Title - Rules for productive consultant + copywriter media items Tags - clientfeedersystem
Your goal with every media item move people from the media item into your media platform. Or, if they’re already in your platform, to keep them there and ascend them (e.g. to client relationship).
RULE 1: MAXIMUM LEAD GENERATION
Direct audience member’s, frequeuntly, in many ways, through doors and into your media platform (or to higher levels of your media platform). Do this early and often - in different ways - in every media item.
For example, offer a free copy critique of any one item - an ad, website, email or newsletter.
This can be time-consuming, so deal with minnows quickly by checklist, or with the support of staff members.
Respond directly to “whales” with personal and detailed letters, inluding suggestions of how you might help them beyond the critique.
NEVER offer these for free in other people’s media, but do offer them to people who have paid for a product in your own media items, e.g. as a bonus for newsletter subscription.
RULE 2: CREATE ACTIVE ENGAGEMENT WITH ALL LEVELS OF CLIENTS
Train those who become interested in you and your ideas to become active participants and to respond to offers, rather than being passive participants.
Every time someone engages with you in your media platform - to watch a new video interview on your website, request another media item, or whatever - you accelerate their gestation and increase the liklihood of them stepping up and saying “I’m ready to work with you one on one - how do we do that?”
For someone to become a client they must be ACTIVELY engaged. Once they take 3-7 consequtive, seqeuntial actions, if they can become a client, they’ll likely become one.
RULE 3: ALWAYS BE CASTING BAIT FOR WHALES
It can be subtle, overt or manipulative. You can use all three approaches. But you must do it often and in many ways. Never assume they know they can get to you one-on-one, or know what - or everything - you can do for them.
Overt examples -
A stragithforward invitation to contact you about consulting or copywriting in your media items - including contact information and instructions.
Usually couple with a statement like this: “Mr Kennedy is available for interesting consulting and copywriting project engagement, schedule permitting.”
Manipulative examples -
I.e. Takeaway selling. Gary Halbert walked into a seminar that people had paid thousands to attend wearing a baseball cap that read, “Clients Suck”, talked about how clients muck everything up, and laid down the law that he was not accepting - or looking for - any new clients. He was not there for that. So please don’t pester him about it. And on the exceedingly rare occassions he did take on a client, they had to prove themselves sane and capable, and have no trouble with paying $25,000 upfront to have an ad writter, and have a big and interesting opportunity.