Here’s how it works: there are two ways to position your copy when creating your marketing message.
1. Try to inspire people invest in the solution you offer
2. Focus on the pain prospects feel about their situation
Over the years, I noticed people tend to be more motivated to take action if my marketing materials talk about pain. This is true for many people because it’s part of basic human nature to want to avoid or relieve pain.
With time, I have become more specific about who my ideal clients are. I discovered that tempering the pain message also made a difference in attracting certain people. Here’s what I’ve noticed: when you go after the “sinking ship” clients, it’s harder to close the deal with them. Instead, aim a bit higher, to work with people who are somewhat successful and have already invested in themselves or their businesses. This group is much easier close because they have money to spend and experience with paying for expert help.
Don’t get me wrong – I’m not saying there is anything wrong with people who are in dire need. But they may not be your ideal clients since they don’t have the funds to purchase your service or product. You want to go for the person who understands the value of working with you and has the means to hire you. Remember, the better your business is doing, the more good you can do. You need to generate income in order to keep working and make a difference in the world.
How to Address Your Ideal Clients in Your Marketing Materials
One of the first steps in marketing is to identify who your ideal clients are and create a profile of them. Once you have that figured out, you actually mention some of those specific descriptors in your marketing message. For example, you might talk about “successful entrepreneurial women who need help with _____.” Fill in the blank with whatever service or product you offer.
Now, potential clients will be able to recognize themselves in your marketing message and say to themselves, “Hey, she’s talking to me! That’s what I’m going through right now.” Your marketing materials are the first opportunity to captivate prospects and encourage them to take the next step to get your irresistible free offer or contact you for a “get acquainted” call.
Your Client Attraction Assignment
Have you created your ideal client profile yet? Being able to identify the type of person who embodies the qualities of your perfect client will help you know where to find them and then speak to them directly. Take time this week to work on this aspect of your marketing pie so your marketing message attracts your ideal client.
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.
Wondering where to find clients if you live in a small town? Sometimes it can be a struggle when you live in a rural area. There are three different approaches I want to share with you to help you attract all the clients you need from your home town and a nearby city.
Where to Find Clients Approach #1 – Online Marketing. Concentrate on building your online presence locally and for the nearest city. You might try any of the following to help improve how easily you are found on the web:
1. Try a Google Adwords campaign including your town and the nearest big city as part of your set up.
2. Use your town or nearest city in your blogs and as part of your keywords to attract local business.
3. Try directories like Yelp.com or other local listings where you can be found.
Where to Find Clients Approach #2 – Network As Much as Possible. Look at joining networking groups in your own town and in the nearest big city. Even if you can only travel once a month, you might be able to hit more than one meeting to maximize your drive time and gas expense. You could visit a BNI meeting in the morning, a lunch meeting mid-day and a happy hour chamber of commerce event all in one day.
If you could do this a couple of times a month or even once a week, this would work wonders for your business. Look for monthly association meetings too which are a great way to make valuable connections. Network like crazy, but do it efficiently if the drive to the nearest city is time consuming.
Where to Find Clients Approach #3 – Use the Warm Letter Campaign. Send out a monthly warm letter to absolutely everyone you know to get the referral system working. This is a snail mail letter which I talk about at length in my Get More Clients program.
People know a lot of other people. By jogging their memory with a letter about what you’re doing, they can think of someone who could use your service now and refer them to you. It’s just the price of a stamp, so send that letter to everyone.
These are the answers to getting more clients in a small town or a rural area. Now you know where to find clients. You just have to take a “no more excuses” approach to be super active and get out there in a big way.
Your Client Attraction Assignment
Have you written your first warm letter yet? This is a powerful tool no matter where you live. When you let people know what you are up to and how you have helped others, they will start to think of people who could use your service. You can even share testimonials or your success stories. Don’t be shy – you are spreading the word about your business rather than keeping it a secret. This is where to find clients – the more you talk about your business, the more people you can serve. It’s that simple.
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.
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One of the things that I tell my clients on a regular basis is, “If you want a full practice in six months or if you want to have clients in six months you need to be marketing today.” Sometimes it actually takes more than six months to turn a cold lead into a warm prospect, then into a prospect who’s hot and ready to buy. That process doesn’t always happen overnight.
If you want clients in six months you need to be marketing today—every day. Creating a structure around your marketing and creating a calendar and a system to keep you on track is massively important. Now, you may think, “Oh, I don’t want to be boxed in. I don’t want to be structured,” but allow me to share this with you. If you are waking up in the middle of the night wondering, “Where is my next client going to come from?” That can be completely eliminated when you put together a marketing calendar and a marketing structure.
