Get dozens of new customers for your offline clients in just a week...

by Todd R
44 replies
Strategy, strategy, strategy! Having durable long-lasting success with offline clients hinges on one thing – providing high quality results from the beginning. And, there are no better “high quality” results than to furnish your clients with new cash-paying customers. That's what they are paying you for. Small business owners believe they have to advertise to stay in business... if they didn't believe that, they wouldn't be talking with you.

Those very same business owners have a healthy skepticism of marketers, social media and even computers. Think of it from their perspective: they have had to pay money so they can turn over control of part of their business to an outsider. They have had to do this for several decades now. When computers first hit low enough price points that small businesses could afford them... small business owners' dilemmas began in a whole new way.

They had to buy new computers almost yearly to keep up with the latest, fastest equipment... and speed was everything in the 80s and 90s. But computers were different than buying advertising from the local newspaper or from the yellow pages. You had to trust that the person you were buying from would provide service when something went wrong. The business owner couldn't afford to have his or her computer down for a few weeks while an outside technician played with it.

I mention this background history as a way of making the small business owner's skepticism a little more tangible. So now when you interact with your offline clients, and as you gather more new offline clients, think of them as scared by past experiences... and therefore skeptical. If they haven't had this type of an experience, it still won't hurt you to treat them as if they had.

So how do you treat a skeptical small business owner? You deliver new high-quality, cash-paying customers as rapidly as you can and that disarms their skepticism. This means your offline strategy should be to deliver value right out of the chute. You can quickly turn skepticism into trust and admiration. You can become that business owner's “exception to the rule.” All you have to do is apply a strategy that works every time, delivers new cash-paying customers and works quickly.

Among dozens of methods to chose from, I'm sure you can win if you choose to first work with paid search, or mobile texting, or video marketing. They are on a short list of maybe two dozen techniques that work quickly. The trick is to match up the most successful method with each particular client, and it may be different depending upon the business involved. The three I just mentioned work well.

What is your favorite first tactic?
#clients #customers #dozens #marketing tactics #offline #week
  • Profile picture of the author myob
    Mobile marketing is hot right now, especially for professionals who have a large client base such as medical clinics, doctors, lawyers, real estate, contractors, etc. I set them up with SMS texting for example as reminders to come in for a checkup, new services, specials, etc. My customers as well as their clients are absolutely thrilled, because the results are immediate and the service is convenient.
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    • Profile picture of the author marketingtrendz
      Myob, what platform do you use for SMS
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      • Profile picture of the author myob
        Originally Posted by marketingtrendz View Post

        Myob, what platform do you use for SMS
        It depends on what the local client is using. (Nationwide) All of this is actually outsourced to a professional SMS texting service. (Google "sms marketing") The larger ones will support all platforms and service providers.
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        • Profile picture of the author marketingtrendz
          Myob, can you pm me your contact info...would love more info on this
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          • Profile picture of the author myob
            PM sent, marketingtrendz.
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        • Profile picture of the author alanborcic
          Originally Posted by myob View Post

          It depends on what the local client is using. (Nationwide) All of this is actually outsourced to a professional SMS texting service. (Google "sms marketing") The larger ones will support all platforms and service providers.
          Since SMS messages are usually chargeable, how do you get away with sending SMS to potential customers when they have to pay for them? I know how much I hate when my provided sends me SMS and then charge me for that
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          • Profile picture of the author myob
            Originally Posted by alanborcic View Post

            Since SMS messages are usually chargeable, how do you get away with sending SMS to potential customers when they have to pay for them? I know how much I hate when my provided sends me SMS and then charge me for that
            That is a good question, and I will answer it here. Keep in mind that it is actually illegal to send bulk SMS text messages to potential customers. You and your client could be subject to large fines and penalties. It wasn't clear, but what I was referring to was sending text messages for businesses who have a client base as reminders to come in for a checkup, new services, specials, etc. They must opt in, but it works to bring in not only the repeat customers more often, but also referrals. When someone gets a personal text reminder, new product announcement, or a special price offer on their phone, they always will share it with some friends. This serves to raise brand perception above the competition. I just assumed everyone knew better than that.

