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Attract New Clients Through the Words of Your Current Ones

Want to know how to attract new clients into your online ecosystem?

Have conversations with your current ones and share them with the world.

It’s no secret that the key to building and maintaining a sustainable business model rests with your ability to attract and gain consistent attention from those you serve.

That’s why posting informational, entertaining and inspirational image content is essential in helping lay the foundation for building trust with those you serve.

But image content is just the start.

Bearing this in mind, I’ve recently started to incorporate video into my content creation strategy.

Although there are many ways to leverage video – behind-the-scenes footage and direct addressing camera to share an informative message, to name a few – I’ve been focusing solely on one specific, and simple, type of video content:

One-on-one conversations with my clients through video conferencing software such as Zoom or Skype.

(Here’s one way that I’ve been leveraging these conversations.)

No crazy equipment. No need for hours to set up the shots. No high-level producing required.

Just a nice conversation with someone that you’ve helped get over some things that were holding him/her back, 🙂

What Do We Talk About?

The goal is to record a 30-60 minute conversation that lays out the what, why and how behind their decision to hire me for my lifestyle photography and content creation services.  

As for the conversation itself, I’ve created a simple format that I follow for each:

  • Introduce who they are, who they serve, and why they do what they do
  • Ask them why they felt the need to invest in branded lifestyle portraits
  • Was there any objections or apprehension before they decided to work with me
  • We then talk about the experience:
    • Strategy sessions
    • Portrait session
    • Post-portrait session
  • What are the results that they’ve received from working with me – could be tangible and intangible benefits
  • What would they say to someone on the fence about working with me to illustrate the value of the session

Now, these are the basic topics I steer the conversation towards, but I often freestyle follow-up questions based on their answers.

Either way, this is an initial framework for you to figure out the specific questions you’d want them to answer.

The Benefits of Conversations With Your Clients

Although a pretty simple setup, there is work involved when creating these videos, fortunately, the juice is worth the squeeze, 🙂

Here are some of the benefits of recording these conversations with your clients:

Show how you solve your client’s pain points in their own words

Although you’re already sharing this through your written content, and in some cases, your other video content, it’s much more impactful and powerful when it comes out of the mouths of those you serve.

If a potential client listens to the conversation where your client is laying out their why for hiring you, that will resonate much more deeply with them.


They emotionally connect with your client because their success gives them hope that they, too, can get over the hump with their own issues and challenges.

And, here’s another fun wrinkle:

The more clients with whom you have recorded conversations, the more opportunity you have to relate to a wider group of folks within your specific niche of service since everyone’s reasoning for hiring you has their own unique spin on it.

The moment they connect the dots and discover that you’re a viable option to offer them the specialized help that they need, they immediately lean in more and pay closer attention to the posts that you share and the services that you provide.

Although they may not be ready to invest in your services at that particular moment, the nurturing process has officially begun.

And, when they are ready, guess who’s on top of mind, 🙂

Share the “Client Experience” Through Your Client’s Eyes

When you’re running a business and looking to invest in help, the bottom line results are what we’re after, but, the processes, experiences and hand-holding that produce these results are just as important.

This is something that you can deep dive into with your clients during the conversation; talk about the onboarding process, frameworks, strategy sessions and self-reflection work that led your client from where they were to where they are now with their businesses and lives.

Not only is this informative for your potential clients watching these videos, but, it’s also a jolt of inspiration to show them that working with you leads to positive change and results that matter to you.

That’s solid social proof right there.

When your clients share their experience working with you, it demystifies and highlights the process for everyone watching, giving them a clearer picture of whether or not you’re the type of person with whom they want to work.

Showcase Your Personality as a Qualifier for Potential Clients

When you share a long-form conversation with a client on video, that offers potential clients an in-depth view of how you communicate with those you serve.

Yes, your audience gets a taste of that through your written posts and articles, but on video, that impact is magnified exponentially.

Unlike a written piece of content, you’re talking with your hands, speaking in your own voice, making jokes and illustrating the unique way in which you create rapport with your clients.

Either your personality tunes people in or they’ll tune out.

Regardless, video leveraged in this way is a wonderful qualifier that will help save you time from having exploratory conversations with people who aren’t a good fit if your personality doesn’t mesh well with theirs.

Learn the Value of Your Services in a Way That You’ve Never Thought of Before

Although you have your own ecosystem with your own lingo that illustrates the various elements of your expertise, your clients aren’t you and they interpret your value through their own lexicon that lives inside their own heads and within their own communities.

Pay close attention to the way that they do so and share it through your own content.

Rather than doing keyword research online in order to create content that will resonate with those you serve, conduct it with those that have already paid you money for your services!

It’s a much faster and way more personalized process when you do it in this one-on-one setting.

Strengthen Your Relationships with Existing Clients

Before I committed to recording these videos, I had a ton of negative mind-chatter surrounding how much of a burden this will be for those I ask.

I mean, who’s going to want to spend an hour BS’ing with their photographer, right?

Not one person has said no thus far, and several, in fact, said it was an honor that I asked.

Well, guess I was wrong on that one, 🙂

These are your people. They are part of your community. They’ve paid for your specialized attention and are a much better person for it. You’re not a burden – you’re a game-changer.

And once you’re talking, the rapport that you had while working together will be reinforced and strengthened throughout this conversation.

If you feel like you’d be imposing on someone to have them take an hour out of their day to talk with you, stop it right now!

