Earlier I shared how I once received an email from a cranky reader who felt I shouldn’t always lead off my ezine each week with a story about me. At first I felt misunderstood, and honestly a little hurt.
But then I sat back and started thinking about who my ideal clients are. My ideal clients are high-achieving go-getting female business owners, who are only somewhat successful in their own businesses. They want more clients and want to systematize their marketing. Having this in place helps them make more money, have more freedom and peace of mind (it also helps them eliminate the debt many have accumulated over the years). It’s about enjoying oneself more and being able to spend time with family and friends, simply doing what you love.
Having more clients consistently is about having a better quality of life, something they’re not convinced is entirely possible. For many self-employed people that’s just not a reality right now. They don’t have that kind of role model showing them that self-employment CAN equal freedom and fun. It can if you market yourself in a way that attracts clients to you in large numbers. And part of attracting clients to you in large numbers involves having people get to know YOU.
I always go back to the idea of the Know-Like-Trust factor. Here’s how I look at it:
- You don’t buy from people you don’t know
- You don’t buy from people you don’t like
- And you certainly don’t buy from people you don’t trust.
SO, the idea is that, if people get to know you better, like you more and trust you faster, the sooner they’ll be ready to buy from you, right?
The question then becomes, HOW do you accelerate the Know-Like-Trust factor? My answer? Be authentic, become their friend, let them into your life. Tell them what you’re really like. Share aspects of yourself that you would with a friend.
The key is that I’m sharing what’s possible for them too. I’m demonstrating that their dream is actually within their reach, with a little help. Consider it as a gesture of saying “Keep going! You’re just around the corner from what you want! Just do what it takes and it’ll be yours.” Essentially, it’s about giving hope. So, that’s why I think it’s important to share what’s going on in your life with your network, with your prospects, and with your clients.
Now, let me caveat this before you start writing me telling me it’s not appropriate for your target market. You have to remember to keep your ideal client in mind. Again, I focus on women business owners and women are the ones who seem to respond very favorably to the personal note at the top of my e-zines. (I hear from at least a handful of readers each week about how much they enjoy seeing the pictures and hearing what I’m up to in business AND in life. That it brings them inspiration.) But I hear this from women, not men. I’m very OK with that.
This concept of sharing about your life is also applicable if you have a Corporate target audience. But you’d do it differently. For example, instead, you’d use a slightly more conversational tone in your mailings than you would normally. You’d make yourself more approachable, more accessible, less dry and boring. (I have several clients appealing to Corporate doing that right now and it’s working like a charm.)
The bottom line is: Sharing YOU is what’s going to accelerate the Know- Like-Trust factorwith your ideal clients. And that makes you more Client Attractive, period.
Think about how you can accelerate the Know-Like-Trust factor with your own network, prospects and clients. How can you share a little bit more about you to create more of a bond, more trust, more quickly. Then try it and see what happens. You too will be shocked at how quickly you get new clients and referrals using this technique of just being yourself.
If you want even more strategies for getting a full practice quickly, I recommend getting a copy of the Client Attraction Home Study System™. It will show you the most important things to do to set up simple, solid marketing 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 www.theclientattractionsystem.com.
© 2011 Client Attraction LLC. All Rights Reserved.
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Fabienne Fredrickson, The Client Attraction Mentor, is founder of the Client Attraction System , the proven step-by-step program that shows you exactly how to attract more clients, in record time…guaranteed. To get your F.R.E.E. Audio CD by mail and receive her weekly marketing & success mindset articles on attracting more high-paying clients and dramatically increasing your in.come, visit www.clientattraction.com.
I agree, Fabienne.
The more a prospective client knows about you, the more opportunity they have to connect with you and then see themselves in you.
I’ve been moving toward showing more and more of myself across my social media, and am consciously defining where I want to draw the line between authentically showing myself and showing too much.
I’ve see many other small business owners “vomit” their personal lives and problems all over their social media to the degree that I think it turns the tables. As a professional in a “helping profession”, I don’t ever want my clients to feel like they must take care of me. I am there for THEM.
So, yes, show yourself authentically and also remember the “role” that you are here to play in your client’s lives.
We remember personalised stories; we quickly forget where we heard facts or snippets of information.
It’s also part of the qualifying process – on both sides! Afterall running your own business should be fun or might as well stick to a job.
Finally never let 1-2 individuals keep you from inspiring the masses!
I really appreciate this info on how to get more customers. Thank you