            Please, from now on send PMs only regarding this.
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    • Profile picture of the author freemen14
      Originally Posted by myob View Post

      Mobile marketing is hot right now, especially for professionals who have a large client base such as medical clinics, doctors, lawyers, real estate, contractors, etc. I set them up with SMS texting for example as reminders to come in for a checkup, new services, specials, etc. My customers as well as their clients are absolutely thrilled, because the results are immediate and the service is convenient.

      I'm doing the same thing. I'm also finding that non-profit organizations such as sports/ fine arts/ churches etc which have membership bases love this because they can make instant real time announcements.

      Who doesn't open their texts?
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      • Profile picture of the author marc.v
        Originally Posted by freemen14 View Post

        I'm doing the same thing. I'm also finding that non-profit organizations such as sports/ fine arts/ churches etc which have membership bases love this because they can make instant real time announcements.

        Who doesn't open their texts?
        That's pretty awesome. How much do you charge 'em and what do you put in the text messages?
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    • Profile picture of the author Jason Bell
      Totally agree, its a much better platform of communication. interesting statistics that drive your statement home:

      91% of Americans have mobile phones
      20% of them (about 45 million) have internet access
      152 Billion mobile text messages are sent every month
      90% of these messages are read within 1 minute!

      So when you provide a biz OWNER that type of information, but take it further and provide them the benefit of how it can grow your business and create raving customers that think this business owner is now "cool"..its limitless with the power of mobile marketing.

      I've actually started using MONSTER Follow up- product of creators of Traffic Geyser.

      but it provides multiple modalities of communication so you can be more well-rounded..sms, lead page generators, voicemail campaigns, email campaigns, social influence miners.

      but ya, Mobile Marketing is hot MYOB! True that
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    • Profile picture of the author eyfohtik
      Originally Posted by myob View Post

      Mobile marketing is hot right now, especially for professionals who have a large client base such as medical clinics, doctors, lawyers, real estate, contractors, etc. I set them up with SMS texting for example as reminders to come in for a checkup, new services, specials, etc. My customers as well as their clients are absolutely thrilled, because the results are immediate and the service is convenient.
      Which sms provider do you use for your clients?
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    • Profile picture of the author gigim17
      myob-what text messaging service are you using for appointment reminders? Can you use it in Canada?
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  • Profile picture of the author Todd R
    myob.. That's a great idea.. texting is the fastest way to get mobile up and running for clients...
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  • Profile picture of the author teaball
    Originally Posted by Todd R View Post

    What is your favorite first tactic?
    Todd,
    I so agree with your whole statement above (I deleted most of it to save pixels and bytes).

    I only have one tactic - a video on a page with a url that ends in the prospect's name - like http .... / BobSmith.

    the video is of time and dated screenshots of organic and places search results, before and after, of current clients' search results and their traffic stats rising.

    The voice over instructs to go to full screen if they want, and then just watch what happens with our work applied to their business site. Soft backround music.

    last few frames review the super results, with voice over asking "Is more customers, more leads what you want? Call me back at _____ before I begin working with your competition (insert graphic of yellow page listings for their competition)."

    works every time to get a call back because they know I'm local from the phone number. And, I'll even give the url to a secretary as a message to the prospect with the suggestion that she can watch it to "screen it" for her boss. Killer! Why? because she becomes my first tele-testimonial!

    I do get permission to show current clients stats when I offer 10% discount on current fee structure to them, for as long as I use their stats. That's because i know they are going to get calls from prospects. And, they do.

    Hope that helps.

    TB

    Forgot this point ... My entry statement is that I need to take 2 minutes of the prospect's time. Guess how long the video is? 2 minutes
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    • Profile picture of the author eyfohtik
      Originally Posted by teaball View Post

      Todd,
      I so agree with your whole statement above (I deleted most of it to save pixels and bytes).

      I only have one tactic - a video on a page with a url that ends in the prospect's name - like http .... / BobSmith.

      the video is of time and dated screenshots of organic and places search results, before and after, of current clients' search results and their traffic stats rising.

