30 Proven Strategies to Position Your Business as a Client Attraction Machine

This is the dream of every entrepreneur and business owner: to sign up more clients than they can handle and have a line-up of prospects begging to work with them.

The strategies offered here are time-tested and have been used by six-figure entrepreneurs for decades. I used these exact same strategies to sign up my first three clients this year, before the end of first quarter, and I will continue to use them because the results have been phenomenal in my business, and I believe they will be in yours too, if you work them.

#1.   The Attention your website commands: your target audience cannot see you. They rely on the quality of your website as a reflection of your standard of excellence. Not just the look, but your website should be maximized on Google to receive the traffic it deserves

 

scrshot

 

#2.   Brand message: what is the communication idea behind your tagline? Your brand message helps to communicate what you are passionate about and why you do what you do.

 

 A brand for a company is like a reputation for a person.
You earn reputation by trying to do hard things well.
Jeff Bezos

 

#3.   Choice of Colours: different colours express different ideas and can be used to communicate different messages to your target audience. My brand colours are white, black, orange and a touch of blue. The colour, orange is dominant on my site because communicates confidence in my brand and creates a call to action for my site visitors and subscribers.

 

marketing_colors

 

#4.   Headshot: your headshot speaks volume about you. While there are no hard and fast rules, your headshot should communicate professionalism, likeability, and a look that says to people that’s someone I would like to work with. Here are some of the legendary headshots and feel free to copy them

 

 arianna-huffington  michael_hyatt  ana-hoffman  jeff_bezos

 

#5.   Irresistible offer: I wrote extensively about how you can create several irresistible offers from a single idea and you can read more about that here. Your irresistible offer is what makes people want to join your newsletter or purchase a product from you.

 

 

#6.   Sales conversation: The referrals and leads you get into your sales funnel will not convert into paying clients if you have not perfected your sales conversation. You need to know the different phases in the sales conversation, ask the right questions, get to the depth of the problem and ask for the sale.

#7.   Marketing plan: one mistake entrepreneurs and business owners make (I will be the first to admit, I do this too sometimes) is spending all the time working on the business, building the product, registering the business, worrying about the different systems to set up and totally forgetting about how they will market the business once they launch.

Who is going to write the content? How often? What about SEO? How will the business be positioned to attract clients? What will the free opt-in offer be on the website? What is the plan offline?

#8.   Speaking at an event: Public speaking, when used effectively, is one of the best ways to position your business as a client attraction machine. When you pitch your idea to an audience you just spoke with, it becomes easier to close the sale because you are speaking with warm prospects who already know the stuff you are made of and are eager to find more ways to learn more from you.

 

‘Speaking’ is one of the hottest strategy to position your business as a client attraction machine

 

#9.   Relationship with clients: what kind of relationships do you have with clients? According to English author, Neil Gaiman, in his famous speech, Make Good Art, he mentioned three things you need to get more work with clients:

  • Do excellent work
  • Deliver on time
  • Be likeable

He also said, “You don’t need all three. Two out of three is fine.”

People will tolerate how unpleasant you are if your work is good and you deliver it on time.

 

120817NeilGaiman

 

They’ll forgive the lateness of your work if it’s good, and if they like you.

And you don’t have to be as good as the others if you’re on time and it’s always a pleasure to hear from you.

#10.   Your marketing materials: are your marketing materials in sync with your brand message? If you want your business to be positioned as a client-attraction machine, your marketing materials must be consistent with your brand.

If your brand colours are orange and blue, your marketing materials should not be black and peach. If you have coined a term that your audience is familiar with, that term should be used across your marketing materials.

Would you not be surprised if you step into a Guaranty Trust Bank (GTB) and find that their fliers are red instead of orange? You would instantly think they have formed some sort of partnership with United Bank for Africa (UBA) because UBA is the bank with “Red” as their brand colour.

#11.   Articles: and I am not referring to articles you spend some extra time on. I am talking about articles that you took time and effort to write, edit and research. Creating content on your website or newsletters positions you as authority in your field of expertise and gives your business an incredible advantage because it builds trust and confidence with your market and leads to more clients.

