How To Get 8 New Clients In 8 Weeks!
By Eric Ruth
Can you really get 8 new clients in 8 weeks?
Yes! You absolutely can. And today I’m going to show you how.
What I want to talk to you about is a marketing system called “Target Farming.”
And it involves two elements:
- Targeting
- Farming
Makes sense, right?
First, let’s talk about targeting.
Targeting is always the FIRST step in any marketing campaign. You must target your market. You can’t create compelling offers and messages unless you first know who the target is. That seems logical, right?
For this promotion you will be targeting a single upscale neighborhood near where you live or work.
Ideally, this neighborhood will include at least one of your past or current clients. Someone from whom you can get a testimonial. Remember, I said “ideally.” If you don’t have this capability, this system will still work for you, but it’s more powerful if you have a “neighbor’s” testimonial.
Now, let’s talk about farming.
Farming is the act of planting seeds and cultivating the crops so you can reap the harvest.
Farming takes time. Farming takes commitment. And farming takes perseverance and patience.
If you are looking for a one-shot deal that will immediately bring in a couple new clients…
Well, that may happen, just don’t count on it.
Numerous studies and testing prove that a prospect must see your message multiple times (as many as seven times) before they choose to take action.
You may get a couple takers off the first few contacts, but the real harvest occurs after a series of sustained contacts. That’s why I’m always preaching about newsletters and other repetitive, consistent contact programs.
Okay, here’s the deal:
You have established your target market.
Next in importance is your OFFER.
What is your “front-end” offer going to be?
You need a “reason why” you are making the offer you are going to make, and one of the easiest is to tie your offer to a holiday (like Easter) or to an event (like Spring – get ready for summer bathing suit weather).
Here’s an idea for an offer:
March 21st is the first day of Spring, and Summer bathing suit weather is right around the corner…
JUMP-START YOUR WEIGHT LOSS AND FITNESS PROGRAM NOW WITH THIS SPECIAL OFFER:
LOSE 5 POUNDS IN 21 DAYS FOR LESS THAN THE COST OF DINNER AND MOVIES FOR TWO!
For only $69.95 you get:
- Three 50-minute personal training sessions with Clearwater’s top weight loss and fitness expert ($150 value).
- Three weeks of nutritional planning ($15 value).
- A completely customized and personalized exercise program ($49 value).
- A subscription to my monthly fitness newsletter ($29 value).
- Two phone consultations ($70 value).
PLUS, if you respond before April 1st, I’ll include a certificate for a FREE 30-minute relaxing and soothing massage that you can use to reward yourself.
This is what’s called an “irresistible offer.”
Obviously, you don’t make any money on this offer. In fact, you may lose money – on the front end. So why do it?
The back-end, my friend! The back-end.
Some of the new clients you bring in on this front-end offer will stay with you and continue training. And if you know the lifetime value of your average client, then you know that you win in the long run.
Heck, if you’re good and truly deliver results, you should be able to keep at least half of the people you bring in on this offer.
Now, the next step is to consider your message.
I would send this out on a large 5 x 8 inch postcard with the offer on one side and something like this on the other side:
ELEVEN FAT-MELTING, BODY-SHAPING HEALTH AND FITNESS TIPS FROM CLEARWATER’S TOP PERSONAL FITNESS TRAINER
Then list the 11 tips.
Postcards (with good messages) get read. Plus they’re cheap and easy to produce.
You will want to incorporate some copy in your message that indicates you are a neighbor, or about your client who is a neighbor.
Also, be sure to include a secondary reason for response by offering a free special report. Remember, lead generation!
Then you go “farming” by mailing an 8-week sequence of these cards (each one should have a different message and even a different offer if you like) to no more than 300-500 homes.
Now, you MUST obtain a list of these homes that contains phone numbers (you can develop your own list for free by going to www.reverseaddress.com and typing in the name of various streets in the neighborhood you want to farm). Because after about the third mailing you will want to call (or have your assistant or cousin call) and ask if Ms. Jones is getting your cards. Ask some other not too personal questions. Develop rapport.
Then, after the sixth mailing you will call again and ask if they have considered taking advantage of this special offer. If not, why?
AND IT IS THIS FEEDBACK THAT WILL ENABLE YOU TO MORE PERFECTLY MATCH YOUR MESSAGE TO YOUR MARKET.
Is this work? You bet! Is it important? You’re darn right. What happens if it pulls really well? You now have a PROVEN marketing system. What happens if it bombs? You find out why!
I’ve learned more and improved more in my life as a result of my failures than I ever have from my successes. But nobody wants to fail. I sure don’t, and I’m sure you don’t either. And if you implement this correctly it should more than pay for itself by bringing you 8 new clients in 8 weeks. But if it bombs – FIND OUT WHY so you don’t repeat the same mistakes again.
Btw: if you’re wondering about the massage certificate, you need to be creating strategic alliances with other businesses who service your ideal clients. Massage therapists are one of them. Work a reciprocal deal whereby you get to give out a certain number of free certs for their service and they get to do the same for yours. It’s win-win.
If you can’t turn a free service into at least a small package sale of your services when you get to spend all that time with a client showing off your expertise, you need to consider working on your sales skills. Same goes for the massage therapist. SAMPLING is one of the most powerful sales tools in your arsenal.
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