You can’t beat it when a current or former client recommends you to a colleague of theirs, but to drive this kind of behavior you need two things:
- You've got to be awesome!
- You've got to be memorable
All the work you’re doing with adding new content, search engine optimization, distributing out across your digital footprint is great when people are actively looking for you – but how do you stay present with a former client when they’re not looking or not currently using your services?
Now I’m not talking about what a current client refers to as "adding to the blabosphere" – you can’t send out crap just to appear in someone’s inbox – if you’re going to produce something it must educate and preferably even entertain. Don’t think of it as some corporate communications vehicle – think of it as a personal message from you to your client base.
When I started this letter in August last year I was writing to 7 people – there are now over 40 people on the list and I know every single one of them.
You’re the expert
Remember – you’re the expert in this world – there’s a huge amount of information that people who have used your services in the past would benefit from.
Work out a schedule – work out a forward calendar and start driving your referral business.
If you’d like help setting it up, reply to this email and book a session.