      The voice over instructs to go to full screen if they want, and then just watch what happens with our work applied to their business site. Soft backround music.

      last few frames review the super results, with voice over asking "Is more customers, more leads what you want? Call me back at _____ before I begin working with your competition (insert graphic of yellow page listings for their competition)."

      works every time to get a call back because they know I'm local from the phone number. And, I'll even give the url to a secretary as a message to the prospect with the suggestion that she can watch it to "screen it" for her boss. Killer! Why? because she becomes my first tele-testimonial!

      I do get permission to show current clients stats when I offer 10% discount on current fee structure to them, for as long as I use their stats. That's because i know they are going to get calls from prospects. And, they do.

      Hope that helps.

      TB

      Forgot this point ... My entry statement is that I need to take 2 minutes of the prospect's time. Guess how long the video is? 2 minutes
      Can I see an example of your video that you show to prospects?

      Thanks,
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  • Profile picture of the author Todd R
    teaball.. That is darn cleaver. It's that kind of playing with the technology -- and then showing clients just how effective it can be -- that makes all the difference in a business. Both your business and your clients' businesses. Thanks!
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  • Profile picture of the author George Pitts
    myob can you send me those contact details as well. I would like to check this out myself
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    • Profile picture of the author myob
      PM sent, gmoney38.
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      • Profile picture of the author Geoffrey Freedom
        Myob, your are going to get harassed for those details........me too please?
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        • Profile picture of the author myob
          PM sent, Geoffrey Freedom.

          But folks, keep in mind there are many many other strategic techniques for getting new customers for your offline clients. I only mentioned one. With apologies to the OP, please just send your requests via PM to keep from distracting this thread.

          Paul Uhl
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          • Profile picture of the author Ragz
            Originally Posted by myob View Post

            PM sent, Geoffrey Freedom.

            But folks, keep in mind there are many many other strategic techniques for getting new customers for your offline clients. I only mentioned one. With apologies to the OP, please just send your requests via PM to keep from distracting this thread.

            Paul Uhl
            Beautifully considerate!
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  • Profile picture of the author Ragz
    Fastest customer getter? Flyers with one-time-offer-coupons. Gotta be a kickass deal with a time limit. Maybe even like a free hair cut from a beauty salon. The beauty salon may convert a few to lifelong customers, paying off exponentially. Have someone deliver a thousand or so flyers for about $100. Maybe have 2-3 coupons or more on one flyer -- or just a single is fine. Free dinner for two, no catches... First drycleaning load done free, grass cut and weedeating free first time, etc...

    A trick I did for a new restaurant was an introduction letter from the restaurant to the homes in the immediate radius -- maybe 300 homes, with a coupon that they could have a 100% free dinner, absolutely free, Nov 11, Tuesday 4pm till 8pm... very specific. People were asked to call for reservations.

    Can you imagine how that looked to people coming home from work... seeing the loaded parking lot of a new restaurant? How curious they must have been? Clearly, a "wtf" moment for many of them, as the phone was ringing and we were taking more and more reservations for the following nights (non-freebies, of course!).

    It beat the hell out of an empty grand opening.

    This was for a restaurant that was going to spend $12,000 on a newspaper ad, so the money was there to be used.

    There's not been a slow night since. (Having perfect cuisine helps a lot, too!)
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    • Profile picture of the author Creativegirl
      Originally Posted by Ragz View Post

      Fastest customer getter? Flyers with one-time-offer-coupons. Gotta be a kickass deal with a time limit. Maybe even like a free hair cut from a beauty salon. The beauty salon may convert a few to lifelong customers, paying off exponentially. Have someone deliver a thousand or so flyers for about $100. Maybe have 2-3 coupons or more on one flyer -- or just a single is fine. Free dinner for two, no catches... First drycleaning load done free, grass cut and weedeating free first time, etc...

      A trick I did for a new restaurant was an introduction letter from the restaurant to the homes in the immediate radius -- maybe 300 homes, with a coupon that they could have a 100% free dinner, absolutely free, Nov 11, Tuesday 4pm till 8pm... very specific. People were asked to call for reservations.

      Can you imagine how that looked to people coming home from work... seeing the loaded parking lot of a new restaurant? How curious they must have been? Clearly, a "wtf" moment for many of them, as the phone was ringing and we were taking more and more reservations for the following nights (non-freebies, of course!).

