A client begins with a lead. It may be ‘hot’ or, not. It may be ‘qualified’ or, not.
Leads come from 3 primary marketing activities: Advertising, Public Relations and Referrals.
Professional services advertising must reflect two key principles.
Promote your problem-solving knowledge, not your service. For example, offering information such as “How To Choose a Funeral Home” is much better than promoting a “Low-Cost Funeral Special”.
Advertise your valuable information, not your service.
It’s called a “2 Step” approach. Step 1: advertise your problem-solving information. A complimentary ‘Special Report’ or whitepaper is ideal for this. Step 2: invite an appropriate ‘Next Step’ to people who respond to your initial invitation. A ‘no-obligation’ discussion or meeting is ideal for this.
Advertising your services can be cheesy or classy. Inviting prospective clients to get to know you and learn from you . . . is a key step in building a valuable relationship with someone who desires the beneficial difference your services can produce for them.