Attracting Your Ideal Clients Part 1: Defining Your "Custom" Anti-Social Business Strategy
Jul 13, 2023
Keeping it Simple
Step 1: Identifying Pain Points and Using The Right Words
What's the biggest problem that your clients have right now and how can you solve it?
Step 2: Create a Clear Help Statement
The next step in the process is to get clear on what you do. Can you explain to a stranger in three to four sentences what you do? I have a few help statements depending on who I am talking to, but often I say "I help female entrepreneurs run a full-time business on a part-time schedule without social media." Or "I help female business owners build their business without being reliant on social media." It's super easy and simple, and the transformation has to be clear.
Here are some other clear examples:
- I help female entrepreneurs meal plan in 20 minutes or less a week
- I teach you how to organically launch your three K group coaching program
- I help corporate women over 40 reduce stress and inflammation by focusing on my gut health protocol
- I teach busy families how to grow their own fresh vegetables in small urban spaces.
I help [who do you help] + do [what do you do] + specific transformation
This way when you're pitching yourself or you're talking about yourself, it's just really easy to talk about what you do. So the help statement is the first sentence or two, and then we layer on with your solution. I would say "Well I have found that most business owners don't have time to work on their business. So I created the Crush Thrush method to teach a foundation on scaling that works for them." Or, "I created the Ditch Social Drama podcast to teach you how to grow and scale without being dependent on the social media algorithm." You can see just how much easier the conversation is and you don't clam up when people ask you exactly what you do.
This works for any business, even the creative side. The goal is that you're talking about the outcome that the products that you are sharing are creating. So far you have 30 pieces of content that you can create because you did the 30-30 exercise and you can now have a strategic conversation because the help statement is going change the game for you. When people ask you what you do, now you're going to know exactly how to say.
Step 3: Create Your Home Base
Now that we know what we do and the pain points of our future clients, we want to give them a place to hang out so that we can nurture them. And the place to hang out is not social media because we can't control that. It could go away, and we don't know who's looking at it. Think about where your clients hang out in real life. If you have clients and you're making money, where do they come from? That's always the number one question because you want to focus more on that. Or if you don't have clients yet, where are they hanging out? Yes, they're on social media and we're gonna cover how we do that, but where else are they hanging out?
What is your home base? Mine is my podcast. If you don't have a podcast, it's probably an email list. If they're at Target, how would they find you? You have to strategically think, my people hang out at Target. How do they get there? They're driving and probably listening to a podcast. Do they have a lot of time? No. If they wanna learn something, how are they learning it? Maybe it's a webinar, maybe it's a podcast.
Are they reading emails? Most likely your person is where you were one to two years ago. How were you finding things? How were you interacting? I think so often we're told to just keep posting and keep sharing, but that's not the answer. So instead figure out where do your clients hang out and pick a home base so that when you're having these conversations and sharing your help statement, you're pointing them back to this home base. The piece that most people skip is to think about the customer journey. So you send them your lead magnet or whatever the free thing is, but what happens after that? Our whole growth strategy is actually focused on the entire customer journey. The simplified flow of it looks like this:
The flow of your customer journey
- Organic conversation -> your help statement: podcasts, summits, networking events, or emails.
- Your Home base: Email, online community, blog, free resources
- Client nurturing: Emails, workshops, challenges, some sales
- Sales: relationships+ trust
The whole goal is to always, always, always bring new people into your world. This should be something you focus on every single week (and it's not posting.) If you're hearing crickets, check the words you are using. Go back to that 30-30 exercise. Are you saying the things that people are relating to? Then, how many times are you saying it? Are you putting yourself out there in other places?
Consistency is Key
This piece is constant and consistent, it should be part of your weekly schedule. If you do one thing every week, this is it because you're nurturing the relationships and if you're putting the right content out there, people will come to you.
Maybe this is going on a coffee date with someone local, or teaching at a summit, being a guest on a podcast, or creating a new lead magnet. A have a whole blog post on Grassroot marketing that dives into this more. Community involvement (like speaking or volunteering locally) and having a referral program for current or past clients are other great ways to increase visibility and bring new people into your world.
Share client testimonials.
Personally, I'm motivated by what other people do. So when I see like, oh my gosh, they did X, Y, Z I want to do that, I want to know how to do that. I made it a goal once a week to share a client case study or a customer testimonial. Sometimes it's on Instagram, sometimes it's on stories, sometimes it's in an email. It comes down to putting it out there again, making yourself visible so that people are like, "I didn't know she did that. I want those results." And then it starts a conversation.
- Bring new people into your world.
- Direct them to your homebase or anti-social driver. Most of the time this is something free or something of significant value that's going to get them a quick win. Look at your lead magnet. If you don't have one, you need one. If you do have one, is it mind-blowing? Like, oh my gosh, I can't believe she gave that away for free valuable.
That's what I want people to think about the things that you're offering because when they're ready to work with you, it's an easy yes. How do you make it an easy yes? You have a home base that you're pointing people to, which is typically your lead magnet, you've got a consistent plan to network, and then email marketing drives the process home.
We chat more about email marketing and increasing visibility in part two of this series.
Looking for more on this topic and your High-Level Action items? Check out the Strategy Lab in the Crush the Rush Club!
Resources
- Learn more about my anti-social framework
- More big marketing tips on a small budget- read the blog post
- Connect with me on IG
