Yesterday, was a big day. It was the Kick-Off Announcement Day for 100 Days to Abundance. A winning program for small business owners and sales professionals that I am reintroducing to the market.
The announcement went out to almost 2,000 people. The $349.00 program has a great track record of success and during the Kick-Off period I’m offering a whopping discount of $249.00, which means anyone signing up by March 29th will pay the same price as participants in 2008/2009 – Only $100.00. (The promotional code is: Retro100)
That may sound like plenty to fill the program. It is necessary, but it is not sufficient. Or another phase that captures it is “You drive for show and putt for dough (money).”
Here’s what I mean. No matter how valuable or successful 100 Days to Abundance is or has been, it is an intangible. It is an experience. It is not a product, so you cannot touch it and the description will never be exact. So no matter how much flash and discounting is done in the marketing, there is still going to be a pretty good believability gap left. If you own a service business or sell a service, you know what I mean.
So let me tell you what day two (putt for dough) looks like. I call that the KLT day. I fact it goes on until the last day of the program. KLT= Know, Like & Trust. People want to do business with and through people they Know, Like and Trust. Remember the 2,000 people I sent the emails to on Kick-Off day? That’s right. I need people they KLT to tell them about 100 Days to Abundance.
Day two was spend asking previous participants of 100 Days to Abundance to help me by sharing their experience with at least 5 of their friends and associates.(notice I asked people that KLT me.) I know this worked because as I was writing this blog my phone rang, and someone who has received an email from a previous 100 Days participant called to ask me a few questions about the program. They said they’d register right after dinner… And they did!!! Then I sent an email to the key person in a number of small business groups I am associated with and asked them to share it with their members.
The seats in 100 Days to Abundance will be filled by word-of-mouth by the people the participants Know, Like and Trust. Its the most effective client-acquisition tool I’ve found.
How do you close the believability gap for the service you provide your clients?