[youtube width=”600″ height=”352″]http://youtu.be/GYbDpmfiKAs?hd=1[/youtube]

Today, I want to talk to you about the inner game of client attraction. The marketing piece of client attraction is considered the outer game. It is what you do, it is the actions that you take, figuring out who your ideal client is and getting out there in a big way and all that good stuff.

And then there is the inner game. (Click here to tweet this.)

The inner game of client attraction is about your attitude. It is about what you believe and expect to be true about your business, about clients, about how much you charge and how much you are willing to play a bigger game in your business, in your marketing, in anything you do.

At Client Attraction, I always talk about playing a bigger game whether it’s in your marketing or in your mindset. Here is what happens when entrepreneurs attempt to go to the next level of their business. Perhaps it’s holding your first workshop or writing a book for the first time or speaking in public or raising your rates–a lot of times fear will come up. Fears like, “Will they criticize me? Will they want it? They won’t pay for that. I’ll flop.”

There is fear of failure. There is fear of success. There is fear of overwhelm and not getting it right. Fear is actually the biggest obstacle that you’ll face when moving toward the next level in your business.

How do you manage the fear? How do you handle it? My three tips will help you move through the fear so you can play a bigger game with your inner game.

1. Shield yourself from any negativity. If there are people in your life who don’t have a belief that you can make it or that you can do it, shield yourself from that. Shield yourself from anything negative, even the news. I know that’s controversial because some people don’t believe that you can live without watching the news but I believe by doing so you can stay in a place of positive expectation.

2. Stay in a place of positive expectation. What is positive expectation? It is believing in something that has not appeared yet. It means to positively expect great results no matter what you see in front of you and just staying in faith that what you want is on its way to you.

3. Take massive action. Once you are able to shield yourself from the negativity and stay positive, you’ll want to always be taking action. You can’t just sit there and say, “Om! Bring it to me.” You’ve got to be in action.

Your Client Attraction Assignment

Identify what big leaps are you are about to take and think about the fears that are currently holding you back. Now work through the three steps—shield yourself from the negative, stay in a place of positive expectation and take massive action—in order to move through those fears and come out on the other side with all the success you desire.

[youtube width=”600″ height=”352″]http://youtu.be/zhCdt8WQjE8[/youtube]

I recently wrote about creating a telesummit to build your contact list. For some, the idea of a telesummit is daunting because it requires getting several speakers to participate and coordinating all of these affiliates. That’s a lot of work.

So, if you feel connecting with other speakers might be too much work, you can run a program on your own. That’s right, you can offer a free weekly teleclass series covering a variety of related topics to attract new prospects. This way, you don’t need to rely on connecting with any other speakers or experts.

People have to opt-in for your teleseries if they want to be part of it, and that means they get added to your list. So, the teleseries actually becomes your Irresistible Free Offer. Plus, at the end of the series, you’ll have all of the audio recordings so you can create a product that you can sell. This is a very efficient strategy that works many angles at the same time ~ list building, product development, and providing real value so prospects get to know the great information you have to offer.

Now, not everyone who registers can make the live call. No problem. Simply record the calls and post the recording on your website. This way, registrants who can’t make the call can listen to the information later and others can listen again if they choose.

To make it even more compelling, consider limiting the replay availability. For example, you might make the recording available for only 24 hours after the live call has ended. When something is limited, it automatically makes it more enticing and desirable. This way, if anyone missed the live call and the recording, they can still purchase the whole package, right?

Your Client Attraction Assignment
Do you have a teleclass series waiting to come to life? Pick one of your best topics and spend time thinking about how to separate its elements into different segments. You can use pieces of your proprietary system. As you think about what information to share, make sure you focus on the “what to do” and “why.” And save the “how” to do it for one-on-one coaching, group coaching or your home study system.

 

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 Home Study 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.

[youtube width=”600″ height=”352″]http://youtu.be/sJtlSDdSIGQ[/youtube]

Today, I want to talk to you about being more authentic in your marketing. One of the things that really changed my business many years ago is when I started taking down the walls and allowing myself to be more authentic, more real, more genuine, not just in my own life, but in my business. It worked in all areas of my life. That’s how I got together with my husband (not to over-share or anything), but I just took down the walls and I started letting people in, in my personal life. It was amazing what happened.

I started thinking, “What would happen if I did the same thing in my business?” Today, the number one thing that people say to me, especially if they come to one of my live events or join me on a livestream, is “Fabienne, you are the real deal. You are so authentic. You’re so relatable. You’re so vulnerable. This is why I trust you. This is why I feel like I want to work with you. This is why I hired you.” There’s nothing better than hearing that because people who have just met you just days before feel that they trust you. (Click here to tweet this.)

Here are the five ways that I have become more authentic in my marketing for my business and how you can be the same in yours because it does result in more clients, more money and it helps you multiply your business.

