The Client Attraction Blog

How to organize your videos to attract clients

Fabienne Fredrickson
October 28, 2014

How to organize your videos to attract clients and get found onlineUsing video is an excellent strategy to attract visitors to your site and get clients. With video, people get to hear about your expertise, see how you speak, get to know you a bit and discover if they like you. In addition, using video to build an online presence can be very powerful as it provides Google with that many more search results about you and what you offer.

If you create a lot of videos that cover multiple topics, you may wonder how to keep them all organized without it requiring time and frequent updates. For The Client Attraction Business School, we used to have a dedicated page for videos including material for potential students, live footage from an event, testimonials and segments for the press. To tell you the truth, it became a logistical nightmare and needed too much updating to manage well.

Today, we simplified the management by creating a series of playlists on YouTube.com. When we produce a new video, we just update the playlist instead of the pages on our site. It’s so much easier!

Every single video we create is uploaded to YouTube and assigned to a playlist. Topics include:

  • Business School Tracks (Growth, Leverage, etc.)
  • Mindset teachings
  • Marketing teachings
  • Press Coverage
  • Speaking, etc.

On our site, we have a link to the YouTube playlist for each topic. This way, we only need to update the playlist and when a visitor clicks on the video link on our site, they always get the most up-to-date videos for each subject. The playlist link varies depending on which website page a visitor lands on. So the page on speaking has clips of presentations and the page for testimonials has videos from happy students, which helps attract more clients.

We do keyword research to determine the best phrases that will get the most traffic with the least competition. Then each video is tagged and characterized with those keywords and the top descriptors people use to search for the topic, whether that’s on YouTube directly or in Google. If they search using my name, Fabienne Fredrickson, or a subject I speak on, those videos will show up first in the search on both Google and YouTube.

So whether your video strategy is list building, closing the sale or speaking to clients, the keywords and tags that are part of the video contribute to its relevancy online, and visitors end up viewing the related playlist. Your webmaster can help you figure out the best way to go about this for your site.

Your Client Attraction Assignment

Are you using video as part of your marketing pie? Short videos make a big impression and help people get to know and like you. Pick the topics you want to be known for and make a few lists of video topics. Then one-by-one, write a script and start shooting. Before you know it, you’ll have playlists of your own. This works to improve your Search Engine Optimization and help you stay relevant online to attract clients.

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 project your annual income from service and product sales

Fabienne Fredrickson
October 16, 2014

How to Project Your Annual Income from Service and Product SalesAre you working on your business plan and trying to project your sales and potential income? Let me share the way we do this at The Client Attraction Business School.

For the most part, we create our business plan one year at a time. We start out with an idea of what programs we’re going to create, workshops we’re going to offer, or new direction we’re going to take to grow the business and get clients.

The next step is to map out our revenue plan, which includes:

  • Deciding on program timing and putting the events on a calendar
  • Estimating the number of people who will take advantage of each offering
  • Determining the price point we can charge for each program

For passive income or information products, we base the estimates on our recent experience. There are two key factors:

  1. How much we sell next year is directly related to what we sold last year
  2. How much we expect our list to grow also impacts the number of products we can well

For example, years ago I had a list of 2,000 people which usually grew by 10 people each week. (That’s how many free CDs we usually sent out per week.) In addition, I knew I usually sold about one Client Attraction System product per week. From these numbers, we forecasted what we could sell in a year. So, if the list doubled to 4,000 people, we would probably be sending out 20 CDs per week, then we would likely double the number of Client Attraction Systems sold per week to two.

Over the years, this type of rudimentary math has held true for us and has been a good way to project sales and income. Even today, the number of people that order the free CD directly correlates to the number of people who purchase the Client Attraction System.

To forecast your sales and income, you can follow this same method. Think about how many products and services you have and the income that comes from them now in relationship to the size of your list. You might also base your income on the number of:

  • Current clients you have
  • Speaking gigs you do to get clients
  • Get acquainted calls you have

Even though this process is rather basic, it works and is a lot more practical that just picking a number since it’s based on actual business experience.

Your Client Attraction Assignment
Projecting annual sales will give you the ability to see where you need to focus your time. What would help grow your business? Do you need to create products, do more speaking, or offer more workshops to get clients and generate income? What has worked for your business in the past and what do you want to focus on for the following year to get clients? When you plan ahead, it makes the workflow more realistic and balanced.

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 get more mileage from your content

Fabienne Fredrickson
September 22, 2014

How to get more mileage from your contentYour newsletter, if done well, takes a good amount of time to write, design the visual presentation and then send out. That’s why finding additional ways to leverage that content to attract clients is a smart business strategy.

While some email management systems offer an automated way to share your newsletter on social media sites, there is more that can be done. These systems provide a link to your entire newsletter, but that might not be the best way for fans to gain access to the content. It’s okay to supplement your sharing, but for some people this provides too much information at once. To avoid overwhelm, it’s easier for followers to see one article at a time.

