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Usually at ClientAttraction.com we talk to you about attracting and signing on new clients. That’s what everyone wants right–new, ideal, high-paying clients, continually filling your pipeline. For the bulk of my career that’s what I focused on too. After awhile I realized that I was spending a huge amount of time and effort attracting brand new clients, but my current clients were leaving after their initial term was over.
I didn’t understand what was going on because they were getting great results. We were transforming their businesses. They were going from making not much to making six figures and beyond. I didn’t see why at the time the majority of them weren’t signing up for another year. (Click here to tweet this.)
Here’s what I knew. I knew deep in my heart that I could help them further multiply what they had already created with me. I knew that I could take them to the next level, but somehow they didn’t see that and they ended up moving on to another mentor. If I’m being transparent with you this actually kind of affected my ego and my self-esteem. It was like, “Ouch. You’re moving on to someone else. Why?”
Have you ever thought about what it takes to retain clients past their initial term? In the last several years I have actually shifted the way that I do business. Miraculously we have witnessed clients staying with us for much, much longer—signing up again year after year even at our highest programs levels.
You may be thinking, “Why are they signing up again? Didn’t they get everything they needed the first time around?” Well, yes they did get everything they needed, but now they feel great about signing on for year two, year three and so on. Today, I’d like to take you behind the scenes in our business and share with you just a few of the many, many things that you can shift within your own business so that your clients happily stay with you longer and continue to get great results with you, while recommending you to others.
Today, I will share with you three simple things that we do in our business that perhaps you would like to apply to your own business.
1. Give more than clients expect to get. You may not know this about me yet, but in my work with clients I love to give huge value. I believe in under promising and over delivering when it comes to value.
That means that our clients are surprised to see how much more they get than what they paid us. For example, people traditionally come to us for marketing and for client attraction and we deliver that like nobody else does because we’re experts at it, but what they don’t realize is that we also give them all the mindset work and all the spiritual marketing principles that really work to get clients. We give them list-building, internet marketing strategies, systems, all of that for free, which helps them create even more results. They’re very surprised to get all of this extra stuff.
2. Continually innovate. For many years I had only a couple of programs. Once a client consumed those programs and got results there was nothing new for them to learn and this is why they would move on. In looking back now, I don’t blame them. There was nothing new to consume. Well, the solution was to create new stuff.
Derek and I are always learning, always improving our own businesses and getting best practices from other sources. Now as we continually sharpen the saw, we have our own mentors. We take all of these new things that we’ve learned and when they’ve worked for us, when we’ve digested them and we see that they create results, we distill everything that has worked for us and then we pass it on to our clients so they can use it. This makes it easy for our clients to get best practices without having to invest lots of time and lots of energy and lots of money elsewhere to figure out what works and what doesn’t.
They tell us that this is one of the big reasons why they come back again and again and again. It’s because we’re constantly innovating.
3. Make your clients feel significant. I’ve realized something about the human race. It’s that every single person on Earth loves to feel like they are significant. They want to matter in the eyes of others. We all want to feel loved and when you can make your clients feel special they like being around you and they don’t want to unplug from that.
Many people I know keep their clients at arm’s length. We do the opposite. We love them. We surround them with people who love them and champion them and they feel, for the first time in their life perhaps, that they have a tribe of people who unconditionally accept them. We surprise them with little gifts that they didn’t expect or anticipate. They experience little touches here and there. It’s the way that Derek and I and the team are anyway, but we’ve decided to extend that into our business. For many of our clients they don’t get that anywhere else.
Your Client Attraction Assignment
Ask yourself these three questions because this is about you.
What can you do to over deliver and give your clients more than they originally expected?
How could you continually innovate in your programs and offerings?
How will you start making your clients feel more significant?
When you do these three things you’re going to see a huge shift in your level of client retention and the years that people stay with you happily and in your referrals. Best of all, it feels amazing.
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As you may remember, last week we talked about what it takes to attract ideal clients and customers who happily buy when you’re not in front of them. We do this by having the skills to write authentic marketing copy that sells. I walked you through my first four strategies to creating authentic copy that sells. We talked about setting an intention and really energetically setting yourself up for giving rather than taking. We talked about identifying exactly who you’re writing to, defining your objective and your outcome, and then writing straight from the heart – from your heart to your reader’s heart. This is heart connection.
