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Example of a Magic Mail for Non-Sales Related Introductions

Example of a Magic Mail

Lead By Example by Sending Magic Mails

If You Want to be in the Media, Be Online and Especially on LinkedIn

Referrals: Lead By Example

What Are Your Expectations When Asking For Referrals

How To Change The Order Of Applications in Your LinkedIn Profile?

Turn Clients Into Word-of-Mouth Machines

What Are Your Expectations When You Are Going To Events?

Is your free offer irresistible?

So you want to capture people’s details when they land on your website. What should you offer in return? And how can you best position it to entice people to subscribe?

Why you need a free offer

We’ve all heard about the importance of building a database, but simply putting up an opt-in form for a newsletter these days is just not going to cut it. Email addresses have the same value as your personal home address, which is not something people are willing to give out to just anybody.

To have the honour of someone giving you their email address, you want to make sure you give something of value in return. There are many ways in which you can offer this value: a special report, an audio CD, an introductory teleclass, a workbook, an e-course, a downloadable audio, a video or a checklist. The possibilities are endless.

If you don’t already have an offer of value on your website waiting for your clients to download it, then over the next week, I’d like to encourage you to spend time developing your free offer. And yes, I did say a FREE offer!

Deciding what to offer

If you’re not sure how to begin, then think about your ideal clients, and identify some of the challenges they’re currently facing. Make your offer something that will solve one of those challenges.

From there, consider which delivery mechanism would work best for those potential clients. Would they prefer to receive an audio download or a white paper? Perhaps they might prefer a workbook or simple checklist. Because you know your ideal clients so well, you’ll easily know which method is more likely to incentivise them to opt in quickly.

Boost your credibility

There is now so much information out there on the web that it would be easy for your prospective client to do a search and find the information they are after. But who knows whether the information they stumble across will be the right information? They don’t.

You do. You know that when they land on your website, your offer is not only of high value and content, but it will give them the results they need. Your past clients have proven that your information works. Part of the role of your offer is to demonstrate your credibility.

Be generous

There may be no charge for your offer, but that doesn’t mean it’s not of high value. Don’t be scared to give something away that is of extremely high value and quality. You want your potential clients to remember you, and not your competitor up the road!

Now I’m not saying that you give away the whole box and dice. That just wouldn’t be a good financial move. What I am saying is that you give away the ‘what’ of what they want to know, but not the complete ‘how’. You want to engage them so that they come to you for assistance in the execution.

Make your offer easy to access

Your offer is created to bring prospects into your community so that you can stay in touch with them, continue to add value to their day through your services and products, and build a strong, trustful relationship with them. In addition to creating the offer itself, you may like to tweak your website to boost subscription rates.

Don’t forget that your offer can be promoted in more places than just on your website. For example, you could add it to your Facebook reveal or like page, as well as anywhere else you encourage people to opt in to your newsletter.

Do you offer freebies on your website? What advice can you give those considering one for the first time?

Creating a credit policy

Every time you provide goods or services before you receive payment, you’re extending credit to another party. Having a credit policy in place will help make sure you get paid.

Many soloists extend credit to clients and customers so frequently that they sometimes forget to manage it like they should. If you’re not careful, things can get a bit out of hand and you’ll be faced with slow payers or even worse, non-payers. 

Here's how to develop a credit policy that shows your customers you mean business. All it takes is a few key ingredients. 

1. Debtor assessment

Run a check on every potential debtor to ensure they’re still in business and have the ability to pay you. Sounds simple, but you'd be surprised to learn how many creditors do business with a failing business or one in default. You may also consider asking for credit testimonials.

2. Set a credit limit

Only extend as much credit as you can afford: after all, you have expenses to pay too. Your risk appetite will determine how much fat you want to build into this amount. In your debtor assessment, you may also have identified a ceiling for a particular debtor based on their ability to pay. 

