Small Business Q&A
I am working to build my coaching clientÃ¨le. Is a direct mailing within the neighborhood and to businesses a cost effective and efficient use of my marketing dollars? How about the yellow pages, will my return generate new clients?
In a word. No. The best way for you to grow your coaching practice is through building relationships and word of mouth. You might be able to find a networking group in your city that works on referrals. That works pretty well for most coaches. And make sure you ask your clients who they know that could use what you have to offer. Building a referral based business will make you successful faster.
That said, you can be successful with direct mail and the yellow pages if you use it as an opportunity to build leads for your business rather than make a sale. What can you offer to prospective clients that would make them want to give you their contact information?
Note: A free consultation doesn’t work here. That offer is so overused, most people have devalued it.
What works for many coaching and consulting services is to give away a free tip sheet or helpful guide that your prospective clients want. I had good success with my Success Strategies Guide when I offered it using both direct mail and the yellow pages. And it resulted in a lot of consulting business. Here’s a sample of the yellow pages ad:
Remember that people want to buy, but they don’t want to be sold. If you give them something of value, then consistently follow up you’ll get more business than trying to sell directly.
What do you think? Leave me a comment.