This week I’d like to take you through the three practical pieces of your sales copy that you must include if you want to sign on more clients and customers. (Click here to tweet this.)
1. Objections. You’re going to want to anticipate the most common objections that are going to come up from your prospect and address them in the copy itself. Objections can be any excuse that your reader may have for not taking action. You want to put it all out there and address them one-by-one. It’s about entering the conversation that’s already going on in their heads. It could be about money, about time, about business, will it work for me, etc.
2. Testimonials. You want to include testimonials and case studies from clients who have gone through your programs or used your products. Why? Because people love success stories. It makes the results more real and it helps your reader to think, “Oh, if he can do it, so can I. If she can do it, then it can be done.”
3. Call to action. You want to give them a clear call to action. In the end people just want to be guided as to what to do. You want to make it easy for them to take the next best step. This includes letting them know when the deadline is or how many are available. Just tell them what to do, “Pick up the phone and call now.” That’s what infomercials talk about.
Your Client Attraction Assignment
When you have these three elements in place you’re going to sign on more clients. The next time you sit down to write copy, create a checklist from parts 1 and 2 of this video.
Finally, when you’re done writing, ask yourself, “Would I buy this? Would I feel good after reading this? Would I feel loved and significant? Would I like this person who actually wrote me? Or do I feel like I just got pitched heavily and that I’m just a number?” It’s really important to get clear on what message you’re sending across because if you wouldn’t buy it, then probably no one else will.
Have you ever thought about what it takes to attract ideal clients and customers who happily buy when you’re not in front of them? Today, I’d like to share some best practices with you that I use and that my clients now use to write marketing copy that sells.
Copy is infinitely important in your business. Why? Because it clones and replaces you in the sales process. It’s a way for you to multiply your reach without extra effort. And it touches EVERY single part of your business—your ezine, your website, your sales pages, your mailing campaigns, your social media, your video—EVERYTHING. (Click here to tweet this.)
You want to be able to write AMAZING and COMPELLING copy. It is a tool you can use that allows you to sell with authenticity, integrity and love. Now you might be saying right now—did I hear her correctly? Did she say love? Yes, LOVE.
Here’s the deal. In your heart, you want to take what you do in your business and get it out there in a really BIG way. Awesome, authentic copy is one way you can take your message to the masses. Marketing copy is the vehicle. When done well—with love—copy is a divine tool that allows you to be of service to others.
One of the biggest compliments a prospect can give me is to say, “Fabienne, when I read your email I felt like you were talking directly to me. You articulated exactly what I am feeling, exactly what I wanted and you showed me exactly how you were going to give it to me. And you were so real and so authentic. I couldn’t wait to buy what you were offering.”
The best news is that it’s not that difficult to be able to write copy that gets your prospects to respond in this way. In today’s strategy video, I’d like to walk you through my first 4 strategies for writing authentic copy that sells. You’ll see that once you’re able to sink into your heart a little bit, the process is actually quite magical.
1. Set the Intention. Everything is energy—including marketing copy. So, I want you to get in a place of LOVING that person who you are writing to before you put pen to paper or even think about tapping away on your keyboard. Get into a good space first—in whatever way that works for you. For me, that means taking some time to reflect and light my favorite scented candle in a calm and peaceful setting so that I can tune in to my inner guidance and hear what it has to say.
You want to make sure you are aligned with the intention of serving, not taking. Come from a place of abundance rather than scarcity. Desperation (“I’ve just gotta make the sale”) repels abundance so focus instead on faith and service.
2. Know who you’re writing to. Choose your muse. You want to write to one particular person—think of your ideal client who really ‘gets’ you and buys everything you offer, or a longtime client you would want to clone. That’s the person who you need to write to. Make your reader feel that you’re only talking to him or her—and only him or her. And be sure to use your authentic voice.
3. Clearly define your objective. What is it that you want your reader to do after reading your copy? Are you trying to make a sale, have him or her fill out the boxes on your website, call you? You need to know the exact action you want your reader to take.
4. Write from the heart. This may not come naturally to you—at first. But in reality, this is the most natural thing that we can do in our business because all you have to do is BE YOURSELF. You want to connect with your reader—heart to heart.
Make that person feel valued and important. Use empathy wherever possible. Be compassionate. Be reassuring. Acknowledge their pain. Treat them as if you would treat a friend. Be conversational and talk to them about their deepest aspirations (rather than about the offer.)
