How To Get Those First Few Clients (In 5 Simple Steps)
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So you’ve just hung out your shingle and are now in business for yourself. Worried about where those first few clients are going to come from? You’re not alone! Here are some sure-fire strategies to get your practice going quickly.
First, some tough love. Believe me, I know from personal experience how challenging it can be to get yourself out there. People don’t believe me when I tell them that I’m an introvert by nature. It does get easier with practice, but getting myself out there remains one of the hardest things I do. So if you’re really uncomfortable approaching people, I *completely* understand how you feel. Nonetheless, there’s no getting around this simple fact:
Landing those first few clients isn’t going to happen unless you’re willing to push past those feelings of discomfort.
(Note I did NOT say “be pushy.” You don’t have to be pushy to get new clients – far from it!)
Okay, end of the tough love. 
So you’re committed to building your business and you’re ready to live with the temporary discomfort of “putting yourself out there.” Congratulations! Here’s your action plan.
1. Start with who you know. You have a virtual gold mine right under your nose – it’s called the people you already know. And yet, it’s the last place the overwhelming majority of business owners look when they want to bring in new business.
Make a list of everyone you know, and craft a letter of introduction. Send it by snail mail or by email. Follow up with email or a phone call. Maybe two.
Ah, but chances are, if you’re like most of us, you’re nervous. Asking for referrals can seem pushy, right? I heard a brilliant solution to this problem at one of my marketing mastermind meetings just last week.
Make your letter or email of introduction truly one of introduction by changing the word “referral” to “introduction.” As in, “Is there anyone you could introduce me to?” or something similar. Better yet, if you know they know someone who would be perfect for your services, ask for that introduction. “Say, I’d love to meet so-and-so… would you make an introduction?”
If you’re looking for those first few clients and there are people in your network who don’t know about what you offer, you’re leaving clients and income on the table – guaranteed. It’s simple, effective and it costs you nothing but time. Best part? In this connected day and age, we all know more people than ever.
(Note: You don’t have to be a newbie in your business to work your network! If you haven’t reached out in a while, you can send a note to let folks know what you’re up to.)
2. Ask people what they’re up to. I’m talking about as many people as you can (remember, marketing is a numbers game). Folks you run into, people at the gym, people in the places you ordinarily go, and so on.
Note that I wrote, “Ask people what THEY’RE up to.” This is the key! Be sincerely interested in the answer, and listen!
When you take a sincere interest in others and get them talking, eventually they’ll run out of steam (and it usually doesn’t take very long). That’s when the conversation will come around to what YOU’RE up to. And that’s when you can let them know how you can help them or people they know. (By that time, 90% of the people you talk to will think you’re the most fascinating person they’ve talked to all week… and you’ve barely opened your mouth.)
The wonderful thing about this strategy is that it’s so natural. You’re not out to talk about your business, you’re just connecting with others, having a conversation, no big whoop. But you’re giving THEM your time and attention… they’ll love you for it. When it’s your turn, you’ll have THEIR attention.
3. Partner up. Are there holistic practitioners in your area whose work would compliment yours? One of the readers I spoke with this week is an acupuncturist who has two partners: a chiropractor for space rental and a massage therapist to split marketing costs. These are classic win-win-win joint venture partnerships.
You can get really creative here – you could put together a special offer for your partner’s customers, or offer a 15-minute intro session as a bonus to one of his or her products (if you’re comfortable with free sessions).
4. Always remember that “new cash is in the streets.” Recently I was introduced to the work of Lorel Langemeier. Lorel has a phrase that I just love: the new cash is in the streets. She says, “For the first few weeks, with hardly any marketing money besides your time, you need to let the community in which you live that you’re in business, or you’re going to have a hard time making money.” I couldn’t agree more.
