Your ideal clients are already gathered somewhere. Sometimes thinking outside the box gets you in front of them at the best time.
I was chatting with Lee Ramey last week, and it reminded me of one of my favorite lead-getting book-funnel strategies.
Lee runs a mold remediation company in Alabama. His book educates homeowners on indoor air quality concerns. His secret distribution channel? Doctors' waiting rooms.
Think about who's sitting there: people already worried about health issues, with time on their hands, already in a "something might be wrong" mindset, looking for answers to unexplained symptoms.
His ideal client. In a room full of old magazines. Zero competition from other mold companies.
The Setup Is Simple
He put a sticker on the front of his book saying "Waiting Room Copy, Please Do Not Remove." Then on the back, a sticker with a link and QR code to get their own free copy. Leads show up already educated and looking for answers.
The best marketing meets people where they already are. Not where you wish they were.
This isn't the highest volume strategy out there, but they are real people, with real concerns, on his doorstep.
It's the complementary, non-competing audience concept in action. Your audience is physically gathered somewhere already. You just need to figure out where they're sitting while thinking about problems you solve.
Find Your Version
- List 3 places your ideal client waits (lobbies, offices, lounges, clubs)
- Identify what they're already thinking about in that moment
- Match your message to that mental state
- Make getting more information effortless
- Test one location this month
My favorite part of the story: when I asked Lee if he got permission to leave books in waiting rooms, he laughed. "I give them to all my employees. When you take your kid or grandma to the doctor, just leave it there." Sometimes the best marketing strategy is simply doing it.