Here’s my advice to you—my recommendation for you this week. Map out what you’re going to do on a daily basis to get clients. Map out what you’re going to do on a weekly basis, on a monthly basis, on a quarterly basis and perhaps, even on a yearly basis. You’re going to create your own marketing pie, where every single slice of your pie is either something that you do to find your ideal clients, gathered for you in large numbers and inexpensively or ways to pull your ideal clients in. Every slice of your marketing pie is something that goes on your calendar.
Your Client Attraction Assignment
My recommendation is that you get a year-at-a-glance wall calendar. (Laminated works great so you can write erase.) Start listing out what you’re going to do on a daily basis. Maybe you do one thing every day and map it out. Then, what are you going to do on a weekly basis? What are you going to do on a monthly basis, etc? Now, you’ll have some structure. Now you can pop this into your calendar—whether it’s your year-at-a-glance or outlook or google, whatever you use is fine.
Once you’ve mapped it out and scheduled it on your calendar, not only do you have a system and structure, but you also start marketing so much more than when you were flying by the seat of your pants and doing ad hoc marketing. The added benefit is that you no longer have these 3:00 AM sweats worrying where your next client is coming from because now you know you’re doing something every day, every week, every month.
Having a system in place gives you a great amount of confidence and confidence touches every single part of your client attraction. It’s really important that you keep your confidence up. Get that calendar. Map it all out and then begin to do it. Just follow the calendar. I even color code mine and so can you. It’s going to be so helpful for you and you’re going to get so many more clients because of it.
Here in my own business, we’ve got the whole year mapped out—the entire year of everything that we’re doing. We map it out in December and then we’re set for the year. No more flying by the seat of the pants.
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Today I want to talk to you about ways to get out of a marketing rut. Sometimes clients come in and things are going well, but then something shifts and before long you find yourself in a rut. Maybe you’re not doing as much marketing, maybe your marketing is not working as well. Something has shifted and you’re seeing that not as many clients are coming in.
It happens to everybody at whatever level, believe me. I have seen it. I have experienced it. It doesn’t always feel that good and very first thing that we do is we blame ourselves. So I’ve got three ways to help you get out of your marketing rut. Ready?
Step One is to realize that you’re not the only one. When things don’t go our way, we tend to think, “Well, everybody else is progressing. Everybody else is doing well. Everybody else is getting clients. Nobody else is struggling. I’m the only one.”
Well, that’s simply not the case. Why? Because people always put their best foot forward.Does it ever happen with you that when something is not going well, you don’t let anybody know about it? I see it all the time―entrepreneurs around the country, around the world, it happens to everyone.
Understand that even though it looks like everybody else is progressing and you’re the odd duck that’s not, that’s simply not the case. Understand that and have some compassion for yourself.
Step Two―it’s time to build your confidence back up. When a rut happens, it sometimes makes you feel depressed or has you doubt your ability. The number one thing that needs to happen, in fact this one thing―building your confidence back up―touches every single aspect of your life.
Confidence touches how you will get out there and talk to prospective clients and referral sources. Confidence affects how you close the sale. Confidence affects the programs that you put together. It affects everything about your client attraction so it’s important that you really keep your confidence way high. I don’t mean arrogance. I don’t mean conceit, but confidence―just knowing that you’re doing a good job.
Maybe you’re just starting out and ramping up your business. Maybe you’re leveraging or creating an empire. You’ve got to protect that confidence. The way to do that that sounds really funny, but I suggest reading your client testimonials over and over again every day. Perhaps the first thing you start doing each morning is to read your testimonials, read your case studies.
Keep a “kind words” folder on your desk top and whenever you get a nice note from a client, who has gotten great results from applying what you do, drop it in there. I have mine. I have a pink basket that my team puts kind words into and I also have one on my computer that I slide emails into so whenever I want to feel just a little boost of confidence, I go to my “kind words” folder. I read my client testimonials. It doesn’t happen often anymore, but everybody has a bad day. I did this a lot when I was starting my business and at key junctures in growing it.
Next, think about some things that once seemed impossible that are now easy for you. Do an exercise where you pull out a sheet of paper and you write down “once impossible; now easy.” For example, once impossible to tie my shoe; now easy. Once impossible to ride a bike; now easy. Once impossible to feel like I could learn English; now easy (although I trip up once in a while.) Once it seemed impossible to have a very successful business; now easy. Once impossible to speak in front of 1,200 people; now easy! When you write all of this down down, you understand that it may seem impossible right now to get yourself out of that rut, but you will get the confidence to get back out there and take action.
