How to attract your ideal clients
It's always exciting when a new prospect reaches out to you. But by contrast, it's a little frustrating when you find out they're not a good fit. It makes you wonder… why are you not resonating with your ideal clients?
Most people at this point immediately want to create a new logo or change their visual brand. And that may be part of the reason depending on how your visuals represents you... but let's take a look at a few other steps to take before you invest money on design.
CLEARLY COMMUNICATE YOUR PURPOSE AND VALUE
If they're not clear on who you are or how you can help them, they won't seriously consider you as an option. Even if they're referred to you by a trusted friend, potential clients need to feel at ease with their decision to work with you.
People don't just relate to your services, they need to know what you stand for and that your vision aligns with theirs. They want to know how working with you will improve their life in some way.
Yes, you're a coach (for example) and you have a package with a certain number of sessions where you might tackle specific topics, but what is the impact that someone will experience after working with you?
When comparing services, people start making their decisions primarily on price and there's always going to be someone who will do what you do for less. When you can communicate value, you can more easily attract someone who is looking for what you offer.
Pro Tip: Make sure you're not just listing off services and deliverables. What is your business here to do? What goal or problem are you solving? What value are you providing your clients?
STOP TRYING TO BE JUST LIKE...
You might see someone else in your industry that is killin' it. So you think, they must be doing something right, let me do what they do. The problem with that is a lot of people do this and pretty soon we just have a lot of carbon copies of other brands.
This is not sustainable, you can only pretend to be someone else for so long before it starts to take a toll.
Not only that, you'll never stand out as unique from everyone else! Again, when all things are equal, it becomes a pricing game.
Pro Tip: Consider how you're different. Do you have a unique process you take your clients through? Do you specialize in a particular industry? How do you view the world differently than others? Don't be afraid to share your unique story.
ENSURE YOUR CONTENT ADDRESSES YOUR CLIENT'S PROBLEMS
We're the experts, right? That's why people work with us. And we know better, so we know what the solution to the problem is... but you have to consider what your clients are actually searching for.
The only way we "know better" is if we truly understand our client's needs, what problems they're hoping to solve and can communicate how we're a good fit to help them. We need to be able to educate them and help them see what the deeper problem might be, because yes, sometimes they're searching for one thing, when they're actually needing something else.
But also, be open to learning from your clients. Don't always assume you have all the answers. Have curiosity for what people who are coming to you are requesting. And be mindful that they are the experts at their own life and business. Yes, they may come to you for help, but consider how you can best work together and learn from each other.
Pro Tip: Make sure you're working on your listening skills. See what common questions come up and use that in your messaging, articles, videos, etc. When people feel heard and seen, they are more likely to see you as someone who understands them and can help them.
GET REALLY CLEAR ON WHO YOUR IDEAL CLIENT IS
Of course we want to help everyone. Or at least at many people as possible. But not everyone is your ideal client. Your ideal client has values that align with yours. They see the value in what you offer and are willing to invest accordingly to work with you. They have a problem you're able to help with and will recommend you to their network when you provide the results they've been hoping for.
You want to understand how to best speak to them, serve and delight them.
Narrowing down your focus can often feel scary. You may be afraid of losing leads, but quite the contrary. Once you can define your ideal client, your super fan, they will be more than happy to connect you with more people who are like them and can be your clients.
Like attracts like. Worry a little less about who you're going to lose and focus on who you're going to gain.
Pro Tip: Think back to who some of your favorite clients were. What did they have in common? Start creating a list of characteristics, personality traits, goals and even demo- and psycho-graphics. You'll find that your ideal client can get quite specific and once you know them well, you can start talking to them more directly.
I say this often...
When you gain clarity on why you started your business, what you believe in at your core and who your ideal client is, it’s much easier to define your next steps.
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