You believe that it’s important — for yourself, your audience, and the world — to do marketing authentically rather than succumb to the short-termist pressure, deceptive tactics, or hype.
And yet… you need to quickly fill your next workshop or course.
Or you need clients ASAP.
How can you accomplish this, without using conventional marketing that doesn’t feel right to you?
The key is to care more for your audience than you have cared before.
Here are 5 actions that demonstrate your care, as well as creating more resonance of your offer’s connection with your audience:
1. Resonant Marketing Copy
One of the biggest reasons your audience isn’t signing up for your offer (event, service, or product) is that the description doesn’t resonate with them.
You may have written the marketing copy from your own intuition. In other words, you may be in your own head, rather than really understanding your ideal client and your market.
Or maybe you wrote it out of some fear or anxiety (“I hope they sign up!”) and that kind of energy is turning off your audience…
What is needed is for you to truly empathize more deeply with your ideal client, and then make a joyful invitation in your copy.
To understand them better, you can look at their social media profiles, and see what they’ve been posting lately. That gives an indication, but the best way is to have a conversation. Talk with them directly. If you can do this over video or in person, that would be best, since you’ll then be able to see their facial expressions and understand them better.
Or, if you can’t talk w/ them directly, do you know someone who knows them well, who is willing to answer your questions about your ideal client?
Whomever you talk to, here are some questions to guide your conversation. You may want to form these questions in your own language, so they can be spoken naturally, and in context of the conversation:
- What are they really going through right now, that your offer can help with?
- What have they tried before, that hasn’t worked?
- How are they trying to solve the problem now… through what products, services, events, or programs?
- What concerns do they have about an offer like yours, that you can respond to in your marketing copy?
Alternatively, you can have this conversation through email, Facebook messaging, or even through a survey if you believe you’ll get enough responses. However, the best information (and empathy) emerges from 1–1 video (or in person) connections.
If you’ve got a deadline (a workshop to fill), then just aim to have 3 such conversations, and/or send a survey to your email list quickly.
Then, you can write your marketing copy from a space of deep understanding and joyful invitation.
For more, check out these 7 marketing copy ideas.
2. Content Based on Your Offer
If you haven’t been posting content consistently, your audience might not trust you enough to just sign up for your offer.
Although it’s a bit late in the process, you can still make a difference for your sign up rate, by sharing some content now, that is related to your offer. It will pique the interest of your ideal potential clients, and create some context that makes your offer more relevant to them.
Here are some ideas:
- A story of someone’s past success with using your offer (event / product / service) — what they were struggling with, or hoping to achieve, and how did they use your offer, and what transformation did they experience? Also, what’s 1 tip the reader/viewer can use now?
- A collection of lessons learned from your work with clients / participants.
- The story of why and how you created this offer. Why do you care? It’s not just for the money, obviously. You could be doing other things to make money. Why do this?
- What’s a piece of foundational knowledge that the audience can benefit from, and that would allow them to more effectively use your offer?
- Get inspiration from your ideal clients’ social media posts. The fact that they post those things means they resonate with that type of content. Can you make something like that content, but related to your offer?
In each of these pieces of content, weave in the mention of your upcoming offer.
Also, try different formats of content, to keep things interesting:
The more you need to fill the event / sign up clients, the more variety of these formats you should try.
3. Distribution & Repetition
It doesn’t matter how much content you post — have enough people seen it?
And those who have seen it — have they seen it enough times?
People generally don’t make a decision about an offer the first time they see it. It may take 3–5 times (some marketers say 15–30 times!) before they finally consider the offer and make a decision.
You’ve probably done the same thing. You see an ad, pay no attention to it, and then by the 3rd time you see it, you finally think “What is this thing anyway?” and then you really take a look.
So don’t be shy about posting your offer several times. Aim for at least 5 times, if you really need to fill the offer. Ideally, post about it in different formats or in different ways, so that you’re preventing advertising fatigue.
Besides sending to your email list, and posting to your social media channels, the simplest way to get the word out to lots of people (and to make sure your audience sees it enough times) is through Facebook Ads.
If you aren’t yet skilled at it, you might want to take my online course about Facebook Ads.
4. Personal Invitation
A client of mine successfully fills her in-person woman’s group every year.
Another client successfully fills her 3-day retreat.
Both of them do a lot of personal invitations to fill these events. They thoughtfully email, message, and even call their ideal participants/clients, and say why they specifically thought of inviting them.
Don’t pressure anyone, of course.
However, care enough for that person to let them know you would love for them to consider the offer, for reason(s) that are specific to them, based on what you know of them.
Also care enough to personally send a friendly/gentle reminder, especially if there is a deadline to decide.
Personal, thoughtful invitations will always stand out, because most marketing is done en masse, without caring for individuals.
5. Influencers / Promotional Partners
If you are able — or willing! — to reach out to influencers, you may be able to fill your offer very quickly…
An influencer is someone else who has an audience similar to your ideal clients. They may be a blogger, video creator, Instagram personality, Facebook Page owner, a website owner who has an email newsletter, or simply someone who is a great connector of people.
You would reach out to that influencer from an intention of creating a win-win-win: (1) Your offer is something the influencer is personally interested in, and would enjoy getting a complimentary ticket to, (2) Their audience is a great fit and would probably be grateful to know about the offer, (3) You get to serve a new audience that you couldn’t reach otherwise.
Only reach out to influencers that you believe are a good match based on that criteria. Your offer must be something you believe they (and their audience) would genuinely have interest in.
And remember the importance of thoughtful individual invitation: treat your influencer like a VIP, and do some research about them before you send them a message.
Of course not everyone you reach out to will say yes — it will be a minority — but if you are willing to do this, you can reach many new right clients very quickly.
When’s the best time to plant a tree?
Ultimately, what you need to do starting now is to build an audience that will allow you to more easily fill your future workshops or client availability.
It’s really tough to expect that, without much of an audience, you can sell anything successfully.
Enough people need to care about your brand (your authentic presence) to have enough people actually consider your next offer.
You can’t expect to wait until the last minute like this… it’s like forcing a tree to produce fruit when you just planted the seed a month ago.
There is an organic process of people learning about your business, coming to trust you, and starting to believe you can really help them. There’s also the organic process in their own life, of coming to a place that they finally need and want your help.
Authentic marketing is about being of genuine service to your audience, and it’s tough for them to feel your care when you’re just selling to them all the time.
Therefore, dedicate yourself to consistent content, to be of real service to your audience. Then, the next time you need to fill an offer, your audience already trusts you. They’ll want to reciprocate, by signing up for your offer.
Imagine your future self of 1 year from now — he or she is begging the You of Now to please start building an audience / growing your audience now so that 1 year from now it’ll be much easier to fill your offers.
It might not take 1 year, but it certainly does take time to build trust. Start now.
If you need to fill your client spots, or fill your workshop now, then follow the above tactics as quickly and fully as possible.
I wish you energy and love as you go about connecting with your audience.
Originally published at www.georgekao.com.