Take a stand for your reader and their success. Talk to them about where they are now, where they want to be, what’s possible for them and how you can help them get there. Be vulnerable if it’s appropriate, show your passion and for goodness sake, don’t be boring!
Your Client Attraction Assignment
Your Assignment for this week is to give these first 4 strategies a try. It may take some practice—especially if you’re not used to writing in your authentic voice, but once you really learn to sink into your heart and just let your thoughts and feelings flow, you’ll see that being authentic actually takes less of an effort than pretending to be someone you’re not.
Stay tuned for next week’s video, where I’ll go through the very last step in my authentic sales copy strategy, which includes the practical parts of sales copy that you must include if you want your reader to take action.
Today’s topic is about taking personal responsibility for the results that you’re experiencing in your business. One of the things I believe makes or breaks someone’s chances for success in business is that of personal responsibility. If you’ve been in my programs, my workshops or if you’ve attended any of my calls, webinars, live events you know that I believe strongly in personal responsibility. I often call it the No-Excuses Approach.
Here’s what I know for sure. The more you take responsibility for every single aspect of your life, the more every part of your life will improve at the same time. In fact, I do not believe that you can ever achieve big success without personal responsibility. It’s a topic that very few marketing teachers ever really talk about in depth, but it’s one that is crucial for success. (Click here to tweet this.)
I’m going to get vulnerable with you for a moment. In the past, each time I bumped up against a new level in my business a lot of my old stuff would come up. In the past, I’ve caught myself comparing my level of success to others who were experiencing more success and feeling resentful, ‘less than’ and sometimes even blaming others. These are just yucky feelings to make excuses for not being where I would like to be, in terms of success, at that moment.
It did not feel good to compare myself and to blame my circumstances and others, and perhaps you know exactly what I’m talking about. What I’ve noticed is I’m not the only one who’s ever experienced this. I have witnessed other people in my life who really want to move up to the next level, but instead they begin to feel frustrated. They start to point fingers, blaming their situation, the economy, their marriage, the price of gas, “the system”, the government, a program they took or whatever else they can find to shuck responsibility for where they are currently.
What I also noticed is that in the end we are all ultimately responsible for everything in our lives—every increase in income and success. Just as importantly we’re also responsible for every setback. I know this is really, really hard to hear, especially if you’re not where you want to be and it seems like the whole world is against you, but we have no one to point fingers at, but ourselves and here’s why.
Everything we have in our life exists because of the actions, behaviors, habits, words, and thoughts that we have. Every decision we make creates our circumstances and because of that we are ultimately responsible for every success, failure, happiness, unhappiness, financial situation, everything. Every day, every minute and in every moment of our business and our personal life there is a fork in the road and we have a choice. We can continue to do things as we’ve always done them or we can take a different path.
We create our current reality with every action we take and also with every action we do not take or everything we do not implement. It’s 50/50. For years I have kept an article by Brian Tracy close to my heart. If you’re not familiar with him yet he’s one of the world’s authorities on personal and business success. This article has become one of my favorites and I refer to it often. I even ask my clients to read it. You can Google the article by searching for ‘Brian Tracy personal responsibility’. You’re going to love it.
In the article, Brian talks about the fact that personal responsibility goes hand in hand with success, achievement, motivation, happiness and self-actualization. This is everything. It’s the ultimate minimum requirement for the accomplishment of everything you could ever really want in life. Accepting that you are completely responsible for yourself and your results and realizing that no one else is coming to the rescue is the beginning of peak performance.
The opposite of accepting personal responsibility is making excuses and blaming people and things for what’s going on in your life. Since everything we do is a matter of habit, if people get into the habit of making excuses they also get into the habit of avoiding responsibility.
Listen, I’ve been there. The reason I can talk about this is because I have been that resentful, comparing person.
Your Client Attraction Assignment
You have heard the saying, “Speak the truth and the truth will set you free.” Well, in this case I want you to be very honest with yourself in answering some questions that I have for you. Ready?
Have you ever blamed someone or something for the fact that you haven’t yet achieved what you wanted in your life or in your business?
Do you sometimes use excuses like “I don’t have time or I don’t have money,” so that you don’t have to take action in terms of getting clients? Perhaps you even use excuses just in case it doesn’t work out and then you don’t have to be embarrassed?
