Marketing the Marketers
50 Ways Marketing Services Providers Can Woo and Win New Clients
by
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Chapter 1: Who Else Wants To Turn Client Pain
Into Marketing Gain?
If you are a marketer who is a little frustrated about how to attract enough clients, you are not alone. Many marketing communications consultants – advertising agencies, public relations firms, interactive Internet/Web companies, and graphic design studios -- struggle with marketing and hope that networking will bring them enough clients. This isn’t exactly hoping and wishing for clients, but it is darn close.
There is a better way to get marketing communications clients. First you probe for pain, then you educate prospects how to solve their pains in general. The more you educate how to solve their pain in general the more that will hire you for specific services.
Unfortunately, many marketing services firms who learn this truth find the idea of writing and speaking about client pain too daunting and even mysterious. Most feel this is only for a select few mega-minds like David Ogilvy, Peter Drucker or Tom Peters, but that is a miscalculated view. You don’t need to write three dozen books and have them translated into 30 languages. Just becoming a local marketing guru can work wonders.
Understanding the psychology of clients provides critical evidence of the validity of the speak up and get published approach. Consulting is what economists sometimes call “credence” goods, in that purchasers must place great faith in those who sell the services. How can potential clients trust you if they never hear what you have to say?
The good news is there exists a body of knowledge that some have discovered to grow their consultants. As an example, management consulting firms like McKinsey & Co. pioneered the approach beginning in the 1940s and now have it down to a science. Ad agencies like Ogilvy and Mather refined the art. We have named it the Educating Expert Model for finding clients.
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About the Book
Marketing
the
Marketers
50 Ways Marketing Services Providers
Can Woo and Win New Clients
If you are a marketer who is a little frustrated about how to attract enough clients, you are not alone. Many marketing communications consultants – advertising agencies, public relations firms, interactive Internet/Web companies, and graphic design studios -- struggle with marketing and hope that networking will bring them enough clients. This isn’t exactly hoping and wishing for clients, but it is darn close.
There is a better way to get marketing communications clients. The best marketing investment you can make is to get help creating informative Web sites, hosting persuasive seminars, booking speaking engagements, and getting published as a newsletter columnist and eventually a book author.
Be the expert who educates people on how they compare to their peers and the best ways to overcome their obstacles. The more prospects you inform how to solve their problems in general, the more will hire you for the specifics.
About the Author
Henry DeVries is a best-selling author, speaker, and founder of the New Client Marketing Institute (www.newclientmarketing.com). A former president of an Ad Age 500 advertising and PR agency, he is a sought-after marketing speaker at trade and professional associations. In his talks Henry reveals more than 1,000 pragmatic strategies for consultants to achieve marketing returns of 400% to 2,000% and the top 14 ways to generate leads.
“If Warren Buffet is the guru of stock investing, then Henry DeVries is the guru of how to win clients. He knows how to do it. He gave me an idea that cost me $150 per month that immediately netted me an $18,000 contract (with an option to renew for another $18,000 in six months).”
Marisa Vallbona, APR, CIM Incorporated
"We saw 5 times ROI within the first 12 months we began working with you, and with your help we were able to double the size of our business in a little over a year."
Steve Fabry, President, Master Manuals, Inc.
“Your ideas in the past year on how to promote our services through educational forums like Webinars have been real winners. These events have boosted sales and helped position us as the thought leaders in our industry. The response rate for these online seminars has ranged from 2.1% to 7.5% and our return on investment to date has been more than 2000%.”
Natacha Hosy, Harte-Hanks Market Intelligence
“My revenues this year will be at least double to what they were last year. Henry's program isn't for the faint of heart. You have to be disciplined and do what he recommends in a systematic way. And you have to add your own brand of magic to the equation."
Nancy Juetten, Nancy Juetten Marketing