The Familiarity Factor
In marketing there are two big factors that help you attract clients consistently. The first is Strategy - the ability to create an effective client-attracting plan. The second is Implementation - the ability to put that plan into action.
But there is another, perhaps even more important factor that helps you attract clients. You might call it the Familiarity Factor.
I have noticed that people are simply more likely to do business with you (Strategy and Implementation being equal) if people feel that they know you, like you and trust you.
How important is this in the whole scheme of things?
Just a tiny bit of the Familiarity Factor can tip the scales in your direction. Take a call to a prospective client, for instance. If you call with the name of someone they know as a reference, your chances of getting somewhere in the conversation are greatly improved over making a cold call.
Think about that. The only difference is that you have a name of someone they know. The Familiarity Factor is both powerful and subtle. And any way you can increase the Familiarity Factor in your marketing, the greater success you will have.
How can you increase the Familiarity Factor in your business?
1. Be more visible. Network in groups and meet people face-to-face. Give talks. Send an eZine. All of these activities are not only good marketing strategies, they simply get people familiar and comfortable with you.
2. Listen more than talking. When you meet people, work at listening and getting to know them more than trying to impress them. Funny thing - when you listen they feel they know you better and trust you more than when you talk.
3. Give away information. Everything from free reports to web site content, to a talk or presentation. This enables people to check you out without any pressure. Haven't you felt you really knew somebody after hearing their talk?
4. Use case studies and testimonials. These are much more powerful than anything you can say about your services or how you work with clients. Create a written success story from every successful client project.
5. Write conversationally. Just write (letters, marketing materials, web copy, articles, eZines) as if you're talking to someone face-to-face. Keep it real.
6. Be accessible. Make it easy for people to reach you by email and by phone. And when they reach you, be a "regular person," don't go into "sales and marketing mode." Listen more than pitching.
7. Ask for referrals. Remember the example above. A name of someone familiar is an immediate ice breaker. Look, if your clients are happy with the work you do, they will happily give you leads. You just have to ask.
By all means, develop and plan effective marketing strategies and work on consistent implementation, but also work at weaving the Familiarity Factor throughout all your marketing activities.
Robert Middleton, the owner of Action Plan Marketing, has been helping Independent Professionals be better marketers since 1984. On his web site http://www.ActionPlan.com find valuable resources, products and programs for attracting more clients. Get a free copy of his Marketing Plan Sart-Up Kit.Internet Problems Individual Relationship Or Family Counseling
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But there is another, perhaps even more important factor that helps you attract clients. You might call it the Familiarity Factor.
I have noticed that people are simply more likely to do business with you (Strategy and Implementation being equal) if people feel that they know you, like you and trust you.
How important is this in the whole scheme of things?
Just a tiny bit of the Familiarity Factor can tip the scales in your direction. Take a call to a prospective client, for instance. If you call with the name of someone they know as a reference, your chances of getting somewhere in the conversation are greatly improved over making a cold call.
Think about that. The only difference is that you have a name of someone they know. The Familiarity Factor is both powerful and subtle. And any way you can increase the Familiarity Factor in your marketing, the greater success you will have.
How can you increase the Familiarity Factor in your business?
1. Be more visible. Network in groups and meet people face-to-face. Give talks. Send an eZine. All of these activities are not only good marketing strategies, they simply get people familiar and comfortable with you.
2. Listen more than talking. When you meet people, work at listening and getting to know them more than trying to impress them. Funny thing - when you listen they feel they know you better and trust you more than when you talk.
3. Give away information. Everything from free reports to web site content, to a talk or presentation. This enables people to check you out without any pressure. Haven't you felt you really knew somebody after hearing their talk?
4. Use case studies and testimonials. These are much more powerful than anything you can say about your services or how you work with clients. Create a written success story from every successful client project.
5. Write conversationally. Just write (letters, marketing materials, web copy, articles, eZines) as if you're talking to someone face-to-face. Keep it real.
6. Be accessible. Make it easy for people to reach you by email and by phone. And when they reach you, be a "regular person," don't go into "sales and marketing mode." Listen more than pitching.
7. Ask for referrals. Remember the example above. A name of someone familiar is an immediate ice breaker. Look, if your clients are happy with the work you do, they will happily give you leads. You just have to ask.
By all means, develop and plan effective marketing strategies and work on consistent implementation, but also work at weaving the Familiarity Factor throughout all your marketing activities.
Robert Middleton, the owner of Action Plan Marketing, has been helping Independent Professionals be better marketers since 1984. On his web site http://www.ActionPlan.com find valuable resources, products and programs for attracting more clients. Get a free copy of his Marketing Plan Sart-Up Kit.Internet Problems Individual Relationship Or Family Counseling
Credit Card Processing Merchant Accounts Accept Credit Cards
Anger Management Dvd Review I Feel Pity
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Inflation Figures To Give Pointer On Rate Rises Australian Broadcasting
Debt Consolidation Programs Directory
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Quicken Loans Will Move To Detroit Wdiv Clickondetroit Com Via Yahoo
Kid Make Money Online Ways
Student Loan Consolidation Important Things To Consider
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Car Insurance Cheap Car Insurance Quote Budget Insurance
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Hotshorturl Com
Video Game Music Webring
Texas Farm Bureau Insurance Companies Homepage
Wholesale Video Game Accessories
Use My Computer To Make Money
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Earn Cash Make Money Online
Second Mortgage Home Equity Refinance And Second Mortgage
Machines You Can Fly With News
Stop Contributing So Much To America S Thriving Economy And Get Fairbanks Daily News Miner
Facing Deportation Over 87p An Hour Guardian Unlimited
39 Former Bank Executive Sues Iowa Student Loan Company Burlington Hawk Eye
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Amortization Calculation
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Hannover Re Ups Full Year Profit Target Plans To Raise
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Visa Targets 10bn In New York Float Daily
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Mortgage Protection Cover Can Be Your Lifeline
Portuguese Toll Road Operator Brisa Downgraded To A S P
Anger Management Tools For Children
Nigeria Finance Ministry Holds 2008 Budget Briefing Allafrica
West Los Angeles Anger Management
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Buying Car Is Easy But Driving It Too Co Tly
Recession What Recession New York Times
Anchor Marine Underwriters Inc Anchor Marine Home
Earnings Roundup Directv Harrah S
Young Motorists Turn Rural Roads Into The Deadliest Place To Drive Times Online
Strike Saved Acadia 1 Million In Payroll Costs Union Says Chronicleherald Ca
Business Loans Buyer S Guide Yahoo Small Business
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Student Loan Consolidation Is Great Money Management Which Save Money And Time With A Loan
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Individual Health
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