"I don't know the key to success, but the key to failure is
trying to please everybody." - Bill Cosby
To attract clients consistently and with little effort,
your marketing message must be clear and it must stand out.
There's no way around it. If what you say about your
business and what prospects read about it isn't sounding
irresistible to them, they'll move on to the next person.
Guaranteed.
So, your task is to stand out from the pack and to make
prospects really stand up and listen to what you have to
offer. In my opinion, standing out from the pack is easiest
if you have an expertise or a niche. (But you knew that
already.) So, what's stopping you? Well, after having
worked with thousands of people on this issue, I've come up
with 2 reasons why most people don't niche:
They believe they'll turn away opportunities if they go too
narrow. They wouldn't even know where to start (and most
are going about it the WRONG way). Let's start with the
first point.
Believing that you'll turn away clients and opportunities
if you niche is actually completely and utterly invalid. It
comes from a "lack" mindset, one based in fear. Ironically,
the exact opposite is true. When you niche properly, you
get more clients and Client Attraction becomes SO much
easier:
Your marketing message becomes crystal clear. Your
marketing plan is SO much easier (and less costly). People
perceive you as an expert (clients seek out experts). You
get a lot more referrals than generalists do. Strategic
alliances seek YOU out. You can charge more because you
know more. You get sought out by the media (the media loves
experts).
Once you get clear that it's of absolute benefit to you to
niche, your job is to do just that. And that's usually the
daunting part. There are many ways of creating a niche.
Solopreneurs often don't know where to start and if you ask
me, people go about it in the wrong way (that's probably
why it's so frustrating and why they've even stopped trying
to niche). Here's where they're making a mistake.
Most people look on the OUTSIDE for a niche, when they
should be looking on the INSIDE. Instead of TRYING to find
a demographic that is more affluent, or more likely to work
with you and forcing yourself into a particular niche, just
because the numbers look good on paper, look for a
situation or type of person you have an AFFINITY with, who
can recognize that working with you is essential.
Hint: your niche is usually someone like you, who is in the
"before" stage of YOUR own "before-and-after" story. This
is really important. When someone is looking to hire
someone in your industry, they're looking for a SOLUTION to
their biggest problem. Not only that, they're also looking
for reassurance it will work and their mo-ney will be well
spent.
Essentially, many will come to you and pay you (well) to
have you show them how to get to the "after" part of the
story. That's when using your Compelling Story in your
marketing begins to REALLY make a difference in your Client
Attraction. When you can tell your story, show your
struggles, what you did to get over those, and what your
situation is like now (and that you can help them do the
exact same thing and, oh, you've actually got a Proprietary
System that will walk them through it easily) they're SOLD.
Right there, on the spot, they will choose to be your
client. And you haven't even opened your mouth yet! Your
marketing message and materials did all the work for you.
How cool is that?
YOUR ASSIGNMENT:
Instead of looking on the OUTSIDE for your niche, look for
it on the INSIDE. Your best clients may just be the person
experiencing the "before" part of your "before and after"
story. A person in that position will look to you for the
solutions they need and will probably do anything and pay
relatively anything to work with you to get out of their
situation. They'll trust you faster than they would the
average Joe and will look to you as their problem solver
before anyone else.
Use your compelling story to pinpoint your niche. It can be
either a type of SITUATION you're solving or a type of
PERSON you work with. Or it can be both, it doesn't matter.
They key is to have such clarity in your marketing (a
niche) that clients and customers self-select and
pre-qualify themselves to be your client, with little or no
effort on your part. Then, they reach out to you without
you having to do anything. Can you now see how much easier
it is to have a niche? Good. This may just be the start of
a whole new business and in-come level for you.
----------------------------------------------------
You may be having trouble figuring out your own Compelling
Story, Proprietary System, & niche. If so, I recommend
getting a copy of the Client Attraction Home Study System™.
It gives you the most important things to do to figure this
all out easily, & then set up simple, solid marketing
systems, so that you consistently fill your pipeline and
continually get new clients. Get it at
http://TheClientAttractionSystem.com
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