Have you harbored any resentment towards someone or something because you feel like you were gypped in some way? Are you pointing fingers saying, “This is the reason that I’m not making more money in my business?”
Have you compared yourself to someone else more financially successful than you currently are? Have you judged that person based on their success.
I have. There’s nothing wrong with admitting that. Personally speaking I know that I have been able to answer every single question that I asked you with a “yes” at least at some point in my self-employed career. Whether or not I knew it consciously at the time, it all resulted from avoiding responsibility for what I was creating in my own life. It didn’t feel good and certainly none of it helped me move forward towards success.
The key is to be honest with yourself about the level of responsibility you are taking in creating your current situation. No one else can create your life except for you because only you control your thoughts, your words, your actions, your behaviors and habits. Yes, you may have started out with some things going against you, but in every moment of every day you have the opportunity to change this because there is a fork in the road of your success.
This is your opportunity to step up in your business. Stop resenting or comparing yourself and maybe even stop blaming others for what you have or what you don’t have in your business. It’s about taking a No-Excuses Approach to doing what you have to do to get clients, to start being consistent in your marketing, to work through the programs that you’ve invested in or to clear your schedule to attend events no matter what else has come up.
Begin to take full responsibility and start making different choices. When you do, your life and your business will never be the same. That’s what I’ve experienced. That’s what my clients have experienced. I promise you, it works. Sometimes you just need to do the things that you’re unwilling to do to get results.
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This week I’d like to talk to you about how to show conviction and authority in your marketing. Did you know there is a way of BEING that literally makes or breaks your ability to attract clients in large numbers? Many self employed people don’t use it and, as a result, are literally letting prospective clients slip through their fingers, day in and day out—even if they have done a lot of marketing and networking, and even if they have lots of prospects.
To avoid letting prospects slip through your fingers, you need to have serious conviction about what you offer. If there’s no certainty on your end, then a prospect is simply not going to be certain either that working with you is the answer to their problems. They’ll question whether you are really good at what you do and then decide to keep looking. (Click here to tweet this.)
Here’s an example of what happened to me a few years ago, after going to see my dentist. For months, I’d been researching some light cosmetic dentistry done to improve my smile. During my routine dental checkup and cleaning, I asked “Dr. Smith” if he performed cosmetic dentistry. Now, before I tell you what happened, let me explain his typical behavior. He was naturally very outgoing, charming, and did good work (as far as I could tell from the routine cleanings.) He told jokes, was jovial and seemed pretty confident all around. But something happened when I asked him if he did cosmetic dentistry.
Dr. Smith’s behavior changed, almost on a dime. He looked away, mumbled something about being in business for 20 years and of course he did cosmetic dentistry, and that he did it well. And then that was it. Nothing else. The strange thing was his words were no longer enthusiastic and confident. They turned empty and uninspiring, and I wasn’t sure how to read the situation.
Whatever had happened, my gut feeling told me not to work with him. Right then and there, in just one sentence, he lost thousands of dollars worth of potential business. I knew by the manner in which he spoke that if I was to go forward with the cosmetic dentistry, I wasn’t going to be using Dr. Smith. He simply had not convinced me—not even close. In fact, quite the opposite.
Here’s what I have discovered from that experience and countless other experiences I’ve had, just watching entrepreneurs talk about their abilities:
- Prospects want to work with people who are CERTAIN about their abilities.
- Prospects want to work and learn from an AUTHORITY on a subject.
- Prospects are looking for someone CONFIDENT about the results they offer.
- Prospects are silently begging to be LED!
Your Client Attraction Assignment
From this moment forward, you cannot afford to be wishy-washy about what you offer. You’ve got to have total conviction about what you do. Not only that, you have got to express that conviction in a way that makes the prospect feel confident about your abilities.
You see, your job is not to sell. Your job is to be so quietly self-assured that you convince prospects to get out of their own way to work with you. The way you do that is by building trust, showing authority on your topic, and expressing your capability about the results they’ll get with you. And that’s all in your way of BEING.
Now, a caveat. This doesn’t mean that you become overly zealous, or over confident. That’s just a ridiculous turnoff and it would send prospects running in the other direction. Just be yourself, but speak with conviction and certainty.
