As a coach, you can often quickly see what’s going on with your clients. You take in the big picture about what they are doing, what might be going wrong and what can help. As a client starts opening up, it usually becomes pretty clear what is needed to achieve her goals. However, what she needs might not be why she hired you. So what do you do?
When client attraction and business building are your primary concerns, you have to make sure your clients are happy and satisfied. (Actually that is true all the time!) This is one of the best ways to create a good reputation and get referrals and why you absolutely must deliver what clients pay for.
For example, years ago people would come to me just for marketing. I was okay with that and gave them small business marketing strategy. But, I could see they also needed a little bit of mindset. So I would throw it in at no extra charge as part of the package, even if they hadn’t directly asked for mindset.
As a coach, consultant or expert, it can be tempting to first give clients what you clearly see they need, like mindset in my example. It’s obvious people need mindset work and I know marketing alone probably won’t work. Trouble is, if your clients don’t think mindset (or whatever is needed) is an issue, they won’t want it.
People who worked with me in the past would get both aspects of how to grow a business. I shared the marketing ideas and the mindset because I knew they needed both. Yet, I knew I had to give them what they paid for first. You have to have integrity first. Then you can be the person who goes above and beyond what is expected, and provide what they need, even if they aren’t aware of it. That’s the key to client attraction and building a successful business – give them what they want!
Your Client Attraction Assignment
Do you know what your clients want? What is that essential problem that keeps them up at night with the 3am sweats? Once you figure this out, it’s so much easier to attract clients more quickly. Focus on what your prospects would pay anything to get and give it to them better than anyone else. Then add the next layer too, and give them what they need.
Now, if you’re just starting out and trying to fill your practice in the FIRST place, then follow a step-by-step system that feels easy and authentic to you. The Client Attraction System® gives you the most important things to do to set up simple, solid systems, so that you consistently fill your pipeline and continually get new clients. It’s all step-by-step, not a big mishmash of things. So, you do step one of the system, and when you’re done with that, you move on to step two, and so on. All the tools, scripts, templates, and examples are handed to you on a silver platter. Easy. You can get it at TheClientAttractionSystem.com.
This is Part One of my three part training where I’ll cover what it means to market with Authenticity, Integrity and Love. Today we’ll cover Marketing with Authenticity. At the Client Attraction Business School, our students are taught how to market their business with authenticity, integrity and love. So what does marketing with authenticity really mean?
Authentic marketing begins, not with tactics or strategy, but with the SELF. Think about it… We as individuals are most attracted to people who we trust and we trust people who are true to their core values, who are authentic and transparent…people who are themselves. The same goes for businesses.
Being authentic in your marketing allows people to trust you and when they trust you, they buy from you. (Click here to tweet this.)
Authentic marketing is about being unapologetically true to yourself, expressing the core essence of who you are and what you believe, without fear or criticism. For example, if you’re naturally funny, be funny in your marketing. If you have a rebellious nature, be rebellious! If you’re stylish, be stylish. If you love to dance, then go ahead and dance in your marketing! If you are an emotional or passionate person, or if your eyes naturally well up in tears when you are passionate about a topic, then know that it is totally ok to be emotional and passionate, and to even let your eyes well up in tears.
Watch this week’s video to find out just how to stop holding back from who you truly are. The people who resonate with the real you, are the ones who will really want to work with you. It’s time to come out from behind the false mask. This is the new way of marketing!
[youtube]http://www.youtube.com/watch?v=1B3js69-PN8[/youtube]
Your Client Attraction Assignment
How have you not been your most authentic self in your marketing? Where have you misled others about who you really are or what you really do or believe? How can you start being more authentic in your marketing today?
Are you struggling to come up with your business name? This can be one of the biggest stumbling blocks for people who are starting a new business. You want to get the name right, maybe have something clever or memorable. I understand the desire, and other experts may disagree with me, but I don’t think this is necessary or wise for three big reasons.
1. Waiting for the perfect name slows you down. Once you have a clear idea of what your business is, you want to get started as soon as possible. Yet, countless would-be entrepreneurs get hung up on the ideal business name. Months go by in search of just the right moniker to attract clients. The problem is, this keeps you from building a business. The focus is on the wrong thing and people tend to get very stuck, losing steam and precious time. Don’t let this happen to you and your business.
