Good business depends on clear communication. If your potential clients and customers don’t understand why you’re the best fit for them, you won’t close as many sales as you long to and your business will suffer for it. Attracting your right people is about clearly defining their problem and your perfect solution, so you need to be sure nothing’s lost in translation when you create promo content for your programs and services.
Getting your communication right is a delicate balance. You want to provide enough info so it’s obvious you know what you’re talking about, but you don’t want to flood them with so much info that they’re overwhelmed and unable to decide if they want to work with you or not. You want to make it easy for them to say yes, so if that’s not happening regularly, you need to tweak your copy until you get it right.
A thriving business also depends on solid relationships, and again, clear communication is vital. If your clients feel like pampered VIPs, they’re more likely to stick around for the long haul. We willingly pay for luxury when we feel we belong, so making your clientele feel like they belong with you opens their hearts and their wallets.
Delivering on the promises you make sets you apart because you show how trustworthy you are when you keep your word, which also makes them feel they belong with you. It’s important to be qualified to make those promises in the first place so you can actually keep them and not lose the trust of your clients. Some business owners struggle either because they’re not qualified to back up their promises, or they don’t know how to clearly communicate those promises. If you set your clients up for disappointment with slick marketing, hyped up copy, and no substance to back it all up when they give you their dollars, they’ll feel ripped off and complain to whoever’s willing to listen. You don’t want to be known as the person who fails to deliver, right?
That said, being trustworthy doesn’t mean much if no one knows about you. You need to nurture the relationships with the other service providers in your industry. There’s no such thing as competition when you tap into your own unique way of doing things, so you don’t have to be afraid that building relationships with other business owners means you’ll lose sales to them. You’re not the right fit for everyone, and the broader your network is, the easier it’ll be for your potential customers to find you. Other people can’t recommend you if they don’t know about you or know that you’re trustworthy, and they can’t do any of that if you work in isolation. Reach out to the people you admire, build sustainable relationships, and don’t be afraid to ask for recommendations whenever you feel you have the right skill set and solutions to offer potential clients.
Being super clear on who you are as a business owner and what you offer makes it easier to pour that clarity into your emails, blog posts, newsletters, eBooks, webinars, and other media products. Clarity is magnetic, and showing other people why they should care what you do draws them to you. Hint: Write a manifesto or mission statement to keep you sharp and on top of your game.
For instance, if you’re a working mother with great advice for new moms who want to keep working, every woman who fits the bill will feel a kinship with you because you intuitively understand her desires and fears, and you’ve very clear on what you do and don’t offer. This creates space for new relationships to form and blossom, and as you get to know each other, she’ll know exactly why she should pay you for your services and go ahead to do just that.
If you want to grow your business, and I know you do, you can’t afford to grope in the dark and hope that things work out. You have to be clear, assertive, and dependable, otherwise you won’t have the confidence to get and keep the attention you desire. It’s not just about getting the attention of your potential clientele, it’s also about convincing them to choose you instead of somebody else. You have to woo them, and if you’re floundering or desperate, they’ll take their business elsewhere. It’s up to you to convince them to stick around so you can build the relationships that bring business.
Let’s make things a little more concrete. If readers love your blog posts and sales pages but you don’t have any clients or only have a few, you’re not being clear enough in your sales copy. The relationship is there but you haven’t taken it to the next level yet. Readers become clients and customers when they have an urgent problem you can solve, so if you aren’t selling, you aren’t demonstrating that you have the right solution for them. You might think you do, but numbers don’t lie.
Deepening the relationship from reader to buyer depends on how clear you are about what you do and why they need it now. When you spell out their problem and present your solution in simple terms, they’ll be lining up to buy from you. This is why some programs sell out in 24 hours and others barely squeak by−it’s about how clear you are, not how slick or fancy you are. Slick marketing can only take you so far, and it definitely won’t get you the deep relationships that make businesses sustainable in the long run. And if your business isn’t sustainable, you won’t see any growth in your bottom line and your profits, and that’s not why you’re in business, is it?
Deepening your relationships with clientele and other business owners keeps you top of mind when they need your expertise or know someone who does, so it’s important for your bottom line. We thrive in relationship, and being an effective communicator means you’re reaching the people who need to know about you. Not only are you reaching them, you’re also convincing them to work with you because you get them and can help them. Everyone wants to be understood, and showing your right people you understand them and want to serve them makes you very attractive.
In all this, it’s important not to use anybody. If people feel you talk to them just because you want something from them, they won’t be forthcoming with their time and resources. Be generous, genuine, and confident so they feel comfortable with you and happy to know you. You don’t have to be their best friend, but you do have to be someone they enjoy knowing and won’t mind helping out. Goodwill is invaluable, and sometimes it’s the only reason why they recommend you instead of someone else.
Genuine relationships based on your expertise and personality are rocket fuel for your success. Being yourself and crystal clear on who that self is means you’re able to attract the kind of people you want to work with. Putting yourself out there clearly and confidently lays the foundation for the relationships you need to power your business, and nurturing those relationships plumps up your bottom line and your profits. Make promises you can deliver, cultivate relationships with the people who can help you, and be so generous (in a way that feels good!) that you become a magnet for the abundance you seek.