One more thing. I would recommend that you not tell a prospect you can do something that you can‚ just to close the sale. Some sales gurus will tell you to do this, and then figure it out later, but I don’t agree. It’s out of integrity and we are looking for authentic selling here. It’s better to gently turn away that prospect and move on to the next one.
So, be yourself. Be a leader, and start speaking with conviction from this moment forward. It doesn’t take much, and yet I guarantee you’ll start attracting more clients than you are now. It works!
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.
I’d like to talk to you today about seeing the opportunities that are right in front of you. Price Pritchett has a quote that says “Most people confuse wishing and wanting with pursuing. You must place your trust in action.” Well, I’ve been hearing one question a lot recently, “Fabienne, you talk about getting more clients, making more money and multiplying your business and I hear that some of your clients are actually multiplying their income in one year. How does that happen and can I do it too?”
The answer is YES! You can do it too. It’s important to realize that it comes down to several different things—five steps you must follow if you want to multiply your business this coming year. (Click here to tweet this.)
- You have to have authentic and compelling marketing. It’s got to be authentic and people have got to want to watch it.
- There needs to be systems for everything in your business.
- You need a great team.
- You need different business models and sources of income.
- You need to have leverage, meaning we’ve got to clone you in your business.
Those are the five steps. But believe it or not, that’s actually the easy part because you can be shown exactly how to do these, which is what I do with my platinum clients.
The difficult part though is actually a two-step process. These are two steps that seem very, very simple on the outside, yet few people do anything about them. In fact, this is so deceptively simple that most people ignore the importance while looking for something way more complex.
First off, you must make a decision to multiply your business this year. That’s step 1. Then, step 2 is you must do whatever it takes. I know it might seem too simple, but most people never actually get clear about what they want to accomplish in their business in the first place. They’re very wishy-washy. Then, they don’t make a commitment to getting it.
The first thing to do is to decide that you’re going to reach that big goal. Declare it. Then, you must be okay with doing whatever it takes to get it… as if your life depended on it. You’ve got to stay in integrity and do things authentically, while doing whatever it takes. Believe it or not, that’s where most people fail in this process. They throw out this lofty goal and when it comes to actually doing what it takes they let their mindset and their fears get in the way. The ideas and the opportunities to reach that big goal that you have are right there, smack in front of you right under your nose, but most people don’t take action on them.
I saw this happen recently with an entrepreneur that I know. She asked me, “Fabienne, I set this huge goal for myself and the year’s almost over, but I’m not even halfway to reaching it. What happened? What am I doing wrong?” This had to be handled delicately, but the answer that I gave her was that despite her big goal, her behavior hadn’t changed very much.
Despite the progress that she was making in other areas, she continued to stop herself by doing the same things and worrying about the same things like not having enough money or enough time. You know the drill. You’ve heard this before. She had been given all of the different ways to make her goal happen quickly, but she never implemented the ideas. The “how” was right in front of her, but she got in her own way and essentially she sabotaged her potential income by not taking action on the ideas that were given to her. That’s one thing I know. The “how” is always right there, right under your nose ready for you to take action on it.
Here’s the thing though. You must realize that the ideas that are given to you are not just some silly ideas. They are divinely brought to you. If you are given an idea, at the same time you are given the way to achieve it. The way that it works is that you wouldn’t be able to have the idea without also receiving the way to accomplish that idea. This is a universal law—a spiritual principle.
Until you are ready to see what’s already right under your nose without discounting it as, “I can’t do this,” you’re not going to grow. Remember the idea that you got in the shower or the idea that your mastermind buddy helped you brainstorm? It didn’t actually come from you or from them. It was divinely given through them, divinely given to you.
You are given ideas like this all the time. It’s actually the universe’s way of guiding you on a daily basis, literally pulling you by the hand and pointing you in the direction that will help you accomplish your dreams. But the question is: are you listening? Are you going to do something about this idea?
If you’re not where you want to be financially in your business one of the major reasons is non-action. If you’re still at the same place you were before, it’s because you’ve been unwilling to take advantage of an opportunity that is right in front of you and it’s been there for a long time.
Listen, I know. I’ve been there. One time it took me four years to implement something I really, really wanted to do and it’s now something that makes me the most money in my business. I know you’re probably tired of hearing, “To get different results you need to do things differently.” Yet, in my experience, it is absolutely true.
