The Client Letter
June 6, 2013
The Northland
Rain 43 Degrees (In JUNE?)
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I got an email recently asking me about the marketing funnel I use to get clients.
As I thought more about it, the word “funnel” doesn’t really describe what I use to attract clients.
The reason is, I don’t want to control people. And I think that’s the purpose, traditionally, of what a marketing funnel is designed to do. As people begin to “wake up,” I think those days are coming to a close. Who wants to be controlled?
A “funnel” is something a marketing person creates from his perspective. It’s what he wants to happen. I know, I’ve created a lot of them over the years.
“Here Mr. Prospect, jump through this hoop… then jump through this one… then this one… etc.”
I’ve realized that “what I want to happen” is a stupid foot to put out first into the world. And it’s getting to be a less intelligent move as the days go by.
Maybe back when people had fewer choices for adequate solutions to their problems… that was more a seller’s market.
So I don’t have a “funnel.” Instead, I build what could better be described as my own solar system.
I put “planets,” “stars” and other cosmic goodies out into orbit.
Eventually, a prospect comes along and sees the outer ring of my orbit. They might zip around there for a while until they see an open door (I call it a decision point) that reveals an orbit that’s a bit closer to the sun (ME).
If they want to go through the door, they go. If not, they stay where they are until another opportunity presents itself for consideration.
And so it goes… slowly, gently. There is no manipulation. No attempt to “control.”
Why wouldn’t I try to “control” the process so it spits out what I want? Well, do you really want to open up fee negotiations with a prospect you “controlled” and wrestled to your doorstep?
No way, Jose. That’s setting yourself up for some struggle.
When you’re putting your website together, it’s easy to get caught up in all of the gadgets and gizmos you can put on there to make it cool.
Forget the technology for a minute. That’s not going to do it. You know why? Because any technology YOU have access to can also easily be acquired by anyone else (or everyone else) in your market. There is little potential for differentiation there. And in a world where there is so much sameness, differentiation is VALUE.
Understand the strategy behind attraction and then build the technology part as quickly and as cheaply as possible. Technology isn’t a strategy… technology allows you to implement your strategy.
I walk you through the entire process here. In about one hour and 49 minutes, you’ll have the gold to go put this together for yourself. It’s a huge shortcut.