So many people tell me that they know that they have a great service or product, but they just can’t find the clients.
And I help a lot of people locate where their “Diamond Clients” (my way of saying Ideal Clients) hang out. And I can tell you that it takes detective work.
So take a look at my plan on exactly how to do this below.
And at the end, I have a gift for you! I have compiled a Secret Clients Hangout list. Yes, a bunch of places online where you can find clients for your particular business. And I have put them in different categories so you can just go straight to what applies to your business.
So, here they are.
5 steps to Diamond Client Creation:
Step 1: Know What You Are Looking For
As entrepreneurs we know that in order to have a successful business we need to have clients.
Sometimes we get into business before having any who our ideal clients even are. We just throw ourselves into thinking that if we do what we love and what we are good at, that clients will just flock to us. Well, it doesn’t always pan out like that.
And there are so many types of potential clients out there that it can make your head spin. And I think that all of us have experienced how those “less than ideal clients” can cost us time, money and our sanity. On the other hand, when we get Diamond Client, it’s like we just married the person of our dreams, and are headed out to our honeymoon on the Hawaiian Islands. Right?
So, this is your “Diamond client”. And you want to Create this client again and again until that is all you have.
And notice I say Create and not Attract because although in some cases, people are just ready to buy your product or sign up for your service, in a lot of cases, you are actually Creating those clients because these folks have never even thought of being in the market for whatever it is that you do or sell, and you are doing the very first thing of even making them aware that there might be a need.
And this is what it feels like to have a a bunch of Diamond Clients – kind of like holding a bunch of diamonds in your hand. Wouldn’t that be great?
And what are the characteristics of a Diamond Client?
They see the value in what you have to offer, they need what you have to offer, have the funds to pay you (and pay on time) and usually get the best results from your products/services. The best way to grow a thriving business is to focus your marketing efforts to attract this ideal client over and over again. This allows you to do your best work and create the best results for them because you are just so happy about your business and that you are serving people in the highest possible way.
Step 2: Pick a Niche or refine your niche
There is nothing more irresistible than someone who has a specific niche (or 2) and knows it or them intimately.
You need to know exactly who you are marketing to and what you are offering. Now, I say niche or two because it is possible to have more than one niche but you don’t market to both at the same time with the same campaign. That is muddled.
I think we have all met people who have ten things on their cards: Consultant, coach, real estate agent, actress! You don’t want this to be you. You want to convey a feeling that you are an expert and authority in your niche. That you are in command of your territory. If we see tons of things on cards, we just don’t take that person seriously.
So,if you do have two completely separate businesses, get two separate cards.
People just get confused if too many services are presented to them at once. It’s like a Chinese menu that makes our head spin. And usually when people have too many things they are marketing all at once, it shows a sort of lack of confidence and desperation to not miss out on any business.
This idea of casting as large a net as possible just doesn’t work when it comes to this. You have to be completely focused on what you do and you have to convey that one thing to others. And when you speak about what you do, you have to have 100% complete conviction that you are the one to help them, or that your product is THE product. And without saying things like “my product is fantastic”.
I mean that you have to develop an energy and focus and presence and conviction that is completely compelling to people when you meet them and introduce yourself and what your business does. And that you believe in yourself and your business 1000%.
So as I said, concentrate on one niche or business at a time and keep them separate if you do have two specializations.
And by the way, it also sometimes happens that people stumble onto ideal niches just by by clear about their initial one!
Clarity makes things happen.
So, your target market is not “everyone”. Because, when you try to be all things to all people, you resonate with nobody. Speaking to the masses, is speaking to nobody. Being a generalist makes for a very difficult and long journey in developing your business effectively and efficiently.
You will spend too much time, money and resources marketing to many different audiences in many different places. The goal for the business owner is to become the “go-to” person for the niche markets you want to service. People love to work with experts. Choosing a niche market (or two) enables you to dig deep and immerse yourself in your market, so that you can really get to know them and learn how you can offer value and serve their needs.
