Offline Marketing - How to find clients

There have been a ton of great threads on the offline marketing field recently and I wanted to add my two cents.

The biggest problem is trying to find clients that match your skills. Say you want to do websites for local businesses or only deal with companies that already have websites but need rebuilding or add-ons (email capture, event calendars, better SEO, etc).

First, I only want to work with companies who are already advertising. Why, because I hate leading a horse to water, I want them at the trough already, just thirsty for my services. Second, I don't want to education someone on the importance of advertising, I want them to understand that when we meet.

So how do I find these customers you might ask? It's really easy, all it takes is your eyes, a pad of paper and pen. This is exactly what I do...

1st. I flip through the newspaper everyday. I cut out or make note of any ads from local - mom and pop type businesses.

2nd. I listen to the radio, any local, non huge company that runs an ad I make a note of on the pad at a stop light. I tried that once while driving and lets just say the police aren't too fond of it.

3rd. I go through the yellow pages every year and do the same thing as above.

4th. I look at static advertising (billboards, signs, etc). Again more notes.

Now that I have a list I start looking at what I can offer them and divide them into two sections.

1. companies with websites

2. companies without websites

Now I look at companies and decide who is worth going after. After all if you're charging $1500 to get started and you're trying to pitch it to a 99 cent store it might be an uphill climb. So I focus on businesses that with a few extra sales (like less than one or two a month) can pay for the cost of my services.

See I may start off with a list of a couple of hundred businesses but after going over them I have it down to a hundred or less. Why, because I'd rather focus like a laser instead of spray and pray all these businesses.

Now there are a ton of ways to approach these companies. I don't like cold calling and the thought of walking into a business to pitch them without being invited is not for me. So what do I do?

I bake. I know, not really macho I know but I can make some mean cookies. I make a dozen of them and mail them along with a simple intro letter requesting a few minutes of their time (insert David's letter here).

Let me back up here and tell you how I find out the companies information. I use to use Info USA or Goleads.com or a place like that. It was great but it cost me hundreds.

I have since found a listing of 99.9% of the businesses in the US that was for sale. The list is great cause it comes with all the stuff you need - business name, address, phone number, fax, website address, owners first and last name and business category they are in. If you want more info or a list shoot me a PM. I'm tired of talking about it, back to making money.

So now I have a targeted group of people, all their contact info, so what is the next step.

Baking. That's right I said it, I am a man and I bake. Ok really my soon to be wife bakes and I pay her back with lovin. So really it is a lose lose deal for her. Where was I, oh yes making money.

So I bake these cookies and mail them to the place. I know it cost more than a letter but if you had your choice between a simple letter or a package that smelt like grandmothers house which are going to open.

So they open the package, eat the cookies, read the letter and give me a call.

What happens if they don't call. Well that is where I follow up marketing comes into place.

This post is long enough for now, quick review.

1. Only deal with businesses that are already doing some form of marketing (yellow pages, tv, radio, newspaper, etc)

2. Put the companies into two catagories - with or without website

3. Go through the list again and cherry pick the ones you think can afford your services or that you are interested in.

4. Get a list of their contact info

5. Mail them a package instead just a letter. If you have to go cheap I understand but with less targets you can afford to spend a little more. If you really need to roll out your mailing - meaning send out 10 at a time or a one a day or whatever until you make your sale and then you can send out two a day, etc.

6. If no response continue to mail to them over the course of at least 3 months, one time per month. You can even pick up the phone if needed - I know I know, I hate the phone call to but it is a warmer call cause they will remember the cookies or coffee you send them.

I hope this helps some people with a laid out, paint by the numbers, simple plan.

Tim