Of course, some people’s schedules are tough with which to coordinate, but, keep in mind how valuable this video is in the long-run and keep asking former clients until you get as many yes’s as you wish.

Amazing Content Assets to Leverage Everywhere

If you’re going to put in the work, you better leverage it everywhere in order to truly maximize the effort.

In addition to the client page that I created on my website, I’ve also leveraged these video conversations with my clients in the following ways:

  • Blog
    • The full conversation sent out in a blog article to my email list
    • Soundbites that have been taken from each conversation and sent out to my email list
  • Social Media
    • Posted selected soundbites on all social platforms – IG, FB, LI, Twitter
    • Created content from some of the insights my clients’ shared about the experience
  • Drip campaign
    • Re-worked my “Welcome Aboard” email sequence to incorporate soundbites taken from 5 of the conversations I’ve had in order to nurture new signups into my process through the words of those I serve

Give me another week, I’ll probably come up with a couple more avenues to leverage this content, 🙂

Either way, you can see the value that this type of content offers you.

Empowering your clients to do the heavy lifting for you when it comes to promoting your services is an amazing way to draw attention to the magic that you do.

It’s a wonderful compliment to the work that you’re already doing with your social posts and blog articles.

And, it gives your potential clients hope that they’ve found the person that will help them get past what’s holding them back.

Pretty magical, if you ask me 🙂

John DeMato is an NYC branded lifestyle portrait photographer and content creation expert who serves speakers, authors, coaches and high-level entrepreneurs across the country. His 50+ page e-book, S.H.A.R.E. M.A.G.I.C.A.L. I.D.E.A.S., lays out the how what and why behind creating a memorable and referable online presence – sign up to get your FREE copy today.

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Use Anticipation to Turn Disruption Into Opportunity

For the longest time, cable television was a miraculous technology that not everybody had in their homes, mostly because not everybody could afford it. Now, not everyone has it in their homes because YouTube TV, Sling TV, and other new, emerging technologies have disrupted the broadcast industry. So why didn’t Spectrum think of it first? Why did they become the disrupted and not the disruptor?

At some point, Spectrum and many others established a cash cow — a product or service that generates the majority of your income and profits — and got comfortable building a successful business around it while protecting and defending it. The fact that most of us are all busy, focused, and need to meet or exceed our quarterly numbers keeps us from looking far enough ahead in our industries to see disruption.

In order to thrive in this time of exponential change, it is imperative to actively scan far outside of your industry looking for new ways to disrupt yourself first. When you discover a new technology or disruptive technology-driven trend, it is important to separate what I call the Hard Trends that will happen from the Soft Trends that might happen.

Anticipating disruption before it happens defines whether you’ll be the disrupter or the disrupted, using predictable Hard Trends to create the new cash cows that will disrupt your competitors and grow your future.

Another reason so many companies fail to see disruption is that the strategy most often invoked is to protect and defend the status quo. The amount of time and money organizations spend protecting and defending their current cash cows is astounding, as in the past, this was a valid strategy producing good results. However, digital disruption is different, as it tends to be game-changing with a low cost of entry.

A key to success for an established company that’s facing early-stage disruption is to adopt a strategy of embrace and extend. Spectrum continues to spend millions on bringing in customers for cable, Internet, and phone packages, mostly campaigning on the grounds that you can’t watch sports without cable. Unfortunately, Spectrum and other cable providers saw Internet TV like YouTube or Sling as a Soft Trend, much like Blockbuster viewed Netflix, that could be protected and defended against. It was definitely a Hard Trend. YouTube and Sling have conquered broadcast sports and are quickly leaving Spectrum in the dust.

The assumption that disruption won’t happen to you and your business is dangerous. Today, there are many industries still ripe for disruption. Taking the time to look outside of your industry at the Hard Trends shaping the future will amaze you. Understanding that digital disruption will happen to you if it has not already happened is important.

Ask yourself if you are looking inside and outside of your business. What are your blind spots? What fundamental assumptions about the “way things will always be” do you operate on? And what are you doing to become your own disruptor?

What is a hotel? What is a taxi? What is a bookstore? Companies like Marriott and Barnes & Noble, and even government agencies like New York’s Taxi and Limousine Commission, though they knew the answers to those questions, and Spectrum and other cable providers are currently thinking the same way.

What do you think you know about your industry?

The connectivity of the Internet has changed so many industries. The emergence of Netflix, Hulu, and even Spotify for music has not only revolutionized the entertainment media industry and consumers’ consumption of said media, but it has also closed up some of the loopholes that fostered piracy of content. They are problem solvers, and now they are solving the problem of customers having to pay exorbitant fees to companies like Spectrum and DirecTV to merely cling to one favorite sports channel.

If these cable providers offered a cost-effective alternative with a price and framework similar to YouTube TV’s, they would be using this current disruption to their advantage. But is it too late for them? Are the days of cable as we know it over? Better yet, will Spectrum shrink exponentially until it’s merely an Internet provider? If so, it’d be foolish to ignore the possibility that a more affordable means of accessing the Internet is on the horizon as well.

Letting your ideas about consumers calcify and ceasing adapting or anticipating is when you start inadvertently digging your own grave, no matter how outlandish the disruption may seem. Believing that your business is immune to changing circumstances is the common thread between all disrupted organizations. The fundamental assumptions of so many industries have turned out to be wrong.

You need to become your own disruptor, your own best competition. Don’t get comfortable. Disrupt yourself, or someone else will.

Which technology innovations could be a game-changer for your industry? Learn how to tell with my latest book The Anticipatory Organization.