have tested these strategies in many creatives verticals and businesses there is never any guarantee.

Earning potential is entirely dependent on the individual utilising the training, strategies, tools and resources.

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Your Client Development Roadmap

FREE CHEAT SHEET – Your client development roadmap, discover exactly how to generate and convert more quality leads into opportunities and clients.

Additional bonus content includes ready-made marketing funnels for every creative discipline, an editable worksheet and email swipe file, copy-paste email templates for each email in the series.

Get your free cheat sheet here:

http://www.newedgemarketing.co.uk/roadmap

See you inside!

Steve

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[] Client Magnets

How to Attract, Nurture and Win More Clients

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[] Introduction:

[][
**]Why is marketing a creative business so hard?

There is a reason you are reading this book. Like countless other creative business owners, you want to understand how to bring more consistency to your marketing and more control to your business.

Over the past 9 years I have worked with business owners from all creative disciplines, (including, graphic designers, branding agencies, web designers, industrial designers, interior designers, advertising agencies, production companies and photographers). And without doubt the biggest question I hear is “How can I win more clients, consistently?”

It’s not hard to understand why. It really has to do with why you got started in the first place. The typical creative business owner started out because they knew how to do something. And then at some point decide to go it alone. Whether that’s in a freelance capacity or by starting a small agency with colleagues. But, hardly ever does this know-how include how to being able to market a business.

And that is the basic issue. For most creatives marketing is seen as a nice add on or worst something you only do when all client work is done. By which time it may be too late or you have to hustle hard and fast to bring in ANY new business no matter what the cost.

This is what leads to one of the most widely practiced forms of marketing – copycat marketing.

[][
**]Copycat Marketing

When this happens, when they do think about marketing it’s often in a piecemeal, ad hoc fashion. Which may involve turning to an SEO agency, running some ppc ads or – they end up doing what they see everyone else around them doing or what they’ve done in the past.

And they say “but that’s how everyone else does it, right?”

The trouble is copycat marketing is full of problems, not least because by copying everyone else you’re making it impossible for your audience to make a choice.

Everyone looks the same. And everyone markets their business the same way. And so you end up pitching for the same work.

And it sucks, I know, I’ve done it.

The main problem is your prospects have no idea whether or not you can do what you say you can do.

They don’t know you, they don’t like you and they don’t trust you.

And in order to convert someone into a customer you have to overcome all of these hurdles.

If you’re a large established agency, with huge brand awareness, these hurdles are fairly easy to overcome

But if you’re a freelancer, small agency of sole trader, they take a bit longer

So, how do you go from being some unknown freelancer or agency, to being known, liked, trusted and more, by more of your ideal clients?.

Show them what you can do.

Stop telling them how good you are, and show them.

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Client Development for Creatives

I spent the last 9 years obsessively researching, studying and testing the most effective lead generation strategies used by the most successful B2B services based organisations. To tap into what makes those businesses work. I took the best of what I learned, tweaked it put my spin on it implemented it into my clients businesses.

Were there mistakes?

Heck yes, 00000’s hours and $$$ on strategies that flat out didn’t work

But eventually, success started to happen and my clients businesses kept growing.

My Client Development System is a framework a proven roadmap to take your prospect down a logical path toward a group of offerings to address the various stages of their decision making process. It’s a gradual trust building approach that attempts to convert suspects into prospects and prospects into clients with increased contact and content. By offering a series of free and low cost (low barrier to entry) information products to attract the interest of prospects and potential clients and begin earning their trust. Whilst slowly moving them towards a purchase decision.

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About the Author

Before becoming a marketer, Stephen Mayall spent over 10 years working as an industrial designer for a number of relatively well known design agencies in London and Sydney. Eventually he moved into client services and had some responsibility for sales and marketing. And it was then, when he became slightly obsessive in internet marketing, lead generation and helping creative business owners overcome their marketing struggle.

Steve blogs at http://www.newedgemarketing.co.uk where you can find detailed in depth marketing articles written for people who sell creative services (including, web designer, graphic designers, industrial designers, interior designers, photographers, copy writers, production companies and more).

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What Are Client Magnets?

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**]Client Magnets are what bring clients to YOU.

They’re an irresistible force that draw clients in, through the creation and delivery of great value content that builds trust.

That’s what it’s all about, after all – earning the trust of your potential clients.

This is what happens when a prospect trusts you. And you can make this work with client magnets.

I started using Client Magnets in a basic form over 9 years ago. I didn’t even have a term for it then. Since then I have used them to generate hundreds and thousands of leads for clients in every creative discipline.

Client Magnets work because they help solve your prospect’s most pressing problems – through valuable content. You give them good content. In return they give you their email address and permission to market to them over again.

Client Magnets work by demonstrating your expertise instead of just telling people you’re an expert.

How?

It’s all about getting your prospects to commit. Capture their contact information, follow up, earn their trust, win more clients.

You do that with Client Magnets. Here’s how it breaks down.

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p<>{color:#000;}. Choose a promotional channel.

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p<>{color:#000;}. Offer a lead magnet.

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p<>{color:#000;}. Create a follow up series.

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p<>{color:#000;}. Offer a free product or service.

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p<>{color:#000;}. Offer a low-cost low-barrier to entry product or service.

