The Science of Getting Clients.

How to engineer all of your marketing to find the best clients for your business.

If you want to grow your business fast, you’re going to need a fast forward button.

Okay, you know there’s no such thing.

Maybe you’re right from one perspective, and wrong from another.

You can’t accelerate time in the normal way of thinking.

But time is a made-up mental perspective.

Here’s why I believe that.

You would usually expect any business to take a while to get off the ground, wouldn’t you?

I used to think that way.

But I found out how to jump ahead in time and become profitable with as many clients as you can handle.

And you can too with the right tools, right thinking and right strategies.

Here’s how:

Before you begin to implement your next marketing campaign segment each strategy into smaller action steps.

Think of this like a dial you turn one click at a time.

I’m going to use the five segments I believe to be the most powerful.

They are:

Identify the problem
Identify the person
Create uniqueness
Focus on finding
Solution partnering

Let’s look first at:

Identify the problem.

Think about your client’s problem, something that’s really getting under his or her skin.

I have a checklist for choosing products I want to either create or promote for others.

It’s a seven-point checklist I use as a guaranteed success guide.

Every time I use it, I succeed.

Every time I ignore it and let my ego run the show I fail.

The second on my checklist is:

What you offer must solve a common problem.

Note the emphasis on the word common.

A lot of people must have this problem.

They can’t fix it on their own because it’s too complex.

And that’s where you come in.

You must be able to solve this problem every time.

The three problems people typically pay the most to solve are:

Money problems
Relationship problems
Health problems

And these are almost always the most pressing problems.

The next segment we’re going to look at is:

Identify the person.

Who exactly is this person with this problem?

Once you figure out the type of person who has the common problem you know how to fix you would have pressed that fast forward button again.

You would jump about two years ahead of almost every other start up business.

So, what do I mean type of person?

We’ll rewind a bit to type of problem.

Let’s randomly choose health.

And the problem is ageing too fast.

Who has this problem?

Women are concerned about their looks after the age of 35.

They begin to notice wrinkles and other signs of ageing.

When they are post-menopausal, they think almost no-stop about how old they are getting.

A woman of 50 would be a start.

Perhaps she’s separated and looking for a romantic relationship, so she wants to look and feel younger again.

And we know she is into complimentary health by the time she reaches 50.

The third of five is:

Creating uniqueness

The best two books on this subject are:

‘Reality in Advertising’ by Rosser Reeves.

He’s the guy that came up with the unique slogan for a brand of chocolate,

‘It melts in your mouth not in your hand.’

‘Positioning – The Battle for Your Mind’ by Al Reiss and Jack Trout.

I read this book when I first got started with my first ever client in 1990.

His business was called ’Bennet & King partnership.’

Not very sexy, is it?

The book inspired me to come up with a name that meant something.

So, I created our uniqueness by coming up with the name ‘ChemClear,’ which describes what we do…, clear chemicals.

As an unknown waste disposal company, we were soon doing business with blue-chip pharmaceutical companies.

Being unique allows you to ‘push the fast forward button’ and be seen as an established brand almost overnight.

It’s better than waiting years and having to say, ‘established since 1990.’

How boring it that?

Other uniqueness I’ve created includes:

Lacewood designs – for kitchens that work the way you do.

The Academy of Dynamic Development – The bridge to your goals.

There was a game shop in Salisbury can’t remember the name, but they sold computer games, so I dreamed up ‘virtual games at realistic prices.’

1 Life – health by choice not by chance.

If you don’t want to use a slogan then capture the essence of what you do in your company name like I did with ChemClear.

And like I’ve done with ‘The Science of Getting Clients.’

This works because of the rhythmic value and the rhyming sounds.

I learned this from Eben Pagan who uses ‘Double Your Dating’ as an eBook title.

I also came up with ‘Startup Successful,’ which also rhymes.

And like Double Your Dating has two D’s, Startup Successful has two S’s.

These make the name easier to remember.

And you get to stand out from the crowd and rise to the top of your potential client’s mind to the number one spot in your category.

How?

Because you create your own category.

When you do, you’re automatically the best.

People love doing business with the best.

Don’t you?

So, if you were a woman of 50 and felt you were aging too fast the term ‘health by choice not by chance’ may be very appealing to you.

Now it makes sense to turn the dial to:

Focus on finding.

You need to know where these people are.

Who has them as clients right before they come to you?

In the case of the woman with feeling she’s aging to fast I would naturally find her at a class on Yoga.

Anyone who does yoga knows it reverses the ageing process fast.

However, yoga tones the body, but it is not a nutritional supplement.

Just suppose you’re offering a nutritional supplement called ‘Wheat Grass.’

