I often see entrepreneurs frustrated with the type of clients they end up working with in their businesses. And it’s usually because they’re constantly attracting people they don’t connect with, or who don’t value their time and expertise.
Here’s how you can tell if you’re attracting the wrong type of people to your business:
- Too many people end up “ghosting” you after your consultation call for reasons you don’t quite understand.
- Most of your clients start out by haggling over your price before agreeing to pay.
- Many become unresponsive during your projects or have never-ending requests for changes, leading to major scope creep and drawn-out timelines.
- You feel completely drained and burnt out after working with all except for a select few.
Being in a situation where you just don’t connect or work well with a client may happen once in a while. But if you’re having a repeat experience in your business, where you’re consistently attracting the type of people you don’t vibe well with, the root of the problem may be your messaging.
So, let’s talk about three important steps to create and leverage effective brand messaging that resonates with your ideal clients.
1. Get clear on your audience.
To attract your best clients, you need to have a clear picture of who they are. This means creating an ideal client profile, also known as your customer avatar or buyer persona.
A simple way to think of this is to describe your ideal client like you would a friend. If I were to ask you to tell me about your best friend, what would you say? You’d probably describe their age, likes and dislikes, hobbies, favorite books, etc.
So when you ask yourself who would be the perfect type of person for you to work with, create a detailed picture about who they are. Maybe your ideal client is a person you worked with before that was just a dream client for you. Or maybe there are other people you know of that you’re certain you’d love to work with.
And for everyone that comes to mind, try to have a conversation with this person and ask them at least these 3 questions:
- What have they done before to try and solve the problem you help people with?
- What did (or would) solving this problem help them achieve in their life or business?
- How did (or would) achieving those goals make them feel?
Understanding who your ideal client is, what challenges they are facing, and how your solution helps them achieve their most important goals is key to developing messaging that speaks to the people you want to work with.
2. Create a client-focused brand story.
The next step is to get a really solid picture of what you should be saying to your ideal clients. You can do this by creating a brand messaging script.
My favorite way of doing so is best explained through the Storybrand framework, which helps apply the concept of the Hero’s Journey used in storytelling to help you tell the story of your own brand.
Key sections to include in your brand script are –
- Empathy – How you connect to your audience and understand their challenges
- Authority – Proof that you can deliver on your brand promise (testimonials, case studies, etc.)
- Elevator pitch / One liner – A short sentence that quickly describes who you help and how. (Here’s one formula to use as an example: I help _______ do/get _______ so they can _______.)
- Client Transformation – Life before and after your help, including the results they will achieve with your help versus the failures they could face without it
- Core Belief – What you believe to be fundamentally true about your solution
Be intentional in creating your brand script so you have a solid foundation to build out every part of your future copy and content strategy.
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3. Be consistent in sharing your message.
After getting clear on who your ideal client is and creating a client-focused brand story, another key piece to attracting the right people is to be consistent in sharing your message.
This means sticking to your script when sharing your message, with every piece of content you create aligning with it.
As you show up consistently in front of where your ideal clients are and demonstrate your authority as the person who can solve their problem, you start to become recognized for the message you’ve created.
Recap
Having clear messaging that speaks to your ideal client is vital to the success of your business.
- Take the time to analyze who you want to serve, especially having direct conversations with those type of clients.
- Tell the story of your brand with your ideal client in mind so they feel like you understand their problem, and know exactly how to solve it to help them get the results their looking for.
- And last, but not at all least, always be consistent in your messaging so you become memorable and easily recognized by your ideal clients.
If you’re ready to connect with “your” people and cultivate an enjoyable, profitable, and sustainable business, use these tactics to develop clearer, more compelling messaging.
And if you need help improving or creating messaging to attract your perfect-fit client, book a call to learn how we can work together.
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