Get To The Buyers Who Are Already Looking For You

Every 8 weeks (people don’t like it when you talk about yourself too much), I try to post testimonials about the work we do at our marketing agency, K&J.

Often, these posts will get a handful of likes and comments.

The thing is, when you share testimonials, you also get an indication of who might be interested in working with you from those who engage with them.

Here’s the method I use to find buyers when they’re ready to purchase:

1. Head to LinkedIn & write a compelling post + a client testimonial (if you don’t have any great testimoinals here’s our template where we get clients to film them for us)

2. Once people engage with the post, click on their name to go to their profile

   

   Screenshot of someone reacting to my post

3. Take your LinkedIn post and shorten it here (https://tinyurl.com/) and then connect with the person and once they accept, send this DM:
   
   “Kia ora (first name),
   
   Cheers for recently engaging with my post about our work with Mike (https://tinyurl.com/3454n4y4).
   
   We’re always on the hunt for great companies to work with.
   
   If you know anyone in your network who you think we should talk to, I'd love an intro.
   
   No worries if not, would love to stay in contact here on LinkedIn.
   
   Cheers,
   Kale”

Social media engagement isn’t always the best proxy for whether or not someone will work with you, but it’s a hell of a lot better than running an ad to someone who’s never heard of you before.

Getting Specific

Should we get this machine?

Can we offer a cheaper rate for this person?

I think we need more yoga mats.

We get 3 - 5 requests like this at our gym a week. Deciding what to do takes all of 3 seconds.

It's really easy to make these decisions when you know who you're serving.

People think niching down is just a marketing thing. It's not. Knowing who you serve defines every little aspect of your business, or at least it should.

It makes decision-making really easy. It makes creating great products and services really easy.

It's why it makes sense for people looking to start a business to solve their own problems - because now you know exactly who the customer is.

And the inverse of this - serving everyone. Sucks. Ask Nike how that went for them.

It makes every dam decision hard, it makes your marketing shite, it makes your products shite. Being for everyone is being for no-one.

It's how you end up out of business or never getting going in the first place.

This is top of mind for me as I've been trying for about 6 months to get our marketing guy at the gym onboard with being specific about who we serve.

Literally every single week, we have a conversation about "getting more specific".

He, like many others, thinks getting specific means saying no to people, and that is bad.

It's actually about one of the only things you can do in business that is always right.