The Client Letter
April 22, 2013
The Northland
Clear 34 Degrees
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The simplest way to solve the “client getting” challenge is to make sure demand for you far exceeds the current supply of you.
Experts like Dan Kennedy say that all the time. On first hearing, it sounds like total and complete common sense. So you might discount it and go on your search for something better.
But it’s a huge secret when you start to think about it.
Stimulating demand is very different than “getting clients.”
Ask a service provider what she wants most and she’ll probably say, “More clients.”
She wakes up on a Monday and says, “I need to go get some clients!”
So she trots off to a networking event and drags home a client. Mission Accomplished.
Yes, she got a client who will pay her right now, but has demand for her been increased?
Nope.
Which means NEXT week, she’s going to be out there again beating the bushes for clients.
It’s about building demand for you.
Why do you think service providers write books? Why do they publish articles? Why do they speak in public? Create podcasts? Blogs? Newsletters?
These activities are an attempt to build demand.
But few service providers focus on that. Instead, they’re dead set on “getting clients.”
As you can see, these two mindsets are completely different.
At the end of the day, you can go down either path you choose. Each will reward you in proportion to the difficulty of the journey it seems.
The “stimulate demand” fork in the road is long and bumpy and thorny. Plus, it’s a lot of work in the form of writing and talking and thinking.
But the payoff at the end can be head and shoulders above the “get clients” path.
In the long run, there’s just no comparison. One is a dead end, the other leads to huge possibility.
One more thing. When you start to focus on creating demand for YOU, just be ready. When the clients start calling, make sure you’re prepared for what to do next. Here’s a quick crash course.