At The Client Attraction Business School, we teach our students the importance of repurposing content. I’m going to provide a few strategies we put to work. For example, we might write one of these to go along with this blog post:

  • A super brief synopsis of the article
  • A provocative one-liner from the article
  • A nugget of inspiration
  • An actionable takeaway

By coming up with several ways to post an update from the same article and link to it, you capture the attention of a wider range of people to attract clients. Not everyone likes to get information the same way, which is why providing different angles helps you reach more of your audience.

Share Bite-Sized Snippets on Social Media
Offering bite-sized snippets makes it so much easier for your fans to like, share or comment. You’ll get a bigger response and more engagement when you follow this strategy.

Include an Image When You Post
Another strategy that builds engagement is to post an image with your updates. People love graphics, so include an image or photo whenever you can to capture more attention and attract clients.

Convert Newsletter Articles to Blog Posts
You can also take your newsletter article and turn it into a blog post. Or shoot a video using the post as your script. These ideas are excellent ways to maximize the use of your content and what we do at ClientAttraction.com.

Each of these repurposing ideas helps you reach as many people as possible and spread your message very efficiently. Sharing the content from your newsletter in as many ways as possible gives you more time for other important marketing activities to attract clients and fill your pipeline.

Your Client Attraction Assignment
How do you decide what to write about for your newsletter? Rather than having to decide each week, creating a content calendar helps you plan ahead. If you can develop a monthly strategy for what to talk about, the writing will go a lot easier and be more focused. Make time this week to think about what you will write this month to attract clients.

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 choose your joint venture partners wisely

Fabienne Fredrickson
September 4, 2014

weed-out-potential-JV-partnersIn an effort to build your business, joint ventures can make a tremendous impact. Working with other like-minded people can open doors, build your list and help you get clients faster than you ever could on your own.

With that said, sometimes you do meet people who make you wonder about working with them. The truth is, not everyone will be a good fit for creating valuable partnerships.

Choosing Your Partners Wisely
1. Serve the Same Target – A good partnership is one where you both work with the same target audience, but offer different products or services.

2. Similar Size List – Working with people who are doing as well as you are, with a similarly sized list or slightly bigger, makes good sense when it comes to picking a partner.

3. Aligned Values – When interviewing potential partners, find out how they do business and what their underlying values are. You’ll work better with someone who is like-minded and shares you values and integrity level.

4. Good Reputation – If you are thinking about someone local, you have the advantage of asking people you know about the person. Should questionable reports come back, that is something to take into consideration. Your partner’s reputation will impact you, so consider carefully.

5. Trust Your Gut – I always advise students to listen to and trust their gut. Often your instincts are right on target, so do not ignore any inklings you may have.

Your Client Attraction Assignment
When seeking joint venture partners, one thing that can make the process easier is to create a checklist for yourself. What do you need to know about a person and their business to help you decide who is a good fit? Then you can assess each potential partner with the same criteria, to make your efforts more efficient. You may need to talk to many business owners to find that right match who can help you get clients.

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 advisor, click here.

Five perfect tasks for your new virtual assistant

Fabienne Fredrickson
September 4, 2014

5 Tasks that are perfect for your new VAMost small busines owners start feeling stretched and get to the point where they can no longer do it all alone. You realize you need another pair of hands to complete everything that’s on your plate. So you decide to hire a Virtual Assistant (VA) and think this is a way to help you get more done faster. You may not know right away what tasks your VA should handle, but you would love for this service to somehow pay for itself.

I had this idea myself when I first thought about hiring a VA. At the time, I could only afford 10 hours per month so I wanted to be really careful about how we used those hours. My goal was to have her tasks pay for themselves. I realized that with my time free, I could focus on money making activities. In fact, if you choose wisely, your VA can actually help you close more deals and get more clients.

Carefully consider the jobs you want to hand over to and establish your criteria for doing this. For me, tasks to give my VA fell into two categories:

  • Tasks I wasn’t competent at, like technology
  • Simple projects that kept me from generating more money

For example, I handed off projects requiring technical knowledge because that is not my strong point:
1. Technical projects, html, web stuff

The other jobs involved administrative duties like:
2. Sending out my newsletter
3. Scheduling clients
4. Sending out cards
5. Mailing warm letters

This second group of activities can actually bring in new clients. You will need to craft the communication and write the letters of course, but your VA can do the busy work of sending everything out.

Look at your list of low-hanging fruit: prospects who expressed an interest in working with you but aren’t paying clients yet. Ask your VA to help you think of ways to close these people to get more clients. Your VA can help you stay in touch, mail cards and letters, send them interesting articles, etc. These activities are perfect for your VA because they can bring in new clients, which helps fund your VA’s services.

