When talking about their business, most solo-preneurs make the mistake of describing exactly what they do, in boring detail. “My company has been in business for X number of years and we use the newest technology systems. We use a complicated series of… blah blah blah.” Many coaches and consultants talk about coaching ad nauseam, “What is coaching, are you coachable, what is your coachability index, who is the coach, blah blah blah”.
I know, because I did it too in the beginning and it didn’t work.
Hate to say this, but… SO WHAT! Nobody cares!When I hear someone talk to their prospects this way, it sends up a big red flag for me: these people don’t really KNOW what they DO for clients and they’re losing potential clients every time they open their mouths and every time someone reads their materials! The problem is that they’re clearly not connected enough to their client base to see what real benefits they bring their clients.
There’s a saying that goes “People don’t care how much you know, until they know how much you care.” And until you can tell someone what’s in it for THEM to work with you, they won’t pay attention to you or what you’re saying.
Now, there’s nothing wrong with you if you’ve been doing this, but it’s something that you’ll want to work on quickly so you don’t let any more ideal prospects slip through your fingers. It just takes asking yourself what you really DO for clients, what results and benefits you get for them and then to articulate that so that a prospective client looking for that solution will want to work with YOU.
Let’s look at exactly what your ideal prospects are motivated by: The Motivators. Below is a list of the top 10 reasons, results or benefits that make people buy, according to Jim Edwards and David Garfinkel in the ebook entitled “Ebook Secrets Exposed” www.EbookSecretsExposed.com that I read a bazillion years ago:
Here, according to them, are the most powerful motivators:
- Make money
- Save money
- Save time
- Avoid effort
- Get more comfort
- Achieve greater cleanliness
- Attain fuller health
- Escape physical pain
- Gain praise
- Be popular
Now, not every one of these fits your business, and most likely, yours fall into the top 4 motivators, unless you’re in healthcare or image, then it usually falls within the last 6. Either way, it’s time for you to narrow yours down into motivators from the Top Ten list above.
What’s so powerful about using “motivators” in your marketing is that you position yourself as their ultimate SOLUTION, the one they would do anything and pay relatively anything to get. When you can show prospects how you can help them achieve one of them, they’ll immediately pay more attention to you.
They’ll want more. You’ll PULL them in. They’ll call YOU, as opposed to you chasing THEM. It’s such a beautiful thing to watch when that begins happening in your business.
Circle the motivators that fit your business from the list above and then list an example of how this has already happened using real client examples. Then, sprinkle this throughout all your marketing materials, your elevator speech, your website, your signature talk, etc. You’ll have people coming out of the woodwork wanting to work with you and your income will increase dramatically, in a very short time.
You may not be sure where to start with your elevator speech, signature talk, website, and everything else you need to do, and that’s OK. I was there once too. The step-by-step Client Attraction Home Study SystemTM will show you everything you need to know. Not only do you get clear on what clients you should be targeting, how to create the marketing message that will have them WANT to work with you and seek you out, but exactly WHAT to do with your marketing time and HOW. It’s everything you need to know to fill your practice quickly; no matter how long you’ve been in business. All the tools, scripts, templates, and examples are handed to you on a silver platter. So, you do step one of the system, and when you’re done with that, you move on to step two, and so on. So easy. That’s why my customers have gotten such great results from it. You can get yours at TheClientAttractionSystem.com.
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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 100% with this post. Too often I hear people’s credentials and it is so boring…people want to know that you can solve a pain/problem for them. Listen to people’s problems and tell them how you would solve it! Give examples of past problems you’ve solved and show how it would help them, too. Great article!
Hi Fabienne – I could KISS you for writing this article. You’re right (and so is Carolyn above) – people don’t want to hear your resume or a series of high pressure questions – they simply want to know the problem you ease or eliminate for others. I love that you’ve highlighted motivators here, and I’m going to share the link to your insightful article with my newsletter readers. Thank you!
Thanks, Barbara. I’ve never been KISSED on my blog before! ;)
Glad this was helpful. It makes all the difference in being Client Attractive or not.