This new trend is that of conversational marketing. Instead of opting for megaphone marketing, which consists of conveying your message to as many people as possible who can ignore it, it is more interesting to attract the attention of your prospects in an interactive exchange (if possible human, but you can also automate it).
This technique allows you to create a bond of trust with your prospects before offering your product / service. This is a strategy adopted by Peggy Tournigand and Jeff Wise, whose story and journey I tell in my book Profession: Entrepreneur Libre , when they decided to develop their Time to relax activity . At launch, they gave yoga classes in Paris and found that they were having a hard time selling their service through publications on the Internet.
After having invested 20% of their starting capital to launch this advertising campaign without meeting much success, they changed their strategy.
Peggy and Jeff decided to take the concept of yoga that they were teaching their clients and to challenge and post it on the internet for free. By opting for this strategy, they managed to draw the attention of several hundred thousand people to their challenge and thus collect the contact details of tens of thousands of participants interested and willing to take up the challenge.
During the 14 days of challenge, the entrepreneurs forged a bond of trust with their potential customers and they managed to bring them closer to the decisive moment: the purchase of their program.
This is how they developed a leading activity today in the world of personal development on the Internet.
By applying this concept, which consists of interacting with your customers, you will have the opportunity to enter the personal contact category rather than the marketer category who tries at all costs to impose a product / service on Internet users.
If you want to grow your business at high speed, ask yourself the question:
How do you start a conversation with the client instead of being in a monologue?
HOW DO YOU GET YOUR COMPETITORS TO TELL YOU ALL THEIR SECRETS?
In my book Profession: Entrepreneur Libre , I tell the story of the meteoric rise of Aurélien Amacker, a young blogger who decided to leave a well-paid job in defense (namely € 50,000 / year) to choose instead to live from his blog and travel his passion.
During his first year of activity, Aurélien encountered a huge obstacle: it is not easy to get into a sector where there are already a lot of established people and when you do not know all the tricks of the trade.
As a result, he found himself faced with a mocking look when his friends asked him: have you made any progress in your project? How much have you earned thanks to your activity?
However, Aurélien had a secret weapon that I would like to share with you. This secret weapon consists in the study of the trade. It’s just a matter of asking questions of your established competitors so they can tell you the tricks of the trade as well as the most effective strategies.
You may be asking yourself the question: why do competitors share the secrets of their success with you?
It obviously depends on the approach you are going to take when contacting your competition.
It is not recommended to tell competitors directly that you intend to create a similar business or competitor site and that you are targeting the same customers as your competitor. Then, you ask for effective strategies and the approach to adopt.
This approach is not benevolent and will not allow you to receive many responses.
If you are new to your industry, enthusiastic, dynamic, and ready to learn, you will find that entrepreneurs with more experience are generally happy to share their tips and experiences.
In Aurélien’s case, when he launched in the early 2010s, he organized informal meetings with other bloggers known in France at the time.
All of these experienced, rapidly rising people shared what they themselves were doing to grow their businesses quickly.
In the team of the Free Entrepreneurs Movement, several people who work within the team are entrepreneurs and help each other and share their expertise.
When you decide to launch your activity, do not hesitate to put in place a humble approach by going to discuss with leaders in your sector (they are not necessarily competitors because they have a different clientele or their theme is different from yours). But their advice can be useful to you and you can apply it in your situation because there is a similarity between your activities.
Business study, which is about daring to ask questions of your competitors who are more experienced than you, is a great way to accelerate your success.