And that’s it.

It’s so simple. But nobody is telling you this.

Most advice you’ve heard or read on finding and acquiring new clients basically cover the same tactics

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p<>{color:#000;}. Participate in forums

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p<>{color:#000;}. Encourage word of mouth and referrals

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p<>{color:#000;}. Start a blog

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p<>{color:#000;}. Be active on social media

And more.

But none of this advice actually tells you how to convert all of this activity into paying clients.

Whichever channel you choose. You need an effective process for nurturing and converting the leads that activity generates into opportunities and clients. One that works for your unique creative discipline.

It’s so simple. Follow steps 1. Through 5. You should start seeing results in less than 30 days from completion of all the steps. For more details on what you need to do and why, read on…

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Attract the interest of potential clients

When most creative businesses think about marketing, the most common questions they ask are:

“How can I generate more leads?”

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“How can I convert more leads?”]

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“How can I convert more leads into opportunities?”]

[
**]And ultimately…

“How can I win more clients?”

[
**]And I can relate.

When I first got started. I used to get mired in these details too. I thought to myself, “where do I start?”

So I did what the business had always done…cold calling, networking, direct mail etc.

And sometimes it worked. But it was often time consuming, inconsistent and didn’t generate anywhere near enough leads.

Frustrated by this. I read several books on the topics of, cold calling, direct mail and small business marketing.

Which helped put some structure to what I was doing.

And signs were encouraging, I set daily and weekly goals and started to book in regular meetings.

But, I was still spending a LOT of time on the phone and in meetings for little reward.

Then following a seminar I attended. I got the opportunity to work with a business and marketing coach for the next 12 months or so.

And that’s when everything changed for me. And in the first full financial year, the agency I was working for doubled their revenue – during the GFC.

What was the difference? Diversity.

Let me explain:

You see, too often businesses develop only one core offering and try to sell that to their target market. It’s an all-or-nothing approach that is limiting from a marketing point of view.

Really, marketing is a much more like dating…

First it’s coffee, then a movie, drinks or dinner, perhaps a weekend away. Then maybe your moving in together.

It’s a gradual trust building approach, that attempts to generate leads on a broad scale. Whilst nurturing them to becoming paid clients with increased contact and content.

Motivated by these early results I obsessed. I spent hundreds of hours, reading, researching and testing. Studied other successful businesses to tap into what makes their businesses so successful.

And took the best of what I had learnt, tweaked it and put my own spin on it.

Following a few years in the trenches. I began to see first hand, that if you know what to do, who to do to with and when. You will start to see more consistent, predictable growth.

You see to capture leads on a broad scale. You need to capture user interest, in the form of contact information, into your email service provider or CRM.

But, competition for your inbox is fierce.

If you want your prospects email, you must provide something of value in return. Something so irresistible they will feel they’ve missed out if they pass you up on it.

An irresistible lead magnet.

A lead magnet is a free giveaway, offering a specific chunk of value to your prospects, In exchange for their email address.

The goal of a lead magnet is to maximise the number of quality leads you generate.

It’s the first step in my client development process.

Before you start thinking, I’m going to ask you go write a 25 page ebook. Far from it.

Lead Magnets don’t have to be lengthy, complex. Or time-intensive to create.

In fact, a long and complex Lead Magnet will likely convert poorly.

You simply need to solve a specific problem with a specific solution for a specific segment of your ideal audience.

By creating a valuable free product, and use it as an incentive to grow your email list. Jon Morrow’s Headline Hacks is a great example.

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**]A simple process for creating your first lead magnet.

[][
**]Ask yourself these 3 questions:

#1. What are the top 3 questions that you get asked the most? When people find out what you do.

To help, talk to clients, prospects, your account managers, designers etc

Figuring out what keeps them up at night and the obstacles that get in their way will help you understand their needs and become even more valuable to them.

#2. What are your audience’s biggest challenges, frustrations and problems?

One of the most effective ways to create your offer is to look for common problems your audience has.

You don’t want to spend hours creating a piece of content to see it flop, right? So what can you do?

The secret to discovering your audience’s biggest challenges is conversation. If you ask the right questions people will tell you.

Whenever someone subscribes to my email list, in my first welcome email I ask them one question…

What’s the one thing you’re struggling with right now when it comes to your [insert topic here]?

And you know what? People reply and tell me exactly what their problems are, and what they need help with.

So when I’m looking for inspiration to create a new piece of content, you’ll bet I create something that solves those problems.

# 3. What are a few different ways you can offer to your ideal audience that they will not be able to pass up.

This is time for brainstorming, don’t hold back anything goes – get creative.

Format:

Once you’ve generated a few content ideas, it’s time to decide what format you’ll deliver the content in.

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**]Here are 3 questions you need to ask yourself:

#4. How does your audience prefer to consume content and learn new stuff? i.e. watching, reading, listening, doing.

If you’re unsure, ask them. (add it as a second question to your survey).

#5. What’s the easiest and quickest way for you deliver the content? i.e. short email course, video training or eBook.

Ideally you want to your audience to consume learn and get an outcome as quickly as possible.

#6. What capabilities, skills and resources do you have to create this content?

