I spent three hours building a 12-hour Spotify playlist for a stranger because they didn’t know who PJ Morton was. I saw Michael five times in theaters, and I will drive out of my way to see a movie in real 70mm IMAX. Yes, I refill my tank every week.
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My best clients light up when explaining their work. Customers trust them in person, but their feeds flatten that expertise into stock graphics and occasional promotions. They want strangers online to feel the confidence their customers feel in the room.
Company
One of the biggest problems I run into is working with clients who have a business with no mission statement. A mission statement connects the purpose of a business to the people it hopes to serve. That’s why I offer every prospective client a free one-hour consultation. With that foundation, I can clearly identify the target audience. This makes it possible to develop creative content that speaks directly to said audience. One roofer I worked with had this exact problem. During our consultation, she lit up when she talked about families putting off repairs because money was tight. We built her message around making early roof repairs feel possible for working families. This inspired her to plan a full month of content before our consultation even ended. I’m a great referral for a senior caregiver who always leans forward when someone talks to her. She wants to make a difference in someone else’s life after her grandfather made a difference in hers. Ask her who her favorite senior to work with is.
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Development
One thing I’ve learned throughout my business journey is that every good sale or referral starts with understanding what someone needs. Recently, I sent six different three-way introduction emails because I knew each person had a need that the other could meet. I started each introduction with their names, explained what they do, and shared why I thought the connection could be valuable. I try to give enough context so neither person is left wondering why I connected them. After that, I let the conversation go where it goes.
Referral Trigger Response
