Business Article

Where's the Beef?  By Jennifer Davey
Getting Clients with Email Marketing Business Coach & Marketing Strategist at JJS Coaching

Each quarter, I do my market research. A few things I look for are the trends, language and messaging the folks in my industry are using. The goal is to shed some light on what my industry thinks is hot and to decide what topics are becoming overused. I also look at programs being offered, both in subject and delivery.

I have a folder in my Outlook where the emails I subscribe to (for market research) pile up until I sit down to look for trends. When I did my market research the other day, I was pretty surprised. This folder, packed with over 500 emails, was 85% sales material. That’s right-85% of what should have been interesting, educational, relevant information that was of service to those subscribed to the list (and helped the sender highlight their expertise while creating preeminence) was instead trying to sell something. Ugh, I thought. This doesn’t say good things about the direction the business-growth industry took this quarter.

That brings me to the rule I always remind my clients about: the 80/20 rule. When you reach out to your list, 80% of your contact with them (emails, letters, etc.) and 80% of your content should be educational (aka the “beef”). Discuss what readers should think about and why it is important (but not how to do it). And 20% of your content is the “take”, which is the place for your call to action. Your call is a specific problem (a source of pain) they are having and a specific result they want to achieve, and the action is what you want them to do—hence a “call to action.”

Keeping your 80% of your content informative, educational and of interest to your readers allows you to build a relationship with potential clients instead of trying to shove something down their throats while telling them to buy it.

Whatever you’re selling, remember to manage your clients’ expectations. Be clear-there is no magic bullet. When clients sign up for a live event, webinar or coaching, or when they buy a book, a video, a program or a service, they still have to do the work required to be successful. Products sit on the shelves and gather dust very easily. Success from any program involves the client doing the work. There is no magic about it.

In other words, just listening to materials or getting on a coaching call is not going to bring success. In order to create a successful business, the client has to do the work. That’s the biggest challenge-getting clients to consume what you sell. And if there is any magic involved, it’s the magic in your clients, not in a system, program or book. In order to create success, your clients must be willing to do what’s necessary to achieve it.

Do you want more clients and a successful business? Let me guide you through the pitfalls of getting clients and building your business so you can make more income with less effort. Stop Struggling! Schedule a F-R-E-E Discovery Session to explore how I can help you.


Meet Jennifer Davey

Jennifer DaveyJennifer Davey, Founder of JJS Coaching and Author of the "Getting Clients Home Study Program" and "The 14-Step Formula for Getting Clients", is a Business Coach, Marketing Strategist and Speaker. She helps small businesses and self employed professionals who want more clients develop strategies for getting clients, building business and making more in-come.

Jennifer spent 12 years working in the news media as a Television Director before becoming self employed as a Marketing Consultant and Digital Strategist. While helping small businesses reach their marketing goals, Jennifer realized that many small business owners were creating businesses that were not in alignment with their priorities and values.

Jennifer quickly realized that when her clients tried to build businesses that didn't resonate with their priorities and values; they would either fail or would be successful but miserable with what they had created. She understood that building a business is like building a house; it needs a solid foundation to build on. This foundational realization was a big turning point. It's one of the things that compelled Jennifer to transition from consultant to coach and create her 14-Step Formula for Getting Clients, Building Business and Making More In-come.

Jennifer's mix of real life business experience, practical application of marketing and digital strategies, and media experience create a unique set of skills to help her clients build their businesses much more quickly than they would on their own.

Groups and Associations

  • Board Member National Association for Women Business Owners (NAWBO), Greater Philadelphia.

  • Program Co-Chair National Association for Women Business Owners (NAWBO), Greater Philadelphia

  • Adjunct Faculty: Self-Employed Academy International Association of Self-Employed Communication Professionals

  • Member Women's Referral Network

Gain the independence and lifestyle that you dreamed of when you started your own business. Schedule a Fr-e-e Discovery Session to explore how Jennifer can help you get clients, build your business and make more in-come.




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