On a recent call, I spoke with a G about her business.
She doesn’t do one thing, and she isn’t one thing.
She’s an artist, a tarot card reader and a nutritionist.
She thought her business ‘required’ certain things to grow her client base.
She said, “I want to rebrand + build a new website, so I’ll be able to be more focused with my message and get more clients.”
As we drilled down into specifics, she revealed that her business wasn’t earning as much as she’d like and she thought that she could ‘earn more’ if her website was more professional looking.
She said, “I want more work, I want to help more people, but I just don’t know how to ‘get more clients’.
If you’ve been following me, you know how I get a twitch in my left eye when someone says, “get clients”.. Because…
Clients aren’t for the ‘getting’ and the RIGHT clients can COME TO YOU with the right message.
Photoshoots, rebranding, new websites are just a distraction.
And you know where she got the idea that her website wasn’t professional looking?
Friends, family, some random experts on social media who said professional websites are the missing link to more clients.
Fact: Many of my clients have had businesses for 20+ years, without a website and no social media presence.
It’s not necessary.
I’m not saying it won’t be un-important forever, or that it’s not FUN, but if your business isn’t earning what you want it to earn, and if you’re still trying to figure out from where new clients are going to land, the website+rebrand can take a backseat for now?
Are you trying to figure out a good marketing strategy when scrolling social media? Are you surveying non-experts for their opinion?
If you want to attract new clients and understand exactly where they come from, I would suggest doing something else. Follow these 5 steps:
1 – Define your target market – what are their problems, their needs, their wishes, their desires? What is missing for them? What is your solution?
2 – Survey your target market – maybe you have a small email list, maybe you’ve been active on social media. Ask them targeted questions and record everything. Note their language and the words they use. Present your solution to them and ask them questions about it (best if questions were open ended).
3 – Clarify your message according to the survey- create your brand voice, map out your main messages, your values and stories that support these (nothing like a great story, but if a story doesn’t have an underlying message, it’ll soon be forgotten). Create a communication plan that supports your messaging.
4 – Create an offer that is an extension of your messaging – for example, one of my main messages is “you don’t need a website in order to grow your client base, you can do this by talking to a lot of people – in person, on social media, via email”. My 1-DAY VIP OFFER (where we spend 4-5 hours on your business together), we clarify your message (so you can clearly articulate your work in speaking and writing), create an offer, and create a content plan to which you can refer people who ask about your work.
5 – Communicate with as many people as possible – put your content out there, be as visible as possible, share your message, make offers on email, social media and face-to-face. When people ask you what you do, you can tell them with words AND refer them to your work on social media (FREE) or invite them to sign up to your email list, where they can receive content you worked on in #3.
Once you have these in place, you will have a lot more clarity about what your ‘new brand’ will stand for and what your ‘new website’ will look like.
In the meantime, you will have understood what your target customers want, how they communicate and if your offer resonates with them – you will even EARN money along the way.
OH, and don’t think you have to have all the pieces above in place in order to share your message – you can do that imperfectly and immediately. Once you start working on your message, so much will be revealed for you!
As a matter of fact, I encourage all my clients to get ‘messy’ with it and to practice it before it’s perfect.
Perfect will never come!
Either way and whatever you choose, there’s no right or wrong – your journey in this is unique to you.