I used to believe in the conventional marketing idea that if the audience isn’t buying, it’s because they haven’t seen your offer enough times.
The rule of 7 is that a prospective buyer needs to see your marketing message at least 7 times before they truly decide whether to buy.
From my decade of marketing experience — especially the past 5 years of consistent rhythm of offers — I haven’t found this idea to be true...
The next time you hear about a marketing conversion tactic that “works”… ask this question:
“It might work to convert 10% of the audience… but does it build trust with the other 90%… or does it feel salesy to them?”
Years ago, I used to care only about the small percentage of my audience who converted — I was all about the sale… getting the transaction. What about the remainder of the audience, the non-buyers? I thought of them as “illusory clients” or “tire kickers”. Quite a cynical view.
An essential tactic many solopreneurs (maybe you) are missing is to use deadlines in their marketing. Do you clearly announce a reasonable expiration time/date when you are selling something or enrolling people into a program?
While I don’t recommend the use of FOMO in marketing, I advocate for using authentic deadlines.
Let me explain the reasons for deadlines and what kinds I would consider to be honest and reasonable...
I’ve written a lot about the importance of creating and distributing content… it’s a great foundation for an authentic business.
What I haven’t emphasized as much is the importance of having an offer rhythm, and that’s what this post is about. I encourage every client of mine — and you, if you are a small business and wish for consistent income — to have a consistent rhythm of offerings.
Even if you have no audience yet, you can and should begin testing offerings, as soon as possible, starting with your friends.
Here’s what I mean by a rhythm of offerings:
You would love to do marketing authentically rather than succumb to short-term pressure, deceptive tactics, or hype.
Yet… you need to quickly fill your next course, program, or get some clients now.
How can you get clients ASAP without resorting to conventional marketing strategies that don’t feel right to you?
The key is to care more for your audience than they usually experience.
Here are 5 strategies to consider:
George Kao is a Marketing Coach for small business owners, especially solopreneurs such as Coaches and Mentors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
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