How To Suck The Blood Out Of Your Competition With Parasitic Marketing
By Eric Ruth
Let me introduce you to a very powerful business building strategy called Parasite Marketing. When used properly this marketing model can potentially explode the growth of your business. You may never have to go through the pain and expense of any other marketing methods again.
How does it work?
A parasite is an organism that survives by living off of other living things. It generally bores it's way up under the skin of its victims and just makes its home there sucking blood and getting fat. Sounds gross doesn't it?
How can such a disgusting little creature help you in your marketing? Just like the parasite, you can join in with another business owner and make a living out of his or her customer list.
Let me give you an example
Let's say you go to your accountant whom we'll call "Bill" of the accounting firm of Bill Beaverton and Associates. And you say to Bill, "Bill, how would you like to offer a very special gift to your customers as a reward for doing business with you. And, what if you could give them this reward with absolutely no cost to you? Would that be of interest to you, Bill?”
Bill of course would say, "Yes, please tell me more.”
You would then go on to explain to Bill that you would like to (for example) give away a FREE one-hour personal training session teaching the fundamentals of effective exercise to all of his clients. This special offer could be anything you choose – maybe just a valuable free report, or a book or manual you’ve written, or a group training session, or whatever. This is where you need to be creative with your PACKAGING. You can explain that they just have to call in and schedule their free session or request their report, or whatever. The point is that the gift has to have good perceived value, be positioned as a unique and special offer for Bill’s customers only, and you should include elements which increase the urgency and limit the quantity of whatever you’re offering.
Then you explain to Bill that you will write a letter explaining the offer and introducing you to his customers. But the letter would come from Bill. The letter would then tell the clients all about what a great Fitness Professional you are and how (ideally) Bill has used your services in the past and that he was very happy with the results.
You go on to explain to Bill that he is going to look like a super-star to his customers because he is adding tremendous value to their lives.
You can even throw in some discounted or FREE services for Bill. Bill would have to be a complete and utter moron (and that's possible) to pass on this great offer. You'll even offer to pay for the entire mailing.
All Bill has to do is sign his name on an original copy. You want to make this offer as easy as possible for Bill, so that he does not have to lift a finger. You should be painting a picture in Bill's mind that shows him getting maximum gain (good will from his customers) for absolutely zero effort. He only has to give you the names and addresses of his customers. What could be simpler?
If Bill should be shy about giving you his customer list, don't worry, just tell him that you'll bring the letters to him sealed and with postage ready to go. All he would have to do is have his staff address the envelopes and send them out or you could suggest using a mailing service. Either way you'll he picking up the whole bill. He can't lose.
Now, let's look at the pay-off of this arrangement for you.
The hardest part about selling a prospect is getting them to believe you. Nowadays, people are extremely skeptical and they don't believe a word you say. As far as they are concerned, every word out of your mouth is a pack of lies. They've had bad results so often that they automatically assume that you'll try to rip them off. Bill Beaverton (the accountant guy) on the other hand, has already won over his customers.
You can now use Bill's credibility to get your foot in the door.
Bill’s customers will say, "Hey, this guy must be alright because Bill says he is alright.”
You're just like that little parasite bug. You get to leverage off of Bill's clients and make your living without doing a lot of hard work advertising and talking to cold prospects.
But don't just stop there. You can work this same deal with your lawyer, chiropractor, or anybody else who has a customer list or a circle of influence (which should be just about everybody). You can even talk to Bill's other accountant buddies and use Bill as a referral.
You would never have to worry about going out and doing cold advertising again. You could just live off of other people's customers and skyrocket your business.
Be sure and make Bill’s customers an incredible offer, so that they will take you up on the deal. Remember the lifetime value of the client. Once the customer “samples” your services, they are much more likely to hire you full time.
You could even work the parasite marketing model with your own clients. If you have a client who has a business of their own, or has some sort of influence over a group of people such as the members of their church, work with them as well.
All you need is someone who has already established themselves among a group of people. This way you leverage their credibility and suck the blood out of your competition.
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