The real power of word-of-mouth referral networks

As most solopreneurs learn, the most powerful and effective way to attract good clients is through a strong word-of-mouth referral network. Using techniques like marketing vignettes to help people describe us in the most effective way possible, we can connect with far more prospective clients than traditional advertising and marketing. Recently, Marcy Phelps (Marcy Phelps & Associates) and I were talking about the importance of word-of-mouth referrals and she reminded me that her word-of-mouth network is good for more than just getting new clients.

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Client Dating 101

How is a solopreneur like someone in search of his perfect mate? Well, they are both looking for contacts; they both need to present their best attributes to the “market”; and they both need to use a number of approaches to identify and connect with prospective, um, clients. Both want a long-term relationship, although the solopreneur isn’t asking for monogamy; she plans to cultivate a number of devoted clients rather than One Perfect Love.

So, what approaches should solopreneurs take in their search for the ideal client(s), similar to the tactics of the singles searching for love?

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How to be a GREAT contractor or subcontractor

I may be a one-person business, but that doesn’t mean I’m alone. In fact, one of the most rewarding aspects of being a one-person business is that I benefit from the cross-fertilization that comes from contracting and subcontracting with fellow infopreneurs. I subcontract out specialized work I can’t do myself, and I work as a subcontractor for a number of businesses that bring me in for my specialized skills. Over the years, I have learned a lot about what is involved in being a good contractor and subcontractor. Here are my rules for successful contracting and subcontracting.

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Resumé or dog whistle?

dog1What’s one of the first things you do when you launch a business? Get a domain name and set up a web site on a platform like WordPress. You pick one of the popular templates, write up descriptions of your services, grab a few stock photos and you’re good to go. No-brainer, right?

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What do your clients REALLY want?

8-ballI don’t know about you, but I never found the Magic 8 Ball that would tell me what my clients value the most. Sure, I can make educated guesses. But what I have learned over time—and from talking with many coaching clients—is that generally we are way off when it comes to what our clients care the most about and are willing to pay us well for.

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How to make yourself competition-proof

unique-ccI was chatting with a friend the other day who, among other things, is a professional wallpaper installer. A local hotel had contacted her and asked for a bid to redo all the wall coverings in their halls. She knew that her price would be higher than others in town; in fact, she knew that her client was getting competing bids. But as we talked, she thought through what her client was actually paying for.

Marketing Vignettes

Have you ever struggled to describe what you do so your prospective clients really hear you? Do they look at your web site and say “Oh, that’s nice” or do they immediately recognize you as the person who can help solve their most important problem?

One way to talk about your services memorably is by telling a story. My 10-Vignettes Exercise, which takes no more than an hour or two to complete, helps clarify how you describe who you are and what you do for your clients. And if you don’t have any clients yet, use this as an exercise to picture your prospective clients.

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