Client Attraction Series: Get New Clients Without Being Pushy! Part Two
Guest post by Nicol Garwood
In my last article on profiling and understanding your ideal client I shared five simple steps that will clarify exactly WHO you want to attract into your business and why.
It was also pointed out that networking does work but requires a shift in mind-set to understand HOW it can work for you.
Now let’s leverage how you communicate what you do in three simple steps that will result in you getting more clients.
Step 1 – Crafting your compelling marketing message
Now that you’ve developed your ideal client profile, it’s time to start thinking about your marketing message.
What is a marketing message?
It is what you say to others about yourself and what they read in your marketing materials about what you do. If people’s eyes glaze over every time you tell them what you do or if you’re not getting the enthusiastic response you want from your networking or from your website, then you may want to read further.
I believe that your marketing message is a make or break element of your entire client attention strategy.
The very first step in creating your compelling marketing message however, is to recap everything you did when profiling and understanding your ideal client.
To have a marketing message that attracts clients easily, it’s important to be really clear about who your target audience is, what their particular struggles and concerns are and how working with you solves those.
Step 2 – State your claim
Next, you want to come up with a claim in the marketplace.
This is where you state what’s in it for your ideal clients to work with you. It’s important to realise that people only care about what you can do for them. They don’t care about what you do………yet. Eventually, they will get to know, like and trust you but, at the beginning, it’s all about them.
If your message solves their problem they’ll probably want to hire you straight away (although may not communicate this to you until later), especially if they think you can deliver on your claim.
Your claim is what you stand for or what you want to be known for and what’s important here is to be known for one thing and one thing only.
You may practice more than one area of the law but the purpose of client attraction is to be remembered by the very people who are in a position to hire or refer business to you.
Psychologically, people are looking to label you, whether you want them to or not; it’s human nature.
When I ask my network, “What am I known for?” People say, “Client attraction.”
I do other things. I do mind-set and peak performance. I do data analysis and systems. I do social media marketing but in the end, people know me for client attraction.
Think about your claim in the marketplace as something that you deliver that clients will receive as a result from working with you.
It’s not a promise but it’s where you put your stake in the ground and say, “If you work with me, this is what you’ll get.”
For example, if you’re in Wills, Probate and Conveyancing you might say.
“……….I can help design a plan with those I work with to ensure things go as they want so they stay in control and their family stays out of court.’
Step 3 – Pulling it all together into an ‘elevator pitch’
An elevator speech is a marketing term used to describe what you do in a very short amount of time, with the objective being that this person will not only want your business card, but will also want to talk to you further.
This is a crucial part of client attention because if you can’t say what you do in a compelling way and in less than 20 seconds, then you’re letting potential clients slip through your fingers on a daily basis.
The good news is you’ve already started the process. Now it’s just a question of pulling all the previous steps together into the following formula and then memorising it.
Start with this formula for your first “elevator speech” and as a place to begin when revising your marketing collateral, including your website:
- I work with (insert ideal client profile)
- who struggle with (insert client challenges)
- and would like to (insert results and benefits).
- What separates my service from other (insert competitors but do not name)
- is (insert your Unique Selling Propositions)
- and because of this, clients receive (insert motivators and your claim).
Granted, this is a very long elevator pitch. You could just state the first part – “I work with, who struggle with, and these are the results I get them.”
The point of this exercise is to allow you to reconnect with what you do and how you do it but from your client’s point of view. Also, if you need to stretch it out in order to fit more time, you can. In the same way that if you need to squeeze it into 20 seconds, then you can do that as well.
Again, you may work across multiple practice areas, but it’s worth thinking about the following; that in conversation, it’s difficult for people to remember your name (that’s why they give you name tags) and so to expect them to remember your name and the 2 or maybe 4 practice areas you also work in is asking a bit much.
Hence why it’s important to keep it simple.
Another consideration is that in the beginning, your elevator pitch may sound rehearsed and there are many people who will advise pitching your services at a networking event.
However, this formula is meant to be a starting point.
Once you practice it several times at networking events, at your seminars and conferences, it will over time, roll off your tongue. In time, you may even find ways to soften it up so it doesn’t sound so rehearsed. In the end what flows naturally, is not so much of a pitch but more your communication of the value you bring to the marketplace.
Never be afraid of learning what to say about what you do in a strategic but compelling way and then making adjustments where necessary.
When you can very clearly say, “This is who I work with. This is what challenge I solve, and these are the results I offer clients, and this is what makes me different than other people, and this is my claim in the marketplace,” people who you network with will think “Wow! You really stand out,” because most solicitors unfortunately don’t. The vast majority tend to lead with their specialism and title and are not always given the opportunity to clarify.
I know this because as a non-lawyer and marketer I am hyper-sensitive to this.
Upon meeting me for the first time most solicitors introduce themselves as; “I’m in employment law” or “I’m a family lawyer.”
Whilst I understand that this is very important to you, it’s also worth remembering that people want to know what’s in it for them.
By communicating what you do in a compelling way and in a way that speaks to their inner fears and challenges first (but in a non-manipulative way), it will leave people feeling rest assured. They may even pick up a sense that you passionately care about the people you help.
It’s this ‘feeling’ of assurance so-to-speak that will get you remembered.
It’s also a crucial element for establishing trust.
Now it’s your turn.
Complete Steps 1, 2 and 3 but allow yourself the time and space to get really deep into this all the while looking at it from your ideal client’s point of view.
“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you” ~ Dale Carnegie
- Have you read Client Attraction: Part One? Nicol’s first article in the series focuses on profiling and understanding your ideal client.
- Have you read Client Attraction: Part Three? How to find and attract your ideal clients in large numbers.
- Have you read Client Attraction: Part Four? How to reconnect with and expand your network.
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About the author
Nicol focuses her services on client attraction and retention choosing only to work with independent lawyers, sole practitioners and owner/lawyers in smaller law firms who struggle to market their business effectively and who need to attract a lot more clients consistently without pushing so hard.
She is also the Founder and Lead Mentor of Ascension Mastermind, a six-month cutting-edge, total immersion coaching programme aimed at Women Lawyers who want to increase profitable fee income as well as raise to their profile in their field. nicolgarwood.com