      It beat the hell out of an empty grand opening.

      This was for a restaurant that was going to spend $12,000 on a newspaper ad, so the money was there to be used.

      There's not been a slow night since. (Having perfect cuisine helps a lot, too!)

      You are right! Never under estimate the power of good old flyers for local businesses. I told a new furniture liquidator to do that. He was hot and heavy to get his website up which I can understand but with a weekend cash business like that the website in my opinion was not the first priority. He's within 2 miles or less to 8 subdivisions and flyers were the quickest and least expensive option. And proved highly effective as I knew it would. And that was AFTER he did an advertising blitz with no results.
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    • Profile picture of the author contentment1st
      Originally Posted by Ragz View Post

      Fastest customer getter? Flyers with one-time-offer-coupons. Gotta be a kickass deal with a time limit. Maybe even like a free hair cut from a beauty salon. The beauty salon may convert a few to lifelong customers, paying off exponentially. Have someone deliver a thousand or so flyers for about $100. Maybe have 2-3 coupons or more on one flyer -- or just a single is fine. Free dinner for two, no catches... First drycleaning load done free, grass cut and weedeating free first time, etc...

      A trick I did for a new restaurant was an introduction letter from the restaurant to the homes in the immediate radius -- maybe 300 homes, with a coupon that they could have a 100% free dinner, absolutely free, Nov 11, Tuesday 4pm till 8pm... very specific. People were asked to call for reservations.

      Can you imagine how that looked to people coming home from work... seeing the loaded parking lot of a new restaurant? How curious they must have been? Clearly, a "wtf" moment for many of them, as the phone was ringing and we were taking more and more reservations for the following nights (non-freebies, of course!).

      It beat the hell out of an empty grand opening.

      This was for a restaurant that was going to spend $12,000 on a newspaper ad, so the money was there to be used.

      There's not been a slow night since. (Having perfect cuisine helps a lot, too!)
      Sometimes you run across a post and it is pure gold. In some cases, it's something you've seen or heard before, but it's not "top of mind". This is one of those posts. Thank you. I have a client that this approach is tailor made for and I can't wait to help them implement it. Again, I can't thank you enough for wording the "Hows and Whys" of this one the way that you did. EXCELLENT!
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  • Profile picture of the author Todd R
    myob... Ragz is right you are considerate for not disrupting this thred. Thanks!

    Ragz that's another good startup method for getting new cash-paying customers quickly. I wonder if you sholdn't use a hook of some sort to get the customer to actually purchase something... even the first time. Free meal for two with the purcahse of 2 drinks... just something to get them used to spending money with the new client.
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  • Profile picture of the author Todd R
    freeman14... That's impressive... Are you successful at signing up nonprofits and churches? Or do you just have one or two of them?
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  • Profile picture of the author Creativegirl
    myob could you send me the details too? I've been looking for a reseller or outsource solution that allowed pay as you go but am running into high licensing and monthly fees. Easy Texting has a pay as you go but it's retail rates.
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    • Profile picture of the author Jason Bell
      Hey creative GIrl,

      I'm currently using Monster Follow up. Product from the creators of Traffic Geyser. I can pM you the details, but to keep it brief, it does: SMS texting along with email messaging, it has a lead page generator, business card scanning software that instantly uploads a contact in to a chosen campaign, you can set it up have various departments with an assigned number you choose with your custom voice: "press 1 to speak to a live representative"....live webinar features, data mining and social profile assessments (basically it will take a contact name and go out and search for them in internet land to see if they have a facebook ,twitter, youtube, linkedin account)..and it will use this information to measure that contacts "influence"-based on the assessment This wealth of data gives you the power to target your marketing efforts for maximum success....Also, if you have a voicemail campaign running, it will transcribe the message and instantly input into your campaign...the list can go on of the features

      but the other important thing is that i'ts a 'pay as you go type of service' and what you dont use rolls over into the next month..kind of like a pre-pay cell phone. Same type of deal..but great service.