If you want to make a quantum leap in your business—really multiply things—you must be willing to do what you haven’t done before. You’ve got to be courageous. You’ve got to walk into the opportunity and even walk into the fear that you have associated with it—because it’s usually a fear that stops us.
Your Client Attraction Assignment
Get clear on the opportunities that are right in front of you and under your nose. Take a sheet of paper and at the top write down your big goal. Don’t be shy. No one’s watching. In big bold letters write down what you want in your business this year. Then, either knowing or pretending that you could not fail list all of the opportunities that you already have in front of you to make it happen.
I know those opportunities are there. They always are. When you state something big the way to do it is there. List them all and then begin to take action on every single one of them with courage and fearlessness. When you do your income will never be the same.
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.
This week I want to talk to you about what it means to take a stand for your prospects, your clients and your customers. Taking a stand means to publicly express an opinion about something—even if it’s not very popular. Think of it as putting out a manifesto or getting up on your soapbox and telling the world what you think about the situation at hand.
Now, how does this apply to client attraction and business building? Well, here’s how I personally take a stand for my prospects and clients in my business. Every day I work with many, many entrepreneurs with really big hearts and a great message. These are people who can really add value and perhaps even change the world yet they don’t have any clients. Sometimes, I just don’t understand! (Click here to tweet this.)
I think what’s happening is that some entrepreneurs just get confused and overwhelmed about what it really takes to attract a lot of clients consistently. I think that’s because there are many misconceptions out there and lots of different people telling you different things that are inauthentic and simply don’t work. No wonder it’s confusing.
These same people stay in paralysis mode and they don’t always do something about it—which is exactly what makes me upset. Why? Because I care so deeply about the entrepreneurs I serve—whether they’re a client, customer, an ezine reader, someone who watches my videos online or follows me on facebook or twitter. Even if I’ve never met them in person it doesn’t matter.
I believe the power of entrepreneurs to change the world is huge. When I show them exactly how easy it is to always have a full practice they become really, really successful doing what they love. It’s easy to get clients if you know what to do and then take action. Sometimes, I just cannot let people stay in their comfort zone of not having enough clients for too long. That’s when I feel called to take a stand for them. I do this by getting up on my soapbox and delivering the hard truth that no one is talking about, which in my case is the real truth about attracting clients.
I don’t sugarcoat the information I deliver. I tell them what they’re doing wrong and I tell them what to do about it. Of course I’m extremely gentle and loving about it, but I approach it like a mom giving tough love to her kids when they need it.
Why would I do this? Because when you take a true stand for your clients, you are coming from a place of service. By focusing on giving more and truly wanting the best for those you serve, they take action for their own good that they wouldn’t otherwise take for themselves.
Now, maybe that means they end up working with you or they just take action on their own or they work with somebody else. Regardless, you’re serving the greater whole by taking a stand for them and then the universe rewards you with a business and a life that overflows with abundance. Your generosity and authentic concern for these prospects and clients creates an energy shift that results in a win/win for all.People feel that. They feel that you care when you take a stand for them.
What about you? How can you take a stand for your prospects in your own business? Is there something they need that they’re just not getting? Something that they need to know that they just don’t know about? I want you to take some time this week to think about these questions. What do you see over and over again in your industry that holds your prospects and clients back? What is it that frustrates you when you see the same clients facing the same problems over and over again?
Your Client Attraction Assignment
I invite you to answer the questions above and decide how you can use your frustration or concern or caring to take a stand for those same people. What can you give them in order to make it better? How can you deliver the hard truth in a way that they’ve never heard it before, but in a yummy, loving way. What will get them to take some sort of action, which might include working with you?
Look at it this way. There comes a time when your prospects reach a fork in the road. If they go one way they create one type of future. If they go another, it’s a totally different story. When you, as the expert, take a stand for your prospective clients, you are shining a light on the best road to choose. You’re showing them the road to a bigger future and you are fulfilling your own divine purpose at the same time.
It’s a win/win/win all around and most likely, they’re going to end up working with you because they feel that you care. Pretty cool right? Now go make it happen.
As entrepreneurs and business owners, what duty do we have to our customers, clients and to the public in general when tragedy strikes? Here at ClientAttraction.com we’ve been faced with this question twice in just the last two months. We haven’t always done everything right but we’re learning. Based on both recent events and all the feedback from the Client Attraction community asking me for advice on what to do, I wrote this new article on Doing Business in Times of Crisis—an important topic that not enough people are talking about right now. (Click here to tweet this.)
