I’ve never enjoyed trying to “sell” my services to anyone. Back when I was still figuring out what my business was (creativity coach? writing coach? book coach?), I attended my share of networking events. I liked meeting people, but I did not enjoy pitching. At all. And many of those meetings felt like a pitchfest.
Some of My Marketing “Lucky Strokes”
Literary agent Regina Brooks, yours truly and Randy Kamen-Gradinger at the Harvard Medical School publishing course in 2010I experienced several big lucky strokes in my career as a book coach — like being invited to join the faculty of Harvard Medical School’s CME publishing course — a gig that lasted about thirteen years and led to so many fortuitous events, synchronistic encounters, door-opening opportunities and fulfilling relationships with colleagues and clients.
When it comes to marketing, some of my good fortune was in timing: I launched my website before most businesses had one. And I started blogging early on.
That has meant that I’ve created a great deal of relevant content around book writing, publishing, coaching and editing for book proposals and books — self-help, health, business, how-to, spiritual books, memoirs and great stories!
And that turned into many visits to my website because Google loves relevant content (as do most search engines).
One smart thing I did — which I encourage you to do as well — was to highlight my client testimonials. Turns out, most people who come to my site already know they want to work with me. I don’t have to sell. In fact, I often listen with the question of whether I am the best match or if one of my colleagues is an even better match for this particular project.
I’ve also been hearing from more and more potential clients that they found me through ChatGPT. I think that goes back to having lots of relevant content, plus many clients and colleagues recommend my services or mention working with me, in some online way. These are things I encourage my clients to pursue for their own services, books and other products.
But the other day, I heard something surprising.
How Did You Find Me?
Meditate on an ideal client!“How did you find me?” I asked.
“You came up in my meditation.”
Interesting. “How?”
“I imagined myself in my new home, which my husband and I are in the midst of building. As I meditated, I saw the room full of boxes of books. In the vision, I’d already had some book events and another was coming up later that day. The thought came to me, ‘I’m so glad Lisa’s coming over later today.'”
“Wow.”
“Yeah. And then later that day, I Googled, looking for a book coach or editor someone had mentioned, and I saw your name and picture right below hers. I knew right away you were the ‘Lisa’ from my meditation.”
This fun conversation got me thinking about my favorite ways to be found:
- A client referral!
- A seemingly random encounter in the last place you’d expect to meet a new client.
- Meditation (This emerging author was not the first person to “meet” me in a meditation. Another client actually saw my face in a meditation before finding me online!)
So, how do we align for those more magical encounters?
Magical Un-Marketing
#1 Deliver above and beyond to all your clients — you’ll feel great, your client will feel great, and they’ll recommend you. And there’s just something about the great energy that comes from offering your best. Something cosmic, karmic.
#2 Get over any shyness about asking for a testimonial. People are busy. They may not think to send one, but once asked, most are more than happy to share their experience to support you. Not only can that request help you sell without selling when you publish it on your website or in your newsletter, but your client will likely now have in mind that you are interested in new business. They may well send more prospects your way because you asked for a testimonial.
#3 Let the universe know you are open to magical and miraculous ways of meeting clients. Imagine how fun it will be to meet people because they “saw” or “felt” you in a meditation! Visualize or even journalize! Now, give yourself an affirmation and say it before bed and/or upon rising. Something like, “Clients discover me in wonderful, surprising ways, without my lifting a finger!” See what happens.
Share Your Magic — or Fun — Marketing Story
Do you have a fun story about how a client or reader found your business, services or your book? Please share in the comments!
Or share any experiments you plan to try for client attraction! And let us know how it goes!
Wow, this is interesting! And strange how, when the time is right, opportunities just open up by themselves “without lifting a finger.” Some life experiences are truly magical, and it’s great to hear about yours :)