Be careful here. What’s most effective for you may not be what your audience will respond to the most. Consider both your audience’s needs and your resources when deciding on format.

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**]Alignment with your products and services:

Before making a final decision on what to create, consider how this piece of content will align with your services.

Here are a few examples for your inspiration…

Industry: Industrial Design

Persona: product development managers of medical device startups

Problem: understanding ISO 13485

Lead magnet:

7 Steps to Navigating ISO 13485 for startups

Industry: Branding agency

Persona: marketing managers of small not-for-profit organisations

Problem: maintaining consistency across all marketing collateral

Lead magnet: Top 10 Brand Identity Tips for Not-for-Profits

Industry: Web Design

Persona: Small business owners

Problem: wasting time, losing money

Lead magnet: 6 Simple Steps to the Perfect Website Re-design

Industry: Photography

Persona: Young brides to be

Problem: Missing important photos and moment on their big day

Lead magnet: 20 Wedding Moments You’ll Want to Remember in Photos

[][
**]Lead magnet ideas:

If you’re still stuck for ideas here are a few other ideas for your inspiration, good examples of lead magnets could include:

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p<>{color:#000;}. Cheat sheet

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p<>{color:#000;}. Tips sheet

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p<>{color:#000;}. Check list

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p<>{color:#000;}. Template

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p<>{color:#000;}. Worksheet

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p<>{color:#000;}. Educational video

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p<>{color:#000;}. Audit

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p<>{color:#000;}. Assessment

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p<>{color:#000;}. Quiz

Once you work through the process and have your own ideas for creating your first lead magnet. It’s time to get your offer into the hands of your prospects and potential customers.

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Capture leads

When I first started running lead generation campaigns. I realised one thing quickly:

You could promote the same offer, to the same amount of people. And generate a drastically different number of leads. In other words, it’s possible to significantly increase the number of leads you generate. Without increasing the number of people you promote it to.

I learned this the hard way.

The first offer I created was an ebook. I added a number of opt-in forms to several web pages. And generated maybe a handful of leads. My effective conversion rate was around 1%. If that, ha.

However, by the time I created my first dedicated landing page, I did much better.

Fast forward another year or so and I was achieving over a 30% conversion rate across all my landing pages. Sometimes much higher.

All because I learned how to build a landing page the right way.

So it’s clear…

When you offer your lead magnet you could see leads trickle in. Or you could see a huge uplift in the leads you generate. Why?

Because the page you offer your lead magnet on can dramatically increase – or destroy – your conversions.

The answer?

Create a dedicated landing page.

You might be thinking…“What the heck is a landing page Steve?”

First let’s answer that by first establishing what a landing page is not.

That’s important because there are a lot of different definitions floating around out there.

The biggest difference I often see, is the term “landing page” used to refer to any page on a website. You know they’re all pages which one might land.

But many marketers included myself, prefer to differentiate landing pages a little bit more than that.

A ‘landing page’ is any page on the web on which one might land. That a) has a form and b) exists solely to capture a visitor’s contact information – through the form.

In other words, all landing pages are web pages, but not all web pages are landing pages.

A good landing page should include:

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p<>{color:#000;}. Attention grabbing headline

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p<>{color:#000;}. Subheading, context to further hook your reader

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p<>{color:#000;}. A list of benefit oriented bullets

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p<>{color:#000;}. A visual element to increase perceived value

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p<>{color:#000;}. A functional form – to capture contact information.

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p<>{color:#000;}. Action oriented CTA i.e. ‘Get your free ebook’ or ‘Download’.

And importantly, what they shouldn’t include:

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p<>{color:#000;}. Navigation to other parts of your website

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p<>{color:#000;}. Any other ‘distracting’ links

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p<>{color:#000;}. Secondary cta’s to other offers

Why?

Because your website is designed with the general purpose in mind. Whereas landing pages are designed with one purpose in mind, conversion.

Anything else you include that could distract your potential lead from completing your form. Can hurt your conversion rates.

Sound good?

Only question is, how?

My first answer to this was to pay a developer to build one for me. And, after about 2 weeks and $1,100 later, I had my first landing page, 1 landing page.

Big mistake.

But I didn’t know better.

Today I pay a quarter of that, and I’m able to create an unlimited number of landing pages in minutes.

Thanks to LeadPages, a dedicated web-based landing page builder.

LeadPages makes it super easy to create and publish your pages whilst also taking care of all the tech stuff.

Your leads are passed straight to your ESP (email service provider). And your lead magnet delivered straight to your new subscriber.

The only question is – how do you create your first landing page?

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**]The backwards formula for creating the perfect landing page

So at this point you might be thinking, why create it in the reverse ‘backwards’ order – isn’t that just confusing things further.

No, here’s why.

This is the process a user goes through when they opt-in on your landing page:

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p<>{color:#000;}. A visitor enters their contact information and subscribers to your email list.

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p<>{color:#000;}. Landing page redirects to a thank you page, (provides a good user experience amongst other things).

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p<>{color:#000;}. Their contact details are passed to your email service provider.

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p<>{color:#000;}. Subscription triggers a welcome email which is sent to your new subscriber to deliver your lead magnet.

You see there are many moving parts involved in the delivery of your lead magnet and doing things in the reverse order is the easiest way I have found to create each of them. Don’t believe me – go ahead try it the other way round.

