Do you know how to educate your market?
The first quarter of the year for us is always a FULL flurry of excitement and anticipation!
As we embark on this year’s marketing activities, plan out our team retreats and team meetings for the year, our referral campaigns, and speaking and sponsorship events … it’s always a FULL flurry of activity!
Plus, this is also the time of year that we prep and prepare to welcome a few dozen concierges from all over the globe to this year’s CALive! (You can learn more about CALive and how to register – at the earlybird rate – right here – https://bit.ly/2DAKjeg)
But as I started prepping for this year’s training event, I was going through the photos and the video snippets from last year. It TOTALLY pulled me back into the energy of CALive 2018 and all the magic that happened in the room last year…
One of the concepts we dove deeply into was “Educating the Marketplace” … because hey, I don’t know about you, but when I started my business and told people what I did – they often looked at me bewildered and confused. Does that ever happen to you? And even those people who “think” they know what you do, don’t really have a true understanding of the breadth of what a personal concierge does for their clients.
So, in this week’s strategy, I want to give you a snippet of what is involved in TRULY educating the marketplace.
Now, keep in mind that this is only a high-level overview of one of the MANY marketing principles we use on a regular basis to get the word out about our services and how we truly impact the lives of our client’s. We go much deeper into this content at CALive2019.
One of my favorite ways to educate the marketplace is through storytelling! This is a fun way of sharing a “case study.”
What is a case study and why should you care?
A case study, simply put, is the explanation of something in order to illustrate a thesis or principle. In normal terms, that means show how you do what you do and the impact it has on your clients (also known as the results)!
Case studies don’t cost you anything to do and are a great way to tell the world how valuable your services are. It goes beyond a simple testimonial by showing real-life examples of how you were able to meet your client’s needs and change their lives for the better.
A good case study will read like a fabulous bedtime story where YOU get to play the hero/heroine.
You want to be sure to give the reader all the necessary background to explain the situation and include any relevant details that will help paint the picture. You want your story to not only be informative, but be interesting and engaging too. ?
In reality, case studies are basically success stories written about the concierge services you provide.
This should totally be easy to write about!!
When crafting a case study be sure to keep these points in mind!
- Who is the story about?
- How did they use your services?
- What were their results?
I have often used case studies that resulted in dozens of NEW referrals because I was successfully able to educate the market while using REAL life stories to highlight what we really do.
Then be sure you use your case study as a means of marketing your business.
Marketing doesn’t have to suck!! It CAN be fun, entertaining and exciting too. It’s the WAY to meet your clients halfway! The reason you may not have as many clients as you want is likely tied to the way you are (or are NOT) marketing your business.
If you want the short cut to knowing what works in this industry, be sure to come hang out with me and your peeps this year at CALive2019! (I only host it once a year – and the next year is never a guarantee.)
Soooo…. I hope to see you there! I would love to learn more about YOU, your business and the impact you want to make on the world. XO! And there’s no better way to do that than CALive.
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Welcome readers! If this is your first time reading my blog, thank you for stopping by! As a concierge who has built a successful business, I have decided to help other budding entrepreneurs do the same! As the Founder of The Concierge Academy, I write about specific topics and marketing strategies that Work for our industry!
It’s not always easy to build a service-based business. Many see it as an intangible, but you can build a profitable and flourishing concierge business!
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