Last week I had a great question from Edith. She asked “how to get more clients to join a new matchmaking business in an area where matchmaking isn’t common“?
Here’s an example of someone who has done just that.
Milena runs Aglaia Matchmaking in Slovenia. When she first contacted me back in 2016 she was keen to set up a matchmaking business but had no idea if it would work.
There were no other matchmakers in Slovenia and matchmaking was a complete unknown. It wasn’t a done thing. Yes people used apps and websites but traditional offline matchmaking? Nope. How could she know if people would buy what she was selling? How could she educate people on what matchmaking was all about?
In the matchmaker academy training you will often hear me talk about the importance of telling a story and getting yourself in the press. Not for vanity purposes (although it’s always nice to see!) but to share with people who you are and what you’re all about.
Milena did just this.
She didn’t need the world to know she existed, just the singles of Slovenia.
and then niching down further to the Capital initially. There is nothing more likely to get a conversation flowing than telling someone you are a matchmaker, trust me on that. So when Milena started reaching out to journalists and sharing her story “Hey I’m a matchmaker and I’m going to help our citizens find love” the response she would get back was that’s cool. It’s unique. Who is this local business woman? How is it going to work?
You might think you’re at a disadvantage if you’re the only matchmaker but spin that around to a positive….you can dominate the market very quickly.
People resonated with Milena, they loved hearing about her business. And now? Milena has a thriving business and is just going into recording for Season 2 of ‘Married at First Sight” where she is an expert matchmaker bringing couples together. What an incredible opportunity and amazing PR for her business.
Need more convincing?
Here’s the cold hard facts….
There will always be single people looking for a companion. And there will always be people who are willing to spend money to find that person. Yes, even in recessions and tough times. The desire for a partner is ingrained in most of us.
You do need to consider location and demographics.
For example, if you’re targeting a rural village then there may not be enough people. If you’re in a low-income area then perhaps people won’t have the disposable income to pay for matchmaking (because however much you may want to be affordable, matchmaking is time intensive and will always be expensive – I learnt that the hard way when I started out). If you’re niching down, are there enough people that meet your niche?
Assuming you’re all good there, you want to think about how you’re going to market yourself / your brand.
This is fundamental as you can build the best website, have the best service, a great network of singles…..but if nobody knows about you they won’t come.
This is where PR comes in and great storytelling which is what Milena did. Any new matchmaker, particularly those launching in an area where matchmakers aren’t common need to share their story in media. Get in front on the eyes, and ears, or your target audience.
Don’t waste your money on an advert – been there, done that, got the empty bank account afterwards 😉
For a client, buying a matchmaking service is emotional.
People need to feel a connection to you. You can start building that by sharing your story. What’s unique about your matchmaking business? YOU! You can use a PR company but for most new matchmakers money is tight which is why I encourage you to do your own PR (and I have some free training for you on this). Hands down this is a way to build trust and a relationship with people.
Think blogs, podcasts, radio, tv, facebook and Instagram lives, social media, websites, newspapers. There are so many places to scream from the rooftops that you’re here.
Trust is a huge factor for people buying into any matchmaker but particularly a new one. Keep showing up, keep blogging, keep getting in front of them.
Collaborate with local businesses that reflect your ideal customer.
Have a really good FAQ page on your website answering any potential concerns or barriers to them signing up with you.
Get visible
I know it’s not for everyone but if you can do videos it’s a great way for people to feel like they already know you. They see how friendly and approachable you are. Keep in mind some people may feel particularly anxious or embarrassed about reaching out to you.
Which leads me to my next point. Have on your website an example of a client journey. What should they expect when they sign up with you? If matchmaking is unknown get back to real basics and spell it out what you offer and deliver. People might not be reaching out to you as they don’t actually know what it is you do.
All these small things add up to the bigger picture. Make people excited to come to you. Make it a no brainer!
This is an exciting time for you to grasp a new opportunity and really own it, you got this 🙂
Caroline x
Free PR Training
P.S I mentioned some PR training for you.
If you would like FREE access to my course on Udemy “Get Free Media Coverage by Collaborating with Journalists” which will kick start your marketing journey then send me a message and I will get a special code to you to access it 🙂