As you get to know each other and gain experience working together, you will discover more ways your VA can help. When you work well as a team, so much more can be accomplished.

Your Client Attraction Assignment
Thinking about hiring a VA yourself? Do a time study this week noting everything you do throughout the day. At the end of the week, look over the details to discover what can fit into the two categories that’s perfect for a VA. The sooner you figure out which projects you can hand off, the sooner you are ready to get started.

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.

Two time-saving methods to handle your email inbox

Fabienne Fredrickson
August 20, 2014

Two Time-Saving Methods to Handle Emails Asking for Free AdviceAs your business starts to build, responding to email inquiries can become a problem. There are just so many of them! You might think this is a good thing, and to an extent it is because emails are part of client attraction. But you need to learn how to efficiently handle, sort, and respond to numerous emails.

Now, some emails are inquiries from prospects who are seriously interested in working with you. Others are tire kickers or are asking for free advice. At some point, you won’t have time to answer them all on your own. Remember, there are only two types of activity you want to spend your time on when building your business:

  1. Working with clients and providing your service
  2. Marketing your service to fill your pipeline and get clients

This is why answering emails can be an incredible time drain. I experienced the problem myself as my business started to take off. After a while, I figured out that I needed to maintain strong boundaries to guard against situations that can take up loads of time, but don’t fall under the two essential categories above.

Here’s what I did to handle email inquiries, which can work for you too:

1. Stop answering emails to your personal address. This is a very big first step and a powerful one, although I’ll admit it’s not an easy step to take. I had to let go of answering all emails that came into fabienne@clientattraction.com. I passed this task along to my virtual assistant so she could sort through them and forward the ones requiring my attention. The others she responded to herself. We worked out a system so she knew how I wanted different questions answered. This eliminated a ton of busy work for me and freed me to focus on more marketing and money-making activities.

2. Stop giving away free advice. Establishing boundaries is not only a smart business practice, but a valuable skill for life in general. If you let them, people will take advantage of you – not necessarily because they mean any harm, but because people are curious, have a genuine need and don’t necessarily realize the impact of a request.

When requests for free advice got to be overwhelming, I came up with a response that educated people about their interactions with me. You can say, “The answer to your question depends on many variables. It’s not a one-size-fits-all kind of answer. If you are interested in working with me, I would be happy to explore that with you, create a strategy and help you determine which method could work best for you.”

A lot of the people who email will not be ready to work with you, which is to be expected. Some people will be upset with you. Just state your boundaries in a yummy way that is warm and positive, but firm, to safeguard your time available for client attraction.

You Client Attraction Assignment
Which emails tend to waste your time? Figure out your standard answer and save it as a word document. You can even cut and paste your response if you aren’t ready yet to hand your email off to a VA.

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.

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

Fabienne Fredrickson
August 13, 2014

The next step: what to do with clients that finish your programsIf you’ve been in business for awhile, you have a number of clients who completed your initial program. You may wonder, “What can I do with these clients next?” They are a valuable group 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 is where you can really start to soar.

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

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

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) and it includes…” then provide some details.

During this conversation, follow up your suggestion of continuing the work by reviewing their accomplishments. Looking at the first round and the great impact it had on their business 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.

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

Your Client Attraction Assignment
To get clients to sign up again, make sure to suggest it 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.

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.

Why you shouldn’t always accommodate special requests

Fabienne Fredrickson
July 23, 2014

Accomodating special requests wreaks havoc on your systemsDo you get clients who want a special price break, payment plan or a smaller program than you currently offer? Some people ask you to make exceptions and special arrangements for them to meet their needs. How should you respond?

It might seem reasonable if one person makes a request of you. You can accommodate one variation. No big deal right? Believe me I did this at the beginning. The reason I’m able to have higher standards now is because I lived through saying, “Yes, I’ll give you a modified program or pay plan” and know the downward spiral that can create.

Three things happen:

1) Exceptions Wreak Havoc. It’s easy to handle a one-time bending of your rules, but the more you say yes, the more you have to juggle. Additional variations of your offerings are what I call “desperate programs.” These variations are hard to remember and become confusing. You might find yourself asking, “What did I promise her? What did I say here?”

It’s a kind of sabotage that takes up a lot of room in your day and brain. Doing this to get clients creates stress and wreaks havoc on your team. They won’t be able to follow what you are doing when you have no standards. You may not have a team now, but when you do, your team will struggle as a result of these exceptions.

2) Referrals Ask for Modifications. The people who you negotiated with will refer clients, who will also want to negotiate. Soon you won’t have any standard programs and tracking the programs you do have will become impossible.

3) Resentment Builds. About 12 years ago, I had a client who took me off guard by offering me $1,000 for my $1,200 program. I was still building my nutrition practice, so I took her offer. From that moment on I resented it and it became very hard to handle. She was a lovely woman, but continued asking for concessions until it became unbearable.

