There are any number of things that could answer why your business doesn’t have more of the perfect clients.
Over the 30 years in business as a professional photographer, there have been many things that I’ve learned (usually the hard way). The one I found most important was when I realized my business is not about me.
That’s right. Your business is NOT about YOU.
Once I understood this concept, it made a huge difference not only in my perspective for serving my clients but in attracting more of the right clients. I had taken the stance of my business being more a showcase trying to prove how great I was than how I was a client’s perfect choice. They had no way to know and I wasn’t having much luck in attracting the right clients.
Now, you’ll probably think “of course it’s not about me; it’s about the client.” But I challenge you to think again. Does your marketing say that?
Here are three ways to know if your business is really about the client or you.
1. Does your home page on your website look more like a resume that only boosts your ego in hopes of impressing someone? Will it make the client or prospect think “Yes! That’s me! I need this person; they understand me completely!”?
2. How many times does the word “I” or “we” appear? Someone told me recently “we all need to stop weeing on our customers.” And they are right. It’s just a simple matter of changing the phraseology, so it’s focused on the client and how what they are looking for is right in front of them.
3. When you look at your marketing, does it have an I-can-do-this flavor, pointing out your accomplishments and experience that really, only you and your ego cares about? That doesn’t mean that information isn’t important, but it’s not home-page worthy.
We are human, and we are the most important person in our world, but as an entrepreneur, we must take the focus off ourselves and put it on what’s in it for the client.
So how can you make changes? Begin by looking at your website (and all your online and printed marketing. Identify what needs to be changed and rewrite the copy.
1. Educate yourself: Talk to your ideal clients and LISTEN. ASK them questions. Don’t assume you know what they need, don’t do a survey. Just ask questions. Get out of your own head. I thought I knew what my coaching clients wanted and marketed to that assumption. After interviewing several women who most represented those I wanted to work with. What I learned is a huge asset because it was not what I thought they wanted. By educating myself I can offer exactly what they need.
2. Assess the language you use – do prospective clients know you are the right fit for them? No one searches for a “marketing firm in business for 20 years”. Do some research and discover different words used to find your kind of business. Use these words on your website and in your marketing.
3. Be careful of industry jargon and buzz words. It’s easy to let that slip into your language.
4. Review your website pages too. I learned this on a deeper level recently how my values and philosophies help me serve what the client needs and should speak to their unspoken needs on my About page. Then yes, there’s a more personal section to let them get to know about me as the person, the things I value that they do too.
5. Be aware of overused words too. Use the thesaurus to find unique alternatives that would resonate with your audience.
So, are ‘weeing’ on your clients or are you answering their needs?
Where can I help you amp up or renew your passion or purpose for your business, embolden your voice as an entrepreneur, clarify your brand message and help you build your confidence as an entrepreneur?
You are invited to a Free Moxie Success Strategy Session!
- Clarify your business success goals
- Identify possible places you may be stuck
- Discover new possibilities
- Develop a realistic plan to move ahead
- Leave motivated to move forward
Contact me today with your email address and I’ll get you all set up!