No clients = no business.
The #1 problem clients come to me with is, “how do I get more customers?!”.
The truth is that attracting and retaining clients is vital for keeping your business alive – without it, you don’t actually have a business at all.
Until I figured this stuff out, I felt like business was totally unpredictable. I didn’t know how to consistently attract clients, and I was essentially throwin’ spaghetti at the wall to see what stuck.
These 3 secret weapons helped me to build my business and impact more magical beings around the world, and I’m hoping they’ll help you too.
Let’s dive in.
1. Know your ideal customer
This has gotta be the biggest game-changer – getting clear on exactly 1) who you serve and 2) what you offer.
When we’re starting out, most of us have absolutely no idea who we’re helping. We’re just so crazy in love with our product or service that we want to help everybody.
This is normal since we don’t want to actively exclude customers who might wanna buy.
It makes no sense, right?
The great cosmic joke, however, is that in business almost everything is counterintuitive; niching down doesn’t mean losing clients, it means gaining more ideal clients.
Think about it this way – if you had chronic lower back pain, would you rather go to a general ‘healer’ who treats everything under the sun… or a bodyworker who specialises in treating back pain?
I’ll bet it’s the latter, ‘cos you’d be more certain you’d get the result you were looking for.
So how do you figure out who your ‘ideal’ customer is?
To start with, think about who you’re already attracting, as well as who you feel most called to serve.
Who are (or would be) your absolute favourite clients to work with?
Think about their:
- Demographics (such as age, income, occupation, where they live)
- Psychographics (for example their fears, dreams, secret desires, hobbies, interests, personality, beliefs, attitudes)
- How you can serve them (i.e. the skills and talents you have that could help them solve an issue they’re facing)
Knowing who your ideal customer is will make your marketing efforts way easier – and way more effective.
If you’re worried about losing business; don’t panic! I still attract clients who are by no means my ‘ideal’, and you will too. This practice simply helps you get 100% clear so that more of your perfect peeps can find you with ease.
2. Use the ‘spotlight’ method
Once you’ve got your ideal customer down, it’s time to shine a big, beautiful spotlight on them.
The ‘spotlight’ method (a term coined by the fabulous Marie Forleo) means that in every piece of content you create, every interaction you have, and every sale you make, the spotlight is on your customer.
It’s all about their needs, their goals, their desires.
The biggest mistake most entrepreneurs make, especially in the beginning, is they make their business all about them.
Why? Mostly because we want to prove our credibility.
We try to sell our customers on how much we know and/or love what we’re sharing.
Ironically, the most credible business owners never, ever lead with their passion, achievements, or experience – instead, they focus on their customers.
This is because they know that when a potential client’s interacting with their brand, the only question they’re asking themselves is, “what’s in it for me?”.
Try putting yourself in your customer’s shoes and looking at your:
- Landing pages
- Product, service, or event descriptions
- Past email newsletters
- Social media feeds
- Ads, flyers, and other promotional materials
As a customer, is it super clear “what’s in it for you”? If not, edit it through the lens of the spotlight method.
Putting your clients front and centre is key to helping you attract and retain fans who rave about you!
3. Set up a system
I know most of us really resist this one… but the only way to keep the lights on in your biz is to have a trusty system in place to attract and retain clients.
As a teacher, I just wanted to be able to go with the flow, and I felt restricted by ‘systems’. But the truth is that building systems actually helped keep my business afloat.
Each system will look different, and mostly depends on our business model.
For example, my client attraction system as a teacher looked like this:
- Create valuable free offerings on a regular basis and advertise them on social media
- Collect the attendees’ email addresses (with their permission)
- Create valuable paid offerings and advertise them to my email list (as well as on social media, local event websites, and spreading the word to other teachers)
- Collaborate with studio spaces to offer events and get my name out there – bringing business cards and offering bonus downloads to those who leave their email address
- Collaborate with other teachers and coaches in a similar field to create a unique offering – tapping into new audiences for both of us
The next step would be to let my email list know when I had a 1:1 opening, inviting them to book a free call. Then to overdeliver my ass off!
Overdelivering = the best client retention strategy ever.
Note that none of these steps involves manipulating people or using pressure tactics to get a sale. You absolutely 10000% do not have to use those to be successful, just so we’re clear.
To create your own personal system, ask yourself:
- How do I currently attract new clients?
- What works? What doesn’t?
- How can I maximise what works, and eliminate what doesn’t?
- How can I streamline this into a reliable system that delivers new potential clients to me in an easier, more efficient way?