The Two Biggest Mistakes of Marketing for More Clients
The question I hear in conferences, workshops, and from my own consulting clients is “how to get more clients.” The biggest mistake I see entrepreneurs making is to think that showcasing their expertise will create a rush of clients. In fact, potential clients don't actually care that much about your expertise. They care about what's in it for them.
The second mistake I see entrepreneurs making is to think that everyone who likes what they do will buy their offers. In fact, many people will be attracted to your energy and the lifestyle you lead. They will want to magically BE like you, but they won't be willing to take the steps you have taken to get where you are. So they will want to be around you, but they won't pay to be your client.
These two things are difficult to understand and can be super frustrating to entrepreneurs who continually offer their goods or services and never seem to get clients. I wrote a book about this called “How to Get More Clients and Help More People: A Guide for Energy Workers and Transformational Business Owners.” The concepts in the book apply to anyone who offers services that create transformation or change in others. I've had many people email me after reading this book and tell me, “I've never seen this information anywhere else, this changed how I see my business.”
Here's the thing. We have to understand that the process of transformation or change that we personally went through and are excited to share with others doesn't attract them to work with us. They don't share our excitement and often don't believe that the same thing could happen for them. They haven't been bitten by the bug. They are stuck and, as you know for yourself, it is uncomfortable to go through change.
People don't buy process, they buy results
Let me give you an example. Bill (my husband) and I made the decision to spend the next few years working as mobile entrepreneurs. I've had hundreds of entrepreneurs tell me that they envy what I do and wish they could do the same. My reply is that they CAN do the same, but they have to be willing to make some uncomfortable changes. People think we just woke up one day and said, “let's hit the road.” But in fact, it was almost a two year process to become more mobile.
Anyone else can do the same thing we are doing. Here's the transformational process we had to go through.
- We downsized from a 5000 square foot home to a 1900 square foot carriage house.
- We gave away or sold possessions and furniture that we've had our entire marriage.
- We threw out old photos that no one wanted.
- We gave away clothing, kitchen items, games and other small possessions that we had no room to store.
- We left a neighborhood full of friends and a city we loved.
- We taught ourselves to travel with one medium sized suitcase each.
- We invested in technology that allows us to work from anywhere in the world.
- We don't count on spending holidays with family or friends.
- We study the basics of the language in the country where we currently are located, even if we've never spoken a word of it before.
Anyone can do these things. Most people will not. It's the same for the transformational process you offer in your business. Many people could benefit, but few will. They have to be attracted and willing to take action. Most people are attracted but are not willing to take action. You've got to market to the first group and ignore the second group.
The second group will hang around you, want to be like you, want to know you. However, they will not buy from you.
If you want to know more about how to get more clients go over to Amazon and grab a copy of my book. It's less than $3.00 and that should be a price you can easily recoup!
If you want to know more about getting clients you can also read my blog post 7 Ways to Get More Clients to Attend Your Events.