Client attraction. It’s an interesting topic. Before we talk about demographics and your client avatar, lets talk about you. Client attraction is about connection and relationships. It’s about an experience. In order to attract ideal clients we need to understand what people are REALLY buying from us.
People buy YOU, not your services. The first step is to understand ourselves, rather than our clients. From self awareness we can create a real message that resonates.
CREATE
YOUR UNIQUE MESSAGE
What you are working toward? What are your intentions for your business? Write down exactly what you want and why you want it. Write down your top 5 Intentions for the next 12 months and why you want to have these things. Consider where these intentions will lead you in 3, 5 and 10 years. That why is your attraction factor so dig deep. Its beyond the house and the car and the kids education. It’s about what you want for people, for the world.
Now, with our why in mind lets talk about your clients. Who do YOU want to work with? You get to hand pick them. What makes them ideal?
What type of people do you want to be around? What qualities do they possess?
What do they do for a living and for fun?
What do you really like about them?
Look back at your favorite clients. What did you love about them?
When I did this exercise for my business, I determined that I wanted to work with service professionals who are
solution focused, action oriented and committed to growing personally as their business expands. They want
to live joyful, fulfilling, lives and contribute to the world. That is my ideal client. What’s interesting about this
process is that my ideal clients happens to be a whole lot like me!
What do you notice about your ideal clients? Think about your business and consider what it would be like if
you were surrounded only by ideal clients. These are people you enjoy being with and who have similar goals
and aspirations to yours. It is very important that you get clear about who you want to work with in your
business.
With a clear message, people know right away if you are someone they would work with. In addition if you are
not a good match for them but you have been very specific in your message, they will think of friends and peers
who are looking for your services.
DEFINE
YOUR UNIQUE MESSAGE
Now, with our why in mind lets talk about your clients. Who do YOU want to work with? You get to hand pick
them. What makes them ideal?
What type of people do you want to be around? What qualities do they possess? What do they do for a living
and for fun? What do you really like about them? Look back at your favorite clients. What did you love about
them?
When I did this exercise for my business, I determined that I wanted to work with service professionals who are
solution focused, action oriented and committed to growing personally as their business expands. They want
to live joyful, fulfilling, lives and contribute to the world. That is my ideal client. What’s interesting about this
process is that my ideal clients happens to be a whole lot like me!
What do you notice about your ideal clients? Think about your business and consider what it would be like if
you were surrounded only by ideal clients. These are people you enjoy being with and who have similar goals
and aspirations to yours. It is very important that you get clear about who you want to work with in your
business.
With a clear message, people know right away if you are someone they would work with. In addition if you are
not a good match for them but you have been very specific in your message, they will think of friends and
peers who are looking for your services.
CREATE
YOUR UNIQUE MESSAGE
People do business with those that they know, like, and trust. Your message gives prospects a glimpse into who you are, why they might like you and it establishes your credibility.
There is a skill to crafting your unique marketing message so practice and fine tune until you get the “WOW” response that makes it effective.
Do not skip this step; it is foundational to your marketing. You must state who you are, and what you do in terms that shows off the benefits you offer. What do your clients get from working with you? How are you unique? What problem do you solve?
When I got clear about my business I knew that my intention is to help entrepreneurs create thriving businesses
AND fulfilling joyful lives.
I am passionate about helping people recognize the natural talents and abilities they have right now and turn those abilities into a business offering that works for them, whatever their present situation is. That is my reason for being in business. What is your reason for being in business?
It’s important for you to know why you are in business and what success means to you. From there you can create your unique marketing message. Here is mine,
“My name is Patti Keating of The Entrepreneur Unleashed. I’m a Coach, Speaker and Success Trainer. I help
creative entrepreneurs stand out in the market and grow the business of their dreams. My clients are committed and action oriented. They are passionate about success and they are ready to stop
wasting time and make more money so they can live life on their terms now.
As a result of working with me, my clients are more productive, get more clients and make more money than
they would doing it alone.”
This message is full of benefits and meaning. Compare it to what I said when I first got started. “My name is Patti
Keating. I’m a Life Coach. I help people with planning, accountability and follow through.” Yawn! That’s boring
and it’s about my processes, not what my prospects needs. If I was lucky enough to have the person ask me
what that meant, I would excitedly reply. “I help people get what they want.”
Well yes that is a benefit, but it is not specific, it’s not exciting or inviting. When you state your unique marketing
message it needs to spark you. You should feel it in your stomach because it echoes the truth of who you are!
