Are you a coach or consultant struggling to book those ideal clients? Well, you’re in for a treat. On this episode of the Garlic Marketing Show, I sat down with Matthew Kimberley, co-author of the groundbreaking book Book Yourself Solid. We dove deep into a concept that might just flip your business strategy on its head—the anti-funnel approach.
But before we proceed, don’t forget that this episode is brought to you by videocasestory.com. Click here if you need help collecting, crafting, and delivering customer stories.
Why Funnels Aren’t Always the Answer
Funnels have become a buzzword in the marketing world, but Matthew argues that they aren’t always necessary, especially for coaches and consultants aiming to build a highly profitable business. The anti-funnel approach is all about building trust directly with your clients, without relying on a complex tech stack. This method can rapidly elevate your coaching business to a new level of success.
The Power of the Red Velvet Rope Policy
One of the standout strategies from Book Yourself Solid is the Red Velvet Rope Policy. This isn’t just about attracting clients—it’s about attracting the right clients. Matthew explains how this policy acts as a filtration system, allowing you to only work with clients who energize and inspire you. By being selective, you create a more enjoyable work experience and foster stronger, more meaningful client relationships.
Marketing Comes Last—Here’s Why
Matthew brings a fresh perspective on the role of marketing in your business. Instead of putting marketing at the forefront, he suggests focusing on the foundation of your business first. The idea is simple: marketing doesn’t get you clients—it creates awareness. What you do with that awareness is what counts. By ensuring your business is ready to deliver a great experience, you’ll be able to convert that awareness into long-term clients.
Systematizing Success: The Book Yourself Solid Method
Matthew shared how Book Yourself Solid was born out of a simple, yet powerful, system that his business partner, Michael Port, developed over 20 years ago. Initially designed to help gyms fill their spaces, the system has been adapted to work across various service industries, from law firms to coaching businesses. It’s a love story between the clients you’re meant to serve and the work you’re meant to do, all packaged into a straightforward, repeatable process.
Trust-Based Offers: Building Client Relationships
A key takeaway from our conversation was the importance of making offers that are in direct proportion to the trust you’ve built with your clients. Trust develops at different speeds for different people, and this should guide your sales strategy. Rather than forcing clients through a funnel, Matthew advocates for a more personalized, trust-based approach to making offers.
Relationship Capital: Your Secret Weapon
Finally, Matthew highlighted the often-overlooked value of relationship capital. Beyond traditional sales and marketing efforts, nurturing personal relationships and leveraging connections can be one of the most powerful tools in growing your business. Whether it’s journalists, organizers, or well-connected individuals, maintaining these relationships can significantly extend the reach and impact of your business.
If you’re ready to book yourself solid without the overwhelm of a funnel, tune in to this episode of the Garlic Marketing Show. Matthew’s insights could be the game-changer your coaching or consulting business needs.
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