Here’s How You KNOW Who Your “Ideal Client” Is….
March 2, 2012
- They react to your message
- They raise their hand and say “Pick me!”
Simple as that.
Your client – the one who you’ve searched for, thrown money at and generally dreamed about – is out there right now, awaiting your message. All you have to do is communicate.
Easier said than done? I got a million choices and I can’t find ‘em!
Or are you saying to yourself, “well, EVERYONE is my ‘ideal client’”?
Not true. Not true. Not true.
Here’s the way – the flashlight for your path:
1. Can you picture exactly who your ideal client is? I mean, are they married? Are they male? female? Are they homeowners?
2. What are their concerns? What is their life like?
3. Can you make a little avatar of your client? Got it in your head? GOOD….now….
Quick – think about your current or past clients. Do they MATCH that image? If not, you’ve got an issue. Either your communicating a different message OR who you THINK your “ideal client” is really just a fantasy. I try this exercise with my clients — and of all the avatars we have created, the most common element is “they are wealthy”. And you know how many times that’s true? Practically none.
Now – take out a pen and think about your FAVORITE customers. The ones where everything clicked right along, you help them easily and correctly, they love you, they love your service, they pay your bill without question and they want MORE MORE MORE of it. Who are they? When you get that picture to match your marketing message – now, then ya got something.
Can your perfect client find you?
February 16, 2012
I was talking on the phone with a prospective client last week who was very convinced she had to be on Facebook to market her new business. She is a high-end floral designer who markets primarily to other businesses. She was so convinced that frankly, she almost had ME convinced – but I stopped her. And I said, “maybe we should take a step back. Maybe Facebook isn’t where you should be right now,” (do you hear the needle scratching across the record? yep. me too.).
I began to ask her questions about her target market and then, it all became abundantly clear: she believed she should be on Facebook (because everyone else was), she believed that putting her business there would make her attractive to new clients, and she also believed it would be free advertising. There are so many misdirections, misconceptions and out right lies in that sentence, it’s hard to organize it all – but the bottom line: Facebook may not be the correct TACTIC – certainly, not the FIRST tactic — and you won’t know unless you have come up with the right STRATEGY to find your perfect client.
Once we narrowed it down to exactly WHO her perfect prospects and clients are (events managers at large companies or event marketing agencies, marketing managers at companies, etc.) and WHAT they wanted from her: easy, elegant decorating for high-end events – no worries. We could then position her in the right place to ATTRACT those clients. But until you do that – you can throw a lot of money (also read: time) at TACTICS that won’t work for you.
Next: getting “found” on Google. Stay tuned.
Write From Your Heart to Attract New Clients
February 16, 2012
One of the truly great things about the World Wide Web is that we are all connected. All connected – and seeking information. We’re all hunting around for information on every crazy topic you can imagine: from changing your car’s oil to investing in particular stocks to cooking chicken on the grill. When people search for the topic you specialize in, wouldn’t it be great to share a little bit of your knowledge – while building a little trust along the way? Who knows, this person could become a long-time client.
And how do you do that, you might ask? Simple: write an article.
OK – hold on – let’s not get crazy. I can string a few sentences together but a full-blown article? Yes – you can do it. Just make sure you follow these simple guidelines, post the article to your blog and voila – instant sharing – instant help and you’re well on the way to making new friends and influencing people.
When you write your article, be very sure to consider your audience – who do you want to read the article? Well, a prospective client, that’s who! So – you have to speak to their issues and make sure you are being REAL. In other words, write from your heart and above all DON’T TRY TO SELL ANYTHING. Just SHARE. A couple of tips:
1. Be yourself – be “authentic”. It’s a buzzword, I know, but that doesn’t mean it isn’t true. When you sit down to write, do it in your own voice and bring your passion to the table. When you show your passion, it can be a very attractive element along with the quality information you are sharing. Don’t hold back.
2. What are the most common questions your clients ask? What are their biggest problems? This is a great way decide what you should be writing about. Think back to other clients you’ve worked with — or clients you want to work with. When it comes to your expertise, what do clients need most from you. Can you write about an example when someone came to you with this problem and you solved it? That’s a great reason for an article — proof of performance!!
3. Give tips. People love tips. a checklist is even better. Tips are short, easy to follow hints that will assist your potential client in seeing the problem clearly and giving some options on how to handle it. Many times, they see that your expertise will be invaluable (and money-saving, too) and will connect with you for more information or help.
The key is – show a sample of your expertise and knowledge. If you help them solve one small problem, chances are you are building enough trust along the way to be hired when the big problem hits.
mary jo cranmore
