Attracting clients doesn’t happen just because you want it to, although a tenacious attitude helps. It happens because you have something they need AND you can communicate it in a way that they can hear it.
It’s not all pom-poms and promotion.
Communicating your value is critical to attracting clients who are excellent. It connects people to the things that they need. And shows them that you have the product or service that can do it. It also reduces the amount you have to hustle.
Because the less clear you are on your value, the more hustle is required.
When I got clear on how to communicate mine, the leads began flowing in. And cold ones too. I started to get more and more prospects landing on my website and booking consultations when my messaging better described how I could help them.
Sales is a better way to earn revenue than marketing so having them more easily sign up for that sales conversation was a game-changer.
Speak to the people you want to hire you
To properly communicate your value you must talk about the outcomes your desired clients want, not the product or service you provide. The service/product is the actual delivery method, it’s not the value – the change or result they desperately need. MOST of your communication (website, emails, conversations) needs to be about the value.
Getting clarity on the outcomes people want can feel like a complete unknown at first, but there are some ways to gain big insights and valuable copy.
1) Ask, listen and observe your fans
When you have opportunities to interact with actual people online or live, ask them to describe their challenges without leading them. Observe the ways they talk about what’s going on for them. In one Facebook group I’m in, someone asked “What do you feel is keeping you from having the business of your dreams?” I copied and pasted the responses that were relevant to my value proposition. I used some of them on my website.
2) Get to know their most intimate thoughts and emotions
It’s your job to get into the hearts and minds of your best clients. First you need to choose who your best clients are, 3 or 4 people who you’ve given great results and who are raving fans. Those are the ones for whom you are creating.
Once you’ve done that, start to think about what’s really going on for them. It’s not an easy exercise but, like any skill, the more you do it the easier it becomes. To help you do it, use an Empathy Map. I first heard of it from the Business Model Canvas. It’s a great tool to use to fill out the details. You can do it on your computer, a piece a paper or on the wall. It’s up to you.
Attracting clients is easier when you have deeper knowledge about them.
So schedule some time to observe or ask questions of your target customers. And fill out the Empathy Map I’ve created for you and start to “empathize” with your ideal clients. Bonus here: you will force yourself to pick ideal clients. THOSE are the ones you want to get to know much better and speak to in order to attract more like them.
Use some of the words and phrases you observe in your website copy. In essence you are communicating back to them with the same language they are using.
Don’t skip this step. You’ll gain valuable insights into the reality of your tribe. A business can’t grow without them.