If you're tired of taking whatever clients come along, tired of prospects who don't value your services and can't afford what you need to charge, you need to find better clients. In this presentation, Ilise Benun will show you a simple 5 step strategy to attract only the best clients.

1. marketing-mentor.com @ilisebenun
The Art of
Attracting the Best Clients
presented by Ilise Benun

2. M A R K E T I N G M E N T O R
@ilisebenun
About Ilise Benun
Mentor and coach
exclusively for agencies &
marketing professionals
gettalk.at/ownersummit
Author of 7 books and
Programming Partner for
HOW Design Live

3. M A R K E T I N G M E N T O R
@ilisebenun
THE BIG IDEA(S)

4. M A R K E T I N G M E N T O R
@ilisebenun
Bizdev = marketing & lead gen
Keeping the pipeline full
gettalk.at/ownersummit

5. M A R K E T I N G M E N T O R
@ilisebenun
Generating leads
isn’t a problem.
gettalk.at/ownersummit

6. M A R K E T I N G M E N T O R
@ilisebenun
Are you generating
the right leads?
gettalk.at/ownersummit

7. M A R K E T I N G M E N T O R
@ilisebenun
1 THE MINDSET
gettalk.at/ownersummit

8. M A R K E T I N G M E N T O R @ilisebenun
The Goal:
Your ideal clients
land on your site and say,
“This is exactly who we need.”
gettalk.at/ownersummit

9. M A R K E T I N G M E N T O R @ilisebenun
To find the right ones, you must:
• Know exactly who you’re looking for
gettalk.at/ownersummit

10. M A R K E T I N G M E N T O R @ilisebenun
To find the right ones, you must:
• Know exactly who you’re looking for
• Know where to find them
gettalk.at/ownersummit

11. M A R K E T I N G M E N T O R @ilisebenun
To find the right ones, you must:
• Know exactly who you’re looking for
• Know where to find them
• Know what they need to hear to trust you
gettalk.at/ownersummit

12. M A R K E T I N G M E N T O R @ilisebenun
To find the right ones, you must:
• Know exactly who you’re looking for
• Know where to find them
• Know what they need to hear to trust you
• Be patient and stay in touch until they’re ready
gettalk.at/ownersummit

13. M A R K E T I N G M E N T O R @ilisebenun
To find the right ones, you must:
• Know exactly who you’re looking for
• Know where to find them
• Know what they need to hear to trust you
• Be patient and stay in touch until they’re ready
• Know how to close the deal.
gettalk.at/ownersummit

14. M A R K E T I N G M E N T O R
@ilisebenun
Connected marketing:
You’re in the right place,
In front of the right prospects,
with the right message,
at the right time.
gettalk.at/ownersummit

15. M A R K E T I N G M E N T O R @ilisebenun
A reality:
Timing is everything.
gettalk.at/ownersummit

16. M A R K E T I N G M E N T O R @ilisebenun
A rant:
It’s all about relationships.
gettalk.at/ownersummit

17. M A R K E T I N G M E N T O R @ilisebenun
A reality:
Many marketing agencies don’t
practice what they preach.
gettalk.at/ownersummit

18. M A R K E T I N G M E N T O R @ilisebenun
Because…
Word of mouth ain’t all that…
gettalk.at/ownersummit

19. M A R K E T I N G M E N T O R @ilisebenun
Qualify to weed out all but the best.
• Will they answer your questions?
• How responsive are they?
• Can they keep an appointment?
• Do they follow through?
• Are they in a hurry? Do they leave things to the last minute?
• Will they pay on time? Will they pay up front?
• What is their tolerance for doing their part?
gettalk.at/ownersummit

20. M A R K E T I N G M E N T O R
@ilisebenun
Saying no the worst clients
gettalk.at/ownersummit

21. M A R K E T I N G M E N T O R
@ilisebenun
No, I’m afraid we can’t
help you. This is our
policy and our process.
Saying ‘no’
to the
abusive client

22. M A R K E T I N G M E N T O R
@ilisebenun
We simply can’t afford
to do what you’re
asking.
Saying ‘no’ to
the cheap client

23. M A R K E T I N G M E N T O R
@ilisebenun
So sorry, but what
you’re asking for
is not possible.
Saying ‘no’
to the
chaotic client

24. M A R K E T I N G M E N T O R
@ilisebenun
So sorry, we don’t have
the resources it would
take to do the right job.
Saying ‘no’
to the
clueless client

25. M A R K E T I N G M E N T O R
@ilisebenun
Train the ones
who can be trained.
gettalk.at/ownersummit

26. M A R K E T I N G M E N T O R
@ilisebenun
Let me walk you through
the process. It’s not that
complicated.
Training the old-
fashioned client
to adjust.

