user

Marketing to a new generation of clients

Introduction

Ian Brodie

Ian Brodie

Ian Brodie is the best-selling author of Email Persuasion and the creator of Unsnooze Your Inbox - *the* guide to crafting engaging emails and newsletters that captivate your audience, build authority and generate more sales.


LATEST POSTS

Email Breakdown: “The Robots are Here” from Copyblogger 22nd February 2023

Groundhog day 22nd February 2023

More Clients Memorandum

Marketing to a new generation of clients

Last week I talked about three huge forces changing the way our clients buy consulting, coaching and other professional services:

  1. They're busier than ever before – meaning they just don't have the time for networking or speculative meetings to get to know new potential suppliers.
  2. They're resistant and resentful of being “sold to”.
  3. And they've got more choice avaiable to them than ever before.

More choice, less time to use it in, and an aversion to being sold to.

Does that make these people “unmarketable”?

Far from it.

It just means they (or in truth, I should say “we” as these are characteristics many of us share as buyers too) need to be marketed to in a different way.

Business guru Jay Abraham has a saying which I think is even more true today that when he first said it:

“People are silently begging to be led”.

He doesn't mean that in a derogatory sense. But in the sense that for many major buying decisions, there's simply more information available than most of us will ever have the time to go through to fully evaluate that decision.

Sure, next time I want to buy a TV I could spend a weekend locked away reading up all the data, or maybe even going out and testing a a big bunch of them myself.

But it makes far more sense for me to listen to the opinion of experts who've already done that legwork and who are more familiar with the market than I am.

In many, many fields, if I can find an expert I trust, and who shares or knows my preferences, then I'm more than happy to take their advice.

If you want to market to me (and thousands like me) – become visbile in your field as an expert and share that expertise willingly.

Give me a reason to trust you and to follow you.

Give value to me before I ever work with you.

Then I'll come knocking on your door for help when I need it.

    Ian Brodie

    Ian Brodie

    https://www.ianbrodie.com

    Ian Brodie is the best-selling author of Email Persuasion and the creator of Unsnooze Your Inbox - *the* guide to crafting engaging emails and newsletters that captivate your audience, build authority and generate more sales.

    Navigation