In any form of marketing, the more you connect with your prospective clients, the better. In guerrilla marketing it is no different. Meaningful connection can only be achieved if you understand what your prospective clients want as accurately as possible.
You will certainly become a more effective marketer if you focus less on marketing with your prospective clients than you do on making a connection with them. Think of the relationship you are trying to build with your prospective clients like a relationship of romance and love.
Just like falling in love, building a relationship with your prospective clients is a continuous process, not a one time event. It begins by playing the field and determining just who you want to date in the first place. In the same way, as a guerrilla marketer, you should look for targeted prospects; those who are genuinely looking for legal help. When you do that, you reduce your marketing costs because your targets reflect quality over quantity.
At this point, you need to discover what your prospective clients really need so that you can provide it to them. You treat all prospects differently, just as they want to be treated. You learn these things with research and two-way communication.
Just like when you flirt in a relationship to woo your loved one, as a guerrilla marketer you take steps to gain consent from your prospective client. This may come in various forms like getting their contact information, permission to send them materials etc. Marketing with custom-made messages, treating advertising not as the way to make the sale but as the first step in gaining consent, you become attractive to your prospective clients.
Now begins your courtship stage with your prospective clients. You ‘court’ them by offering free gifts and serving them. The most viable gift you could give is legal information. Besides that, gifts can be physical ones or come in the form of prizes, newsletters, booklets, regular email updates. Each prospect knows that their individuality is recognized.
Now you get even closer to your prospective clients by taking action to meet their needs, likes and dislikes and specific problems. In order to make your prospective clients realize that you really want to help them and not just take their money, ask them what their needs are. This enables you to empathize with them and solve their problems.
Finally, your relationship with your prospective clients is ‘consummated’ when an official business relationship is formalized. Thereafter, all through the process of representing your client, you need to constantly follow up and keep in close contact with him or her. Statements of warm appreciation are made, resulting in prospects who are so delighted they just cannot help but tell others about you.
The more you view the marketing process as a romantic relationship as opposed to an
economic ritual, the more prospective clients you will turn into actual clients.