And Step Three is that we have to have you move your feet! You have to take some action. If you stay home and sulk and woe is me, there comes a point where that’s done. You realize that you’re not the only one, that it’s temporary. You’ve looked at the “once impossible; now easy” and you’ve read your testimonials to build up your confidence, now it’s time to move your feet and take massive action.
Think about this―what did you used to do that got you results, meaning more clients, that you have somehow stopped doing? Did you used to network and you stopped? Did you do this one particular talk and now you stopped? Did you get arrogant about doing this? Listen, we’re putting it all out there on the table. Did you get lazy? Did you start resting on your laurels? Notice what you used to do that you’re no longer doing and then do that again, meaning do the thing that you used to do that you’re no longer doing.
Now I’d like you to think about what you are resisting. You know that there is something that you should be doing and if you are watching my videos every week, I am certainly giving you plenty of stuff to do. What have you been resisting? Have you been resisting going to that networking group? Are you resisting joining that mastermind? Are you resisting writing that book? Are you resisting doing that talk? Are you resisting reaching out to that strategic alliance that scares you just a little? Write the things down that you are resisting and then take action on those.
Your Client Attraction Assignment
You can have all these great ideas but you do not get results from things you do not implement. This is what I tell my students and my clients all the time. The difference between a successful person and a person who struggles is that the successful person will do what others aren’t willing to do. This is part of the mindset to get you past your current rut, out of your rut, past your obstacles and producing results again.
Take the three steps we just went through and put them to work. I’ve used this process over the last 12 years whenever I’ve hit a stumbling block in my business. It works. Once you understand that you’re not the only one who gets in a rut, then build your confidence back up and start moving your fee again, you’ll see everything start to happen for you. Give it a try and good luck!
Woohoooo! We did it! Derek, the kids and I are all settled into our fabulous new home. This is the one I’ve been dreaming about moving into for 5 years, admiring it every time I drove by it, and the one I set an intention to own years ago. The manifestation process we set forth all culminated last week! We hired movers to pack everything up, deliver it the next day, and unpack it all the following day. Then, a team of professionals was hired to put things where they needed to be, which was a great help. (Although, it’s not all done yet, we’re getting there.) Clients who’ve seen it have asked how we’re managing the upgrade, and our answer is that “soon, this too will become the ‘new normal‘.” For now, we’re reveling in the beauty and magnificence of our manifestation, and teaching our clients how to do the same in their marketing and in their personal lives.
While all this was going on, our Platinum Mastermind MM7 clients flew in from all over, and we met for 2.5 days to do great work, both business-wise and some moving personal shifts too. If you follow me on Twitter, you already know that they floored me by generating a combined $2.6 million in new business since JUNE, between the 14 of them. One client brought in $421,874 in 4 months. Pretty impressive, yes? We went celebrating that night with a wine and cooking celebration, which was a blast! You can see pictures of our super-fun outing on my Facebook page (including several clients dancing swing BEFORE dinner.) As I say, you must “Live Life Like You Mean It!” (Hope you had a great week too…)
Wooohoooo! It’s official. We’re moving to our new dream home in a couple of weeks. Since last year, I’ve been quietly manifesting the purchase of a very specific and absolutely gorgeous home, and I’m happy to say we manifested it, included the quick selling of our current home. I’m thrilled, and happy-nervous, as it’s a big upgrade. For me, it’s a humbling reminder that, with the right focus, belief, faith, action and positive expectation, you can create ANYTHING you want in your life. Anything. (That’s what I demonstrated so powerfully for the Mindset Retreat attendees last week in Miami.)
Speaking of creating what you want in your life, it’s time we get serious about growing your business. If you want to work with me directly to grow your business and get YOUR message out there in the world in a much bigger way, and multiply your income, now’s the time. (Seriously, if not now, when? There’s no time to waste.) So, just a quick mention that I’m currently accepting applications for my Mastermind groups and Private Coaching programs. You can still apply by going to the Client Attraction Winners Academy info page to watch videos, read about the different programs and download the application. Send it in to me and I’ll personally read it to help you determine which mentoring program will create the best results for you.
(By the way, I spoke to another client this morning who started working with me a year and half ago, who was making $150,000 back then, frustrated and unhappy, and who just crossed the million-dollar-mark in her business with my help. If you’re interested in similar results, fill out the application and let’s talk this week.)
