Last week I taught Part one of my three part series about marketing with authenticity, integrity and love. Today I want to talk to you about Marketing with Integrity. My favorite definition of integrity is doing the right thing, even (and especially) when no one’s watching. Marketing is a really good thing, when you do it with integrity.

One of my mentors, Dan Sullivan, teaches, “selling with integrity is getting someone intellectually engaged in a future result that’s GOOD for them and getting that person to emotionally commit to take action to achieve that result.” Marketing is the process by which you authentically help a person get out of their own way and say yes to the results that are good for them.

Marketing isn’t something you do TO someone, but rather something you do FOR someone. (Click here to tweet this)

Do you get the difference?

Sadly, marketing has been done in-authentically by many others who lack integrity. We’ve all experienced that at one time or another. Too many people teach something and then do the opposite behind closed doors. That’s why some people wrongly believe that marketing is icky and they’d rather not do it.

Watch this week’s video where I share how you can begin marketing with integrity today. It all comes down to being honest and doing the right thing, for the highest good of your prospects…not just your own.

[youtube]https://www.youtube.com/watch?v=y4ArwwVebzE[/youtube]

Your Client Attraction Assignment

Review how you’ve been marketing in the past. Can you spot the times where you’ve been out of integrity? We all have at one point in time. What can you shift in your marketing to change that and be a person who markets with integrity?

Many of my clients express a fear about charging more and the ability to still attract clients. They worry people will not want to pay more, especially if they know what others have paid. Also, for business owners who provide estimates, many wonder if they should lower the price when the prospect doesn’t immediately accept the bid.

As you might expect, I don’t advise lowering your fee to attract clients or get the job for two reasons.

• It’s not worth it because here’s what happens – you will resent the people you are working with and then yourself for the entire length of the project. As a result, the energy drains out of the project and the relationship.
• You don’t actually know until you talk about price, that they won’t work with you. You may be assuming this is the reason, but it could be something else.

Here’s what I do recommend for handling pricing concerns:

1. Have a get acquainted session with prospects so they understand what you do
2. Show them the value of your service and what you offer
3. If you feel strongly that the fee is the issue, especially for prospects who know what others have paid, then say, “This is our new fee structure” in a matter of fact way. Confidently request a meeting to discuss working together. Then continue to  show confidence in your services without bringing unnecessary focus to your fees.

I have noticed that price brings up a lot of black and white thinking. Clients say things to me like,“If I don’t give them this price, they won’t want to work with me.” But, that is not necessarily true at all. That’s why you need to speak with them to get a better understanding of their reaction and needs. Don’t just assume their hesitation is only about price.

When you act as if this is not going to be a big deal and move forward, you show prospects you believe in yourself and your work. This confident way of interacting will help you attract clients and get the project. If they do say, “No, we cannot afford that” be okay with that and do not lower your fee. What you can do is modify the project offering or service so it includes less work on your part. This is how you can feel more comfortable with the lower price they want to pay and they can get what they need.

Negotiating like this does take a little practice, but you will definitely get better at it. Most of all, you will not build resentment and will feel so much better being paid at an appropriate level for the value you deliver.

Your Client Attraction Assignment
Have you been thinking about a price increase? If you haven’t adjusted your fee in a few years, it’s probably time to do so. You don’t need to charge current clients the new fee if you are very worried about a negative reaction. But, absolutely charge new clients the higher rate.

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.

As a coach, you can often quickly see what’s going on with your clients. You take in the big picture about what they are doing, what might be going wrong and what can help. As a client starts opening up, it usually becomes pretty clear what is needed to achieve her goals. However, what she needs might not be why she hired you. So what do you do?

When client attraction and business building are your primary concerns, you have to make sure your clients are happy and satisfied. (Actually that is true all the time!) This is one of the best ways to create a good reputation and get referrals and why you absolutely must deliver what clients pay for.

