Think about it: people that you want for clients start out as strangers. They don’t know about you and your firm. So you can’t expect them to jump into a long-term relationship with you before they move from stranger, to acquaintance, to friend, to lover, and then to loyal partner.
I don’t need to spell out the analogy to dating in detail for you to get the idea, but this point is key: don’t expect strangers to commit to your professional services until you move them through the trust- building phases of developing a relationship.
Think of marketing as a path to earning your clients’ commitment. For definitions of each phase, read on. For ideas on how to move through each phase, read the rest of this article.
Strangers. Strangers don’t know who you are and don’t see the difference between you and others offering your same service. At first glance, you might be another pretty face in the crowd, but that’s about it. The key here is to catch and hold attention from the right kinds of prospects.
Acquaintances. In the business world, Acquaintances shop based on price and availability. They won’t pay...
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