Video 5

Module 15. Marketing Matters
Video Five: Baiting the Hook and Building a List

Welcome to Video #5 in Module 15, Marketing Matters. In this video, we’ll take a look at what kind of educational material we might offer as bait that will eventually lead to someone signing up for something, whether that be a place on your 10-week course, a number of private sessions with you, or a place in a
workshop that you might be running soon.

Now, I use the term ‘bait,’ but it does seem kind a ‘yukky’ doesn’t it? However, even though you are in fact actively fishing for clients when you give out educational material, when you have a Yin aura it won’t feel that way to you at all. Neither will it feel that way to a potential client who receives it from you. It feels more in the
nature of a gift. Something you want people out there to have, knowing as you do the kind of problems
people have, that it would be helpful to them whether they become a client or not.

So, let’s just take a moment to look at that term, gift. To me, a gift has three requirements for it to qualify as such. 1. That you truly wish to give it just for the pleasure of giving it. 2. That you genuinely feel that the person would be happy to receive it but that you have no attachment to them being so. 3. There should be no strings attached. Nothing expected in return and no requirement that the person keep it. What they do with it is none of your business. That’s the place we need to be coming from in offering these freebies.
The kind of free gifts we might think of offering both on Facebook and on your website might include an eBook, a free report, an article, a recipe, or how-to piece. These days, since videos have become so easy to produce, it is not real difficult to produce a pretty decent video just using an iPhone. You can upload it to
YouTube and make that available for free, too.

Better yet, offer an experience. You may have noticed that on the home page of our Radical Forgiveness website there is offered a free 7 or 8-minute Radical Forgiveness Experience. One thing we know about Radical Forgiveness is that people are skeptical about it. Once they have experienced it, though, they become hooked. That’s because they FEEL it. Even with this 7 or 8-minute experience, most people feel a shift and then want to know more.

But here’s where you need to be very careful. Whatever you give must have real and obvious value as perceived by those you hope will benefit from it. It must mean something to the person and offer clear and authentic benefits. That will build trust which is what you want. If you offer something that has little or no value and is poorly presented, you will lose that trust immediately, and your response rate from that campaign will be very poor.

Now here’s where it really begins to matter whether you are a generalist, hoping to attract more or less anyone from across the board, or you have identified a niche and have focused your effort in learning about the interests and concerns of that particular group of people. Coming up with a regular stream of interesting educational gift items you hope will appeal to people across the entire market is going to be hard work. You are soon going to run out of ideas, and you will find yourself repeating things over and over. Spreading your
net so widely will dilute the power of the free gift because you have to present it in a way to appeal to as many as possible. On the other hand, if you have been studying the special needs and interests of a niche, there is a much higher chance of you developing a strong relationship with that specific group of people by supplying them with free stuff that is totally relevant to them and therefore of real value to them. Blogs, webinars, and videos posted on YouTube would be seen as very desirable by that group.

Now some things people offer on their websites and elsewhere come under the category of ‘ethical bribes.’ These are ‘gifts,’ but they do have strings attached to them. The bribe is if you give us your name and email address, we will give you this free . . . whatever.
This is the main way of building a list of people who, by going for the ethical bribe have, at the minimum, showed some interest, and therefore have become part of a reservoir of potential clients. You can then target them with special deals or notifications of upcoming events. However, it’s not so much how many people you have on your list, but whether they are the right people.

A great big list of people composed of people who signed up to get something for free but never spend a dime with you is worth nothing. A small list composed of people who appreciate what you have to offer and show up at your seminars or workshops or come to work through their issues with your help and spend money with you are obviously of real value. So, again, the niche vs. the generalist issue is highlighted here too.

How you communicate on a regular basis with the people on your list is another facet of building your practice. Newsletters used to be the thing, but people got tired of them, and practitioners got tired of writing them. Nevertheless, it’s important to communicate with them. Facebook has come to the rescue in that it is a lot easier to post something short and snazzy than having to write a newsletter that might take a whole day to write and send out on the internet knowing that over 90% of them will be deleted without even being
opened. People today get just too many of them in their inbox every day, so they delete more or less all of them, including yours — and mine too these days.

Facebook posts do tend to get looked at and might even earn a few Likes or Comments. Others might even get shared. Simple things like inspirational quotes directly attributable to you or just ones you like and want to share, work very well and get shared a lot. You can use some of my quotes if you want to, so you get noticed as having been trained by me and have an association with me and the Institute. At the very least it gets your name out there, and people begin to notice. If you have a link to your website, people can investigate you and what you offer. Facebook Live is another more recent way to communicate live to your people. It’s a great way to keep in touch and to share stories, offer tips, recommend books, and do whatever comes naturally.

So, that’s it for baiting the hook, creating a list, and keeping up communication. In the next video, we’ll complete the module by looking the very basics of writing copy that sells.
See you then.