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The Client Attraction Blog

Three essential ways to avoid entrepreneurial burnout

Fabienne Fredrickson
April 7, 2015

Burnout-SmallAs a business owner working towards reaching the six-figure mark, you may run the risk of working yourself into the ground. This is particularly true for entrepreneurs as you revamp and tweak things to get to the next level. The problem is that when you work so hard that you start to burn out and deplete your energy, you actually can become “client unattractive” instead of “client attractive.”

Speaking for myself, when this happens I become cranky, resentful and sort of snappy… This is not the right energy or mindset for client attraction.

Here is the number one most important thing for you to realize as a self-employed individual:

There is no such thing as a completed to-do list.

Maybe this is possible in the corporate world, but it’s not for business owners. We always have more ideas about how to grow the company. That’s why it makes sense to follow these strategies to avoid overdoing things.

1. Set boundaries. When it’s getting late in the day and you are at the end of your rope, ask yourself, “Will anyone be harmed if I don’t complete this today?” This may sound like I’m going against my “no excuses” approach, but it’s different really…

Of course I want you to be willing to do what others are not willing to do and take the no excuses approach. The question is, “At what price?” You have a life, and you may have a spouse and children. Overtaxing yourself is not fair to anybody, especially you.

That’s why you must draw the line in the sand and have an end time to your day. At 5:30 or 6 or 7 P.M., you are done. Anything beyond this time will not be nearly as productive as you could be if you approached the task the next day after some rest. Make this end time non-negotiable and stick to it relentlessly.

2. Carve out time for business development. Sometimes the problem has to do with working in your business vs. working on it. That’s why I would rather carve out a day to focus on business development then try cramming it in late at night. In the end, overworking limits your ability to listen for the divine guidance you need. When you are too busy, you start ignoring the signs and gentle guidance. Set aside time to work on your business and separate this from your daily activities.

3. Understand your to-do list is never done. Sometimes you have to let yourself off the hook and the hardest boundary is often with yourself. Your to-do list will not get finished today – and that’s OK. If you rest and keep yourself energized, you’ll stay healthy and enthusiastic to tackle that list tomorrow. Your quality of life is very important. On occasion you may choose to work late, but not on a regular basis, so as to enjoy other aspects of life as well.

Your Client Attraction Assignment

Create a list of standards and terms of what you will accept for your life. Set boundaries and rules for yourself around these things and then stick to them to avoid burnout. It really is just as simple as that, and it will make all the difference in your quality of life.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Five steps to grow from a private practice to group programs

Fabienne Fredrickson
March 12, 2015

5 steps to grow from a private practice to working with groupsAre you looking to attract clients and leverage your business? Students often ask me how I made the shift from working with private clients one-on-one to working with group programs. This transition is what the Leverage Track of The Client Attraction Business School is all about. So, I want to share with you the steps I took so you can plan ahead for how you too can make this shift.

1. Fill Your private practice. From networking in groups like Business Networking International (BNI), to sending out your warm letter to everyone you know, to speaking gigs, you need to market your business. The first step in this chain is to fill your business’ pipeline so you have a steady stream of clients and income.

2. Create your proprietary system. Next, I created my proprietary system. The system contained my 10 steps to attract clients and fill your pipeline. For your own proprietary system, this content should be all yours, which is what gives you total ownership of it and makes it proprietary.

3. Hold a one-day boot camp. I’m going to be really transparent with you. I had a hard time getting around to completing the writing of my proprietary system. (It actually took about three years.) So one day, I decided to promote a live, one-day boot camp event. That gave me a final date that I was forced to meet! The boot camp ended up being a big hit with 22 students present  – and it was great for my business too.

4. Hold the boot camp as a teleclass. Once the system had been completed for the live one-day boot camp, I could offer the material by teleclass as well. The boot camp was 10 weeks long, one step per week, and I offered it several times a year. I taught people all over the country and actually outside the US as well.

5. Promote your system as a home study course. With everything prepared for the boot camp, I now had a package I could promote in other ways too. I began selling my system as a home study course with a downloadable PFD, which included everything I provided in the 10-week boot camp for just $127.

So as you can see, I worked with private clients, moved on to present my program live to the boot camp attendees, taught groups by teleclass and then sold the PDF for people who wanted to learn on their own or needed a lower price point. Everything was based on the same material, but provided in different formats to meet the needs of even more people.