I flew to California last week to be featured in a documentary on women who’ve become highly successful by taking their businesses online. It was a fun adventure, with hair, makeup, and a close to 3-hour interview in my suite at the Ritz Carlton. Director and producer of the film, Kim Doyal, was great to work with. In fact, I was really touched that she was literally moved to tears by some of the concepts I was sharing on film about our duty as entrepreneurs to get our message out there in a big way. It’s tentatively titled Women In Business 2.0. Can’t wait for you to see it. I’ll let you know when it’s out.
While in Los Angeles, I hosted a Coaching Intensive in my suite, where a small handful of yummy entrepreneurs joined me in-person for a full day so I could tweak and transform their businesses for profitability, get clarity on their marketing message and positioning in the marketplace. In fact, for ALL of them, I actually took over and mapped out their marketing plans for them (they made me autograph the flip charts of each of their plans!), including their programs, packages and rates, proprietary systems and signature talks. We laughed a lot, made full use of the flip chart, and even made one ‘tough cookie’ tear up and lose her breath when I changed her business right in front of her eyes in about 2 minutes, including a new domain name, and plan for easily making $120,000 in her first year in business. (We shot some videos afterwards of them sharing their experience with me so you can feel like you were there with us. I’ll be posting them on the Coaching Intensive site in the next few days.) These are so fun for me, and create such great results so quickly, that I’ll be hosting another one soon on the East Coast. Watch here for upcoming dates.
What an absolutely wonderful weekend we had! Friday was my 40th birthday, and we had all kinds of festivities planned for the weekend. I flew in my dad from Paris, hired a fabulous event planner to create something truly magical for me and my 35 close friends and family that came into Connecticut from around the country and abroad. I also hired a professional photographer to capture each and every moment of the celebration (including the surprise finale at my home that no one expected) and I’ll post some pictures on Facebook and Twitter this coming week, so you can feel like you were with us too. 😉
But mostly, I was really excited to be turning 40, so much so that I couldn’t sleep Thursday night. I know that it doesn’t seem like a milestone MOST people use the word “excited” about, but I have my own personal philosophy about life. Whereby some others are afraid of growing “older”, I feel that perhaps it’s because they haven’t necessarily CONSCIOUSLY created the life they wanted yet. One of the things I’ve been very deliberate about is crafting a life that I love, right down to what I do for a living, the kinds of clients I have, my income, my family, where I live, where I work, and what I do in my personal time. I’ve made up my mind that I don’t wake up in the morning to be mediocre, and that I want to live life like I mean it. And so everything I’ve set my mind to so far, I’ve taken a no-excuses approach to achieve, and the best is yet to come.
Well, my stomach muscles were SORE, still, as I wrote this Friday! Our very first Winners Academy Gold Mastermind Retreat was an over-the-top, AMAZING success! 60 of our Gold members flew in from all around the world to work with us privately this past week for two info-packed and fun-filled days of learning and business-growth, laughing, dancing and supporting each other to multiplying their businesses quickly this year. We showed them how to literally find money–where they thought there was none–in their business, one even signed on a new client within minutes of implementing the suggestions I gave her, with 9 more to go. It was magical.
I surprised them all by inviting Yulia, the famous belly dancer, to join us and teach us how the secrets to mastering belly dancing apply directly to building your business. She danced exotically, while balancing a sword on her head and hips, then taught us all how to do it. Hysterical! The Gold retreat was the perfect balance of learning, laser coaching, Q&A, marketing hot-seats, business building exercises, worksheets and masterminding, along with dancing, laughing, fun, even a session of “the Electric Slide” and a cocktail party. (Derek begged me NOT to show you the picture of him attempting to belly dance on stage with Yulia, with a shimmery sarong around his neck. I agreed, but it was definitely a sight to see. You should have been there!)
Your capability of achieving really big things is WAY beyond your capacity to imagine them. That being said, you need to do a series of things to set yourself up for something BIG in your life:
1. Prepare – set yourself up, do what it takes to prepare for a miracle
2. Make your wishes known – be super clear about what you want and know that things are being rearranged for you behind the scenes, without you even knowing it
3. Believe – realize that Spirit, the Universe, God (whatever you call it) will always dream a bigger dream for you than you can dream for yourself
4. Surrender – release control. When an opportunity that is so out of the ordinary falls in your lap, surrender the control and say YES
5. Follow the next right thing – Just take action on the next opportunity that feels right when it shows up. Put the fear aside and just do it, with courage.
