A Political Campaign Principle and Your Maketing RBI

Reach out to the three types of constituents

Imagine you are a candidate for elected office. According to a political campaign strategist, there are three types of people among your constituents:

  • Those that are with you
  • Those that are agin’ you
  • Those that are sitting on the fence; they are not paying attention, or they have not yet made up their minds.

Now, let’s apply this principle to marketing activities.

Clearly, it’s vital to remain in close communication with those who are with you and know you well:

  • Current clients
  • Lapsed clients
  • Referral sources
  • Networking contacts

Conversely, it’s an expensive proposition, in terms of money, time and effort, to go after the group that is agin’ you and unlikely to be persuaded. Perhaps they already have a business relationship with a competitor, or they are disinclined to use your services.

As for the people on the sidelines, let’s consider how you might raise your profile and move them into the first camp.

Here is where the five ways of attracting business in your Marketing RBI come into play:

Networking:
Identify the groups where your prospective clients gather. Ask a connection to accompany you at one of their events, in person or online. Following that meeting, participate in the group’s social media conversations.

Ask a contact to introduce you to their colleague and arrange a Networking Squared conversation, a three-way meeting over coffee or via Zoom.

Speaking:
Team up with a client to give a presentation at their networking group, professional membership organization or industry association.

Introduce yourself (and an industry contact) to the podcast hosts whose programs address timely issues facing that sector.

Writing:
Invite a referral source or client to co-author an article for an industry publication. The subject might be a best practices checklist or a case study recounting a successful project. Show how you are addressing their concerns and resolving their problems.

Being active in the trade association of your target market:
You may be one of a few (or the only) professional with your background who is a member of the group. For example, as a writer, I edit a column in a membership organization’s monthly newsletter.

Promoting your activities online:
On your social media accounts, cite the names of others involved in your activities. These include people you met at a networking event, colleagues who collaborated on a workshop, podcast or article and speakers who presented at the trade association’s meeting.

When you fish where the fish are, you are more likely to land the big one.


This Month’s Tip

Introductions and collaborative presentations will build your credibility as a reliable resource, similar to a political candidate’s endorsements by elected officials. Your relationship with someone who the potential client (voter) trusts is a step forward in creating a new business opportunity.

Contact

It’s time you took your marketing campaign on the road and connected with the folks sitting on the fence about using your services. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, let’s brainstorm about reaching out to prospective clients, so you will be the candidate they choose.

Image credit: Oriental Trading