Your Client Attraction Assignment
Have you created your proprietary system yet? As you can see, it’s the foundation for building your business and attracting clients. Your system will share your message and method with so many more people. Don’t wait as long as I did to complete this project – get going today!

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

How to stay on track with marketing efforts

Fabienne Fredrickson
February 10, 2015

shutterstock_215934253When you are a business owner, saying there is “a lot to do” is an understatement. Working with clients, creating products, networking and speaking can keep you incredibly busy. So how do you stay on track so your marketing materials get out there on a regular basis?

1. Hire someone to do your writing
Some people recommend that you let go of writing and hire someone to do it for you. This frees up your time to focus on other income-producing tasks. Sometimes it’s difficult to give up this control, but you can provide your writer with notes and your materials so he or she can emulate your voice and follow your formulas.

2. Schedule a recurring appointment in your calendar
For marketing pie projects that need to be completed on a regular basis, schedule them into your calendar. For example, Thursday morning from 9 a.m. – 11 a.m., you’ll write your ezine for the next week. Just book the time for the entire year and you’ll never forget to do these projects.

3. Respect your calendar
Scheduling tasks in your calendar is one thing – following through is another. You need to honor appointments with yourself for this system to work. You also need to not go past the time allotted. So, if you are on a roll and want to keep going, you need to look at what is next in your calendar to be sure you are free to do so.

As entrepreneurs, stopping when you feel like you are on a roll can be tough. Most business owners don’t want to be restricted. We like to be free and don’t want to do what anyone else tells us. That’s why you have your own business right? Yet, you’re going to have to work on projects simply because they are scheduled, even if you don’t feel like it. Otherwise, you may not find the time.

4. Systems Provide Freedom
This is about commitment, scheduling and staying within your boundaries. Your schedule needs to be systematized and non-negotiable. If you do this, you’ll discover that systems provide you with freedom.

People avoid them because they think it’s too much structure and routine, but those two things are what give you the freedom to make sure you’re not working at 1:00 a.m. Instead, you’ll get your projects done during the workday in the time you’ve scheduled.

Your Client Attraction Assignment
What are the standard marketing pie items you do weekly or monthly? Make a list of these tasks and determine what days and times are best to accomplish them. Next, schedule them into your calendar. Follow this schedule to stay on track with marketing efforts.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Five strategies for business-to-business marketing

Fabienne Fredrickson
February 3, 2015

five-strategies-for-business-to-business-marketingWhen your business serves other businesses, the marketing methods you need to reach your potential clients are different than for a consumer-oriented businesses.

For example, with business-to-business (B2B), you know your ideal clients are probably not hanging out on Facebook during the day. Instead, you are more likely to find prospects on LinkedIn because that social media platform is all about business.

It’s very important to look at where your people are spending time and go where they are. That’s why networking is huge for B2B marketing. I recommend these top five marketing tips to build your client base and increase revenue:

1. Use LinkedIn. Reach out to your connections and ask them to help you meet others you can serve.
2. Live Networking. Meeting people face-to-face is always a good marketing practice. After meeting new people, be sure to follow up with an email or note and connect on LinkedIn.
3. Update Your Status. Stay in front of your LinkedIn connections by updating your status, recommending articles you read or even by writing a blog post.
4. Stay in Touch. To stay top-of-mind with new prospects, use a variety of marketing tools such as your newsletter, ezine or monthly warm letter campaigns.
5. Have Coffee. Once you make a good connection, make it a regular practice to ask the person to have coffee to get to know him or her even better. Ask what you can do to help, which will make a favorable impression and build lasting and productive relationships.

Now, that’s not to say that other, traditional types of marketing won’t be of help. Of course a good website is essential, complete with a Free Irresistible Offer to build your list of prospects. But, when it comes to B2B marketing, so much can be done in person and through the five suggestions listed above.

Knowing where to reach your prospects helps you focus on the marketing tools that will be most effective. That saves you time and money. It’s OK not to do every kind of marketing, and being selective is smart. Many times, it boils down to simple common sense.

Your Client Attraction Assignment
What do you know about your ideal clients? Spend time investigating where you might find them. Ask a few trusted colleagues to brainstorm with you and make a plan. It makes sense to go where your prospects are most likely to congregate. Anything you can do to focus your efforts on reaching people likely to hire you is a wise move.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

The next step: what to do with clients who finish your program

Fabienne Fredrickson
January 20, 2015

The next step: what to do with clients that finish your programsIf you have packages and programs, you will ultimately have clients who finish or complete their initial program. You may wonder, “What can I do with these clients next?” They are a valuable group of prospects since they have already invested in working with you.