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**]Step 1. create your welcome email

Upload the pdf version of your lead magnet to your content management system such as your WordPress media library. You can also use Dropbox, Amazon S3 and in some cases your email service provider.

Grab the URL paste it into a notepad or a text file.

Open your ESP and create a welcome email or an autoresponder that’s triggered when someone opts-in to to one of your email lists. This is how you’ll deliver the content.

Write the email and paste in the url of your lead magnet.

Save and publish the email.

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**]Step 2. create your thankyou page

Note: you can create a simple landing page called a signup form within your ESP such as Mailchimp. You will need to add an image to the top of that form to include some of the best practice elements discussed earlier. Check out the next chapter to find out how.

However you chose to build your landing page fire up your application in my case it will be Leadpages.

Pick and new landing page and chose a thankyou page template, edit the template then save and publish the page – copy the url into notepage.

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**]Step 3. create your landing page:

Log back into Leadpages to create a new landing page, pick a template to base your page on.

Edit, fonts, colours and copy to suite.

Next click on the CTA button, this will open up the integration settings, select your ESP and then email list.

Once you’re out of that, select ‘thank you page’ and now paste in the URL of the thank you page you created in the previous step.

Save and publish the page.

Step 4. create a call-to-action

This is simply a link to your landing page, In it’s simplest form, this could be an image of the cover of your ebook, a title and button i.e. ‘download’ or ‘get free ebook’

Create your image and upload it to the media library of your CMS (grab the URL).

Add a text widget to a page on your site i.e. your blog sidebar and some simple html like this:

Where the first url in green is the url of your landing page and the second in red a url to your image. Save it and test it.

Test the whole process and use this checklist to make sure it all works.

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p<>{color:#000;}. Click on the image does it take you to your landing page?

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p<>{color:#000;}. Complete the form, upon completion are you redirected to your thankyou page?

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p<>{color:#000;}. Did you receive the welcome email?

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p<>{color:#000;}. Click on all of the links, do they work as intended?

Once you’ve created your first CTA use the same process to add others to you home page, blog posts and services pages.

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Capture Leads Free with Mailchimp:

For those of you that already use Mailchimp you can create a simple ‘signup form’ within your Mailchimp which you can use to promote your offer and start capturing leads.

For those that haven’t signed up an email service provider yet – go get an account now!

Once you’ve setup your account, you need to create a new ‘list’. From the main menu select ‘List’ then click on ‘Create list’ give your list a name something like the name of your lead magnet and complete the remaining fields.

After you’ve created your list, in the list options click on ‘signup forms’ then ‘General forms’.

You’ll then have to customise the ‘signup form’ to turn it into opt-in page.

Replace the default heading with an image this could be the cover of your lead magnet, part of it or an image that’s relevant to the title or subject of your offer.

Edit the text underneath, you could include a sub-headline and/ or a list of benefit oriented bullet points.

Remove unnecessary fields. I suggest sticking to email only or first name and email. Your conversion rates will likely suffer the more you ask for.

Next you’ll need to configure your welcome email to contain a link where they can download your free lead magnet.

Under ‘forms and response emails’ select ‘Final welcome email’ and customise the body copy to your liking and add the URL of your lead magnet from your content management system or Dropbox account etc as a link.

Finally copy the link to the signup form URL.

Now you’re setup to start generating leads it’s time to start driving as much traffic to the page as possible. In the next lesson we’ll cover how to get started promoting your offer.

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Educate and build trust

Last year (after 10 years) my family and I decided it was time to leave the Australian sunshine and move back to the UK.

To help us out before our shipping arrived. Our family lent us some furniture and fittings.

Unfortunately, our adopted TV couldn’t record Peppa Pig, much to my young daughter’s dismay!

So I turned to Google to see how I could solve this GROWING problem.

I discovered I needed a set top box. But after a little research we decided to buy a new TV instead ;-).

After more hours researching, brands, models, reading spec sheets etc. More research some to understand what all these new features meant, as well as reading several online reviews on my chosen shortlist of models.

I was given an ultimatum by my daughter, and we decided on a brand new mid range Sony TV.

The point of all this!

Whether you’re looking for a new TV or buying design services. The customer journey is similar.

Yes, buying design services may take longer. But that is even more reason why you need to create lots of different content in different formats. To educate your potential clients around your products and services.

Why?

Because your prospects look for different information. At different stages of their decision making process.

At the start of their journey they may not realise they need a new supplier. They just have a specific problem with a specific area of their business.

That is the purpose of your lead magnet.

The next step is to educate your subscribers and leads to earn their trust.

That is where newsletters, keep in touch programs and follow up calls have had their place.

And whilst there may seem nothing wrong with this approach on the surface.

One of the biggest problems with newsletters is. They’re often unfocused, crowded and try to support every aspect of your business. Case studies goes next to PR stories, blog posts go next to company news… it’s a mess.

So what’s the answer?

Create a simple follow up series of automated emails. That introduces your prospect to new content. That’s designed to nurture and move your prospect closer to a purchase decision.

To help clarify, let’s take a look at an example of a branding agency. That is targeting FMCG manufacturers.

Each bullet point below represents the title the content.

