5 Reasons Why You're Not Attracting the Right Clients
Any good business owner knows that there's a huge difference between attracting any random client, and attracting the RIGHT clients.
There's nothing more anxiety-inducing than working with someone who:
Tries to nickel-and-dime the heck out of your services
Doesn't trust your expertise and questions every part of the process
Doesn't communicate and has a tendency to leave you hanging
(... and the list goes on)
But how do you attract the opposite of all this? Thankfully, there's a method to the madness when it comes to attracting your dream customers, and it all starts with understanding what you're currently doing that ISN'T working to your favour.
Reason 1: You're not clear on exactly who you want to be attracting
This might sound self-explanatory, but a lot of business owners actually don't have a clear picture of exactly who their dream customer is — and I'm not just talking about the demographics... I'm talking about having an understanding of:
Who are they?
What stage are they at in their journey?
What do they want?
What's preventing them from getting that?
What problems are they experiencing as a result of not being able to get what they want?
What kind of solution would make their problems go away?
Knowing the answers to these questions will help you get a clearer picture of WHO you're looking to attract, and help you steer clear of the people who don't fit this description.
Reason 2: The way you're positioning yourself is misaligned with your customer's expectations
Your dream customers have a certain idea of who they would be looking for to solve their problems. For example:
People struggling with back pain would look for a physician or chiropractor
People struggling with mental health would look for a counsellor or therapist
People looking to get fit would look for a personal trainer
People looking for business advice would look for a business coach
If you're not positioning yourself (i.e. with your title) in a way that allows your customer to understand that you're the solution to their problem, your dream customer could be right in front of you and they still won't get the memo that you can help them.
Reason 3: Your messaging is either too broad, or over-complicated
A common mistake that most business owners make is being either too ambiguous, or too fancy with the language they use to communicate about what they do. When it comes to your message, the priority should always be to:
Directly address your customer's core problem
Use language that your customer will understand
Keep things simple and direct... but be specific
Remember, your dream customer is struggling with ONE big thing, and your job is to let them know that you understand them.
People don't struggle with weight loss — they struggle with a lack of self-esteem
People don't worry about insurance — they worry about having a sense of safety
People don't buy into brands — they buy a sense of belonging
Generic messaging words or phrases to avoid using in your messaging are:
"... take things to the next level"
"... achieve success"
"... get better results"
It shouldn't take longer than a few seconds to tell someone about what you do, and your dream customer should instantly identify that what you do is exactly the thing they're looking for!
Reason 4: Your visuals are sending across the wrong message
There's a saying that goes, "dress the way you want to be addressed". If you are selling a premium product / service, you don't want your brand to look like it was DIY'd in Canva. Also vice versa, if you're looking to attract bargain-hunters, dressing up as a luxury brand would be counter-intuitive for the people you want to attract. Knowing what kind of experience your dream customer is looking for is key to nailing your visual setup. For example:
Luxury — "You deserve to indulge yourself"
Quick Service — "Just get it done"
Homey — "You belong here"
Corporate — "We get you results"
Creative — "Let's play!"
Your dream customer should be drawn to your visual setup, and resonate with the attitude behind your brand.
Reason 5: You're not showing up in the places your ideal clients are hanging out in
Lastly, one of the biggest mistake business owners make is that they "fish in the wrong ponds". This tends to happen when you don't know where your dream customers are hanging out, and can be a tricky code to crack in the beginning.
Generally speaking, you'll find the following types of people on the following platforms:
Instagram — Creatives & influencers, mostly between their 20's to mid 50's
TikTok — Similar to Instagram but a much younger crowd
Facebook — A wide assortment of people and mostly an older crowd
LinkedIn — Employees, corporates, and professionals in non-creative industries
Twitter — Thought leaders, influencers, activists or crypto investors
While there are many other platforms out there, these are the main ones for you to consider as you work on getting in front of the right people.
Remember... you won't know what works until you test it!
Getting the right combination of these 5 things can be tricky, and will require you to do some testing to crack the code. No business is the same, and what works for someone else might not work for you.
What's important is that you give yourself space to test each of these tips — one thing at a time. Sometimes all you need to do is make one slight adjustment to start attracting your dream clients!
And if you're feeling stuck... I offer FREE 30-minute brand consultations where we do a high-level audit of what's not working for you, and see what opportunities there are for improvement! If you have a tendency to get stuck in your own head with this kinda stuff... we should talk :)