Hello there! Getting more clients is always a need (and a hot topic). So, let’s explore one way to do that today.

And on July 14, join me for an exclusive webinar for subscribers: 7 Steps To Build Your Marketing Strategy.

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— Ann Gynn

How Can I Reach More Prospects Without Spending More Money?

🟩 ATTRACT → 🟧 convert → ⬜ retain → ⬛ amplify

Some of my clients also work with accountants, designers, photographers, and other consultants. Should I be building relationships with those businesses? If so, how do I start the conversation? 

Cross-promotions let you reach new audiences while building relationships with other businesses. They’re also an easier conversation because both sides benefit without spending any money.

For over 10 years, I handled cross-promotions for the Cleveland National Air Show. For several years (before the days of online ticket ordering), Schwebel's put a wrap around its bread loaves promoting the Air Show, complete with a coupon. In exchange, we provided box-seat tickets that the company could use for customers or employees. 

As a solo entrepreneur, you’re unlikely to negotiate promotions on bread wrappers (and they’re likely not that helpful for your business). But you do have something to offer: access to your audience.

Whether it’s a newsletter, LinkedIn following, webinar attendees, podcast listeners, or a local networking group, you have something another business would value.

Here are three steps to secure your first cross-promotion:

1. Find businesses that serve your audience: Go through your network and identify three to five people who do different work than you but with clients similar to yours. So, for me, as a marketing consultant, I might connect with an accountant, an HR consultant, a web designer, and an attorney who work with small businesses.

The best partners aren't doing you a favor — they're looking for new ways to serve their own audiences, too. 

2. Decide what you’ll exchange, such as: 

With any good partnership, it should be an equitable exchange, but that doesn’t mean it has to be the same option. So, for example, a guest blog article requires more work and has a longer shelf life, so it might be worth several newsletter mentions.

3. Start with one simple promotion. Don’t map a multi-month cross-promotion. Make it a single, easy-to-complete transaction. For example, opt for a social media sponsored post before tackling a guest article or webinar appearance.

Formalize it in writing. An email is fine: “I'll include your webinar in my July 8 newsletter. You'll include my ad in your July 15 newsletter.”

If the partner did what they said they would do, then do it again. Cross-promotions work because they introduce your business to people who already trust — or at least have an interest in — the business promoting you. Borrow their audience, and you’ll grow your own.

Got a question you’d like me to answer in a future edition of The Hotline? Call or text Marketing By One Hotline: +1.440.661.3984.

This week: This week, pick five LinkedIn connections who might have similar audiences and might want to grow their own. Research their potential exchange opportunities. If you find a fit, make the ask.

ChatGPT helped me understand my own work. I had reached my daily Claude limit, so I turned to ChatGPT. I asked it to analyze the differences between my edited version of an article and the final published version.

It gave both versions an A. Curious, I asked why two different approaches earned the same grade.

It recognized that my editing style is more journalistic, favoring brevity and directness, while the published version intentionally gave readers more explanation and context.

It saw me.

That insight made me realize I should pause before every major edit and ask: Does this piece deserve a less journalistic, less direct approach? The answer won't always be the same, but now the question will be part of my editing process.

Have any AI tricks of your own? Hit reply, call, or text the Marketing By One Hotline: +1.440.661.3984.

Join me on July 14 for an exclusive MBO subscriber workshop. In 60 minutes, we’ll walk through the seven steps to create a marketing strategy you’ll actually use. Register today! Can’t attend live? That’s OK. Recording will be sent to all who sign up.

🔄 Synergy is the word: In this 17-minute podcast, business strategist Jay Abraham shares why more entrepreneurs need to understand how to engineer synergy to produce results.

🧠 They’ve got skills: Adobe’s new AI training for marketers is now available through LinkedIn.

🔍 Google cites: The new search algorithm updates mean more credit with links in results.

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