Make More Sales – How to use a “Weekly Dispatch” to Attract Customers & Get More Sales


“Looking for a proven way to get more leads and sales?”

You are not alone.

I’m sure most small business people will agree that one of the hardest parts of working for yourself is finding potential customers!

Finding and keeping a steady stream of new work or projects is one the most difficult things you have to do especially if you are running a service business.

If you are like most professional services, you are constantly riding on a feast or famine roller coaster.

One month you might have hit the mother lode and be slammed with client work.

You find yourself shouting out your good fortune all the way up the roller coaster’s incline – clacky-clack, clacky-clack, clacky-clack.

Then next month’s it is WOOSH…everything goes screaming in terror all the way down the drop-off!

This means you spend most of your time hustling to find new work and get more clients or  customers.

But did you know that with just one simple self-promotion strategy you can take control over your feast and famine cycle and finally start to smooth out some those bumpy up and downs revenue streams?

And yes, it is possible. Without a lot of extra effort or expensive advertising.

In this post, I am going to show you how you can use what I call the “Weekly Dispatch” plan to get more customers – without being overwhelmed when you are crazy busy but you can also ramp up when things are slow.

But first let me explain, why a regular marketing process is important.

Why you should always be marketing

Well, as a general rule as small business people, we all sorta-kinda “know” that you should always be marketing or selling yourself or your products or services.

The problem is that for most of us, we hate marketing and selling.

Not to mention self-promotion is usually seen as an all or nothing deal.

We are either doing full-press mode or we are sitting on our hands, stressing out and waiting for a miracle to happen.

Marketing and self-promotion are seen as “necessary evils” – things we have to do ONLY when things are going really, really slow or when we are in dire financial straits.

When things are going well, it’s the same ole, same ole, “why fix it, if it’s not broken?” attitude.

This kind of thinking is only seen when it comes to marketing.

Everyone would agree you were being a fool, if your car tire was obviously leaking air but you still decided to drive on it during coast to coast trip because, “Gee why fix it now, when I can wait until it’s gone flat?”

Meet the “Weekly Dispatch”

Essentially, a Weekly Dispatch is a content marketing strategy where you create valuable online articles or videos answering a series of common question your potential clients or customers want to know.

Now first, you should understand that a Weekly Dispatch don’t actually have to be published weekly!

Usually these “dispatches” are published weekly, but they can also be published every couple of weeks or even monthly.

The “weekly” element is really just a reminder for you, as the business owner to WORK on your dispatches on a consistent basis.

It’s this consistency – publishing content on a schedule that gives this particular marketing method it’s power.

Don’t think you have the time?

See, even if you are super busy, you can still get up a bit early and work on your marketing “dispatch” every day .

How many TV shows do you zone out and watch? Or how many hours do you waste pissing around on social media sites?

Seriously, who can’t find 30 minutes to spare every day – if you really want to?

On the other hand, throughout a slowdown or during the off-season, you can easily kick things up a notch and work on multiply “dispatches” during a given day or week.

How to Make Weekly Dispatches Work for You?

We all kind of know what a public service dispatcher is or does: they are the folks who respond when you call 911 for help with an emergency or painful situation.

Dispatchers in turn “dispatch” or send out the ‘right’ people to help you: firemen to put out fires, EMT’s to treat injuries, and cops to catch the bad guys, etc.

They try and match the help needed to your current situation.

They don’t usually send out the Animal Control folks (dog catcher) to run down a guy who broke into your house and stole your TV or the cops to put out an out-of-control bush fire.

Dispatchers not only send out the best help, they are also trained to stay on the line with you for as long as you need them to and to offer you common-sense safety advice.

Essentially, they tell you how to help yourself until a emergency crew can get to your location.

This is exactly what you as a small business “dispatcher” needs to do for your customers or clients – share your expert advice or information and show people how to fix problems.

Self-promotion is actually about showing people that you can help them.

Good marketing is about “HELP” but hype

And just like a real dispatcher, you too have access to a lot of different “helpers” – blog posts, photographs, videos, audio recordings, podcasts, social media and publicity.