27. M A R K E T I N G M E N T O R
@ilisebenun
Here’s the status of your
project…
Training the
wounded client
to trust.

28. M A R K E T I N G M E N T O R
@ilisebenun
Don’t worry,
we’ve got everything
under control.
Training the
drama queen
to relax.

29. M A R K E T I N G M E N T O R @ilisebenun
Qualifying to weed out all but the best.
• Will they answer your questions?
• How responsive are they?
• Can they keep an appointment?
• Do they follow through?
• Are they in a hurry? Do they leave things to the last minute?
• Will they pay on time? Will they pay up front?
• What is their tolerance for doing their part?
gettalk.at/ownersummit

30. M A R K E T I N G M E N T O R
@ilisebenun
1 THE MINDSET
gettalk.at/ownersummit

31. M A R K E T I N G M E N T O R
@ilisebenun
2 THE TACTICS
AND TOOLS
gettalk.at/ownersummit

32. M A R K E T I N G M E N T O R
@ilisebenun
There’s no right way, but…
gettalk.at/ownersummit

33. M A R K E T I N G M E N T O R @ilisebenun
A rant:
There are way too many
marketing tools to choose from.
gettalk.at/ownersummit

34. M A R K E T I N G M E N T O R
@ilisebenun
Connected marketing:
You’re in the right place,
In front of the right prospects,
with the right message,
at the right time.
gettalk.at/ownersummit

35. M A R K E T I N G M E N T O R
@ilisebenun
1FOCUS
AND SPEAK DIRECTLY
gettalk.at/ownersummit

36. M A R K E T I N G M E N T O R @ilisebenun
“Speaking your jargon
(i.e. services, technology).”
vs.
“Speaking the client’s language
(i.e. metrics, analytics, results).”

37. M A R K E T I N G M E N T O R
@ilisebenun
Who are you to them?
(a.k.a. your elevator pitch)
gettalk.at/ownersummit

38. M A R K E T I N G M E N T O R
@ilisebenun
“I’m an agency owner.”
or
“I run a digital agency.”
Do you say this?

39. M A R K E T I N G M E N T O R
@ilisebenun
“I help agencies and
design firms find better
clients with bigger
budgets.”
It’s not
about you.

40. M A R K E T I N G M E N T O R
@ilisebenun
It reflects a
perceived need.
“I help agencies and
creative firms promote
their services.”

41. M A R K E T I N G M E N T O R
@ilisebenun
“I work with agency
owners when they
realize word of mouth
isn’t enough.”
It gets you into a
conversation.

42. M A R K E T I N G M E N T O R
@ilisebenun
3 approaches
1. Emphasize the pain
gettalk.at/ownersummit
@abigailoscar via Twenty20

43. M A R K E T I N G M E N T O R
@ilisebenun
WE HELP BUSINESSES
OVERCOME OBSCURITY
We feel your
pain.
gettalk.at/ownersummit

44. M A R K E T I N G M E N T O R
@ilisebenun
1. Emphasize the pain
2. Emphasize the need
gettalk.at/ownersummit
@silly1971 via Twenty20
3 approaches

45. M A R K E T I N G M E N T O R
@ilisebenun
We pride ourselves on
outcaring the
competition by building
meaningful connections
with your audience
through SEO, PPC, and
Analytics.
We know what
you need.
gettalk.at/ownersummit

46. M A R K E T I N G M E N T O R
@ilisebenun
1. Emphasize the pain
2. Emphasize the need
3. Emphasize the result
gettalk.at/ownersummit
3 approaches

47. M A R K E T I N G M E N T O R
@ilisebenun
AVIATION MARKETING
THAT GIVES YOU LIFT
We know
your goals.
gettalk.at/ownersummit