For example, years ago people would come to me just for marketing. I was okay with that and gave them small business marketing strategy. But, I could see they also needed a little bit of mindset. So I would throw it in at no extra charge as part of the package, even if they hadn’t directly asked for mindset.

As a coach, consultant or expert, it can be tempting to first give clients what you clearly see they need, like mindset in my example. It’s obvious people need mindset work and I know marketing alone probably won’t work. Trouble is, if your clients don’t think mindset (or whatever is needed) is an issue, they won’t want it.

People who worked with me in the past would get both aspects of how to grow a business. I shared the marketing ideas and the mindset because I knew they needed both. Yet, I knew I had to give them what they paid for first. You have to have integrity first. Then you can be the person who goes above and beyond what is expected, and provide what they need, even if they aren’t aware of it. That’s the key to client attraction and building a successful business – give them what they want!

Your Client Attraction Assignment
Do you know what your clients want? What is that essential problem that keeps them up at night with the 3am sweats? Once you figure this out, it’s so much easier to attract clients more quickly. Focus on what your prospects would pay anything to get and give it to them better than anyone else. Then add the next layer too, and give them what they need.

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.

This is Part One of my three part training where I’ll cover what it means to market with Authenticity, Integrity and Love. Today we’ll cover Marketing with Authenticity. At the Client Attraction Business School, our students are taught how to market their business with authenticity, integrity and love. So what does marketing with authenticity really mean?

Authentic marketing begins, not with tactics or strategy, but with the SELF. Think about it… We as individuals are most attracted to people who we trust and we trust people who are true to their core values, who are authentic and transparent…people who are themselves. The same goes for businesses.

Being authentic in your marketing allows people to trust you and when they trust you, they buy from you. (Click here to tweet this.)

Authentic marketing is about being unapologetically true to yourself, expressing the core essence of who you are and what you believe, without fear or criticism. For example, if you’re naturally funny, be funny in your marketing. If you have a rebellious nature, be rebellious! If you’re stylish, be stylish. If you love to dance, then go ahead and dance in your marketing! If you are an emotional or passionate person, or if your eyes naturally well up in tears when you are passionate about a topic, then know that it is totally ok to be emotional and passionate, and to even let your eyes well up in tears.

Watch this week’s video to find out just how to stop holding back from who you truly are. The people who resonate with the real you, are the ones who will really want to work with you. It’s time to come out from behind the false mask. This is the new way of marketing!

[youtube]http://www.youtube.com/watch?v=1B3js69-PN8[/youtube]

Your Client Attraction Assignment

How have you not been your most authentic self in your marketing? Where have you misled others about who you really are or what you really do or believe? How can you start being more authentic in your marketing today?

Are you struggling to come up with your business name? This can be one of the biggest stumbling blocks for people who are starting a new business. You want to get the name right, maybe have something clever or memorable. I understand the desire, and other experts may disagree with me, but I don’t think this is necessary or wise for three big reasons.

1. Waiting for the perfect name slows you down. Once you have a clear idea of what your business is, you want to get started as soon as possible. Yet, countless would-be entrepreneurs get hung up on the ideal business name. Months go by in search of just the right moniker to attract clients. The problem is, this keeps you from building a business. The focus is on the wrong thing and people tend to get very stuck, losing steam and precious time. Don’t let this happen to you and your business.

2. Cleverness can put people off. Not everyone is attracted to clever names. Personally, I start to wonder what’s behind the cutesiness, as if the owner is compensating for something. It’s not always true obviously, but I tend to believe the proof is in the pudding, not the sauce if you know what I mean. A clever name does not guarantee you’ll attract clients.

3. A clever name can be misunderstood. Some people won’t get the point of your cleverness. If you don’t hit the nail on the head, you can end up confusing prospects which will not help you attract clients and build business. On the other hand, a results-oriented name can clearly communicate what clients or customers will gain by working with you. A business title that uses the desired outcome gets right to the solution clients seek making it easy for them to say, “I want that!”

For these three reasons, I recommend to new business owners and start-ups that they choose a company name that is simple, clear and to the point rather than sweat over the goal of crafting a perfect or clever name.