1. Don’t be afraid to be vulnerable in your business. I don’t know if you were in corporate, but I was for eight years and everything had to be so polished and perfect. You weren’t allowed to make mistakes. In fact, it was all about covering your tush and pointing the finger at other people. Maybe you experienced that like I did.

What I have found is that the more vulnerable I am in my business, letting people in, the more clients I get. This happened the minute that I started being more vulnerable and weaving in some of my experiences in my business. People started coming out of the woodwork.

I have said this before in these videos and I will say it again, “People like a little bit of grit. They don’t like all the slick.” Now, you cannot be a basket case. You cannot air all your dirty laundry. You’ve got to stay somewhat professional and polished, but let it be okay for you to be a little bit vulnerable.

2. Let people learn from your mistakes. I have had clients say to me for years, “Oh, I just love it when I hear about your failures, Fabienne.” At first I just didn’t know what to make of that, but what I’ve learned is if you can put yourself in the trenches with your clients and not on this big pedestal where you’ve got it all figured out, they trust you and they feel closer to you. They feel more connected to you.

I say this to people all the time, “Listen, there is no such thing as marketing nirvana. I will never figure it out fully because marketing keeps changing, so I’m in the trenches with you. I’m going to continually learn. However, I may just be a few steps ahead of you, so I’m going to give you everything that’s working for me.”

I always say, “I have not figured it all out with my mindset. I still have mindset stuff that I need to figure out, but hey, I’m a lot further along than I was 10 or 20 years ago.” I’m in the trenches with you. I keep working on my stuff. Share your experiences with them. Share your failures. Let them learn from all the things that didn’t go so well with you because if there’s a person that’s just a little too perfect, do you really trust them? Not possible. Or else, even if you did trust them, you don’t feel good about yourself around them. If you want to make your prospects and clients feel good around you share your failures.

3. You must really care about people. This is a big one and as you may know in my company, we have this mission statement that says, “We do everything with authenticity, integrity and love.” I know it could sound crazy having the word ‘love’ in our mission statement. But, yes we do.

Here’s why. I may have met you and I may not have met you yet. I hope that if we haven’t yet, that we get to meet you one day really soon, but the idea is that I probably know who you are. You and I are cut from the same cloth because we are both entrepreneurs and we are wired in a different way and we are here to be a catalyst in other peoples’ lives in a way that some other people simply aren’t. Even if I haven’t met one of my followers, fans, prospects or customers from around the world, I still love them.

I still love you. Kooky concept for some people, but there are legions of people that I haven’t met yet that I love. When you love somebody you care for them. You act with love and you give with love and you just genuinely care.

When you post something on a website or in an article or you do a video, you pour your heart into it. People will feel that you are authentic or vulnerable. In fact, sometimes you may have seen me do this on videos or at one of my live events. Sometimes I allow myself to well up in tears. It’s just because I am this way. I am this way in my real life.

4. Be yourself. If you’re funny at home, be funny in your marketing. If you are loving at home, be loving in your marketing. If you are generous at home, be generous in your marketing. If you love pets at home, include your pets in your marketing. If you love kids at home, include kids in your marketing. You’ll recognize that I do that a lot in my work and in my marketing. Be yourself.

5. Act with integrity. If you want to be authentic and you want people to see you as that, you must be sincere and you must act with integrity. That means that you only do the right thing even when no one’s watching. If you mess something up, make it right. If you want to sell something, tell the truth. Always act as if somebody is watching you. People will see that. They may not know whether it’s true or not, but they will feel it energetically and they will see you as being a person of authenticity. When you are a person of authenticity, people trust you and when people trust you they buy from you, they hire you, they recommend you, they give you great testimonials. They keep coming back.

Your Client Attraction Assignment

Start weaving more of this into your business and you will get more clients and you will make more money and you will multiply your business because you’re going to rise to the top. Everybody else will be very slick, but you will be slick with a little bit of grit and people will love you for it.

I’m deeply honored to share with you that for the second consecutive year, ClientAttraction.com has been ranked by Inc. Magazine as one of the fastest growing private companies. We ranked at #1381 in the 6th annual Inc. 500|5000 listing. We were also ranked as the 23rd fastest-growing private company in the media category and landed among the top 20 for fastest-growing private companies in Connecticut. Click here for the full press release.

Inc. Magazine Editor, Eric Schurenberg was quoted as saying, “Now, more than ever, we depend on Inc 500|5000 companies to spur innovation, provide jobs, and drive the economy forward. Growth companies, not large corporations, are where the action is.” This really resonates with me because at ClientAttraction.com we have the honor of working with so many forward-thinking entrepreneurs who are doing just that.