Marketing is a numbers game, and while I’m definitely not a fan of pounding the pavement, when you’re starting from scratch and short on resources, it’s something you can’t afford to overlook. Networking groups, Meetup meetings, Chamber meetings, BNI meetings… think about where your clients hang out, then get thee there. Be selective so you’re not wasting a lot of time, but at the same time, resist the urge to cheat yourself and stay home.
It has helped me to start to think of networking as a part of my job. I do enjoy it (usually), but let’s face it – it’s work time. Think of it this way: when you’re networking, you may be going to work… but it’s YOUR business you’re working on, nobody else’s.
5. Reject excuses, find solutions.
Do any of these sound familiar?
“That won’t work because…”
“…There’s nobody in my area like that.”
“…People around here won’t pay for coaching / massage / Reiki / acupuncture / what I offer.” (Hint: they’re NOT paying you for any of that!)
“…I don’t know anyone.”
“…I don’t know anyone who is into coaching / massage / Reiki / acupuncture / what I offer.”
Those last two are especially dangerous to your business. You simply can’t assume what people are or are not “into,” even if you’ve known them for years. If you’re serious about creating a business, and you’re serious about getting clients when you’re starting with nothing but time, it’s time to reject excuses and focus on solutions.
Do you really live in the middle of nowhere? Focus on building a virtual business (sessions over the telephone and information products) and learn how to get clients using mail and the Internet. Also count on traveling to attend an in-person event at least twice a year. Convinced that people won’t pay for your services? Time to get really clear on the VALUE of what you offer… and come up with a plan to increase that value.
Speaking of “I don’t have time”… The truth is, you can’t have it both ways. ALL marketing costs SOMETHING, in either money, time, or both. (As that guy on Star Trek used to say, you cannot change the laws of physics.) So if you don’t have a lot of money, count on spending some extra time. If you don’t have it, you have to make it.
The Truth About Marketing Your Services
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“But what if I hate selling myself?”
You’re not alone. So many of us, from all professions and all walks of life, sabotage our success this way.
(In the copywriting field, where I built my first business, it’s kind of a joke. Getting over the “marketing yourself thing” is like a rite of passage for new copywriters. The irony, of course, is that we’re the marketing experts!)
Hating sales is human nature. People don’t like to be told what to do, and they HATE to be sold. “Selling yourself” feels weird at best and downright uncomfortable at worst. So you shy away from it, and it’s no surprise when you don’t exactly have clients beating down your door.
But what if I told you there’s more to marketing, a hidden key that can unlock a treasure chest of jewels – plenty for you, plenty for the entire world, too – and that it lies just slightly beyond that un-comfort zone?
What I’m about to tell you is the truth about marketing. I know that’s a big statement. But keep reading and see if you don’t agree with me.
First, let’s talk about value. Your time is valuable. Your training is valuable. The tools you have, the conferences you attend, the paper and ink and cloth and crystal and all the energy you pour into this passion… your passion for your craft and your passion to serve others… is valuable.
What you bring to the table is very valuable. What you DO for your clients is very valuable.
And that leads me to a question…
When you have something valuable to offer and share, isn’t it right and reasonable that you make your best effort to get it out there to those who will benefit?
(My personal view goes a step farther, actually. I say you have a responsibility to connect with the people who need you. It may not be your view, and that’s ok. But I just wanted to share that with you.)
Marketing is about not letting your light hide under a bushel, where it’s not doing a lick of good. Marketing is about getting what you have into the hands of those who really need it most.
Note I did NOT say “anyone.” No matter what, your services aren’t right for everyone. Figuring out exactly WHO you serve is the second step to booking more sessions, helping more people, and ultimately increasing your income.
What’s the first step, you ask? Embrace marketing.
One of my fellow copywriters, Chris Haddad, sums up the essence of marketing with the following:
“Marketing Is The Art Of Making A Promise And Keeping It”
I love this! There’s so much integrity in that statement.
When you market yourself, here’s what you’re really saying: “I have something valuable to share with you. Here’s how you can get it.”
