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.
January 25, 2012
Once there was a girl who magically thought that she spread goodness and light (read: good information and help) throughout the land. She would go from person to person and try to help them. A lot of times, she would try to help and help and those people would run away – or step on her foot to make her run away. But once in a while, she would find a person who said, “oh yes please….that’s exactly the kind of help I need!” and all was right with the world.
I am sure your story is a lot like that of the little girl — she’s so excited about the goodness and light she has to share that she becomes convinced EVERYONE wants the same brand of goodness and light. Well, if you find yourself saying to someone “oh, everyone is my perfect client” you’re in for a few stomps on the foot yourself.
Finding your perfect client starts with clarity – about what you do, what you can offer and what need that offer serves. Sure there are many, many people who need what you have to offer — but they simply don’t know it yet. They may not be ready for you – and that is their choice. If you learn a few solid gold questions that will ferret out the people who easily raise their hands when you start to talk about what you are offering, life (and your success in business) will be a LOT more enjoyable. Help those who want the help – from the rest: run away.
All you have is your time and your life energy. These are so valuable and precious. Decide to only share your goodness and light with those who rise up to meet you and you will begin to see who that “perfect client” really is — and it’s NOT everyone!
January 17, 2012
What is it they say? “There are only seven stories in the world and Shakespeare wrote them all”. Are there any new stories or have they all been told? Boy sees girl, boy chases girl, boy catches girl, Bruce Willis steals girl. You know…the standards. If we are all doing the same things – how can they be different?
For example, if I am a carpenter, I learn my trade and the accepted methodologies. But after a while, I begin to learn from my own experience as well. I start bringing myself to the task. I may even have my own way of doing, changing, improving on what I do and this body of knowledge and skill called “carpentry”. It may be technically the same as other good and accomplished carpenters, but I bring that unique piece to the table to make it just — well, completely unique.
In the big picture, this is how a craft evolves. In the more immediate, more personal picture – this is called a key differentiator of the first order. These bits of “special” you bring to the carpenter world are what your perfect client will become attracted to – and ultimately what will be responsible for the most important growth of your business. Bar none.