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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