Q: I have a new Hypnosis business and really want to build my business through referrals. Is there a way to get it out there initially without all of the typical marketing tactics? (Please say yes!) So much of the marketing “must-do” advice out there feels pushy, manipulative, or just exhausting. I don’t like to be sold to and there is no business I can think of that I need to see in my inbox multiple times a week or month – and I don’t want to do that to anyone else. Is there a way to be visible and accessible without being “in your face” or always selling? I just want to focus on providing client-centered services with integrity. Any advice would be greatly appreciated! Thank you!

A: You can absolutely build your business through referrals. The key is to have a clear strategy and develop a referral offer that works well with your business model.  I’d need to know a bit more about your hypnosis specialty and how you package your services to share specific suggestions. However, taking a broad view, you can consider what type of referral incentive would entice clients or potential clients to become evangelists for your business. From there, you can develop a referral system to track your leads and award incentives for the referrals.

Marketing and sales are all about building relationships and applying the “Challenge. Solution. Invitation.™” communication framework can help you create marketing messages with integrity by focusing on passion points. Here’s a previous “Ask Lisa” post that talks about creating a value proposition for a startup business.  You likely won’t need to sell aggressively, BUT you will need to have a plan and strategy for marketing and advertising, which both lead to sales.  For your business, a monthly newsletter (email or snail mail) could work. You are not required to email people daily or weekly. You can develop a consistent Content Strategy Plan to educate and be of service and build out your referral program based on your revenue goals (as part of your overall strategy).

I hope that helps. Let me know if you have more Q’s or if you’d like to schedule a Quick Start Strategy Session.

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Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog