If you want to attract and convert your ideal clients—the ones willing to pay you what you’re worth—there’s 3 things you need to get right.
Let’s break them down.
Your target client should be far more specific than “Anyone I can help” or “Whoever likes what I offer”. You want to get REALLY granular here.
Try answering these questions:
▪️What’s their age range?
▪️What do they do for work?
▪️Where do they live? And who with?
▪️What’s their income?
▪️What do they do for fun?
▪️Where do they shop, and how?
▪️What social media apps do they use?
▪️What do they search online?
▪️What is their struggle your business can help solve?
▪️How do they want to be served?
You can add your own insightful questions to this list, but the idea is to develop a profile of who you are trying to attract.
When you know who you are trying to attract, communicating and connecting with them becomes that much easier.
Key to connecting with our ideal client is communicating in a manner that resonates with them.
The first part of this is the tone of your brand voice.
How does your ideal client communicate? Are they casual in their communication style, or more formal? Keep in mind your ideal client isn’t just one person — there will be a range here. But the point is to make sure the written and visual language you use in all of your correspondence, from your social media platforms and your website to your email exchanges and phone calls, is appropriate and relevant to the audience you’re wanting to draw in. If you imagine your ideal clientele are 35+ and more formal in their interactions, they’re unlikely to be drawn to a business that takes a casual and off-the-cuff tone. Make sense?
The other aspect here is more tangible; how do you serve up your content?
→ Maybe your ideal clients prefer targeted email correspondence over the chaos of social media, so how can you get them onto your email list?
→ Perhaps they require a lot of face time with you – is that something you are able to facilitate?
→ Or you might find your ideal customer or client is the type of person who needs to have multiple interactions with your business before making a purchase or committing to your service, so how can you support that need?
Let’s talk this one through with an example.
I have a flat fee for my 2-hour Strategy Sessions. If people simply see a rate listed next to that service, they quite rightly compare me to other strategists and assume I earn that fee for “just two hours work”. But if instead they knew I specialised in working with small businesses and creative entrepreneurs, that I create a pre-session questionnaire for them to complete and then spend time reviewing their responses in detail and researching their business to show up with valuable insights to offer…suddenly my fee is worth a lot more than “just two hours work”.
What value and point of difference do you offer potential clients, and how can you share that information?
If you can tackle these three things, you should be right on track to attracting and converting more of your ideal clients.