Are you struggling to get the right clients?
Searching for the right clients can be challenging, especially with significant competition preventing your success. Worry not—you’re not alone!
Many businesses unintentionally cast their nets too wide, trying to serve everyone. However, doing so can dilute your advertising and marketing efforts. The solution? Answering four simple questions that will attract your perfect client.
1. What is Their One Big Problem?
Connecting with the perfect client generally means understanding their pain points. Although the ideal customer likely faces multiple challenges, the key is to identify and focus on their most pressing concern.
Alfred “Al” Paul Ries, an author and marketing professional, said the following statement in his book, “Positioning: The Battle for Your Mind:”
“The essence of positioning is sacrifice. You must be willing to give up something in order to establish that precious, clear position.”
This “sacrifice” typically means resisting the urge to address all potential problems. Instead, people generally hone in on the dominant challenge, keeping your ideal clientele up at night.
It’s safe to say that most, if not all entrepreneurs and business-centric people want to solve all problems faced by their clients. However, this approach often backfires. If your message aims to address too many issues, it can dilute and become confusing. This action yields to your potential clients struggling to grasp your core expertise and the message you’re trying to convey.
Instead, present a focused approach that cuts through the noise. Then, establish a solution as a specialist in your field or niche to address a key area of concern.
For example, a web designer may want to help their client attract leads to a website. So, the site’s aesthetics should employ elements that can help the client’s target market to proceed to the next step of the sales funnel.
2. What is Their Dream Outcome?
Entrepreneurs often find themselves trapped into thinking clients want their problems solved. Although that idea is true, it’s only half the story.
People are generally driven by their aspirations and visions for success. Professor and business strategist Michael Porter mentions that “competitive advantage is about creating superior value for customers.” In other words, connecting with the perfect client often requires an understanding of the ideal outcome, which typically means the specific transformation playing in their mind.
So, it's crucial to define this transformation, as it shifts your message from focusing on the problem to becoming a memorandum driven by aspiration. Doing so makes your offer more compelling than simply outlining the products and/or services you offer.
For instance, a business is looking for a freelance writer who isn't only adept at creating and publishing blog posts. Instead, that company envisions something bigger than that idea. Therefore, the freelancer may tailor their services to help the organization become an authority in a specific niche.
3. What are the Pains They Feel?
The perfect client will typically have various pain points. However, understanding your target market’s main concerns is crucial to crafting the ideal solution.
Remember, many potential customers can't hand their primary issues to you on a silver platter. For example, a consultant might talk to entrepreneurs looking for solutions on how to focus on their businesses. However, these troubled businesspeople might say that they're overwhelmed, causing burnout and missed deadlines.
These frustrations are the reasons why your ideal clients are actively searching for long-term solutions and not quick fixes. Circling back to the previous example, the pain points may not be as simple as being in a constant state of overwhelm. Instead, it might be a problem with time management.
So, the consultant can suggest that using time management methods, such as time blocking and the Pomodoro Technique, may help alleviate their woes. Then, the professional can provide services to help reduce the risks of their client falling back to that adverse state.
4. What are the Payoffs When They Work With You?
“Why would I want to work with you?” It's a question asked by potential clientele since time immemorial. After all, people want to be assured that their hard-earned money is going to be invested securely.
So, forget about simply listing features. Instead, highlight the emotional and tangible benefits your perfect client will experience when they acquire your products and/or services.
Again, think about your client’s pain points and how your offerings can directly alleviate them. Apart from the other questions outlined in this post, don’t forget to ask yourself the following queries:
- What will my clients gain from my offerings?
- Will the ideal client feel more confident or achieve greater profitability than before with my help?
- Can my offerings provide a solution that can alleviate the stress felt by my clients?
Author and inspirational business speaker Simon Oliver Sinek said in his book, “Start with Why: How Great Leaders Inspire Everyone to Take Action:” “People don't buy what you do; they buy why you do it. And what you do simply proves what you believe.” In other words, your “why” must resonate with your client’s desired results.
For example, you're a business coach who wants your target market to gain clarity, confidence, and consistent revenue. So, you might do strategy sessions and business planning with your clientele. However, the real value of your services lies in the results, along with the help of emotionally connecting to your market by focusing on tasks that yield tangible advantages.
Crafting Your Messaging
Finding the answers to these simple actions can help you attract your perfect client. Once you have these insights, weave them into different platforms, such as your websites, social media, and sales pages.
Remember, your brand message must directly address your clientele’s pains and desires. That way, your target market instantly feels understood. Website builders like Elementor can help you visually communicate the value of your offerings clearly and attractively.
