Add Flow to Your Marketing Materials

Most marketing materials - websites, brochures, flyers - have no FLOW. Meaning, they do the equivalent of asking the reader to get into bed with them now. How rude!

If you were to look at marketing like dating, there is a natural order and flow to creating a good, mutually beneficial relationship.

Just like it's rare for a life partner to immediately want to marry you, it's also rare for your potential client to want to start working with you right away. (Especially if your one-on-one programs are pretty high-end.)

So here's a way to remove that awkard and frankly, creepy energy of "call me now and let's start working together even though we just met."

You need to add a bit of FLOW to your marketing materials.

Here is one way to do this:

Break down the steps someone takes to working with you privately.

Here's what usually happens in professional wellness services (notice how it's a lot like dating): Your potential client meets you (referral, word-of-mouth, networking event, reads an article about you), agrees to hear from you again (signs up for your newsletter), maybe decides to go on a date with you (come to your free/low-cost tele-class) and depending on the person, they may need to "date" you a bit more (read: attend more of your classes, read several issues of your newsletter, purchase something from you without too much of a commitment like a book or tele-class series),  and they'll probably need to hear good things about you from others (read your testimonials), to warm up to the idea of handing over a lot of money and trust to you.

So break down the steps on a piece of paper and then make sure your marketing materials honors this natural FLOW.

For example:

• Always have something to invite people to such as a tele-class, in-person class for people to get to know you
• Show your potential clients you care by keeping in regular touch with them through your ezine, post cards, etc…
• Give your website visitors super-clear direction, on each page, as to what is the next step in the "get to know each other" process
• Give them free and low-cost ways to "try on" your services such as a free tele-class now and again and other low-cost (relevant to your market - for some markets $59 is low-cost for a class and other's too much) class series
• Instead of asking people to call you right away, invite them to visit your website for a special free gift or to start receiving your great ezine tips

And just like in dating, there will always be people who will never be ready for a long-term commitment. (Ladies - we're all too familiar with this one! This shows up in your business as those who just like to get your free stuff and that's it. That's fine. It's part of life and it's a part of business too.

Here's to building great relationships in your business,

Karin

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