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p<>{color:#000;}. Why Your Packaging Is Losing You 75% of Supermarket Sales [Ebook, Lead Magnet]

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p<>{color:#000;}. Packaging Design Trends in 2016 [Blog]

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p<>{color:#000;}. Top 10 Reasons Your Packaging Design is Losing Sales [Blog]

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p<>{color:#000;}. Case Study: How [insert client name] Transformed Their Market [Blog]

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p<>{color:#000;}. 7 Key Steps to Successful Packaging Design that Sells [Workshop*]

Each email in the series introduces a new piece of content such as a blog post, case study or testimonial by linking out to the article.

Note: Sometimes called autoresponders. All email service providers (ESP’s) such as Mailchimp, Infusionsoft and GetResponse can send automated emails.

Successful lead nurturing depends on getting the frequency of the emails right. The timing will be different for every business.

For example, if you have a fairly lengthy sales cycle your frequency might be 15 days. If it’s relatively short, say a month, then your frequency might be every 5 days.

*The final email in the series offers your prospect a free ‘try’ offer.

Back in the introduction I talked about the need to get your prospects to know, like and trust you before they try and buy from you.

The problem is that most businesses try to go straight from know to buy and wonder why it’s so hard.

Now you’ve earned your prospects trust by educating them through your follow up series. You’ll offer a free try product or service.

Think if this as a kind of try-before-you-buy offer.

Examples could include a free strategy session conducted over Skype, a group workshop or seminar or a free assessment or audit.

These offers will require more action from your lead. Action they’re more likely to take because they’re now more educated about their problem and why your business is a good fit for solving it.

Once this is setup the only thing stopping you from generating and converting more leads, is your ability to drive more of your ideal clients to your landing page.

Create the emails.

Ideally keep lead nurturing emails simple, around 100 words. Keep subject lines less than 45 characters and treat them like the headline of an article i.e. it must provide value and a compelling reason why someone should open it.

For example let’s take a look at Email No. 2 in the series…

Subject: Thank you & Special Offer.

Hello [First name], (to personalise the first name you must collect the first name field in your landing pages)

Thanks so much for your interest in [insert your company name]. I hope you found the Ebook you received useful, and I thought you might also be interested in downloading our most popular resource, Packaging Design Trends in 2016.

Thanks again for your interest in us, and I hope you find this valuable!

Warm regards,

[Your name]

[your company name]

That’s it.

You’ve now created your first series of nurturing emails.

Don’t stop there. Nurturing emails can be used to convert blog subscribers into leads, to help educate your leads on your products and services or to re engage disengaged leads or old clients for example.

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Getting started with promotion

I was recently asked to review the digital brands of a two of design businesses.

The first, a small growing business managing their own marketing.

The other, a large established business with a small marketing team.

Despite their obvious differences, both businesses were making the same (completely avoidable) mistakes.

They didn’t know what success looked like. They had no clear goal.

And this isn’t an isolated incident.

Businesses want more leads, but they’re just not sure how to use the channels effectively to maximise their conversion opportunities.

Some of the biggest mistake business make on social include:

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p<>{color:#000;}. Not measuring their success

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p<>{color:#000;}. Not participating in conversation

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p<>{color:#000;}. Promoting too much

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p<>{color:#000;}. Not promoting enough

And I get it.

When I first started, I focused on the wrong measurements. I spent so much time chasing follower growth, that I lost focus on the things that actually mattered when it came to making the biggest impact on my bottom line.

Building relationships, increasing engagement and growing my email list.

Gaining followers and increasing engagement might make you feel warm and fluffy inside, but it means nothing unless those followers aren’t actively working towards building your business.

To convert followers into potential customers, you need a process for moving them off you social networks and onto your mailing list.

The only question is, how?

By optimising each of your profiles to build your email list.

One of the primary goals of social media is to increase your conversion rates.

Yet many business fail to take advantage of the lead generation opportunities presented by each network.

Before you do anything else, get your profiles filled out completely before posting or promoting anything.

Here’s a quick checklist you’ll want to consider:

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p<>{color:#000;}. Usernames.

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p<>{color:#000;}. Descriptions.

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p<>{color:#000;}. URL’s.

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p<>{color:#000;}. Profile photos.

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p<>{color:#000;}. Cover photos.

Don’t stop there, go beyond the basics.

Take ALL available opportunities given to you by each network to promote your offer and build your email list, some of which include:

[][
**]Facebook CTA.

That big blue button on your facebook page can be set to any number of calls to action including, contact us, call us, send email or sign up – meaning you can send people straight to your landing page.

If you’ve currently got your call to action button set to ‘call us’ or ‘contact us’ and nobody is try changing it to learn more or sign-up and link it to your landing page.

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**]Facebook custom app.

Facebook users don’t always like to be redirected away from Facebook i.e. to your landing page whilst they’re inside the app.

To overcome this most email service providers and landing page platforms (hint – such as LeadPages) enable you to publish a signup form or landing page to a custom app inside your facebook business page.

Once published your sign-up form will sit under it’s own tab which you can rename and reorder amongst your ‘home’ ‘about and ‘service’ tabs.

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**]Turning your Facebook cover into a giant CTA.

