How to Attract and Book more of your Best Clients
We all know how important our ideal client is for business, but even when you know who that is, how do you find them and get them to book you? In this episode, marketing expert Heidi Thompson is giving her advice on how to clone your best clients and start booking more of the clients you love working with.
HOW DID SHE GET HERE?
In college, Heidi did a lot of volunteer work for fundraising events for non-profits, which is where she got the beginnings of her marketing experience. She soon got the opportunity to work as an assistant wedding planner, and was excited to take the job. She realized that she was very drawn to the marketing side of business, and in that time moved to England with her husband, and began working in marketing.
Heidi kept an eye on the wedding industry though, and noticed a gap between what the wedding media and shows were doing and where the market was actually going. She saw this as an opportunity to step back into the wedding industry and she created a wedding show with the sole purpose of bridging the gap and connecting clients to vendors who were struggling with their marketing. Since then she’s continued to work with wedding vendors to help them create marketing that actually works for their business.
WHAT’S STEP 1 IN FINDING MORE OF OUR IDEAL CLIENTS?
The most important thing to do is to really look at the people you’ve worked with in your business that you wish you could clone and work with again and again, and figure out what the qualities were that attracted you to those clients. Start identifying the personality traits, hobbies, values, etc. that set those clients apart from anyone else you’ve worked with.
If you’re defining your ideal client by demographics, you’re not helping yourself.
If you’re saying that your ideal client is anyone in a 50 mile radius who’s engaged, then you aren’t going to be able to pinpoint the types of clients you really want, because there are tons of personalities that fit that demographic. You have to narrow down what you’re looking for to a very specific group of people.
HOW DEEP INTO THOSE DEMOGRAPHICS SHOULD WE ACTUALLY GO? SHOULD WE REALLY CARE ABOUT THEIR HOBBIES?
You’ve got to dig deep! You’ve heard the saying “we buy from people we know, like, and trust,” and that “like” aspect is really important! You have to be able to connect with someone on a personal level. Think of your potential clients as the rings on a dartboard. When you get as specific as possible and start finding specific things about clients’ personalities and lifestyles to connect to, those clients will be your bullseye. You’ll still book clients who fit some but not all of those checkboxes and that’s okay. Those clients are considered the outer rings of your dartboard. They aren’t your perfect clients, but they value and appreciate your work and would be a good fit for you, but when it comes to marketing, you’re always aiming for the bullseye.
HOW DOES INTERVIEWING OUR BEST CLIENTS HELP US FIND MORE CLIENTS LIKE THEM?
The whole idea here is that you want to get more clients that are just like them. In order to do that we need to understand, not just who they are, but their motivations, why they made certain choices, where they looked to find you before they hired you, and even who they compared you to. You’d also love to hear how they’d describe you to a friend if they were referring a friend to you. Whatever they’re saying is what’s special about you.
Your best clients are an untapped resource of marketing intel. Since you’ve already worked with them and have the relationship to speak to them, they will, with the right questions, tell you what to say to them to book them. They’ll tell you exactly what made them decide on you, and you can use that to hone in on your marketing strategy.
BONUS! GRAB A COPY OF HEIDI’S BOOK “CLONE YOUR BEST CLIENTS”!
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