5 Ways to Keep Learning and Growing – Even on a Tight Budget
Taking a cue from Cathy Goodwin, who posted this on her blog yesterday. (Quick reminder: You can still nab all the bonuses that come with Cathy’s system for getting clients with Amazon.com reviews if you claim your copy by Sunday. Here’s the link: http://tinyurl.com/bry8×5)
I also feel compelled to add that I have “Personal Power II” and love it. Don’t be hatin’ on my Tony Robbins!
“5 Ways to Keep Learning and Growing – Even on a Tight Budget” by Ali Brown
I recently received a long letter from one of my readers – whom I’ll call “Amy” — that went something like this, “Ali, I see you’re now charging beaucoup bucks for your coaching programs and to mentor with you. No question you are worth thousands of dollars to work with! But I feel really stuck. You see, I am down to my last dime. You emphasize how important it is to keep learning and growing… and to have a mentor, but how can someone like me do this when there’s no money to invest?”
Ah yes, Amy, believe me, I remember what that was like. In fact, things got so bad when I first started my business back in New York 10 years ago that there was one evening I couldn’t even take out $20 from the ATM. (And even if I did have cash to spend, I didn’t know where to find a mentor anyway.)
So what’s a girl to do when she’s on a budget?
Answer: Learn all she can within her means.
While in-depth courses and high-level mentorship programs deliver a complete plan for those who are ready to invest and move forward quickly, don’t forget about tried and true low-budget learning options. The five I list below are surely nothing new, but often times we forget they are here for the taking! The only trick is you have to motivate yourself.
1. Books.
Yes, books. Remember books? There are millions of helpful and educational books out there. Both new ones in bookstores and used ones at the library. Ones to inspire you, to motivate you, to help you think differently, and delivering specific steps to grow yourself and your business. Spend a rainy afternoon in a Borders or Barnes & Noble with a coffee and see what strikes your fancy. Or finally get that local library card and see what they have to offer in their business and self help sections.
Bonus: Most libraries also carry CDs and DVDs that they rent for free or a low fee, and usually you’ll be able to find several educational titles.
2. Free ezines and reports.
Search your topic of business online and you’re bound to find tons of free online information and many in the form of ezine subscriptions and reports. From marketing to moneymaking, from advertising to finding clients, if you search for it you will find it.
Just know these media – being free – are typically more introductory information and used as lead generators. But good content can surely be found!
3. Free teleseminars and webinars.
Along the same lines, many experts are also hosting free teleseminars and webinars day and night around the globe. All you need to participate is a phone or an Internet connection. From business training to personal development – search and you will find as well! As with free ezines and reports, you can learn a lot from these events, but just expect a sales offer during the session.
4. Free and low-cost live seminars.
Even adult education classes via organizations such as the Learning Annex are great to get started. Even though they usually feature very basic info, I’ve found these classes are still good to help reboot your brain and give you some new ideas to walk away with.
If you live in a major city you can also almost always find free or low-cost seminars to attend as well, if you keep your eyes and ears open. But remember, the hosts of these events aren’t non-profits! Expect a sales invitation to buy their products or enroll in a program. Just realize this upfront as you go in and graciously decline should you choose not to take advantage.
5. Lower-priced information products and programs.
If you can’t afford a live mentor, how about one in a box? That’s how I started! And I admit it was even from a TV infomercial.
Back when I had finally quit my last job 10 years ago, I was lost and frustrated. I had started my business but was down to just a few hundred dollars in my bank account. One late night I was up and turned on the TV and saw an infomercial for Tony Robbins’ “Personal Power II”. (Funny enough, I could barely see it on the screen since I couldn’t afford cable TV and was watching it via old-fashioned rabbit ears.)
If I remember correctly, the product was $179 at the time. That was a huge stretch for me, and I opted for the payment plan. And when those cassettes arrived (yes, I got the cassettes because they were cheaper than the CDs), I dove into them like a box of chocolates! Tony became my virtual mentor as his voice of encouragement, showing me how to think big, was played in my ears every day while I rode the subway.