So back to the fast forward button.

If your wheatgrass solves the problem of ageing too fast by providing vitamins and minerals the body needs to stay young – you have a perfect fit.

You have just zoomed into the future where you get to show the right people the right product.

But press the pause button.

You need one more segment and the future is here now.

And that is:

Create a solution focus partnership with the ideal authority figure in the client you want to attract.

Yes, I know that’s a bit long winded, but it saves you time when you know who your ideal client looks up to.

In this case it’s her yoga teacher.

Get this person on your side by giving away a month’s supply of your wheatgrass.

Once they see the difference ask them to help you present it to her students.

Okay that’s it.

You’ve identified the problem, the person, created uniqueness, found where your clients get together.

Then you asked for help by someone they respect, admire and trust.

The formula looks like this:

You may be wondering how I know this works. The answer will surprise you…

I’ve just done this for one of my clients and it is working beautifully.

In fact, he is growing his business so fast he had to stop pressing the fast forward button and it’s now on ‘play.’

The Science of Getting Clients.

How to engineer all of your marketing to find the best clients for your business.

If you want to grow your business fast, you’re going to need a fast forward button.

Okay, you know there’s no such thing.

Maybe you’re right from one perspective, and wrong from another.

You can’t accelerate time in the normal way of thinking.

But time is a made-up mental perspective.

Here’s why I believe that.

You would usually expect any business to take a while to get off the ground, wouldn’t you?

I used to think that way.

But I found out how to jump ahead in time and become profitable with as many clients as you can handle.

And you can too with the right tools, right thinking and right strategies.

Here’s how:

Before you begin to implement your next marketing campaign segment each strategy into smaller action steps.

Think of this like a dial you turn one click at a time.

I’m going to use the five segments I believe to be the most powerful.

They are:

Identify the problem

Identify the person

Create uniqueness

Focus on finding

Solution partnering

Let’s look first at:

Identify the problem.

Think about your client’s problem, something that’s really getting under his or her skin.

I have a checklist for choosing products I want to either create or promote for others.

It’s a seven-point checklist I use as a guaranteed success guide.

Every time I use it, I succeed.

Every time I ignore it and let my ego run the show I fail.

The second on my checklist is:

What you offer must solve a common problem.

Note the emphasis on the word common.

A lot of people must have this problem.

They can’t fix it on their own because it’s too complex.

And that’s where you come in.

You must be able to solve this problem every time.

The three problems people typically pay the most to solve are:

Money problems

Relationship problems

Health problems

And these are almost always the most pressing problems.

The next segment we’re going to look at is:

Identify the person.

Who exactly is this person with this problem?

Once you figure out the type of person who has the common problem you know how to fix you would have pressed that fast forward button again.

You would jump about two years ahead of almost every other start up business.

So, what do I mean type of person?

We’ll rewind a bit to type of problem.

Let’s randomly choose health.

And the problem is ageing too fast.

Who has this problem?

Women are concerned about their looks after the age of 35.

They begin to notice wrinkles and other signs of ageing.

When they are post-menopausal, they think almost no-stop about how old they are getting.

A woman of 50 would be a start.

Perhaps she’s separated and looking for a romantic relationship, so she wants to look and feel younger again.

And we know she is into complimentary health by the time she reaches 50.

The third of five is:

Creating uniqueness

The best two books on this subject are:

‘Reality in Advertising’ by Rosser Reeves.

He’s the guy that came up with the unique slogan for a brand of chocolate,

‘It melts in your mouth not in your hand.’

‘Positioning – The Battle for Your Mind’ by Al Reiss and Jack Trout.

I read this book when I first got started with my first ever client in 1990.

His business was called ’Bennet & King partnership.’

Not very sexy, is it?

The book inspired me to come up with a name that meant something.

So, I created our uniqueness by coming up with the name ‘ChemClear,’ which describes what we do…, clear chemicals.

As an unknown waste disposal company, we were soon doing business with blue-chip pharmaceutical companies.

Being unique allows you to ‘push the fast forward button’ and be seen as an established brand almost overnight.

It’s better than waiting years and having to say, ‘established since 1990.’

How boring it that?

Other uniqueness I’ve created includes:

Lacewood designs – for kitchens that work the way you do.

The Academy of Dynamic Development – The bridge to your goals.

There was a game shop in Salisbury can’t remember the name, but they sold computer games, so I dreamed up ‘virtual games at realistic prices.’

1 Life – health by choice not by chance.

If you don’t want to use a slogan then capture the essence of what you do in your company name like I did with ChemClear.

And like I’ve done with ‘The Science of Getting Clients.’