A few weeks ago I was asked this question by a reader, and I thought I’d share my answer with you, too!
“Why are you marketing if you have a waiting list? (I’m not being sarcastic).”
What a fun question!
Before I share my answer, take a moment to think about this question. Why would someone market their business if they have a full waiting list?
(Seriously, think about it for a moment. I’ll wait.)
Did you come up with a answer or two? Awesome. I’ll dive into mine, and we’ll compare notes at the end.
Marketing 101
Marketing is about communicating the value of what you offer to your customers. For online business owners, this usually means sharing ideas and helpful tips on a regular basis through a blog or newsletter. It can also include social media and leaving helpful, thoughtful comments on others’ blogs.
This probably sounds familiar to you, and it should. But there’s an even more nuanced way to look at marketing, and it’s important to know if you want enough clients to fill your roster and your waiting list.
Here’s what I mean…
Reactive Marketing
A business owner can market reactively or proactively.
Reactive marketing is promoting your business in response to a need, such as needing more clients.
Marketing in response to a need looks like sending emails to your list only when you need new clients. Spending extra time on social media when you’ve got open spots in your calendar. Blogging or sending newsletters only when you need to drum up business.
Reactive marketing isn’t necessarily bad, but it can be stressful to always pitch your list when you need clients. It’s also possible for readers to pick up on your needy energy when you email them, praying for a new client. And people generally don’t respond well to needy energy.
Wouldn’t it feel easier to send emails, write blog posts, and engage in social media without the added pressure of needing something? I think so.
That’s why I prefer proactive marketing.
Proactive Marketing
Unlike reactive marketing, proactive marketing doesn’t stem from a place of need.
Proactive marketing is done as a part of normal, everyday business operations. It looks like crafting helpful blog posts. Sending content-rich newsletters. Consulting with potential clients. Writing thoughtful followup emails to prospects. Engaging in social media with the intent to give. Continuing to grow your list.
Personally, I don’t want to have to react every time I have an open client slot. And there’s nothing more reassuring than having a full waiting list; it’s clients and income I can count on.
That said, I know it wasn’t always this way for me. I didn’t always have a long waiting list. Yet even when I needed more clients, I still acted like a proactive marketer, and that has everything to do with how I grew my client roster and my waiting list.
How to Be a Proactive Marketer Even if You Need More Clients
Whether you have no clients or all the clients you can handle, proactive marketing will get you the clients you need or it will fill up your roster and your waiting list.
Here’s your proactive marketer checklist. Do these things regularly, whether you’re looking for more clients or have a full waiting list.
- Blog
- Send a newsletter
- Engage in social media
- Consult with prospects
- Follow-up with prospects
- Grow your email list
- Guest post
- Engage in social media
- Host free calls or webinars
- Share your knowledge and ideas as much as possible
Acting like a proactive marketer even when you need clients will bring new clients to you now and fill your waiting list for the future. And you’ll be doing it without the needy, graspy energy people run from. (How sweet is that?!)
Are you ready to proactively market your business to grow it both in the short and long-term? If so, tweet about it!
Your Turn
I’d love to hear from you in the comments below. Tell me…
What was your initial answer to why someone should market even if they have a waiting list?
What are your thoughts now? How have the changed from reading this article?
What other insights do you have on this topic?
I can’t wait to hear what you’ve got in the comments below.
And remember, Get Your First 1000 Subscribers – Deluxe Edition is now available and it’s discounted through December 17th. Check it out and start proactively marketing your business!
If you enjoyed this post, sign up for updates... It's FREE!
{ 13 comments… read them below or add one }
Love it Jenny and it is an affirmation to me that the foundation I’m building now (sans waiting list!) is going to help me “go pro” in the long-run (or rather start pro and stay pro!).
I engage in all of the activities you mention now with the exception of hosting free calls and webinars…but that’s on the horizon, and I’m SO excited to share my knowledge, experience, and tools with others in this way!
Yay to “start pro, stay pro.” Love that, Sabrina!
Totally sounds like you’re on the right track. Woo-hoo!!
I once heard a metaphor about this that I really liked. It’s been awhile, so I’m a little fuzzy on exactly how it went, but the general idea is that reactive marketing is like being dependent on a rainy day for getting water to your crops. At times there’s a lot of rain. Other times there’s not enough. It’s uneven and unpredictable.
On the other hand, proactive marketing is like setting up a system to capture as much rain as you can every rainy day. Then you’re in charge of distributing the water. The dry periods go away.
When you’re set up to always be building your list you’re filling up your storage unit of potential clients. You can draw from this resource whenever you like. So empowering!
You always have great insights and examples, Ali! Great analogy with the crops and the rain–explains it perfectly.
Thanks for sharing that here along with your always-great attitude!
Love this article, Jenny!
My first response was – it’s smart business to keep growing your waitlist. Who wouldn’t want to do that?
But what I love about your focus today is that proactive marketing is best built-into your business. It makes connecting with your people a habit rather than a spur of the moment need-based decision. The latter doesn’t feel like a healthy sustainable place to run a business from.
I also LOVE how you point out that your potential clients will be able to feel your “needy” energy. I feel honest and empowered when my actions are part of a routine rather than when I need something. I strongly feel that I’m in business to be of service and you can’t only be of service when it’s convenient for you to get more clients. Serving is a 24/7 job. Thank you for this awesome read!
Sara – You said it better than I did!: Proactive marketing is build into your business.
You also make a good point that making service part of a routine habit removes the needy energy from it. Nice work.
Thanks for your insightful comments (and everyone else, too). Loving the clarity and depth you all are adding to the conversation!
Dear Jenny,
Brilliant blog…your proactive list is very helpful to me and building my “1000″ list. Although the steps seem like a no brainer, they are so simple that we could miss them. You have outlined exactly what it takes in the list. Do I do them all…nope…and will as I build muscle in this process.
Thank you for being spot on…you constantly inspire and amaze me.
Love,
Susan
Always happy to see you here, Susan!
I love that you’re going after your first 1000!! You are on the right track, and I know you’re doing the things that are helping you move in the right direction — I know that about you!
Love your list Jenny- it is simple and clear. I guess my biggest problem is that I can understand all of that theoretically, but it is hard to squeeze it all into my calendar while still working FT (and slowly transitioning into my own biz). I struggle with doing it all consistently! Would you say there are any of these suggestions that should have more priority over another for someone like me who can suffer from overwhelm trying to do it all in my evenings/weekends?
I love that you bring up the fact that prospects can feel your ‘needy energy.’
One coach told me she knew someone who emailed everyone she knew saying she was having a tough time finding clients and was wondering if anyone wanted to be coached. I know her heart was in the right place but no one wants to be coached out of desperation.
Thanks, Jenny!
Interesting! I’m certainly not against emailing people to encourage them to work with you. In fact I think it’s a great idea even if you have a full client load or waiting list, but going in with “I’m having a hard time finding clients,” probably isn’t the best way to get them.
Thanks for the reminder and for your continued support and insights here, Jenna!
great post Jenny! good tips for all business owners
I will be working my way through that list in 2013. I’d say I’ve only been doing about half of them so far…