3. Develop payment terms

You need to balance attractive credit terms for your client with your own need for a short cash flow cycle. Set out how long you are willing to wait for invoices to be paid and build in a little time for follow-up. You can also create penalties for late payments and incentives for early payments. At this point, consider laying out the consequences for late or non-payment: for example, not doing any more work for the debtor until all overdue invoices are paid. In more extreme cases, you may decide to defer the debt to a collector.

4. Communicate with your clients

Ensure your clients understand and agree, in writing, to your payment terms. Don't just put the terms on the base of your invoice - that's harder to enforce! 

5. Monitor debtors and enforce your terms

Keeping track of your debtors is a key factor in getting paid sooner rather than later. Your tactics may vary depending on your relationship with each customer, but examples of methods you might use to secure payment include calling a week prior to the invoice falling due to remind your debtor of their obligations, or sending an email the day after a payment has failed to come through. The idea is to make sure they know that you're monitoring the agreement and that you expect them to do the same.

6. Communicate your terms with your team

If you outsource your accounts receivable department, ensure that your bookkeeper or accountant is familiar with your credit policy and the terms of your agreement with each debtor so they can act appropriately on your behalf. 

Having a credit policy lends a degree of professionalism to your accounts receivable, which makes it more likely that a debtor will sit up and take notice of your business and its invoices. 

Have you ever found yourself wishing you had a better credit policy in place? Please share your learnings with us below.

Soloist success in uncertain times

The media may be talking about economic doom and gloom but there’s still money to be made and it’s still possible for a soloist business to thrive.

Don’t buy into the media mood

While the media is constantly creating panic in the minds of the consumer, I want you to think about your own situation. The last time you went to the shopping centre, was it empty? When you visit your favourite restaurant, are you the only one there? 

Personally, everywhere I go, I still see people waiting in line for a coffee, I still see people waiting to buy. There are still sales to be had and people still have money to spend. 

I’m telling you this to point out that the media wants you to be scared. Why? Because fear sells newspapers and boosts ratings. The media doesn’t focus on good healthy corporations, entrepreneurs starting new businesses and launching new products and doing well, or the many other successful small business stories in this country. That wouldn’t sell. 

So, don’t let the media dictate your outlook. Relax. And if necessary, completely disengage from the media. Otherwise, your marketing decisions will be negatively affected and you’ll start acting like many other people out there: freaked out. 

Don’t be manipulated and scared beyond belief when the reality is that your clients are still buying and are still interested in what you offer. In fact, they still need you! 

Turbo charge the value you offer

If you’re prepared to adapt, change and create a new strategy, then there’s no reason to worry about your financial future. 

The bottom line is you can make money, but you may need to approach things differently to the way you’re approaching them now. Your prospective clients still need your information, still need your services, and are still spending money. But, they’re spending it with businesses that provide fantastic, irresistible, wonderful value. 

To be irresistible, you MUST make yourself more valuable. I’m not talking about the amount of value you think you’re offering now (which may have been enough in the past. when the economy was strong). I’m talking about adding so much value that people don’t have any choice but to work with you. 

A solopreneur who creates more value for their clients both personally and professionally, and creates it in new and different ways will prosper regardless of whether the overall economic conditions are good or bad. 

Marketing is more important than ever

When you’re of service in a BIG way, you make money. Yet, the only way to be of service in a BIG way is to let people know what you are doing. 

You’re going to need to get out there and let people know what solutions you provide. You’re going to need to create compelling marketing that works. (If you’re not sure where to begin, asking yourself these marketing questions is a good starting point). 

Reposition yourself and present yourself as THE expert with THE solution to your customers’ needs and desires. Demonstrate how valuable you are by showing your prospective clients that you bring strategies to the table that others don’t possess. (And if you don’t know what those strategies are, then it’s up to you to do whatever you can to discover them, learn about them and apply them). 

Most importantly, stay optimistic. The times may be dark and gloomy, but if you’re the person with the light you’ll have everyone following you. 

Have you got any tips for helping soloists thrive despite economic uncertainty? Please share them below.