You can learn to use any of these “helpers” on your website to showcase your work in just 15 minutes a day.

Plus this type of thing can help you build more trust and make more sales.

How can Sharing Make You More Sales?

Studies have shown that 74% of all buyers chose the first company that gives them more value or bang for their buck.

And nothing adds value (or builds trust) faster than wrapping a product or service up in FREE information like tutorials, facts, news, insights and expert advice.

This is because fear is one of the most powerful human motivators – and everyone has a fear of failing, making mistakes and looking foolish.

So any knowledge you can share as an “expert” to help your potential customers use or understand your products or services better is almost always welcome.

Give Away (Almost) All the Milk?

If you have been in business for more than 5 minutes, you might have heard that old saying, “Why buy the cow when you can get the milk for free?”

This means, you shouldn’t give away your help without charging because people will never pay you for your “free” advice.

This is true as far as it goes but you can use this natural human desire for free help to attract attention to your company, position yourself as an expert and get more sales, in the process.

For example, say a plumber named Paul wants to use his smartphone to record a video to market his services to homeowners.

He decides to show people how to a professional repairs a leaky faucet.

Dripping faucets are a very common problem and most people think “I can fix that!”

And Paul knows from personal experience that most people don’t like to pay him for this type of small repair.

Not mention he hates answering phone calls or driving all over hell and back just to give a free estimate on such a little job.

So he when he checked out the YouTube videos on the subject, he found that a lot of the so called “professionals” were doing the repair wrong or were just making a mess of things.

He knows he can show people how to do it better.

So after dinner (or before breakfast) one day, he takes a notebook and writes down a quick outline of what he wants to record:

  • What are we talking about?
  • Why is it important?
  • List of things you need to get to do the job
  • Example (how to do this)
  • Other questions such as who can do this, when should you do this?
  • Mistakes to avoid
  • Close

There, that’s his 15 minutes of marketing for the day.

Yes, I know it doesn’t look like much but you are taking baby steps.

Now if you are not dog-tired or are in the midst of a rush deadline, you can always add another 15 minutes more:

Paul wrote out this in another 15 minute brainstorm

  • What are we talking about?

o   Leaking faucets waste money

o   Cost to repair a dripping faucet by a professional

o   Cost to repair a dripping faucet by a do-it-yourselfer

  • Why is it important?

o   Saves money

o   Saves time

  • List of things you need to get the job done

o   Gaskets Kit (order from me?)

o   Tools

  • Example (how to use this)

o   Turn off water

o   Replace worn parts

  • Other questions such as who can do this, when should you do this?

o   Requires stooping and squatting

o   Requires warm temperatures

  • Mistakes to avoid

o   Doing things you’re comfortable with

o   Leaving out critical parts or steps

  • Close

o   Made a mess? Better Call Paul!


Now in a couple of days Paul has a “script” of what he wants his little video to look like.

Once he has a “script” and knows what he want to record, he can take a final 15 or so minutes and actually shoot the video.

Now what about your company?

As you can see you can apply this process one step at a time or if your schedule allows, you can easily devote an entire day and  (if you need to do) to record everything in one go.

Afterwards, you take 15 more marketing minutes to upload it to YouTube and a final 15 minutes you to share it on your website and promote it on social media.

NOTE: Yes, put all your self-promotional content on your business website FIRST. Why build up Facebook’s or Instagram’s business traffic BEFORE you build up your own?

Granted this weekly Dispatch process might seem like it takes forever…but it only takes 15 minutes every day, you will be surprised at how fast you will actually be able to complete your dispatches (blog posts, videos, etc).

Take the blog post you are reading as an example.

I have been nibbling away at it for 5 days now.

Normally an article this big (1,776 words) would take at least half a day or more for me to finish.

But now by working on it every day – little by little – finding the time to write it was very doable, even I was busy with other projects.

So by using a process like this weekly dispatch, you easily generate the marketing content you need; already to go onto your website on a consistent basis.

And it is that consistency: showing your work every week or even just a couple of times a month that attracts attention and brings in new business.

Slow and steady does win the race…because you are in it for the long haul, right?

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