This is a little along the same vein as the Facebook CTA but instead you’re turning your cover photo into a giant CTA encouraging visitors and fans to click on it.

And when they do a lightbox will pop up showing your cover image along with a description in the lefthand side. This editable field allows you to add a description and link to your landing page.

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**]Facebook post.

Create an image 1200 × 627 px for a facebook post, upload it to your CMS edit and grab the URL. Add this as a featured image to your landing page or if you’re using Leadpages ad this bit of code to the tracking code area inside your landing page

>

Change http://your-image-url-here”/ to the url of your image.

Create a post, drop in your landing page url and Facebook will pull in the image you just added to your page. Include a heading, description and schedule your post regularly.

[][
**]Post a link to Facebook page.

Create a new post in your Facebook page, paste in the url of your landing page – then delete the URL.

Facebook will pull in the title and description you added in your landing page if any – make sure you include an attention grabbing title and description to ‘hook’ your reader.

It’s also going to pull in your featured image – if you didn’t include one, you can add one now.

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**]Twitter profile description link to landing page.

In addition to the STD url you get in your profile, you can also add a url in the profile description itself.

Because you only get 160 characters in your profile it’s advisable to reduce the length of your url by using a url shortener such as bit.ly.

Include a call-to-action and add your link to the end of your profile description.

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**]Twitter post

Create a tweet, use the headline of your lead magnet include the bit.ly link

and use image 1024 × 512 px.

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**]Pin to top (Twitter):

Pin the post to the top of your profile.

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**]LinkedIn summary link to landing page.

Your activity on LinkedIn usually ends up with people checking out your personal profile.

Maximise this opportunity by editing your summary section to include links to blog posts and landing pages.

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**]LinkedIn in post.

Create a post and share it to your company page, personal profile and and any groups you run.

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**]Lead generation on Pinterest.

In the same way as with Twitter, Pinterest leads are generated through content on Pinterest that links directly back to a landing page on your website, through pins.

Whilst you can technically include links in boards and your profile to landing pages they are generally less effective than boards, because, links in boards and profiles don’t automatically hyperlink thus decreasing their effectiveness to generate leads – most people are spending the time pinning including repins – they aren’t spending the time checking out your profile or board descriptions.

To help maximize your time on Pinterest, you should spend time creating and optimizing pins to get clicks, repins, and likes, all the things that will help drive your lead generation.

Create boards that your audience will want to discover, create unique board descriptions that are keyword conscious to help your content get found.

Treat pins as giant calls-to-action to your content and offers.

Create pins that pinterest users notice more naturally.

Tall images 2:3 ratio get more repins, and reddish orange images get 2-3 more repins that blue images and brand images without faces get 23% more repins.

Create a call to action in the image, click here, download etc and link to your landing page.

Edit the description this is your opportunity to hook your reader so don’t leave this blank,

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**]Lead generation on Instagram.

Instagram’s visual format makes it a perfect format for designers to showcase their work and demonstrate their expertise.

But unlike some of the other social networks instagram doesn’t allow you to add a url that will be clickable inside of each post.

To overcome this include a link in your profile description (where it is clickable) and a call to action to encourage users to click the link.

When you share an instagram post to promote your offer include a CTA in your post to encourage users to ‘click the link in your profile description’.

Now even though you can’t add a clickable link in your post doesn’t mean you shouldn’t include one – users can still copy-paste the url into a browser.

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**]Create unique hashtags

hashtags rule on instagram, it’s how a lot of instagram users find out about new brands and companies. Hashtags are the keywords people use to search for content, by not using hashtags you are hindering your potential growth and reach.

Can you create a unique hashtag you can use on all of your instagram posts to help new users discover your content?

You can use up to 30 hashtags per post if you wish, add your hashtags in the comments after your post to prevent your hashtags from getting buried by other comments.

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Optimising your website

There are two main ways to double the number of leads you generate on your website.

Way 1 double your website traffic, doable but difficult.

Way 2 double the conversion rate of your existing website visitors to leads.

Here’s what I mean.

Unless you’re exceptionally good at either SEO, blogging or you’ve got incredibly deep pockets. Doubling your website traffic is going to either, take up too much of your already busy day or send you broke.

But, following a few tweaks to your website. You could easily double your current website conversion rate.

Let me explain:

With 5,000 unique visitors each month, with a modest 2% conversion rate, you’ll generate 100 new subscribers each month. Increase that conversion rate to 4% and you’ll double the number of leads you generate each month.

Want to know the best part?

You could make these changes today.

The majority of websites are like leaky buckets. That is, they’re poorly optimised to convert their current traffic.

And that’s just a waste!

If you have a website, the best way to generate more leads is simple:

Include more calls-to-action (linking out to your landing pages) or use more email sign-up forms.

Yes, you can over do it, but truth is, even when you think you have too many, your visitors won’t see them all.

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**]Question is where do you put them? Start here…[
**]1. Link above fold home page.

The most valuable space on your website is ‘above the fold’ on your home page.

Instead of wasting that space with carousels or sliders of rotating images that do little but hurt your conversion rates

Add a call-to action above the fold on your homepage and link to your landing page.

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**]2. Bottom of post op-tin.

Think about this:

When someone finds your content, and reads it, they clearly like your work.

