There is it – you just made the decision to leverage your business into the one-to-many conversation by offering a workshop. You start promoting it three months ahead of time and are thrilled at the possibility of working with so many more people in your area of genius.

So, you prepare all of the materials for your workshop and put a lot of effort in getting your program down cold. You’re sure that the 1,000 postcards you sent out will result in phone calls from people. As the date gets closer, panic sets in and you’re frustrated because you’re not getting calls. All of that time, effort and money, and nobody registers.

You thought you did everything to fill your workshop. You sent over 1,000 postcards to a targeted audience with a compelling picture on the front that gets their attention. You identified the workshop specifics, including the takeaways of the workshop on the back of your post card.

Then, comes the call to action. You put your address and phone number. However, you have left no other way for your prospect to get to know you. So unless your prospect, who has never met you before, has an urgent need, that postcard likely will find its way in the garbage.

So many business owners miss the mark in cultivating the relationship (and in combining their online and offline marketing strategies.) Even though you send out what seems to be a perfectly-timed direct mail piece, don’t forget the underlying concept of sales and marketing: people do business with people they know, like and trust.

The solution to attracting clients, can be as simple as ABC – Always Be Cultivating. The post card missed out by not giving a way to connect further to nurture the relationship and build trust. The reality is many people may need to get to know you first before registering for your workshop.

Try this tried-and-true process instead:

1. On the postcard, invite them to your website where you have a free gift waiting from them. It could be an eBook, audio, or white paper. Remember to describe the outcomes they will get from your gift. In order to receive the gift, they would simply need to opt-in with their name and email. Once they download that eBook, you will have their email so that you can develop the relationship further.

2. Prior to your workshop, invite them to a free teleseminar. As they achieve small wins along the way, they will see the value in working with you. They will also have a better idea on the transformation they will experience by attending your upcoming workshop.

3. Continue to engage your prospects by connecting through social media, too.

With a carefully planned marketing mix and thought-out sales process, you will find that you convert more prospects into invested clients. When you take into consideration the entire process, filling your practice and your workshops is easy as ABC.

Author's Bio: 

Lisa Mininni is the best-selling author of Me, Myself, and Why? The Secrets to Navigating Change and President of Excellerate Associates, home of the sought-after Entrepreneurial Edge System, which shows business owners how to automatically bring in pre-qualified prospects and turn them into invested clients 98% of the time. For her brand new eBook, Get More Clients Now! 3 Steps to More Clients, More Money, and A Business You Love, visit