Of course you could create a whole new program or a more advanced level of your work. But, another valid and smart option to get repeat clients is to simply ask them if they would like to continue the program they are in.

I was part of a coaching program with somebody for four years. This year, I renewed for the second year of the coaching program I was in last year. Why did I do this? I got great value! The first year was more foundational, but the second year was where I really started to soar.

As a big believer in sticking with what works, I think it’s just smart to keep going. Otherwise, your clients who stop are likely to stagnate and their results will slow too. On the other hand, if they keep working with you, they will create compound results based on the success they achieved in the first stage of your program.

In reality, you are actually doing your clients a disservice if you don’t invite them to continue working with you.

To get more clients, you may also want to create a maintenance program. Let’s say you had three or four sessions a month in the original program… the maintenance series could be once a month. You can say, “You know, I also have a maintenance program to keep your toes in the water. It’s a six month (or whatever time frame you offer) program and it includes…”

During this conversation, follow up your suggestion of continuing the work by reviewing their accomplishments. Look at their progress in your program and the great impact it had on their business – this can be very motivating. Have them share their goals for the next 12 months so they can start to see how your support would continue to be invaluable.

One thing to avoid is creating a group program, like a Q&A monthly call. This is particularly true if you don’t have a big enough list of clients who completed a program. What often happens is that even if they sign up, most choose not to attend. They may call in to listen to the recording, rather than participate in the live call. What happens if you could get only two people showing up for the actual call with questions? That can be a very tough hour-long call.

The best solution to get repeat clients is to invite them to continue the program they’ve been in or try the maintenance idea. That’s what I’ve discovered with my own programs.

Your Client Attraction Assignment
To get clients to sign up again, make sure to suggest advancement as a standard part of your series wrap-up. Plan to review what they learned and achieved and how it’s smart to keep going while business is growing.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here

Three simple ideas for video content

Fabienne Fredrickson
January 8, 2015

three-simple-video-content-ideasVideo is becoming increasingly important in your marketing mix. When you use video, potential clients can see who you are and decide if they like you. Since people work with those they know, like and trust, it makes sense that video is a must.

Simple video content ideas
Not sure what to talk about in your videos? That’s easy! Here are three simple ideas for engaging video content:

1. What keeps your ideal client up at night? Think about what your ideal clients need to know most. What answers are they searching for? What wakes them up at night? (I call this the “3-am-sweats.”) Make a list of these questions and come up with your best answers. Narrow down the length of your answer to get that one smart tidbit that’s easy to communicate.

2. Give easy strategies to achieve a goal. If you have a number of simple steps to share, these are perfect for a video series. Keep the information very short and simple for potential clients.

3. Tell a story. People love a good story. As you determine what to share in your videos, think about how to tell the story. This is the ideal place for testimonials and sharing your client success stories.

Where to use video
Video will work across many marketing venues:
•Replace written newsletters with video
•Post video on Facebook. To increase engagement, ask fans to share their burning questions and then answer them in video!
•Greet visitors on your website’s homepage
•Share on LinkedIn and Twitter

Video Made Easy
Here’s what I did to make it easy to create videos. I set up a small “video studio” at my office. My studio includes a background that’s always set up, good lighting, a teleprompter and a tripod to hold the camera. If you can, leave everything set up in your studio so you can easily take the stage when you’re ready to record.

Another great idea is to keep these items on hand so you have everything you need to get ready for last minute videos:

•Makeup
•Hair styling tools and hair spray
•Mirror
•Extra clothes

Your Client Attraction Assignment
Is video part of your 2015 Marketing Pie™? I encourage you to think seriously about this. If you are already shooting videos, take time to set up your studio so you’re ready to roll. If video is a new venture, remember you can make a quick video with most smart phones. Don’t sweat the details, just smile and shoot. Perfection is not required to have this marketing tool work for you.

Five ways to handle a price increase with clients

Fabienne Fredrickson
December 23, 2014

five-ways-to-handle-a-price-increase-with-clientsWhen it’s time to raise your prices, many questions come up. Many of my students ask me how to figure out the best way to tell current clients that rates are changing.