It’s why we do what we do and we share our Big Why in our company mission statement:

At ClientAttraction.com, we believe that entrepreneurs are catalysts for creating positive change in the world. Because of this, we believe it is the duty of the entrepreneur to play a bigger game in service to others. By educating, developing and inspiring entrepreneurs to multiply their reach with authenticity, integrity and love, we help them realize their fullest potential and life purpose, while achieving their personal dreams.

We look forward to continuing to help entrepreneurs actually change the world for the better. It’s an absolute honor to be recognized for the second consecutive year and I am profoundly grateful to every one of my subscribers, clients, students, and customers – you’re the reason why I continue to do what I do. This milestone for me is just a reflection of all of YOUR success and while I celebrate this honor, I celebrate each and every one of you!

If you are working on building your list, a telesummit can bring in hundreds of new contacts very quickly. To be honest, I don’t coach on topics I haven’t done before and personally, I have never created a telesummit. However, I’ve been a part of so many as a featured speaker and guest. So I know how they can really drum up lots of new contacts for your database.

Organizing your own telesummit is a lot of work but your results may be well worth it.  Sometimes you can hire someone to contact other speakers for you and help create the affiliate relationships that you need for the program’s success.

So, let’s say you have a thousand people on your list. That means you would look to work with other experts who have a similar or slightly larger list size. Speakers with very large lists might not be interested in participating because they, like you, want to work with others who share a similar level of success or even higher. That is to be expected.

Contact experts that are a good fit for your topic, provide them with all the details and ask them if they’d like to participate. Attendees register for the telesummit on your own event website. This is how you grow your list. So, if you have 10 partners, and each one has 1,000+ people in their data base, you are now reaching 10,000 prospects! While a small percentage will register, the new email addresses will certainly add up.

On the other hand, if you are asked to participate as a guest expert on someone else’s telesummit and the fit feels right, consider saying yes. You’ll usually be given the opportunity to share your Irresistible Free Offer or one of your products or programs to listeners at the end of your interview. You’ll share the link to your opt-in page and this will give you new contacts for your list. In this case, you wouldn’t have to create and coordinate the entire program, or bear the expenses either.

Your Client Attraction Assignment
What is a topic your clients would do anything or pay anything to know more about? What results are they seeking? Whatever it is, this makes a great topic for a telesummit. You want a program that is very compelling so many people will register to take part and hear what your other guest experts have to say.

Think about what programs you have already delivered that did very well and how you might expand on them. When you feel you have hit on the right subject matter, and have a great working title, you can start looking for speakers/affiliates who will help you build the program and build your list as well.

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 Home Study 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.

[youtube width=”600″ height=”352″]http://youtu.be/thW4MiUEPtA?hd=1[/youtube]

A question that I get all the time is, “Fabienne, what numbers should I track in my business?” My answer? Track all the numbers you want to grow—and expenses, which of course you don’t want to grow. I’m always shocked that when I ask someone how much they’ve made so far in their business this year or this month, a lot of times they don’t have an answer to that question. For many years, before I had a full-time financial person for my business, I always knew, to the day, how much I had made that month as opposed to what my goal was.

At Client Attraction, we track everything in the business, but here’s where I want you to start. Number one, start tracking the number of clients that you have. Some people just don’t know this number. You need to know how many clients are in each program versus what is your goal of number of clients in each program. (Click here to tweet this.)

I also want you to track your income because what you track, grows. You’ll track on a marketing level so you can measure where you are compared to your goal in any given month and you’ll also track from a metaphysical, “manifesty-y” kind of way so that you know what how much money you want to attract into your business.

Obviously, track your actual income versus your goal income, not just per year, but each month and for half of the year. One of the things that I do midway through the year is I say, “Is my first six months of the year on track or will I reach my goal by the end of the year?”

If you ask yourself this question, “Am I on track?” and it’s November and you’ve got a month left in the year, it’s hard to really ramp up and make the extra money. But if you’re tracking every single month and at the mid-year you can say, “Okay, how am I doing?” You have another six months to really get creative and strategize, so I recommend that you do that.

Track the number of sales that you get. For the Client Attraction Home Study System, I track how many we sell per week because I have a specific goal to meet. It’s a goal that we came up with based on the past and what it would take to stretch that just a little bit. Look at how we are doing with that goal, daily, weekly, and monthly.

You can track sales conversions. If you’re speaking in front of a room of people, are you closing 20% of the room? Are you closing 20% of the people who are eligible to buy? Are you at 50%? 70%?

Get really good at figuring out the percentages because when it comes to having that solid number, you can project it onto other opportunities. If I can close let’s say 50% of the room, then that’s a good opportunity for me.

We track our list size. Right now at this point we are at over 50,000 people on our email list. It’s really important for you to track so you know how many people you have. Track open rates. Track conversions.