So, for instance, my niche is solo-preneurs and small business people who have fewer than 15 employees. But it goes much further than that, which I will get to in the next step which is…
Step 3: Create A Diamond Client Avatar (which is the Profile & Specific Qualities of Your Diamond Client)
Many of us are scared that if we narrow down and get too specific about who exactly our ideal client is, that we will be missing out on business.
Again, it’s the fear of missing out on business.
However the opposite is true. The more specific you are in who you serve, the quicker it is to build a business. The more general you are, the more broke you will be.
And I have a very clear example of this with mass emails. We all receive mass marketing emails and we all know that they just don’t work as well as personalized emails. Because it’s a general message. And we all know that if we email people individually and personalize the message, that this does work far more effectively because that person feels special and like they have your undivided attention. Because we are talking specifically to that ONE person and we all know it when we receive the email.
Of course, if you have an announcement to make to thousands of people or have a large email list, then of course, the mass email is necessary, but if you are trying to interest a specific person as your client, it doesn’t work.
So, next time you are tempted to shoot off that email to 20 people you met at a certain event, weigh in on whether it is possible to personalize it and send it individually. Whether given the context, if it’s just a waste of your time and choose what is effective in that case.
As I said, what does work is when people feel like they are the only person in the whole world when you are communicating with them. That is compelling. Dispersed or split energy is not compelling. People want attention and want to feel special.
So, as I said, you can’t effectively market to everyone, so you want to narrow down your search to one specific individual so that you can craft your products or services to solving their specific problems. Or to what this client needs.
So what you want to do is create what we call an “Ideal Client Avatar” of that one specific individual who is your absolute ideal client or your “Diamond Client” as I say.
And you can get clear by answering the following questions in order to build an entire profile on them. There are many more qualities and attributes that you want to know about them but below I have listed some of the questions to help you to start your ideal client profile.
Remember the more specific you are, the better.
Here are some questions you could ask:
And you could actually start right now:
Where do they live?
Are they male/female?
Are they married?
How old are they?
Do they have children?
What music do they listen to?
Where do they shop?
Where do they hang out?
What are their biggest fears/struggles?
What makes them the happiest?
What do they need help with the most?
Why do they need your products and services?
Have they used a similar product/service like yours in the past?
And it’s a good idea to give your avatar a name so that when you are marketing, you are consciously speaking to only ONE person.
And that is the golden secret of marketing – only speak to one person at a time.
I imagine my avatar, is right in front of me and I address her only when I am speaking or writing. It’s a conversation and it’s intimate. And that ideal client knows I am talking to her. And do I worry that I won’t be casting a wide enough net?
No, I don’t.
Because I am so specific that this will create a client who is a perfect fit for my services. And even though I don’t have an avatar that’s a man, I do attract ideal clients who are men. And I know it’s because I have a specific and clear message directed at one person.
You can also Google this to get even more ideas on how to write a Client Avatar.
Step 4: Know Where Your Diamond Clients Hang Out and get in Front of Them
Now, that you have done all this groundwork, you want to go out and get clients.
Client Creation starts with going out whether in the real world or online, and taking action. The attraction part is what is built up bit by bit, after taking much initiative.
So, you want to lose this passive idea of client attraction especially if you are just starting out, if you don’t have a track record of ideal clients or enough clients, or if you haven’t really gained momentum in your business.
Client Attraction does happen. It happens to me now, passively sometimes. But that Diamond Client seemingly falling into my lap, was the result of much built up intention and energy and effort and CREATION.
And that’s the beautiful thing. It’s like a bank account that is built up by taking action. And I know that lots of entrepreneurs don’t like hearing this. But you really need to disavail yourselves of the idea that clients will just magically come to you as soon as you start your business. I have heard of this happening but it’s not the norm.
And I have a very specific story about this. I had a friend who was an Italian gallery owner and art expert from Florence and he came to New York City and opened up a gallery right in the heart of Chelsea.
And NOBODY CAME (his words). And he told me in a self-effacing way that he couldn’t believe that he was this Art Expert with amazing taste and curation skills and nobody came into the gallery.
