The Greatest Marketing Strategy in the World

By Mark LeBlanc

On average, I get 4 referrals a week. Over 50% of my referrals come from this marketing strategy.

Whether you have been in business for a long time or just recently started, here is a low-cost marketing strategy that can pay big dividends.

The Objective

The objective of this strategy is to create an advocate group. Another way to look at it would be to assemble a set of fans or cheerleaders in the marketplace. Undoubtedly you have a number of advocates already and never thought of them in this way. They can be ecstatic clients, colleagues, vendors, friends and even friendly competitors.

The Strategy

I call it the Advocate Strategy, sometimes referred to as the Target 25 marketing strategy. Put together a list of the twenty-five most important people who are in a position to impact your business. It has worked wonders for me and it will for you.

Understand the difference between an advocate and a supporter. An advocate will "make the call" on your behalf. A supporter will "respond to a call" on your behalf. Both types are positive and we need both to make it in business.

I have a lot of supporters in the marketplace. If someone was thinking about having me be their business coach or booking me for a presentation and called a supporter of mine, the supporter would chew on their ear for an hour. Most supporters, however, would not go out of their way to initiate a connection on my behalf. That is not a negative, it simply is not in their DNA.

On the other hand, my advocates will go out of their way to say great things, initiate a connection, and say things like, "You've got to call Mark and learn more about his programs and services!"

The Next Step

Once you have put together your list, never let these advocates get more than thirty days away from you. That's right. You can communicate or connect with this group in one of six ways.

Personal visit

Telephone

Mail

Fax

E-mail

Text

Every thirty days make it a point to connect with your advocates in a simple fashion.

Create an annual plan with twelve ideas for staying in touch with this special group.

If these 25 people are your advocates, it is your responsibility to stay connected with them.

If every thirty days seems too often (it isn't for real advocates) then consider every other month or at a minimum quarterly.

Warning!

Don't put these people on the spot.

As a general rule, I do not ask for referrals. It happens naturally over the course of time. As you stay connected, your advocates come to know you and understand more clearly what you do and who you do it for best.

The goal is to maintain top of mind presence with the people who believe in you and your work. Keep your expectations low and maintain a sense of neutrality in your communication.

Good Connections

Following are a number of simple ideas that you can include in your annual plan for staying connected with your Target 25.

A letter w/a one sheet

A book

A tape

A button

A bookmark

A text

A newsletter (quarterly = 4 connections for the year)

A holiday card

A phone call

A copy of an article you wrote

A copy of an article another coach wrote

An e-mail

Keep in Mind

Some people make this strategy too complicated. It should be simple. It will require from one to four hours each month. From a financial perspective, your investment can run from zero to $50 per month. Here's your chance to be creative and have some fun with people who care about your success.

Every ninety days evaluate the list and add new advocates. Wean off those people you thought were advocates. Put them on your supporter list and connect with those people on a less regular basis.

It is easy to get caught up in the trap of looking for that fancy, cutting-edge marketing strategy or magic bullet. These strategies usually look good, cost a lot, and take too much time and energy to make happen.

Your business depends on building good relationships and referrals are a critical outcome of the marketing process. Imagine creating referrals by design, not by accident. This may be your greatest marketing strategy in the world!