Your Client Attraction Assignment
If you are stumped by choosing a business name, here is my suggestion. Take out a sheet of paper, and write down the results clients will get from your business. Next make a list of the best words from what you wrote for describing what you do. Then put them together in combinations to see what jumps out at you.

For example, if you had a business that offered conflict resolution, you might consider these names:

• Conflict Coaching
• Dispute Resolution
• Conflict to Collaboration

Stay focused on the results clients can expect to clearly communicate what you have to offer and know a simple name will do just fine.

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.

If you want to find clients fast, defining your ideal client is essential. Once you know who your target is, creating your marketing materials and creating the language you’ll use to speak to them specifically will be so much easier.

So how do you figure out who your ideal client is? Rather than using only your mind to come up with the answer, I recommend that my clients think with their heart.

Try this exercise:

1. Close your eyes and sink into your heart
2. Take a few deep breaths
3. Shut off your mind and open your heart
4. Ask yourself – who was my yummiest client ever? Who would you work with for free because it’s so good? Let the name of a real person come to mind.
5. Once you’ve got her, open your eyes and write down everything you know about her and why you love to coach or work with her.
• What she reads
• Where she hangs out
• What she does for work
• How much money she makes
• What are her hobbies
• What makes her a yummy client
• Why is she so good to work with

To find clients fast, it’s important to come up with a real person instead of a compilation of people so you can get in touch with who she really is. You are starting to build a client profile based on this real person you enjoyed working with.

This is how I developed the Gold program, with one particular client in mind. Using this method to identify and then look for more of the same type of person makes filling your practice so much easier.

When you sink into your heart and listen to your intuition and what feels good, you’re being guided to determine the right type of client for you. You will find clients fast as you relax and let it come to you.

Your Client Attraction Assignment
To go deeper and strengthen the ideal client profile, do the “Fact Finding Mission” from the Client Attraction System. Then write up what you have to complete the profile. This exercise provides greater insight and even more detail to help you better define your ideal client. You can see how I’ve done it by visiting www.clientattraction.com/get-more-clients and read about Ramp-Up Rachel (or Ramp Up Rob). The profile also helps your visitors, who might be ideal clients, self- select to work with you.

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.

As you know, one of the best ways to attract more clients and make more money is to have a large email list of highly qualified prospects who need your services. In this video we’re going to talk about using paid advertising (or more specifically, pay per click advertising) to build your email subscriber list.

Pay-per click-advertising is when a potential lead or client clicks on your ad on websites like Google or Facebook and you pay for that exposure based on the number of clicks on your ad. Ultimately the click will drive the visitor from your ad to your website so you can build your list or sell your product.

PPC advertising when done with authenticity is one of the best ways to attract many more ideal clients. (Click here to tweet this.)

You might be saying, “Oh no – paid advertising? Is that really Client Attractive, Derek? I mean the idea of ‘paying real money’ for that type of exposure to get my message out there and attract more clients seems kind of yucky.”

Well, I’m here to tell you the opposite. Watch this week’s video so I can show you how and why pay per click advertising, when done properly and with authenticity, is one of THE best techniques to attract many (and I mean many, many) more ideal and highly qualified leads and clients to you – consistently. I’ll also share with you my three biggest reasons to consider it for your own business.

Your Client Attraction Assignment
Ask yourself, “Is it time to consider a pay-per-click advertising campaign as part of my Client Attraction marketing and list building strategy?” If you’ve had some success in building your list using more traditional methods and looking to ramp up even more of your leads into your funnel, consider including PPC as a way to take it to the next level.

If you have the revenue stream set up and in place to monetize the expense of a simple ad campaign, it can very quickly and efficiently build your list with more ideal and highly qualified leads and clients.

Join Fabienne with her guest Kate Northrup for a great conversation on how to play big – in your business and your life. Enjoy!