Track the number of people who are coming to an event after determining your goal. If you’re not there yet, then you know that you could be doing a little bit more marketing to get the word out.

Track your expenses. One of the things that is not so much fun to do is track expenses, but sometimes when you track expenses you can say, “Hey, this is too much. I don’t want to be spending this much because it eats into the profit of the business.” Sometimes this is a good surprise. You can say, “You know what, expenses are not that high. I can afford to pay just a little bit more for my marketing or client acquisition.” Perhaps you can send another mailer. Perhaps you can invest in your business a little bit more and then it will multiply your business.

The idea is that you want to track everything that you want to grow. And yes, you want to track your expenses too even though you don’t necessarily want to grow those. When you have the numbers, you can sit down and it tells a story about your business. It helps you project your income. It helps you make your decisions in your business.

We make a lot of decisions at Client Attraction based on the numbers. We can measure which campaigns worked really well, which Facebook ads are most effective, which Google AdWords are most effective, etc. We look at cost per lead, cost per order, etc.

Your Client Attraction Assignment
Start tracking the basics, whatever you can handle. Don’t overwhelm yourself, but do what I do. We have a white board in the office that gets updated every single day so try tracking your numbers like that. Or you could have an Excel spreadsheet like I had many, many years ago when it was just me. The idea is do not be in the dark. Know your numbers because you can make decisions from them.

If you are planning a new workshop, one of the first things I advise my clients to do is think about what you want to have happen when it’s over. In other words, whenever you do an event, always have an “upsell” to offer people. I don’t love the word “upsell’ so let me just say what I am really talking about is the opportunity to work more deeply with attendees.

Defining how you can work more deeply with participants once the workshop is over can actually help you determine the workshop’s topic or theme. You also want to give some thought to who you want in the room. The type of client that would be best suited to what you have to offer.

Start by thinking about what your ideal customers want most. Write down all their needs and concerns that come to mind. Then think about how these subjects provide your clients with an opportunity for even deeper learning.

So, I would not only base your workshop topic on this, but also how you position the workshop and market it. It should all go back to what else you’ll be offering to the group afterwards. There are always people who will be disappointed if you don’t give them a chance to work with you further. So, I don’t want you to say to yourself, “No, they’re already paying me.” Many people just want more.

This happened to me when I took a four day workshop in San Francisco. The leader didn’t offer any further work. I really wanted to work with him more, so I was very disappointed.

Truth is, this is a smart way to make a lot more money. When you think about the next step and let that help you determine the whole package, you have created a strategic marketing opportunity. And you give yourself the chance to fully build on one idea, making it even bigger and longer lasting.

Your Client Attraction Assignment
When you start thinking about a new program, remember to take it to the next level by thinking about how you can offer to work more deeply with people. Whatever ideas you come up with, play them out in your mind to see if they have additional extensions on the same theme. There might also be additional products that support the workshop, as well as private coaching or extended group work.

When you extend a single idea, you have the opportunity to make so much more money. This is working smarter, not harder.

 

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 Home Study 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.

You’ve come up with a free teleclass you want to run. That’s great! And you know this is an opportunity to promote your programs. You are looking for the way to convert listeners into clients. But how many programs can you talk about and still effectively sell them? You may have a year-long program, a six-month program and a one-on-one program. You might even have more package options than that.

1. Don’t overwhelm listeners. One thing you want to be careful about is not to overwhelm prospects with too many options. Once you start explaining several packages, listeners will likely become confused. And a confused prospect is one that leaves the teleclass without joining at any level. That’s not what you want right?

2. Explain the results you offer. Here’s a simple solution that I have shared with many of my clients to help them fill their programs. Instead of discussing your packages or programs, talk about the results your clients want. The truth is, no one cares about your process. All that matters are the results your prospects crave. By explaining the expected outcome attached to your programs, prospects will identify with and desire those specific results.

3. Suggest a “get acquainted call. To get listeners to convert to clients, suggest that people who are interested schedule a “get acquainted call”. I would just say, “If you want to find out more about my programs, let’s set up a get acquainted phone call,” because in the end, people buy results. They don’t buy a program. This avoids spending time on too many details during the free call and help interested prospects choose the right program for their specific situation. That makes more sense right?

4. Personal conversation builds trust. In addition, your close rate will be higher when you get to speak to individuals privately. This way you can discover their issues and concerns and they will get to know you a little. The conversation builds familiarity and trust, making it easier for them to sign up to work with you.

Your Client Attraction Assignment

• Write a script for the closing part of your teleclass.
• Make sure you clearly define the results you offer prospects
• Give value but don’t share too many details about your process or your programs
• Create a special link where they can schedule the get acquainted call or suggest they email you now
• Follow up right away to help people choose the right program so they can get those results you got them excited about

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 Home Study 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.