Marketing Lesson: Lunch Is On Me

This is my final Marketing Monday post for this year. That’s right, this is the last for 2012. I hope you’ve been enjoying them. If you have, let me know in the comments below or by emailing me through our contact page. I’ll read every comment and email. That will help me to decide whether I’ll do another round of these posts in 2013 (or feel free to suggest another topic you’d like to dig into).

That’s just plain stupid.” Well dear friend. It’s not. Sometimes the simplest things can be the most powerful.

I want to make this post a special one. That’s why I’m going to share with you a strategy that has earned one of my clients hundreds of thousands of dollars (it’s not far off from a million dollars) and has netted me some nice fees along the way.

This strategy is ultra simple. It’s so simple in fact, that most people dismiss it when they hear about it – without knowing the results it generates.

First, let me be clear. This marketing strategy will cost you some money. Depending on where you live it could be anywhere from $10-$40 a week. And it will take about 1.5hrs of your time each week.

If tens or hundreds of thousands of dollars is a worthwhile return for less than $200 a month and 6 hours of your time then this is a strategy you dare dismiss.

Here’s how it works…

Make a list of your dream clients. It’s simple. In a spreadsheet have a column for Name, Website, Phone, Email.

Then fill in the information for 10-20 people to get started. You’ll add more as the weeks go on.

Next, put together an email telling the person you want to meet that you’re interested in meeting them, you like their company, you have a proposition that will be worth their time…whatever. The more you learn about that person, their hobbies, interests, common connections, etc the better your email will be.

Now here’s the biggie.  You offer to take them out to lunch. Not coffee, not they pay for their lunch. You pay for everything. It’s just lunch!

Most people enjoy a free lunch. It gives the two of you a great opportunity to meet, get to know each other and chat.

Plus, because you’re paying for them they feel somewhat obliged to reciprocate and help you in some way.

I know some of you will be shaking your head side-to-side, thinking “Michael, what are you talking about. That’s just plain stupid.” Well dear friend. It’s not. Sometimes the simplest things can be the most powerful.

This is one of those.

Here’s your challenge. Make it a goal to meet with one person on your list each week. (That’s just once a week). By the end of the year you will have met with 48 people that are dream clients or movers-and-shakers that can become clients or help you grow your business.

Imagine what it would be like to sit down with 48 people you want to work with or learn from. Now go do it.

To lunch.

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  • http://twitter.com/aarnih Aarni Heiskanen

    Michael, thanks for sharing this! And thanks for all the other great content in 2012.

    • http://www.consulting-business.com Michael Zipursky

      Thanks Aarni and happy new year to you as well!

  • Steve Ruder

    Michael, I am new to your site and consulting and every little tip helps. I look forward to another great yea of content.

  • http://www.wizardtechconsulting.com/ WizardTech

    Hi Michael! You are right in saying that sometimes we really tend to forget the simplest marketing strategy in running a small business or any business for that matter. Not because it’s simple, it won’t work. Sometimes, the simplest of all the strategies is actually the one that is more effective. Great post! Thank you for sharing and looking forward to reading more this 2013.

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