Color Wheel Marketing Plan: Secondary Colors 1


COLOR WHEEL MARKETING SECONDARY

What do secondary colors have to do with our marketing plan?

Our first interactions with prospects or potential clients can happen in one of the three following ways: Referrals, Online, and In Person.

Secondary colors represent our first interactions with our ideal clients, so they have to be a combination of our primary touch points as discussed in the blog post series on Primary Colors:

  • What is your unique genius?
  • Who is your ideal client?
  • What problems do you solve for that client?

Our first interactions with prospects or potential clients can happen in one of the three following ways: Referrals, Online, and In Person.

 

Orange: Someone gives you a referral

This is the orange section of your color wheel. Orange is a warm color, just like referrals are warm leads. Referrals rock! They are a direct connection between you and the prospect stemming from a personal introduction. Getting more referrals should be an active part of your marketing plan. If it’s not, start asking your current clients for referrals now!

A referral strategy is a foundational part of any marketing plan. Once you have a strategy in place, you need to ask for referrals and nurture referral relationships on a regular basis, but probably not daily. A referral strategy can be as simple as asking current clients or other people you know for referrals. It can also be more strategic and involve compensation for referrals. You can offer a financial incentive for referrals—I do! I love referrals and am happy to give my clients and friends a percentage of the income I receive for a referral. I don’t have to work nearly as hard to get those clients as I do with other strategies. A warm lead is one that already knows something about you and has an initial level of trust established based on the recommendation of their friend or colleague.

 

Green: Someone finds you online

This means your website, social media, guest blog post, podcast, interview, etc. I call this type of contact a green lead, and it goes in the green section of your color wheel. Green is all about growth. There are many shades of green appearing in nature, plus, green is also the color of money, at least in the United States. But it often takes some effort to turn a green lead into a client.

Your online strategy should be about showing what problems you solve for people and the results you get. Online marketing strategies are about creating content that makes you attractive by showcasing your expertise and clearly calling out to your clients. Online strategies are about building and nurturing relationships with the 67 percent of the market place that are still a maybe.

Take a look at your current online presence. Reflect on your website copy, your Facebook page, your tweets, pins, and posts. What do they say about you? Does your copy scream, “Me, me, me!” or does it say gently, “I’m here to help—trust me!” When you think about online marketing, remember to think green. Remember what Kermit the Frog always said, “It isn’t easy being green.” If you are more like Miss Piggy than Kermit, you have some mindset work to do!

 

Purple: You meet someone in person

This means via networking, speaking, attending an event, or hanging out at the coffee shop. Let’s talk about the color purple.

I love this description from Bourn Creative:

Purple combines the calm stability of blue and the fierce energy of red. The color purple is often associated with royalty, nobility, luxury, power, and ambition. Purple also represents meanings of wealth, extravagance, creativity, wisdom, dignity, grandeur, devotion, peace, pride, mystery, independence, and magic.

Red represents your client, and you want to meet them when they are on fire: ready, willing, and committed to invest in whatever you are offering. Blue represents the problems you solve and invokes calmness, peace, solutions, ahhhh. Together these become the inspiration for your purple strategies—getting out and connecting with people!

 

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Your in-person connections must also focus on how you can help people—not on what you do, but whom you serve and what problems you fix best! Here are a couple ways to make sure that you are thinking purple when you are out in the community:

  1. Write an elevator pitch, a thirty-second commercial, or a brief introduction that clearly illustrates what problems you solve and for whom you solve them. Here is an example of one of my commercials that I would share at a networking event:

You know how creative entrepreneurs are constantly chasing bright, shiny ideas but struggle to make enough money in their business? Well, I help them attract cash and clients so that their life is more fun and financially secure, and they have more time to do what they love.

Notice that I called out the who—creative entrepreneurs—and pointed out what the problem is—not enough cash and clients. I did not say how I would do it. I did say what the result of attracting cash and clients would be: more fun, financial security, and more time. My current clients tell me they want more of these things!

  1. When someone asks you, “What do you do?” Don’t say, “I am a ….” That’s not what they asked you. Instead, share how you help people. My short answer is usually, “I help creative entrepreneurs make more money” or “I help creative entrepreneurs build profitable businesses.” See the difference? If I simply said, “I’m a business coach,” no one would care.
  1. When you’re invited to speak or present to a group either in person or virtually, make sure that your topic is focused on the specific problems that your ideal clients most want solved. Your title and your content have to focus on solving the problems your clients most want solved.

 

In our next few posts, we will dig a bit deeper into the tactics involved in each of these three key marketing areas. For now, make a list of what you are already doing. Remember to celebrate what is working for you today!

Brad Dobson
Brad Dobson is a co-founder of the Path to Profit Academy, and husband of Minette Riordan. He handles all the techy stuff and shares parenting duties. He is a 2-time marathon and 2-time Ironman finisher and for some reason enjoys endurance athletics. After 25 years in the software industry he quit his job to become an entrepreneur alongside Minette.

About Brad Dobson

Brad Dobson is a co-founder of the Path to Profit Academy, and husband of Minette Riordan. He handles all the techy stuff and shares parenting duties. He is a 2-time marathon and 2-time Ironman finisher and for some reason enjoys endurance athletics. After 25 years in the software industry he quit his job to become an entrepreneur alongside Minette.


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