So add an email signup form to the bottom of each blog post.

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**]3. Your footer.

This works off the same vein as the previous example…

If people make it to your footer, they like your content.

And if they’re engaged, you want to ask them to take action right away.

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**]4. About page.

Open up your Google analytics right now and you’ll see that your about page is one of the most visited pages of your website.

If you don’t place a CTA or email opt-in form on your about page – you’re losing leads every day.

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**]5. Call-to-action in blog post.

Starting now make a list of all your most popular blogs posts that relate to the topic of your lead magnet.

Create and place a CTA – image at the bottom of each blog post – link to your lead magnet.

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**]6. Blog sidebar.

Like your home page, the top of your blog sidebar will be the viewed part of your blog.

For that reason you should include a CTA or email signup form at the very top of your blog sidebar.

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**]7. 404 error page.

There could be any number of reasons your website visitors land on your 404 error page, a mistyped url, broken links etc

When they do, they’ll likely leave, and never return.

Don’t waste this opportunity, software like leadpages let publish a custom 404 error page that acts as a landing page to capture leads once visitors land on it.

[][] Facebook and LinkedIn groups

With over 2.1 million groups and 200 conversations happening, every minute.

LinkedIn groups, provide one of the most effective platforms for lead generation for any creative business.

And with over 25 million profile views each day, LinkedIn is also an incredible traffic source, but it’s also one that is most likely underused in your marketing.

Don’t worry; I’ve got your back.

In this post I’ll show you exactly how to use LinkedIn groups to start driving more traffic and generating more leads – even if you don’t ‘get’ social.

[][
**]The concept behind this is simple.

This is one of my favourites and I want to show you can use LinkedIn groups to generating more opportunities for your creative business.

But, before we get started, we need to take a few seconds to understand the 50,000 foot view of this entire process…

…One, you become an established contributor to a LinkedIn group or several LinkedIn groups which contain your ideal clients – this is important!.

Then once a month, post a link to an article and ask for feedback from the group to help make the article better.

Not only will you build relationships with this audience, you’ll also learn directly from them, via the feedback they give you.

Ready to get started? Let’s jump straight in.

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**]Optimize your personal profile.

All of the strategies in this article are designed to drive traffic through your personal LinkedIn profile page, to your website, so let’s start there.

Firstly, make sure you’ve set up your LinkedIn profile:

*
p<>{color:#000;}. Include a professional portrait photo.

*
p<>{color:#000;}. Add a headline.

*
p<>{color:#000;}. Write a summary that clearly explains what you do?

*
p<>{color:#000;}. Complete as much of you profile as possible.

*
p<>{color:#000;}. Make it easy for people to contact you.

Now for the traffic driving bit…

Notice the small ‘rectangle’ with the ‘plus’ symbol in it when you edit your summary?

Can you see it?

You can use it, to add links to blogs posts and landing pages.

And this is how people click through to your site.

Keep in mind that people who view your profile for the first time are probably only just finding out about you and your company.

So share only your best content i.e. content that will inspire them to click through to it.

Paste in each URL, a headline and short description for the post – which could be the blog post headline and meta description.

LinkedIn will pull in the featured image or the image you used in your open graph settings for the page.

So, unless you’ve created the image to the ratios LinkedIn uses, your image might end up being cropped.

This is even more likely on the second row of links as LinkedIn allows 3 articles on the second row and for some reason has decided on a different ratio for those images.

Something for your to check and test!

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**]Choose your groups carefully

The secret to making the most of the opportunities provided by LinkedIn groups, is by choosing the correct groups to join.

The majority of groups you join, should be those that your ideal clients belong to. There is little benefit to joining groups in your industry, as they are full of your peers and competitors.

For example.

Let’s say you’re a freelance graphic designer, you may already be a member of a bunch of related LinkedIn groups, such as….Brand Design, Graphic Design, Creative Design Pro’s, etc.

Question you have to ask yourself is….is my target audience in these groups?

And it’s very likely they’re not.

Your audience might include, brand managers, product managers, marketing communications managers.

Some of them may well be a member of the groups I mentioned above.

But it’s likely a wider group of them will be in other marketing related groups.

It’s those groups you should join.

Groups provide you with the opportunity to build relationships with these people and establish your credibility as an authority in your niche. By answering questions, they’re asking in relation to what you do, positively engaging with members and posting valuable content within the group.

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**]How to choose the right groups to join

To find relevant LinkedIn groups, login to LinkedIn, type a keyword into the search bar that’s relevant to your ideal client and select ‘groups’ in the drop down menu.

If you’re a local business then type in the name of your suburb or town before your target keyword to find groups in your local area.

Another great way to find groups relevant to your target audience, is to check out the profiles of some of your existing clients to see which groups they’re a member of.

Once you have found a few groups of interest, click on each in turn to check out the number of members in each group and ‘request to join’ each.

Provided you’re accepted and as a final check, check the quality of discussion in the group, Is there regular activity, is the quality of conversion good, is the group moderated, but not too moderated.

The best groups serve the interests of the many, not the few.

If a group has thousands of people in it, only 3 comments a week and all the topics are serving the group administrators, that group will almost certainly end up being a waste of your time.