#12.   Editing: Never publish your first draft. And do not publish your second draft either. While you cannot be perfect with your content especially if English is not your first language, you can do your best by editing and re-editing you post to excuse major errors that will make your content unreadable.

You can find tools here that will help with your editing. You can also hire an editor to do the job for you.

#13.   Web- designer: for a non-techy like me, I cannot trade my web manager for anything! Some of the responsibilities of your web developer or manager includes: publishing content on blog, making sure that all link are responsive and not broken, setting up your shopping cart, landing pages, sales pages, tracking links, and the day-to-day management of a blog.

Whether on a part-time or full-time basis, you should consider getting one.

#14.   Graphic Designer: you have heard several times that a picture is worth a thousand words and that the human brain processes image faster than text. Hiring a graphic designer for your business can be a good investment, especially when you need to get logo, marketing materials and banners done.

You don’t have to hire a full-time graphic designer. You can consider hiring designers on 99u or do some outsourcing on freelancer. Be sure to communicate your brand message with anyone you hire to do your designs.

#15.   Response to Comments and Feedback: for every resources you put out there, encourage comments and feedback. Comments help you get in the mind of your target audience and it reveals their deepest need.

Feedback (testimonials), on the other hand is solid gold because it is usually written by a paid client. When a product is paid for, clients are more inclined to give you an unbiased feedback. They say it as it is.

Unlike comments, you can ask for feedback and you have a better shot at getting it because clients want better products and services and more often than not are willing to help.

When you respond positively to feedback, it can give your business the boost it needs to receive, serve more clients and produce better result.

#16.   Who you follow on social media: do you follow people randomly, or do you search for influencers and potential clients? I totally ignored social media for years because spending too much time on it can hinder productivity, but totally ignoring it is a mistake.

Like it or yes, social proof is important to your business. Take steps to increase your social media followers. Having a good social media following gives you an audience that you can promote to when you put out a post or when you are doing a giveaway.

I have definitely improved my presence on social media and I am learning new tactics every day. In April, I was one of the 100 best start-up experts to follow on twitter even though I was #97 :) Totally worth mentioning.

 

tweet

 

Oh, you should check it out and follow me here.

#17.   Social media accounts: You should consider limiting or altogether stop putting up information that is not related to your personal brand across your social media accounts unless it is very necessary.  

#18.   Systems: as you have probably heard several times, signing up new clients is more expensive than retaining a client and the only way to retain clients and ensure continuity is to put systems in place. These systems will report client satisfaction, monitor feedback, and give you ideas to re-position your business to attract more clients.

An example of a system I set-up for my business is an auto-responder from my email marketing service, GetResponse. The auto-responder is set-up to give automatic replies to emails and sign-ups.

#19.   Support: the best product and services in the world without a support team or support systems in place will give your business a bad name.

Not only are these tips needed to position your business to attract clients, you need to be able to support these clients when they come.

Besides, when you include a Support Guaranty, your target market is more likely to sign up with your service.

P.S. I fell in love with PayPal because not only did they send me an email to clarify an issue I had with my account, they also phoned me to be sure my transaction went smoothly. J

#20.   Structure: a structured business builds trust with prospects. When prospects know that your business is organized, they want to work with you because they feel safe. And the feeling of being safe with someone you want to work with is priceless.

Further reading: Build Business Structure

#21.   Pricing: Are your products and services properly priced? Should you price higher or lower than your competitors? What is the definition of pricey?

Really, there is no right or wrong answer to this question. However, the wrong pricing structure can make all the difference with positioning your business as a client attraction machine.

The truth is no one can really pay full value for what you are offering no matter how high they set the bar.

To set a price, look at industry pricing, the value your clients are going to get from what you are offering and try to put yourself in their shoes. What are the demographics of your target market?

You may provide great value but if your target market do not fall in the group that can afford it, they are less likely to be attracted to your service.

#22.   Shopping cart or bank account: to avoid complications with accepting payment from your customers, go with a credit card company that accepts all credit cards, comes with a great support team and are reputable. I hear Paypal is a good option but I am also checking out 2checkout because of the custom quote feature which is fantastic if you are offering a service. To sell eBooks, music or downloadable products, you should check out Gumroad.

