Will You Marry Me?

Guillermo Rubio, back again with the scoop on getting clients.

Yesterday, you decided who your ideal client is. Today, we’re going to put that information to use.


By creating the three things you’ll need in place before you can effectively market and promote yourself:

  • A website
  • A “bait” piece
  • A way to follow up online (ideally, an e-newsletter)

These three things should address the needs, wants, and desires of your ideal client. That’s why it’s so important to know who your ideal client is in the first place!

Now, your ideal client is going to want you to answer two simple questions:

  1. “Can you help me with my problem?”
  2. “Can I trust you?”

Your website should answer Question 1. As soon as they land on your home page, they should see how you can help them with their problem. This is best accomplished with a relevant headline and a lead that grabs their attention.

Question 2 is answered by your “bait” piece. This can be a short report, webinar, free consultation, or anything else that showcases your expertise and delivers valuable information.

Normally, you want them to give you their name and email address in exchange for the “bait” piece. You can see my website and “bait” piece I’ve created here. [www.GFRCommunications.com]

Finally, your e-newsletter serves as a way to follow up.

Nurturing a relationship with ideal clients is a MUST these days. You can’t just call someone up and ask for a project right off the bat. It’s like asking someone you just went on a first date with to marry you. Instead, take it nice and easy. Focus on getting them to know, like, and trust you. Your e-newsletter accomplishes this.

A side benefit of all the hard work you do to develop these relationships is the prospects who DO become clients will usually become loyal, long-term clients. This is important, because it’s far easier to work with a client you’re already familiar with, than doing a string of one-off projects with dozens of different clients.

One more thing: You may not get clients right away. But this slow and steady approach will yield far better results in the long run. Best of all, clients will approach you to see if you’re available to work on a project.

This is exactly what I’ve done to set up my marketing “foundation.” It takes some work to get it in place … But it’s a must if you’re serious about building your business.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

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Published: January 30, 2013

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