2. Cleverness can put people off. Not everyone is attracted to clever names. Personally, I start to wonder what’s behind the cutesiness, as if the owner is compensating for something. It’s not always true obviously, but I tend to believe the proof is in the pudding, not the sauce if you know what I mean. A clever name does not guarantee you’ll attract clients.
3. A clever name can be misunderstood. Some people won’t get the point of your cleverness. If you don’t hit the nail on the head, you can end up confusing prospects which will not help you attract clients and build business. On the other hand, a results-oriented name can clearly communicate what clients or customers will gain by working with you. A business title that uses the desired outcome gets right to the solution clients seek making it easy for them to say, “I want that!”
For these three reasons, I recommend to new business owners and start-ups that they choose a company name that is simple, clear and to the point rather than sweat over the goal of crafting a perfect or clever name.
Your Client Attraction Assignment
If you are stumped by choosing a business name, here is my suggestion. Take out a sheet of paper, and write down the results clients will get from your business. Next make a list of the best words from what you wrote for describing what you do. Then put them together in combinations to see what jumps out at you.
For example, if you had a business that offered conflict resolution, you might consider these names:
- Conflict Coaching
- Dispute Resolution
- Conflict to Collaboration
Stay focused on the results clients can expect to clearly communicate what you have to offer and know a simple name will do just fine.
Now, if you’re just starting out and trying to fill your practice in the FIRST place, then follow a step-by-step system that feels easy and authentic to you. The Client Attraction System® gives you the most important things to do to set up simple, solid systems, so that you consistently fill your pipeline and continually get new clients. It’s all step-by-step, not a big mishmash of things. So, you do step one of the system, and when you’re done with that, you move on to step two, and so on. All the tools, scripts, templates, and examples are handed to you on a silver platter. Easy. You can get it at TheClientAttractionSystem.com.
If you want to find clients fast, defining your ideal client is essential. Once you know who your target is, creating your marketing materials and creating the language you’ll use to speak to them specifically will be so much easier.
So how do you figure out who your ideal client is? Rather than using only your mind to come up with the answer, I recommend that my clients think with their heart.
Try this exercise:
1. Close your eyes and sink into your heart
2. Take a few deep breaths
3. Shut off your mind and open your heart
4. Ask yourself – who was my yummiest client ever? Who would you work with for free because it’s so good? Let the name of a real person come to mind.
5. Once you’ve got her, open your eyes and write down everything you know about her and why you love to coach or work with her.
• What she reads
• Where she hangs out
• What she does for work
• How much money she makes
• What are her hobbies
• What makes her a yummy client
• Why is she so good to work with
To find clients fast, it’s important to come up with a real person instead of a compilation of people so you can get in touch with who she really is. You are starting to build a client profile based on this real person you enjoyed working with.
This is how I developed the Gold program, with one particular client in mind. Using this method to identify and then look for more of the same type of person makes filling your practice so much easier.
When you sink into your heart and listen to your intuition and what feels good, you’re being guided to determine the right type of client for you. You will find clients fast as you relax and let it come to you.
Your Client Attraction Assignment
To go deeper and strengthen the ideal client profile, do the “Fact Finding Mission” from the Client Attraction System. Then write up what you have to complete the profile. This exercise provides greater insight and even more detail to help you better define your ideal client. You can see how I’ve done it by visiting www.clientattraction.com/get-more-clients and read about Ramp-Up Rachel (or Ramp Up Rob). The profile also helps your visitors, who might be ideal clients, self- select to work with you.
Now, if you’re just starting out and trying to fill your practice in the FIRST place, then follow a step-by-step system that feels easy and authentic to you. The Client Attraction System® gives you the most important things to do to set up simple, solid systems, so that you consistently fill your pipeline and continually get new clients. It’s all step-by-step, not a big mishmash of things. So, you do step one of the system, and when you’re done with that, you move on to step two, and so on. All the tools, scripts, templates, and examples are handed to you on a silver platter. Easy. You can get it at TheClientAttractionSystem.com.