First, you know it’s time to raise your prices if you get feedback about the amazing value you provide. Sometimes people just tell you straight out they think you should charge more. Another indicator is when your practice starts to fill up or you have a waiting list. That’s a sure sign you can start to charge more!

Naturally, there is a big concern about how your current clients will react to an increase. Here are five ways to handle this change with existing clients and prospects as well:

1. Grandfathering. What I have done with my own clients is to let them know prices are going up. However, I also tell them that since we are already working together, they are “grandfathered in” at the original price. This usually is a relief for them and promotes a feeling of good will among customers.

2. New Price after a Gap. Here’s another way to handle a price increase with current clients. While they are working with you, the old price holds. But if they decide to take a break, you can tell them the new rates will take affect when they return. This can be an incentive to continue working together so clients can keep the old fee structure.

3. New Client Fees. While you may not want to ruffle feathers of existing clients, definitely tell new prospects about your new higher fee structure. Most likely they are unaware this is a new level for you and will assume this is how you normally do business.

4. Announce the Increase. You can state an upcoming fee increase to prospects in your newsletter. Communicating the new rates can work to your advantage. An email like this can encourage fence-sitters to become customers so they get in on the old, lower rates before the adjustment occurs.

5. Let Go of Clients. As your fees increase, there may be some clients who were at the old fee that you decide to drop. This is not mean at all. It’s just business. If you find your old fees no longer serve you and an existing client doesn’t want to move forward at the new rate, it might be time to wrap up your work together. Deciding not to accommodate that person is OK because, ultimately, it’s your decision.

Pricing requires testing and I am always trying different ways to set my rates. There is no definitive way to price. Students always ask me how to price their service or product and I have to explain there is no formula that works for everyone, every service and product or every client. That’s why you need to test and tweak to get your fee just right.

Your Client Attraction Assignment
Over time, prices for everything go up. While you can make more money by getting more clients, you can also generate more cash by raising your rates. Don’t be afraid to increase your prices when the timing feels right. Follow these five methods so the shift can go as smoothly as possible.

Information products: when to create, sell and deliver them

Fabienne Fredrickson
December 11, 2014

Information products: when to create, sell and deliver themStudents often ask me when they can start making passive income with information products. They are anxious to generate cash flow that’s not tied to an hourly fee. But information products are not the fastest path to cash: private clients are. So if you are new in business, your first priority is to fill your pipeline and practice with private clients.

When to Create Your Information Product
Your second priority is to build your list. Once your list size gets to about 1,000 contacts, you now have enough leverage to start generating passive income by selling products.

How to Promote Your Product
Once my list reached 1,000 people, I created the Client Attraction Boot Camp, which included class recordings, transcripts and Q&A call recordings. The program was promoted to my list with a typical hour-long teleclass, explaining what client attraction content was included in the program and what potential buyers could expect.

Working with joint venture partners is another great way to expand your reach and promote the program to an even broader audience. In addition, partnerships help build your list quickly. The bigger your database, the more people you can market to for client attraction.

How to Deliver Your Products
The next challenge is how to provide access to your program online. At first, I simply posted all the recordings, transcripts and Q&A calls on my website without any password protection. Buyers were provided with a link to a certain page and I sent out an email with a link to this page every time a new recording was posted.

When sales started to escalate, I looked into a more automated delivery process which was member-based. Naturally, there is a monthly fee attached to this system. If you aren’t ready to make that kind of investment and prefer something less expensive, there are alternatives. One good option if you have a WordPress site is a system called Wishlist Membership plug-in.

Either way, these systems guard your materials. After purchasing your program, buyers need a password to gain access to the information. Using software like this keeps people from sharing the links with others who have not purchased your product. As your list grows and the number of people who buy your product increases, greater control makes sense.

Once you get some momentum going, becoming more automated is appropriate. Then people can start your program anytime to get their weekly lessons and you won’t have to keep track of which week each person is in – the software takes care of that for you. Relying on automated systems gives you more time to focus on client attraction.

Your Client Attraction Assignment
Have you thought about creating an information product? One easy way to do this is to record a live teleclass series. Then you can make it available for purchase so customers get the same great learning, just not “live” with you. That’s why the fee for a program like this is lower than a live program where people can interact with you.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Ten fast marketing methods to fill your local events

Fabienne Fredrickson
December 9, 2014

ten-fast-marketing-methods-to-fill-your-local-eventsDo you have a workshop coming up? Woohoo! First, give yourself a pat on the back. Next, let’s talk about what you’re going to do to fill the seats and get the most people participating. Check out this list of simple suggestions that are free or relatively inexpensive:

1. Make an Announcement to Your Email List. Your own contact list has the people most likely to register for your event, making this is the best place to start. Send out a few personally crafted emails with details to encourage readers to register.