#23.   Communication: is an integral part of positioning your business as a client attraction machine. The quality of your communication with every prospect determines how many of them you convert into paying customers.

To improve the quality of your communication with clients, pay attention to different industry blogs, books and publications that deal with public speaking and communication.

#24.   Steal like an Artist: In Austin Kleon’s bestselling book, “Steal like an artist,” Austin points out that no artist work is ever completely original, and that trying to be completely will daunt an artist and eventually smothers his creativity. Kleon suggest that artist, in this case entrepreneurs and business owners, embrace the inevitability of influence, to celebrate living outside of a vacuum, to relax, and have fun with their art, in this case, your product and services that you have for the premium clients you are trying to attract.

There are over 135 quotes from “Steal like an Artist” but here are my favourites:

“Draw the art you want to see, start the business you want to run, play the music you want to hear, write the books you want to read, build the products you want to use—do the work you want to see done.”

“The artist is a collector. Not a hoarder, mind you, there’s a difference: Hoarders collect indiscriminately, artists collect selectively. They only collect things that they really love.”

“Creative people need time to just sit around and do nothing.”

“You don’t want to look like your heroes; you want to see like your heroes.”

“Start copying what you love. Copy copy copy copy. At the end of the copy, you will find yourself.”

I read “Steal like an Artist” some months ago and it was a great read. Highly recommended.

Note: I am not an affiliate of Austin. I recommend this book because it’s got zero fluff, high content and contain knowledge you can use in every facets of your life and business.

#25.   Ready Response Templates: this one is interesting. I have a whole post coming up on “ready response templates” and will be giving out so many templates you can use in your business to get things done easier and faster. When you download the PDF copy of this post, you will be subscribed to receive an update when the ready response templates is posted.

Ready Response Templates are designed to make your life easier. You do not need to start from scratch when sending a follow-up email or trying to pitch a client. Your ready response template does that for you.

Your response time is the time between, when a customer asks for information about your service and when you send a reply. Like it or not, when you have a good response time, it spreads the word about you and your business.

#26.   Auto-responders: auto-responders are a life saver. It’s like your assistant that never goes on a break, always working whether you are there or not.

According to Getresponse, auto-responders are messages set to go out automatically. There are two types of autoresponders. We have the time-tested autoresponders which are automatically sent out to your subscribers at a pre-set sequence; and the action-based autoresponders are sent when the subscriber performs an action you specify e.g. if a link is clicked in an email you send out (leading to a landing page), you can specify that they receive another email from you (thank-you message).

#27.   Headlines: Headlines alone as generated billions of dollars in every industry you can think of.

From entertainment to business to fashion, headlines as been the single biggest reason why people click on to read your post, purchase your product and services.

Heck, the headline that I chose for this post, is one of the reasons why you bother to click to read it.Headlines are huge.

A fantastic resource to check out if you want to learn more about crafting headline is Jon Morrow’s eBook, Headline Hackers. I have read this eBook and it’s so good, I am recommending it. It cost $0

#28.   Sales funnel: some business owners mess up this part of the equation and are not able to retain clients. While your sales funnel will not be perfect in a day, it is definitely doable.

#29.   E-book – writing an eBook even if it’s only a few pages, is very important in attracting clients to your business. In fact, writing a book gave me good leverage when signing up my first three clients.Writing a book is an incredible journey. It’s a challenging and liberating process for a lot of authors. When you write, you are putting yourself out there. Your readers want to know if you practice what you preach, so you always want to challenge yourself to be at your best.By the way, if you’d like to learn more about my new book, Not so Expert, and join the pre-launch list, please click here.

#30.   Your own courses: having your own products, service or programs can be a huge client-attraction magnet for your business. Your product, service or programs confirms your expertise in a particular niche and generates income for your business

If you are already using these strategies and you are not signing up as much clients as you would like, it doesn’t mean that you are not doing it right. You just focus on those strategies that are bringing you results rather than spread yourself too thin

What was your best strategy in this post and why? Did I leave anything out?

If you enjoyed reading these strategies, give it a share!

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