Here is an example that I used in my direct sales business when I was recruiting:
“I am looking for five solution focused, action oriented women who are willing to do what it takes to run a business and would like to earn $3000 a month or more while being supported by a team who is committed to success. If this is you or someone you know, I’m buying the coffee.”
People knew right away whether they were a good fit for my team. If they were, they lined up to talk to me. If not, they thought of me when their friend told them she would like to start her own business.
Be bold and authentic and you will get results. When I used this in my direct sales business I was a top
recruiter within my first year. AND I attracted people who were like me. It was a blast!
PLAN
YOUR MARKETING
Once you know your intentions, you have defined your ideal client, created YOUR unique marketing message and invested in yourself, the next step is to create your authentic marketing plan.
This is a step-by-step process designed to help you customize your marketing to show off your natural gifts.
Your Authentic Marketing Plan or AMP includes:
Networking – Your plan should include: How to network, where to go, what to say so people get to know your unique abilities, and how to invite people to learn more about your business. Identify two groups where your ideal prospects gather. Take action and get involved.
Referrals – Find other business owners with the same target market and collaborate with them. We call these people, boosters. They are going to refer customers and clients to you, and you will refer to them.
A great example of this is my Internet Marketing VA. I refer my clients to her when they need Internet marketing and she refers her clients to me when they want to rapidly grow their business. It is a win for everyone, my clients are happy because they have a trustworthy person to work with on their website, my VA is happy because I just sent her a referral and I’m happy because I provided extra value to my clients.
Webinars and Workshops – Educational Webinars and workshops provide value to your customers and clients.
The key is to get out there and share your message in a way that adds value to your market. This establishes
you as an expert and lets people get to know more about you.
eZines and Newsletter – eZines and Newsletters also establishes you as an expert in your industry. This is also
a great list-building tool. You are always in front of people who are interested in your business and what you are doing.
This is very easy to do and readers love to get your regular tips.
Speaking – Speak locally at Chamber events, lunch and learns, libraries, or put together your own workshop
showcasing your business and talents. Choose topics that solve problems for your target market.
Writing and Social Media Posts – Articles, blogs and social media posts with quick tips are a great way to get
yourself out there and you can post your blog on social media to start list building. This also helps to establish
your expertise.
Video and Facebook Live – Video is HOT and never before have we been able to get in front of our
demographic for free. Facebook live is an excellent way to share your value. Use it just as you would a blog,
article or workshop training. Click go live and share your value! Or start your own facebook show!
Get creative!Webinars and Workshops – Educational Webinars and workshops provide value to your
customers and clients. The key is to get out there and share your message in a way that adds value to your
market. This establishes you as an expert and lets people get to know more about you.
eZines and Newsletter – eZines and Newsletters also establishes you as an expert in your industry. This is also
a great list-building tool. You are always in front of people who are interested in your business and what you are doing.
This is very easy to do and readers love to get your regular tips.
Speaking – Speak locally at Chamber events, lunch and learns, libraries, or put together your own workshop
showcasing your business and talents. Choose topics that solve problems for your target market.
Writing and Social Media Posts – Articles, blogs and social media posts with quick tips are a great way to get
yourself out there and you can post your blog on social media to start list building. This also helps to establish
your expertise.
Video and Facebook Live – Video is HOT and never before have we been able to get in front of our
demographic for free. Facebook live is an excellent way to share your value. Use it just as you would a blog,
article or workshop training. Click go live and share your value! Or start your own facebook show!
Get creative!
PHILOSOPHY
YOUR BELIEFS
What is your philosophy about success?
My philosophy is that success is be both fun and profitable. It comes most naturally when we are in alignment with who we are, provide tons of value to our clients, work to make a difference in the world and our own lives, and collaborate with others.
Many people don’t have this relationship with success. They chase after it seeking someone else’s definition. The greatest success is authentic. What’s your success philosophy?
Why do some people make it look easy and some people seem to struggle no matter what? Have you ever tried to force something to happen? Maybe you were attached to a certain outcome and continued to work hard to get results.
When you set your intentions and then allow things to unfold, results happen much more quickly and with less effort than when you use force. This does not mean you set an intention and then sit back and wait!
You must
take action, however do not become attached to the outcome of the action.
What if you want to create a thriving business right now? What is my quickest route to success?
Get very clear about what you want and who you serve. Craft your language to draw those people to you. Be
crystal clear and set your intentions, then take massive action.
Get out in the world and talk to people, make offers, and get involved. Be consistent and follow through!