Why your best-fit clients aren’t hiring you
Have you ever wondered why you’re not getting more errmmaagaahhhddd-more-please clients banging down your virtual door, money in metaphorical palms, begging to work with you, the whole you, and nobody but you?
It’s probably for one of these 4 reasons…
1. You have no idea who they are
If you want your best-fit clients to come knocking for you, you’ve got to be diamond-clear on what a best-fit client actually looks like. And I don’t mean how old they are and where they live, I mean knowing things like what their personality is like, what’s most important to them, what their worldview is, and what they believe in.
Psychographics 👏 over 👏 demographics 👏
When you’re clear on those deeper aspects of a person, you can start talking to them in deeper – and more strategic – ways.
For example, I love to work with people who have a light and sarcastic sense of humour, who value creativity in branding and business, and who don’t subscribe to the hustling way of making money, so I communicate to them (you?) appropriately.
I use sarcasm in my content and try to be funny, I’m in my element when I get to be creative with messaging (have you seen my website?!), and I talk a lot about how I’m dead against the culture of being busy and doingallthethingsallthetime. As a result, I end up working with people who match the vibe I give off.
2. They have no idea you exist
Being a best-kept secret is not a strategy unless you’re so exclusive you charge one million dollars for your service. (If you do this, email me back immediately and tell me your ways.)
Once you’re clear on who your best-fit clients are, you’ve got to become a beacon for them. As much as we’d love to have them turn up on our doorsteps unannounced, that rarely happens unless we invite them. Or someone else invites them for us. Or they’re a stalker.
Get to know where your best-fit clients spend their time, hang out there, get seen there, get known there, and then open up your door to them. (Freshly-baked cookies help.)
3. They’re not clear on the results you can help them get / they don’t believe in your service
Once a best-fit client knows who you are but still isn’t hiring you, it probably means they have questions, reservations, and DOUBTS. They’re going to be making an investment in you, which means they expect a return.
What does that return look like? Is that return one they actually want? Can you really help them get it? How, exactly?
These are questions you can answer before your potential client even needs to ask them by shaping your copy and content around them, sharing client success stories, and taking the lead on a sales call. You’re the expert, and that call should be less “what would you like to know” and more “this is how we do things around here”. Confidence is contagious.
4. They see you as one of many instead of The One
Once a best-fit client feels confident you can deliver the results they want but still isn’t saying yes, they’re likely considering other service-providers alongside you. This is why building a captivating brand is so important, because it allows you to position yourself in a league of your own.
A best-fit client will choose you not just because of the result you can get them, but because they really want to work with you.
Whoever said “it’s not about you, it’s about your client” missed the point. It’s always about you – in relation to what you can do / give / create / generate for your client. Unless you’re infusing your own personality, philosophy, beliefs, and stories to your brand, you join the ring to become “just another” service-provider.
But the world, and those best-fit clients who live it in, doesn’t need “just another” service-provider.
It needs you. The business owner AND the weird, unique, utterly delightful human.