If you’re not growing, you’re dying
Remember that not having cash to invest in your business is no excuse to sit on your bum. There’s a great saying, “God helps those who help themselves.” Having money isn’t a prerequisite to step forward to grow and become your best. The only requirement to your stepping into your greatness is your true desire to do so.
Online entrepreneur Ali Brown publishes the award-winning ‘Highlights on Marketing & Success’ weekly ezine with 36,000+ subscribers. If you’re ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now. Click here to learn more.
If it’s not urgent – Pretend it is (via Rich S.)
That was the subject line of an email I received from Rich Schefren a couple of days ago. It got my attention immediately.
“What’s he selling with a subject line like that?” I thought, scrolling to the bottom.
Turns out he wasn’t selling anything. Just a message that stopped me up short and has had me thinking ever since.
I think it’s really worth your time, so I’m posting it here. (The story is kind of corny, but the point is anything but.)
—
Many entrepreneurs struggle with their effectiveness.
A common culprit is they’re living a lie. Allow me to
explain…
You see a key reason for ineffectiveness is when you’re
convinced you’ve got plenty of time. This approach
rarely works when getting things done.
What ends up happening when you’re infected with
this line of thinking is: non-urgent tasks get banished
to the depths of your unconscious where they take
their toll until there’s a crisis.
And then it IS urgent.
Instead, if a task is important but not urgent pretend it
is urgent. If something doesn’t need to get done for a
week, pretend it is needed this afternoon.
The net effect: you’re first reaction will often get the
job done quickly and efficiently. And you’ll avoid
having the story below happen to you…
An entrepreneur came home from work late again. He
was tired and irritated. His 5-year old son waiting for
him at the door.
SON: ‘Daddy, may I ask you a question?’
DAD: ‘Yeah sure, what it is?’ replied the man.
SON: ‘Daddy, how much do you make an hour?’
DAD: ‘That’s none of your business. The man said angrily.
SON: ‘I just want to know. Please tell me, what do you make an hour?’
DAD: ‘Fine. I make $50 an hour.’
SON: ‘Oh,’ the little boy replied, with his head down.
SON: ‘Daddy, may I please borrow $25?’
The father was mad, ‘If the only reason you asked
me is so you can borrow some money to buy some silly
toy or some other nonsense, then you march yourself
straight to your room and go to bed. Think about why
you are being so selfish. I don’t work hard everyday
for such selfish behavior.’ The little boy quietly went
to his room and shut the door.
The entrepreneur sat down and got even more mad about
the little boys’ questions. How dare he ask such questions
only to get some money?
After about an hour or so, the man had calmed down , and
started to think:
Maybe there was something he really needed with the $25.00
and he really didn’t ask for much money. The man went to
the door of the little boy’s room and opened the door. ‘Are
you asleep, son?’ He asked. ‘No daddy, I’m awake,’ replied
the boy. ‘I’ve been thinking, maybe I was too hard on you
earlier’ said the man. ‘It’s been a long day and I took out
my aggravation on you. Here’s the $25 you asked for.’
The little boy sat straight up, smiling. ‘Oh, thank you daddy!’
he yelled. Then, reaching under his pillow he pulled out some
crumpled up bills. The man saw that the boy already had
money, started to get angry again. The little boy slowly
counted out his money, and then looked up at his father.
‘Why do you want more money if you already have some?’
the father grumbled. Because I didn’t have enough, but
now I do,’ the little boy replied. ‘Daddy, I have $50 now.
Can I buy an hour of your time? Please come home early
tomorrow. I would like to have dinner with you.’
<<end of story>>
Always remember this: you’ve got a life to live -so getting your work done IS urgent otherwise you (and those you love) pay the price.