To be very transparent with you, I found myself holding back from her. She was asking for way too much and didn’t even pay the full price. This whole transaction didn’t bring out the best in me. That’s one of the biggest reasons I don’t recommend making exceptions and accommodating special request.

The best course of action is to stay clean and stick to your planned programs. Have standards and boundaries around what clients you want to work with. Choose people who can afford you and those who will find a way to pay you.

Your Client Attraction Assignment
Do you have specific programs defined? Do you stick to them or make tweaks based on what clients ask for? The more you stick to your standard programs, the easier managing your business will be. You’ll never misquote a price again based on some special deal you offered a couple of clients. Make your life easier and avoid making exceptions to get clients.

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.

Four keys to creating an evergreen boot camp

Fabienne Fredrickson
July 14, 2014

How to create an evergreen boot camp to serve more peopleIf your practice is filling up and you are looking for ways to serve more people, consider developing a boot camp program. I did this several years ago when my practice was full, and I had a waiting list. There were also others who couldn’t afford to participate in my live programs. I wanted to come up with a way to build my business and serve more people that didn’t require a lot of my time.

The first time I ran the program, it was live by teleconference. I delivered the four sessions of content with the line muted and I didn’t mention any dates either. This allowed me to use the same content recordings over and over, any time of year, for years to come.

After the content portion of the call, I opened the lines for questions and answers. This was recorded separately and posted on the web page for the original group to listen to if they missed a call or wanted to reinforce the learning. Once that initial program ended, I removed the Q&A recordings from the page.

Even though my practice was full, this allowed me to attract new clients by suggesting they take the boot camp instead of working with me privately. They could listen to the recorded content and then get support by calling me during open office hours. First I did this on Friday mornings from 9 a.m. until noon and then switched to Mondays. Clients could speak to me for 15 minutes to get their questions answered.

Sometimes, not that many people called in for office hours. However, they really liked the program anyway. Turns out it doesn’t matter if clients call in or not. You’re going to be in the office anyway, so there’s no wasted time either way.

This model has some really great benefits for you as the business owner beyond how well it can attract clients:

1. There’s no waiting for a start date. You can register clients to start whenever THEY are ready. It’s the kind of program that offers open enrollment throughout the year.

2. You don’t have to worry if the class is full. It doesn’t matter if you have two clients or twenty two when the program is pre-recorded. But, when you offer a live program, having only two people on the call can be draining, difficult to keep things lively and make it appear your practice is not thriving.

3. It’s very efficient to run. The content and preparation needs to be done only once! You can use the same material over and over for years to attract new clients.

Your Client Attraction Assignment
Do you already have a program recorded that could be a good evergreen series? Even if you have a few questions on the recordings here and there, you can have them edited out. You may have a series all set with very little work. Review your materials to see what you can repurpose in this way to attract clients.

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.

The best way to get client referrals

Fabienne Fredrickson
June 25, 2014

The best way to get client referralsSometimes business owners ask me what is the best incentive to get referrals from their clients. There are several ways you could incentivize your client base to encourage them to share referrals and find new clients. However, I’m not sure that is necessary.

This is what I believe. I don’t think you actually need to give an incentive in order for happy clients to give you referrals. I believe that deep down in their hearts, they want to give you referrals. This is especially true if they’ve gotten good value from you and if they feel you’ve taken great care of them.

However, I do recommend putting something in the policies and procedures section of your welcome packet about referrals. You can add language that talks about how you will be asking them if they know anyone who could benefit from working with you as they have. Doing this gives clients a heads up, so they know you are going to ask for referrals to find clients and they will expect it.

One of the things you want to start thinking about is to continually be on their radar screen. Even when you are done working with them, stay top-of-mind with your clients. When you continually wow your clients, surprise them, delight them and make them feel significant, they will love you. They will want to share their excitement and positive feelings with others so they too can experience working with you.

Think about it for a moment: don’t you love to feel significant? When someone makes you feel this way, what is your immediate reaction? I bet you wonder how you could help that person or make them feel good too.

Naturally, one thing you want to make sure you do is acknowledge clients for their referrals. Thank you cards are always a warm and personal way to reach out and let someone know how much you appreciated their connections to find clients. In addition, this satisfies many people’s curiosity – they like to know what happened as a result of your connecting with their contacts.

Happy clients are by far the very best way to find new clients. Word of mouth and referrals are the absolute strongest method for building your business. Not only that, but it usually is a no-cost marketing method to fill your pipeline. Even if you do provide some sort of token or gift, the cost is usually minimal.

Your Client Attraction Assignment
Do you have a plan to “wow” your clients? What ways do you go above and beyond when it comes to service and making your clients feel important? If this is something you haven’t developed yet for your practice, it’s time to get started now. Remember, happy clients who feel appreciated are the ones that often give the most referrals.

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.

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