Your “findability factor” is the frequency of prospect and referral source interactions combined with the quality of those interactions. Findability is about how easy you make it for your clients to find you, quality is about how likely it is they’ll remember and hire you.
Frequency is obvious- quantity matters. The number of times you connect with a client increases the probablity she’ll think of you when she has the kind of problem you solve. Frequency keeps you top-of-mind.
Quality relates to the type of interaction and how memorable it is. Face time is by far the best way to land a client- once they experience you, how can they resist? Then you have referrals of various strengths, small or large group speaking and seminar experiences, articles you publish, your website and, at the ineffective end of the curve- the yellow pages. Add in personal notes, phone calls, emails, newsletters, blog entries, etc.- and you have an inventory of potential interactions with your market. The more “personal” the interaction is, the more effective it will be.
Memorability relates to the strength of your message; your percieved expertise, the clarity you have when you talk about who you serve, the kinds of problems you solve, and the fantastic results you’ve gotten for your clients. When you talk about what you do, is it easy for someone to recognize it when he sees it? Is it narrow enough to be meaningful?
Time to stop. I’m getting into a whole other conversation, about elevator speeches, stories and testimonials. Not to forget the trinity of ”know, like & trust”, which is the bottom line when it comes to attracting clients.
The point here is that you need to be intentional, systematic and persistent in building your “findability factor”. Great quote from the Guerilla Marketing guy:
“Marketing is not an event, but a process…It has a beginning, a middle, but never an end, for it is a process. You improve it, change it, even pause it, but you never stop it completely.” Jay Conrad Levinson
Make it easy for your clients to find you, make it impossible for them to forget you!
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