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.
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 knowYou don’t buy from people you don’t likeAnd 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 factor with your ideal clients. And that makes you more Client Attractive, period.
Your Assignment:
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.
