Get More
Clients using Pull then Push Marketing
By: Charlie Cook
Marketing is like rowing. You pull hard on
the oars to go forward,
then lift them out of the water and push
them back to finish the
stroke and get ready for the next pull. Once
you’ve got the
sequence of the stroke right, you and your
boat slip forward
through the water and build speed and
momentum. If you push when
you should be pulling, the boat goes
backwards, or, even worse,
you lose your balance and fall into the
bottom of the boat.
One of the biggest mistakes people make in
marketing their
services is to simply PUSH information about
their services and
themselves out to prospects and hope that
this will result in
attracting prospects. Unless you are already
a household name
and in such demand that your phone is
ringing off the hook, this
approach rarely attracts the numbers of new
clients you want.
The result is that most marketing falls into
the bottom of the
boat instead of propelling your business
forward.
An alternative to the typical push and hope
approach to marketing
is to PULL prospects in and then in the
context of a growing
relationship, PUSH useful information out to
them. If you want
prospects to remember your firm when they
have a need for your
services, start by attracting their
interest.
Generate interest by focusing on what your
potential clients
want and the problems they need solved. Use
this client centered
marketing strategy to pull prospects in so
you can push your
expertise out to them. Give them ideas they
can apply instead of
information about credentials, or past
clients. Like rowing your
boat, you won’t move very far unless you
repeat the sequence
again and again.
Are you pulling prospects in or just pushing
your information out?
Review your marketing materials to see if
you have the sequence
right. Take a look at your web site,
brochures, newsletters,
correspondence and proposals.
PULL TACTICS – ‘Client’ Centered
Do your marketing materials
1.Begin with a clear identification of the
niche market(s) you
work with?
1. Lead with client problems and concerns?
2. Use the two elements above to create a
picture that your
target market can identify with?
3. Provide useful ideas that your target
market can use and that
demonstrates your expertise?
4. Offer something for free that is also
useful to your target
market and demonstrates your thinking?
PUSH TACTICS – ‘You’ centered
Do your marketing materials
1. Focus on you, your services and staff?
2. Focus on glowing testimonials and your
client list?
3. Use business speak, instead of language
that anyone would
understand?
Which works best? Both. The challenge is
getting the emphasis and
order right. The push then pull marketing
sequence that works to
move your business forward involves the
following:
1. Create resources that pull prospects to
you and your firm
2. Get prospects to give you their contact
information (Most firms
let over 99% of the people who see their
information go away and
never follow up)
3. Push useful information out to
self-selected prospects on a
regular basis. (Remember the majority of
buyers won't make a
purchase until they've had a minimum of 5-6
contacts with your
firm.)
When your prospects have a compelling need,
they will turn to the
firm that they’ve had regular communication
with, know and trust.
At some point prospects will want more
details about your services,
credentials and testimonials. But this is
often the last
information you need to provide.
Use the pull then push strategy to get your
marketing moving.
You'll be amazed as you watch both your
prospect and client lists
grow and your business gains momentum.
==================================================
2003 © In Mind Communications, LLC. All
rights reserved.
About the Author
The author, Marketing Coach, Charlie
Cook, helps independent
professionals and small business owners who
are struggling
to pull in more clients.
Get a copy of the marketing guide, 7 Steps
to Get More Clients
and Grow Your Business. Get the FREE
marketing guide now:
CLICK HERE ==> http://www.charliecook.net
mailto:ccook@charliecook.net
