Attracting Your Ideal Clients Part 2: Creating Your Pitch Plan and Using Email MarketingJul 14, 2023
I've worked hard as a business strategist to find a way to scale my business without spending hours on social media every day. How can I still put myself out there and reach clients without depending on the IG algorithm? I've developed an anti-social framework that does just that!
In part two of my Attracting Your Ideal Clients blog series, we are diving into creating your perfect pitch plan and using email to keep your audience engaged (again, without depending on social media). In part one, I share how to create your anti-social business strategy, develop your help statement, and become more visible. You can get all of that here.
Once they find you, how are you keeping them engaged? We recently switched our email strategy to now sending three to five emails a week. Our average open rate is about 40%, which I think is pretty good considering the amount of emails that we're sending. We have a couple of private podcasts or private series going on and the open rate for those emails is 73%, some of those are sales emails. I want you to think about if you post something on social media, and let's say on a good day it's 5%. OR you have a really great networking strategy and lead magnet, way to nurture and customer experience, and your open rates go to 73%. It's a huge, huge, huge difference. How are you serving your clients back?
One of the quotes that keep coming up is that email is having a cauliflower moment. Remember when cauliflower became super popular again and was made into everything? I feel like that's what's happening to email. It's making a comeback and long emails are actually really effective right now. Add things that provide significant value and get people excited so they want to read them! This could be a mini training, a resource that's helpful, or personal stories that help your audience get to know you.
Hand Raiser Emails
We send one to three of these each week, depending on what is going on. The goal of a hand raiser email is to follow the rule of one. Sometimes it might be a launch email, sometimes it might just be one topic. On Monday I sent an email and I was like, "Here are three ways to sign a client right now." And it was like 1, 2, 3, I wasn't asking anything, I was just educating.
The goal of the hand raisers is one topic, one purpose, one ask.
The key is since you are not always launching, you're educating and then asking questions which creates conversations. It is important to be consistent. One of my favorite mentors, Jim Forton says, "Anytime you say you don't have enough time or you don't have enough money, you're working from circumstance, not commitment."
Once you have this formula down, this antisocial formula, then you can start to pour fuel on the fire and use social media as a tool. Now that you've got your client attraction strategy, your pain points, and your help statement (all of this is in part one), you're really thinking about your lead magnet and how you're getting it out into the world. You're connecting more, you're creating more, and you're creating more than you consume. Now you're going to take that content and you're gonna repurpose it onto social.
95% of our content on social is repurposed. So everything you see is coming from somewhere else. We take a podcast episode and turn it into content for our Club and I will just add additional content because I think it's an important topic. Then we turn it into two blog posts and a Pinterest story. It then gets turned into three or four Instagram posts, which could be a teaching post, a story, a mini-training, or a reel. We've created templates for Instagram to take the podcast episode and just drop it into the templates.
It doesn't matter if you have a big audience on Instagram. What matters is what educational content you are sharing. If you don't have a podcast, write something every single week that's two to three paragraphs, whether it's an email or a blog post. Then map out a repurposing plan because the whole goal is that people see you in many different places. So often I get asked, how you are cranking out all this content? But we're not, we're just repurposing it.
Leverage other people's audiences
One of the key things with this antisocial plan is you're tapping into other people's audiences to help grow your own. This can be done by speaking in another group or mastermind, writing a guest blog post or an article. Don't be afraid of small audiences, they have 22x more sales conversions than bigger influencers because they are super fans. So don't worry about how many downloads or how many people, like even if you have two people watching, like that's two people that are super fans because they're showing up and they're excited about what you're doing.
Remember your help statement when you're talking on this podcast, you have a super clear help statement so everybody knows what you're doing. You say that first. Remember you're talking on podcasts with the goal to bring people over to your home base. So think about what you are going to talk about and then how you are strategically aligning freebies that match that topic. So yes, podcasts are still very, very powerful, but we're really thinking about who are we speaking to and what tools are we going to give them.
How do we wow them?
If you can find and get onto a podcast where people are being consistent and putting out new episodes, you're going to get in front of the right audience. Then if you layer that on with your customer journey and point them to your home base and a place that is going to wow them, then you're going to start to see results that convert.
Easy Tips For Pitching Yourself
Here are three easy tips for pitching yourself:
- Have 3-4 expert buckets that you specialize in. These are topics that you could talk about for hours.
- Make it an easy yes. Keep it simple and provide helpful information. This could include demographics and sample questions
- Follow-up is key
I like to share this because the power of networking is literally a compound effect. A week of pitching won't cut it. If you send two emails and do nothing else, it's not going to work. Six months of networking will, but it compounds over time. It may feel really hard at the beginning, but then it gets easier and easier and you see results.
Looking for more on this topic and your High-Level Action items? Check out the Strategy Lab in the Crush the Rush Club!