—
Okay, so there’s “good urgency” (the joyous adrenaline rush that comes when you’re in the flow, at the peak of your power, doing the work you’re meant to do) and “bad urgency” (“OMG the clock is ticking and THE HOUSE IS GOING TO EXPLODE if I don’t make this deadline!”).
Personally, I don’t like operating in a state of urgency all the time. It’s not good for me. (Good urgency is positively blissful, but sometimes a calmer pace is more supportive, of both me and the work.)
But the state of urgency is not the point.
The point is, these are your life minutes we’re talking about here.
Minutes of your life. Your most precious resource.
When I let a project take too long, even if it’s “for a good reason” (I was sick, the family cat died – yes, really, just a few weeks ago in fact – whatever it is)… it weighs on me. Even if it’s ever-so-subtle. It’s hanging out, in the back of my mind, waiting-waiting-waiting, taking up mental and emotional attention. (And let’s face it, bringing on the guilt.)
Is it worth it, putting up with that? Or is it better to just push through?
Whether you call it procrastination or something else, waiting has a cost, in energy and life minutes.
To learn more about Rich Schefren and sign up for his mailing list, go here.
How To Be A Somebody To Your Potential Clients
Okay, so rewind the clock a little with me here, back to mid-2006. I was just married, and yet… hating just about everything except my new husband (who is the bomb, by the way). I hadn’t yet decided to quit my job, but I was getting very, very close… and was searching online for SOME way to get my life back.
One of the places I spent a lot of time was Amazon.com. I couldn’t just jump ship without any preparation – I needed infos! So I was adding books to my cart left and right.
And then something caught my eye. A book review, by a woman named Cathy Goodwin.
It opened with a funny story about the author of the book kissing Sarah Jessica Parker on television. I thought, “This lady is awesome.”
Her review was – dare I say it – fair and balanced. And told me pretty much everything I needed to know to make my decision. I added the book to my cart, and I immediately Googled her. “What a cool person,” I thought.
Fast forward to 6 months later. I’ve quit my job and am working the marketing thing, writing copy for clients. I hooked up with Lorrie Morgan-Ferrero’s peeps for support and mentorship, and lo and behold… there was Cathy Goodwin! I immediately emailed her. “OMG!! I saw your book review! I can’t believe you’re here!!”
Thanks to that book review, I felt like I already knew her. What’s more, in my mind, she was Somebody.
Maybe that’s dorky, but that’s how it went down. (And I know I’m not the only one.) I was thrilled to connect with her. And I immediately bought her product on how to boost your business with Amazon.com book reviews. And devoured it. And loved it.
Now, straight up: I never did start writing book reviews like crazy, but it’s through no fault of Cathy’s. I happen to find book review writing to be really difficult. Always have. “Micro-writing” (as my WEIRD TALES editor likes to call it) takes a lot of time. For some, it’s easy. For me, it’s tuff. I have no idea why.
But I always thought that the idea of connecting with clients through book reviews to be simply brilliant. So when Cathy emailed me to ask if I wanted to be a part of her campaign for the revised, updated and expanded version of her Amazon.com reviews program, I jumped at the chance.
Cathy is giving a free class on her Amazon secrets. It’s going on right NOW (Feb 12 @ 1pm EST) but don’t let that stop you – you can download the recording later. Here’s where to sign up:
Or you can just check out the program here:
The program is really affordable, and if you pick it up by February 18, you can claim all kinds of yummy valuable bonuses (including mine!). It’s downloadable, too, so you’ll get instant access.
I really love this product and am thrilled to help Cathy get it out there to a wider audience. If book reviews are already part of your thing, whether you already write them on Amazon, post them on your blog, or what, let Cathy show you a step-by-step system for using them to not just attract your potential clients, but stand out in their minds.
Enjoy! And, as always…
bright blessings & massive success,
Elizabeth
Elizabeth Purvis, a.k.a. “The Marketing Goddess” mentors extraordinary spiritual women entrepreneurs to 6-figures and beyond.
