When talking about their business, most solo-preneurs make
the mistake of describing exactly what they do, in boring
detail. "My company has been in business for X number of
years and we use the newest technology systems. We use a
complicated series of... blah blah blah." Many coaches and
consultants talk about coaching ad nauseam, "What is
coaching, are you coachable, what is your coachability
index, who is the coach, blah blah blah".
I know, because I did it too in the beginning and it didn't
work.
Hate to say this, but... SO WHAT! Nobody cares! When I hear
someone talk to their prospects this way, it sends up a big
red flag for me: these people don't really KNOW what they
DO for clients and they're losing potential clients every
time they open their mouths and every time someone reads
their materials! The problem is that they're clearly not
connected enough to their client base to see what real
benefits they bring their clients.
There's a saying that goes "People don't care how much you
know, until they know how much you care." And until you can
tell someone what's in it for THEM to work with you, they
won't pay attention to you or what you're saying.
Now, there's nothing wrong with you if you've been doing
this, but it's something that you'll want to work on
quickly so you don't let any more ideal prospects slip
through your fingers. It just takes asking yourself what
you really DO for clients, what results and benefits you
get for them and then to articulate that so that a
prospective client looking for that solution will want to
work with YOU.
Let's look at exactly what your ideal prospects are
motivated by: The Motivators. Below is a list of the top 10
reasons, results or benefits that make people buy,
according to Jim Edwards and David Garfinkel in the ebook
entitled "Ebook Secrets Exposed"
www.EbookSecretsExposed.com that I read a bazillion years
ago:
Here, according to them, are the most powerful motivators:
Make mo-ney Save mo-ney
Save time
Avoid effort
Get more comfort
Achieve greater cleanliness
Attain fuller health
Escape physical pain
Gain praise
Be popular Now, not every one of these fits your business,
and most likely, yours fall into the top 4 motivators,
unless you're in healthcare or image, then it usually falls
within the last 6. Either way, it's time for you to narrow
yours down into motivators from the Top Ten list above.
What's so powerful about using "motivators" in your
marketing is that you position yourself as their ultimate
SOLUTION, the one they would do anything and pay relatively
anything to get. When you can show prospects how you can
help them achieve one of them, they'll immediately pay more
attention to you.
They'll want more. You'll PULL them in. They'll call YOU,
as opposed to you chasing THEM. It's such a beautiful thing
to watch when that begins happening in your business.
Your Assignment:
Circle the motivators that fit your business from the list
above and then list an example of how this has already
happened using real client examples. Then, sprinkle this
throughout all your marketing materials, your elevator
speech, your website, your signature talk, etc. You'll have
people coming out of the woodwork wanting to work with you
and your income will increase dramatically, in a very short
time.
----------------------------------------------------
Fabienne Fredrickson, The Client Attraction Mentor, is
founder of the Client Attraction System™ and
http://www.ClientAttraction.com , the proven step-by-step
program to attract more clients, make more m'oney being
self-employed, while having more time off to enjoy it all.
To receive your F.R.E.E. Audio CD by mail and get weekly
how-to articles on attracting more clients, visit
http://www.ClientAttraction.com .
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