For example, the most common question I get from other business owners is “how do I find clients?”
If you’ve ever asked that question then you know there’s more lurking between the lines than the words coming out of your mouth.
So let’s unpack . . .
How do I find clients?
What I’ve found from my own experience and from working with my private clients is that this question is often code for one or more of these scenarios:
- “I need to get my first clients”
- “I need more clients”
- “I need better clients”
No matter which of these is true for you, here’s what to do . . .
Instead of bogging down your brain with how do I find clients, get it working on a question that will lighten the brain overload.
What problem do I love to solve and who do I want to help solve this problem?
What you do may solve hundreds of problems but when you focus on the problems you love to solve (e.g., I love to help my clients talk about their business clearly, confidently & compellingly), it’s a lot easier to offer something of value to another person.
So if you teach people how to meditate, for example, maybe what you especially love about meditation is when you help a person who is stressed out, overworked & distracted become focused & productive.
Which brings us to the second half of the question in italics . . . who is that person?
Because if you can’t answer this, you’re marketing to EVERYONE which gets you NO ONE. Ok, maybe you get SOMEONE but it takes a lot more time and effort because you have to sort through EVERYONE.
Know what I mean?
At the very least, you want to narrow it down to a group of people you’d like to help.
Because once you know what group of people (aka your audience) you want to work with, it’s a lot easier for you to find out WHERE they are and get your smart, problem-solving self in front of them. (Not to mention you can also tailor your marketing messages specifically to them.)
So, let’s say you love to help professional women improve their focus and productivity through meditation.
Get in front of them at:
- Business & networking events
- Social networking groups on LinkedIn & Facebook
- Your own event that you host specifically for them
For most people, “networking” is about as much fun as a root canal BECAUSE they put so much freakin’ pressure on themselves.
Relax, breathe & do what you would normally do in a SOCIAL situation.
There’s a time and place for your elevator pitch, and REAL conversation isn’t always it. Hey, here’s some rebellious advice (not really), if the idea of passing out your business card to as many people as possible or barfing your elevator pitch all over them like a robot doesn’t work for you, DON’T DO IT!
(Yes, I can hear that sigh of relief from here.)
Just focus on having a conversation that leads to another conversation that will lead to working with that person OR another conversation with them down the line. When someone asks you “what do you do?”, my friend Cami Baker has the best advice . . . Get them to talk about themselves first!
Here’s what that might look like for our imaginary meditation teacher.
When you say “Oh, I’d love to share with you what I do, but how about you go first?” they give youinformation. Information is your secret weapon, so listen carefully to their response.
Maybe she says “I’m a paralegal in a busy law firm working on high profile civil suits.”
Then you can say “Oh, that’s really interesting. I help busy professional women like you improve their focus and productivity. Is it difficult for you to stay focused and productive in that kind of environment?”
She says, “Oh you have no idea. I get interrupted and pulled in a million directions all day every day.”
Then you say, “Have you ever tried meditation?”
She says, “Huh, meditation? No, I don’t even have time to go to the bathroom, never mind meditate.”
You say, “I bet. Many of my clients feel the same way. And once they see how little time it actually takes and how quickly it improves their focus, productivity and mood, they can’t live without it. In fact, one of my clients finally got the big promotion she’d been trying to land for months after I lead her through my meditation program.”
She says, “Really? How can I do that?”
You say, “It depends on your situation and the best way for me to assess that is for you to have one of my complimentary Finally Focused Sessions. Would you like to set that up?”
“YES! What do you have available next week?”
And if you already know this, you might be thinking no news here but if you’re in the “need more/better clients” camp it’s time to revisit those questions again. Because as you work with more people, you get clearer about who you REALLY want to work with and who you REALLY don’t want to work with. But even when you’ve made an upgrade in your mind, that doesn’t mean your messaging, branding and marketing automatically upgrades too.
So whether you’re a marketing newbie or a marketing master, you want to regularly ask the questions
What problem do I love to solve?
Who do I want to help solve this problem?
(Leave a comment below if you have the answers to these questions!)
Then go get them, because I don’t care if you build something that’s straight out of Field of Dreams . . . they won’t come if they don’t know who you are and what you can do for them.
If you’d like to know how you can solve your favorite problems for more of your favorite people (and get paid handsomely for it), take advantage of my free Simplify Your Marketing Session.