How To Attract Your Perfect Clients On Autopilot With This Simple 4-Step Formula.
In this article, I'm going to share with you a proven method for attracting your perfect clients on auto-pilot in 4 simple steps.
Have you ever wondered why some business owners are growing like crazy and others aren't?
The answer is simple. Successful business owners understand that they need a systematic way to attract clients without needing to rely only on referrals or hand-to-hand combat. They also know where to focus their energy.
When I first started out with my business, I felt like every day was groundhog day. I was always struggling to fill my pipeline with qualified prospects asking the same people for referrals over and over again.
I don't struggle like this anymore.
In this week's post, I share my simple 4-step system for acquiring clients on auto-pilot in a matter of a couple of weeks.
Step 1. Define Your "Ideal Client"
You’re probably thinking to yourself, “obviously I know who my ideal client is." It's someone who is ready to buy and can afford my services. Nice try. You need to be much more specific than that.
For example, we help financial advisors looking to grow their practice to generate appointments with qualified prospects using our automated systems so they can focus on the things they're good at.
Notice I didn't say "we are a marketing agency."
The simple truth here is that if you can verbalize who your ideal client is in a way that also illuminates that you're focused on helping them solve a specific pain or problem, you'll have a much easier time attracting them to you.
To define your perfect client, you have to not only put pen to paper, you also need to do some market research and take a look at your current book of clients.
Let me give you an example. Let's say you are a florist and you are selling flower arrangements and you've decided to put a bunch of money into advertising to increase your sales.
Let's say you do a bit of digging into the data and find out that the age bracket from 45 to 55 is spending on average 3 times as much as any other age bracket.
Would you want to make 3 times as much money from your marketing? That is one reason for doing your due diligence with the data. It's not just about who you can help, it's also about who is willing to pay you what you're worth... or maybe is willing to go all the way with you and buy your high-end product or service as opposed to just the basic offering.
So, your homework would be to get crystal clear on definitions for the following three things:
Your Ideal Client - the person that you can help better than anyone else
Who You Are - This establishes humanity as opposed to a "cold" brand name
Your Product - The thing that you do
To get clear on these, you will need to ask questions like:
- What is the age, gender, job status, education level, geographic location, likes/dislikes of your ideal client?
- Also, what do they want to achieve in life, what’s stopping them from achieving what they want?
- And how do the problems they’re facing affecting them personally, professionally, financially etc?
You want to take the time to do this so you can know exactly how to speak to your audience (and also effectively get started on step 2.)
If you want help with this, I recommend downloading the Relevancy Blueprint here and you can have this done in as little as half an hour.
It goes without saying that if you don’t fix #1, I can pretty much guarantee you that steps number 2, 3 and 4 will be a complete guessing game.
Guessing at your marketing can lead to wasting a lot of time (and money) on ineffective marketing even if you’re meticulously testing and tracking your results.
Step 2. Create Content That Helps Them
If you are reading this but you skipped number one, go back. If you don't know who your ideal client is, how can you put the right message in front of them? The answer is you can't!
Once you have a clear definition of your ideal client, and you know exactly what their problems and pains are, you should be able to easily create content that addresses those pain points and helps them.
Some examples of content would be:
A Blog Post (like this one)
Content allows you to do two really crucial things with your marketing that most people get wrong:
Helping your prospective clients in advance of working with them is building up “goodwill,” and this is can be powerful when it comes time to ask for the order.
When you create helpful content, your prospects will start to look forward to hearing from you instead of wanting to unsubscribe from you as fast as possible.
A few things you should almost never do with your content:
Hit your audience over the head with a sales pitch every time you post, share or produce something.
Talk about yourself and how great you are (No one cares. I checked.)
Create content with no “end goal” in mind.
Step 3. Build a Conversion Funnel
So… you might be thinking, what the heck is a conversion funnel?
It’s simple really (notice I didn't say it was easy), but before I give you the definition, let’s break it down into its separate parts and define what each is.
Conversion: A conversion is when you get someone to take a specific predetermined action, like downloading an ebook via giving an email, setting up an appointment, calling your office, requesting a consultation or most importantly, becoming a client.
Funnel: A funnel is basically a “straight path” that you put your prospect on to guide them to a specific outcome (any of the above outcomes will do :) and is typically a series of web pages that link together.
The reason you need a funnel is so that you can be sure to extract value from your marketing.
What do I mean by that?
Well, if you were to send a prospect to your homepage, you might not get any value from that. At least there's no guarantee they will do what you want them to.
Mainly that’s because there are too many “trap doors” i.e. navigation, links etc. that lead them somewhere else… aka away from your predefined “conversion” goal.
So how do you make a funnel?
Good question. There are some really awesome tools out there like ClickFunnels.com and Leadpages (and a bunch of others) that you can build funnels with quickly.
You can also build a custom funnel that is integrated into your website. Whatever’s clever.
If you need help building a funnel, let us know.
Step 4. Drive Traffic To Your Funnel
The final step of the perfect marketing plan now that you’ve identified your ideal client, created some super helpful content for them and designed a funnel to get them to take a specific action, now you need to start sending traffic there.
So, what is traffic?
Traffic is all around you. In its most rudimentary form, traffic is basically people.
Driving traffic means that you’ll be sending or directing traffic towards your content (and therefore your funnel).
This is done in two main ways:
Through Advertising: (Traditional) TV, Radio, Billboards (Digital) Google, Facebook, Youtube etc.
With An Existing Database: Your Email List, Past clients
Getting traffic through a conversion funnel is basically the holy grail of marketing. If you can perfect this, you will potentially make a lot of money.
From there, it’s a numbers game.
If you put enough traffic (of the right sort) through a funnel, a certain percentage will “convert” into paying clients.
The majority of the traffic won’t, and that’s normal, but some will. Then it’s just a matter of determining your cost to acquire a new client and then you know how much you need to put into advertising to turn a profit. Easy, right?
P.S. If you skimmed this article or skipped right to the bottom (like I usually do when reading a blog post) I put together a brief outline of this for you here:
First, Define Who Your Ideal Client Is
Simply knowing who your ideal client is isn’t the same as defining it
Defining it means you write it down (or type it up) and answer important questions like: what age, gender, job status, education level, geographic location, likes/dislikes
I identify your "Perfect" client as someone who is A) in need of your services now and B) able to afford and C) not an a-hole
Second, Help Them (With Your Content)
DO THIS: (1) Add value by educating (2) Help them fix a problem they’re facing (3) Deliver results in advance (show them something they can implement)
DO NOT (1) Hit them over the head with a sales pitch (2) Talk about how great you are (sorry, but no one cares about you - at first)
Third, Build A Conversion Funnel
A funnel is basically a series or web pages linked together designed to get your prospects to take ONE action
This helps you extract value from your marketing by growing your list, or getting more clients
Fourth, Drive Traffic To Your Funnel
With marketing, it’s not “build it and they will come”
You need traffic for your funnel and content to make an impact on your bottom line
You can do this through advertising or marketing to your existing list
Getting Traffic through a funnel is the holy grail of marketing and can potentially make you a lot of money
Feel free to email me at james[at]fortyweb.com if you have any questions or would like to work with me on a one-on-one basis.