Paint a detailed picture of the precise problems they face and how your business solves those issues. When people in your sphere come across someone fitting that description, you want your solution to jump to mind quickly. The more you can clarify and visualize this, the higher the quality of referrals you will receive.
Outlining your niche and client avatar to include who you do not serve is a win-win. It’s a win for your prospect to know that you are not the best fit for them, and even better if you can refer them to someone who is the best fit. It is a win for you because it will improve your life and help your business grow faster when you focus on exactly who you serve.
Communicating with intent means you understand that all communication has only one goal: invite people to take one more step with you. You cannot jump the steps and go instantly from them having awareness that your business exists to pitching them to buy your widget. When you combine connecting as a human with communicating with intention, everything starts to come together.
The bottom line is to embrace your authenticity and apply it to everything you do. If you see something that you’re inspired by, slow down and ask yourself, what does that mean to you? Why are you drawn to it? How would you apply it? How would you recommend using it and then move forward with how you talk about the content of that topic with that additional information and insight?
I’ve seen people in certain professions worried about AI replacing them, especially in writing and marketing. AI cannot replace humans. It cannot replace what you do for a living if you are in those fields. That’s a scarcity and fear mentality and will not serve you in any way. AI is a tool that can help you – a human – do more. If you remove all of the “humanness” from the things that you are having AI do for you, it will not give you the best results.
While that list of pitfalls and marketing don’ts may seem very long, the great news is you can embrace just a few DOs and have a big impact pretty quickly. The important thing is that you don’t try to change everything at once. The goal is to make changes, get good at them, and then build from there.
In business, putting bumpers in your gutters means using strategies that will help you avoid missing your goals entirely and make it easier for your efforts to achieve a result. So when I talk about putting bumpers in your gutters, I mean we want to keep you from going too far in a particular direction that becomes counterproductive for your business goals.
Creating a Client Acquisition System prevents these cash flow peaks and valleys and is essential for building and scaling a successful business. Additionally, a good client acquisition system takes into account your goals, strengths, how you deliver on your promises, and the tactics that work best for your target audience.
While most businesses understand the need for systems in areas like accounting or client fulfillment, having a client acquisition system is something that is often overlooked, even by my high-level seven-figure clients. However, client acquisition systems are essential for sustainable business growth.
Intentional lead generation is the piece that I see that is missing for so many businesses. A systemized approach to lead generation can solve most or all of the problems I mentioned above: not finding the right people, getting stuck in reaction mode, running out of time, and experiencing sales peaks and valleys.