[][
**]Become a trusted authority

Once you’ve have found, joined and had your request accepted, start engaging and commenting in the group at least 3 times a week.

Scroll through the most recent posts to look for discussions you can participate in or more importantly add value to.

Answer questions and look for topics related to what you do.

Use the ‘group search’ in the top right hand corner to search for topics and discussions.

Then once per month post a discussion on a topic related to a new blog post you’ve yet to publish. Ask for feedback to make the article better.

Use the feedback you get to help form your article.

Once it’s complete, post a link in the comments and ask for feedback.

[][
**]Engage with the group admins

Whilst ultimately this process works by providing value first, posting links to your content will be seen as promotional and could get you banned.

So always check out the group rules first.

It’s also why it’s a good idea to build a relationship with the groups admins!

Here’s how:

Click on the link ‘215,575 members’ under the title of the group – the number will clearly be different value!

Click on ‘Admins’.

Make a note of the admins names for each group you want to participate in.

Look out for posts and comments from them.

Where you can, provide feedback, value or answer their questions in a positive way.

Do this 3-4 time per month being careful not to over do it – nobody likes a stalker ;-)

Use the group ‘inmail’ feature and send them a personal message.

Note: You can use the group inmail feature to connect with anyone within a group even if you’re not connected with them.

But, you’ll only be able to send 15 inmail messages across all groups per month.

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Final Points

The entire process described here should take yes less than five to ten days to setup and implement. Providing you’ve already got content you can reuse or repurpose. And soon you will have a process for generating and converting leads on a consistent basis.

More clients aren’t the only benefits of building relationships with your leads through email marketing. You can also:

Grow your audience – social media has it’s place but you don’t build your audience on rented ground. Build your email list and generate leads first then ask them to connect with you on social media. More lines of communication equals better relationships

Convert more website visitors into leads – With you website and social media platforms optimised for lead generation. You’ll have an automated process for converting casual browsers into leads.

Generate more leads – The original social share was the email forward. By gaining your prospects trust you have the potential to reach more people and generate more leads.

Leads into customers – Not everyone that goes through your follow up series will convert first time around, and that’s ok. If you continue to nurture your leads you will be able to re engage some of them in the future. Meaning you’ll create a cumulative effect happening with your sales process.

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**]So, what are your options?

If you’d like to find out more, I’ve put together a free cheat sheet for you.

Get your free cheat sheet here:

Free Cheat Sheet – Your client development roadmap will show you how to quickly leverage these strategies. Includes bonus content including ready made marketing funnels for every creative discipline, a worksheet and email swipe file, copy-paste email templates for each email in the series.

Click to get free instant access:

http://www.newedgemarketing.co.uk/roadmap

[][] Got Questions? Get Them Answered Here

Leave a comment here: http://www.newedgemarketing.co.uk/client-magnets

I personally read and respond to each comment and question.

[][][
**][
**]

FREE PDF Version

Want to read this outside of your Kindle app? Get your free copy of Client Magnets here.


Client Magnets: How to Attract and Win More Clients

Free video training for creatives and designers - get the 5 step system I've been developing for the past 9 years: newedgemarketing.co.uk/roadmap (just copy and paste into your browser) Client Magnets are what bring clients to YOU. They're an irresistible force that draw clients to your website - through the promise of getting great valuable content and earning their trust. That's what it's all about, after all - building meaningful relationships with your prospects. 9 Years in the making... I’ve been developing this process now for the past 9 years. Following hundreds of hours, reading, researching, studying and testing. Were there mistakes? Uh...yep. Hundreds of hours spent on strategies that flat out didn’t work. But guess what? Eventually success started to happen. And I was able to generate and convert leads into opportunities on a consistent basis. Want to know the best part? I could replicate it in any creative service based business I tested it in. Then one day, while helping a friend implement these steps into his small branding agency, I realised something: the exact client development framework I developed could benefit other creative business owners… And I decided to share it for the first time ever. I’ve designed this system for owners of creative services businesses including, Graphic Designers, Branding Agencies, Web Designers, Photographers, Interior Designers, Industrial Designers, Copy-writers, Production Companies and more. What Client Magnets Can do for You: - Learn how to generate quality leads on a broad scale. - Discover exactly how to educate, nurture and earn your prospects trust. - The one piece of content you can create in a day or less to generate leads - on autopilot. - Learn how to create an irresistible offer to convert leads into opportunities. - Create consistent new business opportunities, knowing that the next one is simply a matter of repeating the process you’ve now mastered. How? It's all about generating leads on a broad scale and nurturing them through email marketing whilst slowly introducing them them to free and low cost offers to turn visitors into leads, leads into opportunities and opportunities into clients. Download this ebook now to find out how… in addition to this ebook you will also get: - Access to my FREE client development cheat sheet. - Email swipe file - all the copy you’ll need to create your first follow up series. - An editable PDF worksheet - design your own client development system. - Ready made client development formulas for every creative discipline. - Get the chance to get all of your burning questions answered personally by me. To your success!

  • ISBN: 9781370992973
  • Author: stephenmayall
  • Published: 2016-12-01 15:20:16
  • Words: 8410
Client Magnets: How to Attract and Win More Clients Client Magnets: How to Attract and Win More Clients