Kate Northrup is a professional freedom seeker and creative entrepreneur. She created financial freedom for herself at the age of 28 through building a team of more than 3,000 wellness entrepreneurs in the network marketing industry.

Her philosophy is that if you free yourself financially you can be fully present to your purpose on the planet.She’s committed to empowering as many people as possible to have the ultimate luxury in life: choice.

Kate has spoken to audiences of thousands with Hay House, Wanderlust, USANA Health Sciences, and more. She’s writing her first book, Money: A Love Story, Untangling Your Financial Woes, Creating the Life You Really Want, and Living Your Purpose (Hay House, September 2013). She also continues to mentor entrepreneurs through her network marketing team, The Freedom Family.

Find out more and take her free quiz to find out what your relationship with money says about you at katenorthrup.com.

Listen to this Master Class today!

Subscribe to “Play Big Master Class” podcast on iTunes or download the mp3 here:

A common question that clients ask me is “How should I produce my home study kit? Should I print it and then do the fulfillment myself or use a fulfillment house?”

I have to admit that I don’t always answer this question directly. Instead, I take a step back and look at the bigger picture to help make sure this is the next best step for your practice.

How Big Is Your List?
The first question I’d want to ask if you are getting ready to sell your home study course is how big is your list? The reason why is because if you don’t have at least a list of 1,000 people, you might not be quite ready for this step. From my experience, when your list reaches a thousand, that’s the tipping point for sales and when you start to see results. Prior to this, focusing your business on the one-on-one clients is the fastest path to cash.

For example, let’s say you sign up a client for $1,200. Now, compare that sale to what it could take to sell one home study course at $150. What it takes to get that one client costs a lot less money. It could take $1,200 just to sell one home study course or more with the shopping cart, website work, printing, etc.

The Fastest Path to Cash
In the early stages of building your practice, it’s more profitable to focus on the one-on-one clients while you are building your list. A lot of people see us as information marketers and advice givers with home study courses and they want to do that too. However, you need a list as well as income from some other source in order to do this effectively.

Start with a Downloadable Product
That being said, if you do have an information product you are ready to start selling, I recommend that you create it as a pdf downloadable product. This way there is no production cost for you and no shipping costs for your clients. That’s how I sold my home study course for the first year. Then when your income and your list build, you can invest in making a physical product, raise the price and sell it that way as well.

Your Client Attraction Assignment
What are you doing to build your list to 1,000? You can collect names at your speaking gigs, create a free irresistible offer for your website, or provide a free teleclass. Come up with your plan to build your list and then implement those items to gain the traction you need to sell a home study course.

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.

One of the things I’ve noticed over the last 10 years is that the people who are the most successful in business are those whose businesses are aligned with their life’s purpose, their mission or their calling. Why? Because when you align your business with why you’re here on earth, you are more passionate about your work. People feel that and are attracted to your business as a result. You also have more stamina and perseverance and are willing to do whatever it takes.

I’d like to share a passage from Ralph Marston’s Daily Motivators on this subject that really resonates with me:

“Where there is purpose, there is energy. Actions directed toward a compelling purpose will create a powerful momentum that lines up events and circumstances in your favor. Purpose gives you a reason to get going each day and strengthens your determination to persist when the going gets tough. Purpose pushes you firmly toward your highest level of accomplishment.”

I couldn’t agree more.

When you weave your life purpose into your business, you attract more ideal clients. (Click here to tweet this.)

In fact, in my live events and workshops, as well as in the Client Attraction Business School, our students gain even greater clarity on what their purpose is. This is one of the reasons they become so much more successful so quickly, in addition to all the marketing best practices, systems and business models we teach them in the curriculum and coaching within the business school.

Watch this week’s video to discover how you can start aligning your business with your mission. I’ll share with you exactly how I did this…and how you can too.

Your Client Attraction Assignment

If you’re not already, get clear on your purpose and mission behind your business.  Once you know what it is, plan out what you will do to align your business with your mission and passion. How will you begin to weave it in? How soon can you get started?

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.