2. Post the Event on Your Website. If you have an event calendar on your website, make sure to list it there so visitors can learn about your program and sign up.

3. Post on Social Media. Announce your event on all social media platforms and be sure to include a link to register in every post. Always make it easy for people to sign up.

4. Post on Local Event Calendars. Many cities and towns have local calendars where you can list an event. You’ll need to research what is available in your area.

5. Post on Patch and Craig’s List. Most towns have a local Patch.com extension where you can post your event and Craig’s List is another great resource with local access.

6. Hand Out Fliers at Networking Events. When I started out doing small workshops at my home, I created fliers on bright neon paper with all the details. I handed these out to people at every event instead of my business card. Don’t be afraid to ask people to share with others.

7. Ask for Referrals at BNI Meetings. At your Business Networking International (BNI) weekly meeting, hand out a flier and ask your team to share with people they think could benefit. You can also attend other BNI groups and pass them out to expand your exposure.

8. Make an Announcement in Your Warm Letter. Send out a wave of “Warm Letters” to your contact list providing details of your upcoming event. Ask your contacts to pass along information to any of their own contacts that might benefit from the workshop.

9. Ask Strategic Partners to Share. If you have started lining up strategic partners who are professionals targeting the same audience, they are perfect to help you spread the word. Have coffee with a few if time permits and ask them to consider who of their own clients might be interested, and then invite them.

10. Ask Strategic Partners to Send an Email. You can also ask select strategic partners to send out an email to their list for you. You might offer partners an incentive for anyone who signs up from their list. If you are already set up for affiliates, this is the ideal way to reward a partner’s assistance.

Your Client Attraction Assignment
When planning an event, be sure to plan how you’ll fill the seats. All the great material in the world won’t anyone help if people don’t sign up. You can use a few of these marketing methods to spread the word, or get really busy and try them all!

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Five steps for great relationships when working with vendors

Fabienne Fredrickson
December 4, 2014

five-steps-for-great-relationships-when-working-with-vendorsWhen you hire people to help with big business projects, you will likely have ideas about what you want. That’s perfectly fine. However when you’re working with vendors, the smartest thing you can do is be open to their suggestions and advice. This is especially true for a first-time creative project where you have little experience, like creating a new website or designing a logo.

This is uncharted territory for many new business owners. In this situation, you want to be the dumbest person in the room so you can learn from experts who know their craft.

I’ll admit it – the truth about me is that I am a bit willful. I know what I want, and I want it the way I want it. At the same time, I try to remain open to get the best advice. It’s not a problem, as long as you learn how to work with your vendors to get the most out of their service and the end result you seek.

I recommend you follow these five steps when working with outside resources:

1. Do the Research. When you start a new project, take time to investigate what you like and don’t like. Look for examples to share with the person you hire. The more specific direction you provide to your vendor, the closer the finished product will be to your vision. The time you invest up front is well worth it and far less expensive than having the work redone later.

2. Listen to the Experts. You hired your web or graphic designer for a reason. Even though you may have preferences, I recommend you try to listen to the experts. Do your best to hear them out and consider their advice. They do this work every day, so they usually know what they are talking about.

3. Open Communication. Feel free to communicate what you like and don’t like. Of course, be very polite when sharing your feedback. Think about how you’d want to hear feedback about your own work and treat them the way you want to be treated. Showing respect can help you build a strong working relationship that can last.

4. Trust Your Gut. Sometimes you just know what you want. You can certainly express your “must haves” for the project and then talk about how you can work together once these primary areas meet your needs. Have confidence in knowing your own mind and taste.

5. Set Clear Deliverables. If your vendor doesn’t offer you a schedule, please ask for one. This is a completely acceptable request. As much as just being informed about each step as it’s completed can work too. But you don’t want to be left hanging, wondering when you’ll hear from the expert again. As long as you know the next step and ask to be posted on changes, you should be in good shape.

Your Client Attraction Assignment
Do you have a big project scheduled to start soon? The worst thing you can do is tell your vendor, “I don’t know what I want but will know it when I see it.” Invest now in yourself and your business by getting clear on what you want for the finished product.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

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