“When people feel heard, they buy.” - Sarah George
Why do you have to "market" your business? If you provide quality service isn't that enough? Well, not if the right people don't know about it. Even if you get word of mouth now that doesn't last and it won't always attract ideal clients.
You've heard it before (I've said it before) you have to know WHO you are marketing to. If not you're wasting your time and money. And honestly the answer is not 'everyone.'
Not everyone is your client. Although you may have more than one very different ideal client for a variety of your services, there is a common theme of the problem you solve. You can segment and target your messaging accordingly. Think about it this way: would you try to sell snow gear to someone living in the desert? Maybe if you are from northern Michigan, but most likely you wouldn't. You could sell snow gear to both backpacking mountain climbers as well as gnarly snowboarders - two different types people, same problem.
By knowing your ideal client, you can tailor your messaging and marketing efforts specifically to them. This not only saves time and money but also increases the likelihood of conversion. And I am not talking about "who" they are demographically or psychographics. I'm talking about their pain points, their desires, and what motivates them.
You solve a specific problem. Why is a problem for your client? What would it mean to them if that problem would go away? What pushes them to solve the problem? It takes research to know these answers. Once you have the information use it in your marketing to direct your message to others who have the same thoughts. Bonus points if you can use direct words your clients have said. For example, I kept hearing clients and prospects tell me "I am an expert at my job but not marketing." Those words are on my homepage.
So take some time to really get to know your ideal client. Trust me, you'll see results.
Conclusion: Spending some time and effort to research your ideal clients' motivations, desires, and pain points will help you improve your marketing message. Want a leg up getting the research done? Know Your Who™ is a research-based service that discovers the traits and desires of your ideal client through:
Client database review
Defining your service statement
Your messaging will be so clear to the right people it’s like you’re talking directly to them. And when people feel heard, they buy. Get started by scheduling a no obligation discovery call.
Welcome to a 6-part series on the Story Brand framework. I'll walk through the steps so you will be able to share your own story geared toward your idea clients.
What do you do when a campaign doesn't yield the results you expect or hope for? It can be deflating especially with all the energy you put in and expected a certain ROI of your time, energy, and money. Here are some suggestions...
Are you aware of the marketing funnel? It's called other things: customer journey; buyer awareness; marketing journey. This funnel is the point of your marketing efforts - to go from unawareness to advocate. Recently I went through the entire journey as fast as expedited shipping. Let me share.
As the one running it all, you are trying your best to keep up with what is coming at you right now, and sometimes that is marketing. But there is another, more effective way. Read on for how to be a proactive marketer.
You know that feeling of wanting more but not sure how to get it? More satisfaction from your career? More time for vacations? More days feeling healthy and not burned out?
My first featured guest on Client Conversations is Lynne Zimmer, a certified DreamBuilder Coach.
Lynne and I discuss business and connection. Have a listen in.
It doesn't have to feel awkward to ask for referrals. In fact it should feel rewarding to know you are willing to make life better for more people. Clients are willing to refer you if you ask! Squash the begging mindset. Here are 3 ways to get quality referrals without feeling sleazy or desperate.
What does it mean to connect to your clients? One definition of connecting is to join together to provide access and communication. You have to hear them. Then you can speak to them, and they will be more likely to hear you. Knowing who you are marketing to and what matters to them is critical.
How do you do that? It starts with research and understanding.
As a business owner, you want to drive sales so you make money and benefit more people. But getting clients takes time and energy- both of which are a limited commodities. How can you make your growth efforts more effective so it takes less time and makes a bigger impact?
You know what you offer is valuable to your ideal clients who need you. You really do make life better for them. But the struggle is actually telling others you are good at what you do without feeling like you are desperate or tooting your own horn.
No pressure. Tell me your goals for growing your business and together we'll walk through some fresh ideas. Your first consultation is at no cost, no obligation.
What's to lose?