      I don’t think i have enough post to send a PM just yet, but PM me and we can communicate from there. Hope this helps!
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  • Profile picture of the author Quentin
    I have been looking at QR Codes and I think they will be big this year.


    Quentin
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  • Profile picture of the author MWGrubb58
    One thing to think about...

    How are you going to stand out in the marketplace if you are doing what everyone else is doing? That includes mobile marketing... yeah, yeah, I know it's hot right now....

    But if you look at history and what has worked in the past, continues to work today...

    Take Ragz technique with a coupon... nothing really new about that... but very effective... why not twist it and send the letter to all the Real Estate offices with the offer of ONE free dinner with the letter?

    How about someone dressing up in a chef's outfit and delivering some FREE food to those real estate offices?

    Why real estate offices?

    Realtors know the new people in town, are showing folks around and recommend places right and left to the recently moved.

    Hope this helps.
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  • Profile picture of the author Todd R
    The one absolutely necessary thing that has to be said about mobile texting is that you MUST NOT abuse your list. It is so effective and people are so responsive that you just don't want to lose their attention. So if you want your client to continue getting that 95% open rate, he/ she has to send worthwhile messages. Those messages can be sent regularly, but not too frequently. Exactly what "too frequently" means probably depends on the buseinss and what they are offering in their text message, but for my money, I'd keep it to once or twice a week... otherwise the open rate will fall off and that's where the Golden Goose begins to stop working.
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    • Profile picture of the author David_Nilsson
      My favorite first tactic is Past Customer Reactivation.

      Most businesses only focus on getting new clients and forget that they have a goldmine of business that they could tap into by reactivating past clients (aka asking them to buy again).

      I believe this is the easiest and fastest way for a business to bring in new profits, even in a so called down market.
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  • Profile picture of the author Todd R
    Teaball, If I'm not mistaken, your video method is a client aquisition method that you use to get clients for yourself. It sounds like it is a killer method, but can you also use some version of that method to get customers for your clients? I mean can you adapt it for generating new customers for your client accounts?
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  • Profile picture of the author Todd R
    It's amazing how simple stuff get's overlooked. But there are some other great methods that aren't being mentioned. In fact just plain PPC works fast and with local settings it's cheap and targeted.
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  • Profile picture of the author GCooper
    Great information...thanks for sharing.

    -G
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  • Profile picture of the author Sojourn
    Some really neat ideas here! I haven't done offline marketing as a consistent model, just starting to dabble in it because a few friends who own businesses have contacted me for help with their online efforts. One friend was running an Adwords campaign when he contacted me. I offered to take a look and he was all over the place. Bidding across the board on loads of keywords, no idea how to read the reports, no idea how to improve his quality score, and no idea how to track if the activity was leading to new business. It was costing him a fortune.

    It took just a few hours to trim his keyword list, modify his ads, set up some split tests, drastically improve his clickthrough rate and get him a much better return on his investment - and much more targeted traffic which actually led to business.

    So, I'm guessing that one method of making a quick hit for your offline clients could be to help fine-tune any PPC campaigns they may already be running?
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  • Profile picture of the author mathew2812
    A Great Thread people,
    Keep it going please-
    the ideas are really mind boggling.
    How do you all overcome the
    distance problem with potential clients?
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  • Profile picture of the author Drewry_Media
    I'm interested. How can I learn more? =)
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  • Profile picture of the author nctom
    Ragz, I love the flyer idea.I saw you'd hire someone to put out the flyers for $100 but was wondering what price you charge the merchant?
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  • Profile picture of the author Todd R
    As far as charging the merchant... the idea is to involve enough merchants that the profit and costs are disbursed widely enought that the price for each merchant is farily low. You have to figure out how much your costs are going to be before you can set a price.
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  • Profile picture of the author Jake Gray
    Also try and join communities dedicated to offline marketing. Build a reputation there, people will seek your expertise.
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  • Profile picture of the author sambakker
    Excellent information Todd! Just came from your other thread and this is great dude.
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  • Profile picture of the author GlobalMedia
    I have heard a lots about the text messaging services, but have never used it personally. Can u tell me the best place to explore it?
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  • Profile picture of the author desgreen
    Can anyone tell me will this work in the UK CHEERS
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