48. M A R K E T I N G M E N T O R
@ilisebenun
Get Attention.
Acquire Customers.
Marketing can be confusing
and expensive.
We make it clear and
effective.
Pain + Goals
Combo
gettalk.at/ownersummit

50. M A R K E T I N G M E N T O R
@ilisebenun
2STRATEGIC
NETWORKING
To find the best ones
gettalk.at/ownersummit

51. M A R K E T I N G M E N T O R
@ilisebenun
Starting a
conversation is
the tricky part.
gettalk.at/ownersummit

52. M A R K E T I N G M E N T O R @ilisebenun
Say this:
Is this your first Owner Summit?
gettalk.at/ownersummit

53. M A R K E T I N G M E N T O R @ilisebenun
Yes, you can say this:
I’ve been working on
my elevator pitch. Will you
tell me what you think?
gettalk.at/ownersummit

54. M A R K E T I N G M E N T O R @ilisebenun
Or:
What have you learned
so far?
gettalk.at/ownersummit

55. M A R K E T I N G M E N T O R @ilisebenun
Or:
Did you see
the movie last night?
gettalk.at/ownersummit

56. M A R K E T I N G M E N T O R @ilisebenun
What to say:
• How was your day today?
• What are you looking for?
• What do you have trouble finding? What’s the hardest resource to find?
• Do you work with outside agencies?
gettalk.at/ownersummit

57. M A R K E T I N G M E N T O R
@ilisebenun
3TARGETED OUTREACH
And lumpy mail
gettalk.at/ownersummit

58. M A R K E T I N G M E N T O R @ilisebenungettalk.at/ownersummit

59. M A R K E T I N G M E N T O R
@ilisebenun
Slime factor?
gettalk.at/ownersummit

60. M A R K E T I N G M E N T O R
@ilisebenun
4QUALIFYING CONTENT
MARKETING
gettalk.at/ownersummit

61. M A R K E T I N G M E N T O R @ilisebenun
“Here’s what we know
you’re struggling with.”
vs.
“Here’s what we know all about.”

62. M A R K E T I N G M E N T O R @ilisebenun

63. M A R K E T I N G M E N T O R @ilisebenungettalk.at/ownersummit

64. M A R K E T I N G M E N T O R @ilisebenun
Qualifying content: Case studies
1. Emphasize the client’s problem and your solution.
2. Deliver in multiple formats:
• Written
• Video
• Present with your client at industry events

65. M A R K E T I N G M E N T O R @ilisebenun

66. M A R K E T I N G M E N T O R
@ilisebenun
Give. Give. Give.

67. M A R K E T I N G M E N T O R
@ilisebenun
Where content marketing
meets targeted outreach…

68. M A R K E T I N G M E N T O R @ilisebenun

69. M A R K E T I N G M E N T O R @ilisebenun

70. M A R K E T I N G M E N T O R
@ilisebenun
5CONSISTENT
FOLLOW UP
For the long term
gettalk.at/ownersummit

71. M A R K E T I N G M E N T O R
@ilisebenun
BACK TO STRATEGIC
NETWORKING
gettalk.at/ownersummit

72. M A R K E T I N G M E N T O R
@ilisebenun
I am really bad with
names.Do you say this?

73. M A R K E T I N G M E N T O R @ilisebenun
Remembering names
• Listen.
Special trick
gettalk.at/ownersummit

74. M A R K E T I N G M E N T O R @ilisebenun
Remembering names
• Listen.
• Repeat it back.
Special trick
gettalk.at/ownersummit

75. M A R K E T I N G M E N T O R @ilisebenun
Remembering names
• Listen.
• Repeat it back.
• Oops, I already forgot your name.
Special trick
gettalk.at/ownersummit

76. M A R K E T I N G M E N T O R
@ilisebenun
Connected marketing:
You’re in the right place,
In front of the right prospects,
with the right message,
at the right time.
gettalk.at/ownersummit

77. M A R K E T I N G M E N T O R @ilisebenun
Recap
1. Focus
2. Strategic networking
3. Targeted outreach
4. Qualifying Content
5. Consistency

78. M A R K E T I N G M E N T O R
@ilisebenun
Get Ilise Benun’s
presentation
gettalk.at/ownersummit
gettalk.at/ownersummit

79. Thank You

80. marketing-mentor.com