In a recent post, I tackled the subject of the unrealistic expectations sooooooooo many professional service business owners have regarding marketing.
The root of this misguided perspective? That marketing is a quick-fix, instantaneous, push-button solution to business growth. This image, however, couldn’t be further from reality.
First and foremost, marketing is about relationship-building.
And what’s the #1 key to successful relationship-building?
In a word: Communication.
Sounds simple, right? Surely! Then again, you’re likely asking yourself…

“But how do I initiate communication with my ideal clients?”

If one of these lovely folks happens to land on your website or one of your social media page, they have the opportunity to peruse, and hopefully, grasp your marketing messaging. But this interactions is one-way. It’s a broadcast. You blab. Maybe they listen (maybe they don’t?), and then they click away to the next website. And your business is now in their rearview mirror.
But what you’re looking to do is launch a conversation.
And how do you do that?
EMAIL! (My all-time fave marketing communication tool!)
But wait, you’re thinking again… “How do you get ahold of my ideal client’s email address? Just because a prospective ideal client lands on my website or one of my social media pages, that won’t give me access to her email address, right?”
Sho ’nuff!
So, what’s the solution?

Offer a Lead Magnet!

Now, if you recall, a blabbed about this over the summer… **I skipped my usual weekly blog post while on vacay and just sent an email with my Brand-Spankin’ New Lead Magnet attached.**
To review…
A Lead Magnet is something of value you offer prospective ideal clients for FREE in exchange for their email address (and by extension, the means and permission to launch a conversation with them).
This “something of value” might be a white paper explaining the benefits of your services, a case study illustrating how your services helped someone similar to your ideal client, an ebook that serves your ideal client’s needs, a checklist that helps your ideal client solve a problem he’s struggling with, and so on…

How Do You Set Up a Lead Magnet?

Most Email Service Providers (ESP) offer HTML code for email sign up forms. And you can paste this code in strategic points on your website. A prospect interested in your Lead Magnet submits her name + email address via the sign-up form.
Once signed up to your list, you send your new subscriber a “welcome” or “thank you” email (which you can also automate in your ESP). And include a link to download your Lead Magnet in this introductory email.
If you don’t already have an email list or haven’t set up an account with an ESP, some providers include: MailChimp, Aweber, and Constant Contact.
Personally, I use (and strongly recommend) MailChimp. Their entry-level option is FREE if you have fewer than 1,000 contacts on your email list. Plus, MailChimp is highly intuitive and very easy to use. And comes packed with tons of pre-formatted and versatile templates that make creating professional quality promotional emails point-and-click easy.

Here’s Something to Chew On… What Kind of Lead Magnet Would Speak to Your Ideal Client?

Not sure what type of Lead Magnet might appeal to your ideal client? You’re not alone. In fact, uncertainty over where to start is one of the biggest roadblocks preventing many business owners from offering a lead magnet.
If you’re struggling in this department too, swing by my Google+ page to discuss. I have a hunch together we can sort it out!