3-15-2011 Consultants Wet Dream

Keep your prospects focus on what you want them to see so that it makes it easy for them to say “Yes” to you

Hey You,

It’s Lewis LaLanne aka Nerd #2.

Today we’ll be finishing our discussion we had on one perfect way to demonstrate to your prospective clients that you’re the person they need shove money at in exchange for helping them with their marketing. If you missed the first part, go see it here…

Now, on with the show…

Elements Of an Effective Portfolio One-Sheet

1. Show a Thumbnail of The Marketing You’ve Created

Whether it was a podcast you scripted, banner ad you designed,  or a salesletter you wrote, you want to have a thumbnail pic that represents what you did.

2. Draw Attention With Your One-Piece To The Best Aspects of The Work You Did

So if you’re a designer, you’d pull out and enlarge those areas that really show off your design mojo. If you’re a writer, you pull excerpts from the copy that are most impressive that you really want the client to see. You control the presentation and show the clients what you want them to see.

3. Explain The Strategy You Used

Clients like to hire marketers who are great strategists. So, describe your thought process behind why you did what you did. This helps because you won’t be asking them to think and you’ll help them see how brilliant you are.

4. Provide Info On The Results That Your Client Got As A Result Of You Working With Them On This Project

Sometimes you can’t get the exact numbers on how a promo performed from big corporations but when you’re dealing with smart entrepreneurs, they’re always tracking the performance of their marketing and aren’t shy about telling you how your piece did.

But if you can’t get the numbers or you helped them build a blog or something else like this, do the best you can to describe some of the results that a client got from the piece, even if the result is as vague as, “The client almost pissed themselves with excitement after the first time they clicked on the link that took them to their “shiny as a brand new bike” site.

5. Anticipate Questions Your Client Is Bound To Ask About The Piece, And If Important Enough, Answer Them On This Sheet

Prospects generally want to to know who your client was for the piece, the objective of the piece and the results you got. So, just answer those questions for them. This is really important if you’re sharing this via the internet or shared via email an you’re not there to personally answer the questions. Make sure all the important questions are answered.

6. Add Anything Else You Think Might Impress The Client

If you have a giant penis, you want to make sure to include an oiled up, well lit  picture of that on there. I mean, who on earth isn’t impressed by giant penises, right? Right.

Obviously, of course, the same applies for impressive tits.

And, if your marketing got some kind of award, or you have an amazing testimonial, or if it got stroked by any other kind of publicity, include those elements in the one-piece even if your picture of your giant cock makes it look crowded.

How To Create A One-Piece Meal Ticket

What Steven has found works best is one sheet, one 8 1/2 x 11 page , one-sided.

He’s tried 2 or 3 pages ones and they didn’t work as well. If flies in the face of the more you tell, the more you sell but that’s what he’s found. Some about one-stop shopping is ringing the bells of the clients this technique has been exposed to.

You want to make sure that you make a PDF of this so that it can be easily shared on the worldwide interwebz.

If you suck at design or are just ok at it,  have a pro do this for you, make sure that you have the option to create a blu-ray sharp quality digital print version as well for if you do face to face meeting with potential clients. You need to be able to hand them a physical sample rather than just email it to them later.

This will affect how the designer chooses colors and layout. Certain colors and layouts that look good in PDF look like shit when printed out.

Make sure they create a template for it because this makes all the other one-sheeters you create finish faster and for far less expense.

Using The One-Sheet Approach To Pop Your Cherry

If you’re brand new to consulting, you don’t have any samples to show, right? Wrong.

Here’s how to use a one-sheet to look professional and keep the client focused on the work you did rather than being focused on the fact that it isn’t a “real” project.

One copywriter I greatly admire, Shaune Clarke says that it’s never a good idea to send full blown samples of your work to clients for the same reason Steve points out here about the client maybe seeing something they don’t like about another promo you created for a completely different product that you’d never do for them, but they still get a bad taste in their mouth, wondering if you’ll address their market the  same way.

Instead, Shaune advocates you send them a sample of what you’d develop for them if they had the privilege of working with you.

This is exactly how you erase the idea of you being a rookie in the mind of your clients. You show them only marketing that’s of complete and total interest to them because it’s about their business.

And, it’s EASY to do. You don’t have to write out the whole promo. Just focus on the highlights.

The Best Ways To Use Your Portfolio One-Sheets To Promote Your Services

1.  You Can Put Thumbnails of Your One-Sheets On Your Site and Then Have a Form That Clients Fill Out To Request Them

When you make people jump over this small hurdle, you weed out anyone who’s not serious about hiring you. And if they’re clueless as to how you’re demonstrating your marketing expertise in the moment by capturing their contact information so that you can follow up with them, you probably don’t want to work with them anyways.

You always have a choice on who you work with and if you’re smart, you’ll always side with the savvy direct marketer vs. the clueless and hopelessly attached to “Brand Awareness” marketing.

2. If You’re Sending Over A Quote or Proposal, You Can Attach One-Sheets To It

This helps put your quote into perspective.

Where it’s also helpful is if the person you’re talking to has to share your quote with a partner that you haven’t spoken to yet so that it can be approved. When you send these One-Sheets, that person can also be wowed and it makes it that much easier for the go ahead to be given.

3. Make Sure To Have Them At Live Meetings

When in doubt, whip it out.

Don’t just walk into the meeting and start handing these to everyone. Instead, wait for a strategic moment in the meeting, say when a client is talking about a direct mail piece that needs to be written, you can unzip and pull it out provide the client with the one or two that specifically showcase your best work.

And remember less is more in this situation. Don’t go shoving all of it, your portfolio one-sheeters, into them. If they see one of the six that really wasn’t totally relevant to the conversation, they’ll stay focused on that piece and forget about the other awesome five you slapped on the table for them to marvel at.

4. Use This An Offer In Your Self-Promotion And The Marketing You Do

When you send an email or a direct mail letter to a prospect, you can tell them about a one-sheet that’s available that describes the results that your client got from a piece of marketing, say a direct mail or email campaign you wrote for them, and if they’re interested, they’ll request it.

And this doesn’t just apply to front end marketing but also in your follow up.

5. Re-Purpose Your One-Sheeter Into a Success Story Article

This is where you take all the components of a One-Sheeter and you turn it into a 700-800 word article.

This is a way you can expand and go deeper on the highlights of the piece and add to your social proof by adding more testimonials.

You use this in your marketing campaign to prospects to add some variety into the sequence or you could post in your website.

If you’ve got a deep ass portfolio, do you make a One-Sheeter for every piece?

Nope.

You only want to show clients one or two really awesome examples. So you don’t need a One-Sheeter for each piece but you do need a couple for every category you work in, say if you specialize in multiple niches.

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And there you have it folks…. the Consultants Wet Dream: One Tight Page That Demonstrates Why Clients Should Hand You Their Money.

Try it out and tell me what you think and how it’s working for you.

Talk soon,

Lewis LaLanne aka Nerd #2

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