So, he figured out who his potential Diamond Clients were and where they would hang out and it turned out that the avatar was a male Wall Street professional, with an interest in modern art. He then found out that there was a particular bar in Chelsea where tons of these guys headed to every Friday evening after work.
So, he went there.
And he would get into conversation, find out what they do, buy them a drink…and invite them into his gallery.
And THEY CAME. And once they were there and saw the art and witnessed my Italian friend’s passion and knowledge, they wanted the pieces. And his business became highly successful.
So, you want to go to THEM.
You want to find out where your ideal client usually hangs out and put yourself in front of them. Is it online (Facebook forums, Twitter, Linkedin, You Tube), at networking events, at hair salons, at concerts or at pet stores? Is it at the parties of that particular friend of yours? Is it at business meetups? Is it at a business referral club? Or is it in the park while you are taking care of your kids. At a charity event. Or a launch?
Really brainstorm and get a list of all the places where you think you might find your Diamond Client.
Once you identified where they hang out you and made your list, you want to come up with some creative ways as to how you can get in front of them.
Online, some ways to get in front of your Diamond Client are:
- Writing articles and submitting them to article sites and making sure they are optimized to attract this ideal client
- Joining Linked-in and Facebook forums and commenting and adding value
- Getting involved on Twitter and talking about what you do
- And then there’s offering free reports or giving away a free sample and advertising online
There is more but that’s a good start.
- Attending networking events where your Diamond Client avatar would hang out
- Setting up a booth at a trade show and offering a free initial session or sample
- Going to a party or launch where you think your ideal client will be hanging out.
- Joining business groups that your Diamond Client would be a member
And apart from this, brainstorm other creative ways that you can get in front of your ideal client and write them down.
Then start making them happen, one by one.
Now, once we do attract our Diamond Client, how do we attract our ideal client over and over instead of making it a one-time fluke?
We repeat what it was that created this client for you. So, we go back to where we found this client. We do the same kind of marketing. We analyze how this happened and we rinse and repeat.
Because whatever it was that got us this client will do it again. Maybe not every single time, but that is where our highest chances of reproducing this Diamond Client Attraction are.
And the other thing is that when you have a Diamond Client, they usually know other Diamond Clients because they know people like themselves in most cases. So, you ask for referrals and offer an incentive when it’s appropriate. Because clients won’t think of this unless you suggest it.
And the more Diamond Clients you get, the more you don’t settle for less because you are then in a position that is not at all needy.
Step 5: Develop a marketing roadmap to plan for success
Success doesn’t just happen. Many people who go into business are both the visionary and the biggest self-critic.
They see the big picture, yet they often do things to sabotage their success.
One of the biggest mistakes is not developing a clear strategy that serves as your blueprint for reaching a goal. Don’t let yourself get in the way of your own success. You have to plan for success, and remember to track and measure your marketing and business development activities against your goal. Running a business is a marathon, not a sprint.
Consistency and persistency are the biggest keys to success.
Also, as I said, knowing what business you are actually in, is a crucial part of your marketing strategy. Being an exceptional technician at what you sell (products or services) won’t guarantee success. But knowing how to articulate why your ideal client should care about what you sell, will.
Imagine how that would change your business if you could be an exceptional technician and an exceptional business developer? Your business would soar.
And there is so much that I do with my clients regarding this and they are creating great success.
So, there you have it. The Five Steps.
And I just want to add something here and that is:
The death of the entrepreneur is solitude and isolation.
It’s almost impossible to build a successful business by doing it alone, and behind every successful entrepreneur is a strong team of colleagues, employees, coaches and partners. Identify who believes in you, who can coach and mentor you to greatness.
And don’t forget strategic alliances. They are an important leverage point for any business owner. Partnering with others to support your business development activities will build your prospects and skyrocket your success.
And now here is my special gift of my Secret Clients Hangout list. This is most helpful for coaches and consultants and people with a service.
Just go in there and find the section that applies to your business.
I hope this was super helpful. And if you want to get more info like this delivered right to you, make sure you sign up for the my Business Breakthrough news, tips and techniques at the top!
With love and to your Success,