Your Client Attraction assignment is to please read it. But then I ask you to take one extra step and share it with other entrepreneurs and business owners in your tribe. As entrepreneurs we’re all catalysts for positive change in the world. We’re all in this together. Pass it on and pay it forward. Thank you.
Many entrepreneurs are drawn to open their business because of a defining moment or series of events that changed everything in their lives. Because of that moment, some of us dropped everything and decided to dedicate the rest of our professional lives to doing what we now do. What I’d like to talk to you today is about not underestimating that.
You can actually use your story to attract ideal clients. (Click here to tweet this.)
As you may know, my compelling story is how I went from leaving my corporate job to opening up my own nutrition practice. And even though I had clients right away, I didn’t have enough clients to pay my midtown Manhattan rent and all of my bills. I made a decision one day to figure out what it would take to get clients. I learned everything that I could and ended up filling my practice to full capacity within 8 months. I eventually created the Client Attraction System™ and went on to fill my second practice.
Whenever I talk about my story I talk about my “3 AM-I-don’t-have-enough-clients-sweats” and how I was able to overcome all that and fill my practice very quickly. That is my compelling story and it’s something I tell to establish instant credibility with new prospects, in front of an audience or at the beginning of all of my programs.
Your own compelling story may be that you overcame a serious challenge in business, in your health or in life that caused you to change your course. Some people call it the hero’s journey.
You can use your compelling story several ways to attract new clients:
1. First and foremost, it helps the prospect bond with you. Often your prospects are in the “before” of your “before and after” story. If you’re in a business like mine, working with individual clients, your compelling story helps establish that know-like-and-trust factor. People aren’t buying a “business.” They’re buying a solution first and a relationship second.
2. It can be the beginning of your signature talk or your teleclasses, helping you to “earn the right” to be up there speaking to an audience that doesn’t know you yet.
3. If you don’t have a lot of credentials, your personal story can give you instant credibility. You’ve been through what they’ve been through too, you’ve experienced success, and now you’re back to tell them how to solve their problems.
Your Client Attraction Assignment:
What is YOUR compelling story around your business? What brought you to do what you’re doing today with such passion? What is your before-and-after story and how did you overcome your situation?
Sprinkle this in your marketing materials and in conversation. Creating your compelling story to share with others can be a catalyst and one of the most powerful ways for you to attract clients through the know-like-and-trust factor.
Today we’re going to talk about how to always have clients—not just clients once in awhile, but to always have clients consistently.
A few years ago someone asked me, “Fabienne, what is the difference between salad and garbage?” I had never been asked that before. The only difference between salad and garbage is time. When you’re looking at a fresh green salad and you don’t eat it right away, in a few days it becomes garbage and unappetizing. You’ve also heard the idea of striking while the iron is hot—hot leads turn into cold leads if you don’t take action on them right away. (Click here to tweet this.)
In business, timing is everything. A client of mine always used to say to me, “Fabienne, it’s really difficult for me as a real estate attorney to attract clients because I can never anticipate when they’re going to need me. It’s not something that they need very often, so how do I know when to market to them? I don’t know how to market to them. I don’t know when to market to them. It’s just all so arbitrary.”
Well, what I said to him is and what I want to say to you as well is with stay in touch marketing vehicles you solve that problem of trying to anticipate when somebody needs you. The idea is that you always want to be on the radar screen of your prospective clients. You always want to be top of mind so that when they need you they think of you.
What is an example of a stay in touch marketing vehicle? Well, it could be your weekly Ezine. It could be a direct mail campaign. It could be a quirky postcard campaign. Really just a way to communicate proactively with your prospects so that you can actually anticipate any current or urgent needs that they may have. If you are consistently being in touch with them, you are essentially establishing a Know-Like-Trust relationship in advance of the need.
You will be on their radar screen when that need arrives, which means they’ll say, “Hey, you’re exactly what I need. I can’t believe you’re right there, right under my nose.” This is when they happily pay you for your services and you don’t have to go chasing any ambulances.
Your Client Attraction Assignment
Be consistent with stay in touch marketing vehicles and when you do you will always have plenty of clients because you will have built that relationship and anticipated the need well before they know they need you.
