The Client Letter
August 27, 2013
The Desert of Arizona
Sunny 64 Degrees
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Today we’re gonna talk about gravity. Marketing gravity.
Take the sun, for instance.
The sun is about the size of 1 million earth masses. That’s pretty darn huge.
And because of that mass, everything in our solar system revolves around it.
In other words, the gravitational pull of the sun KEEPS the planets revolving around it.
Hmmmm…. can we use this? Of course. Because this is exactly what can happen with clients you are trying to attract.
You develop a gravitational pull, of sorts, that keeps prospects revolving in a type of “orbit” around your business.
The sun is powerful because of its MASS. So that’s what you have to develop, in a marketing sense. MASS.
Now unlike the planets, that don’t really have a choice in the matter, your prospects DO have a choice about staying in orbit. Really, they can pop out at any time and go on their way.
So the force of attraction that you create to keep them in orbit has to be something they naturally like!
This is where thinking comes into the picture. And creativity. And positioning. And packaging. The better you do on this step, the easier the rest of the steps. That’s why some people have found this service extremely helpful. You’ve gotta show up different and better.
Once you’ve created the “force,” then you simply observe it as it runs. In the meantime, you just keep adding MASS. Slowly, the various planets start to orbit around you. Every now and then, a planet (prospect) moves into an orbit closer to you (I get this doesn’t happen in the real solar system, but this is my newsletter so I’m taking some liberties 🙂
That’s it right there. It can be a mighty graceful process, but it does take time.
In the next issue of The Rainmaker Letter, coming out this week, I’m going to be deconstructing an interesting client engagement I had a few years back where my “solar system” attracted a client like this. First this client was in the outer orbit… then closer… then right there. And it turned into quite a profitable engagement ($100K+)
I’m going to talk all about it and walk through some big lessons learned.
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