When you have your own business, you’re liable to think about money a lot. But here’s the catch: Making money actually gets harder when you focus on it too much.[Continue Reading…]
I want to take you back in time 7 years…(cue time machine)
I was going through a rough stretch when I was working too
much and I was feeling anxious about getting it all done.
On top of it, I was nervous about being able to make enough
money for me to live on.I felt desperate and living my life
So when it got really tough, what did I do?
I worked harder. I pushed. I tried. I was putting in even
because that’s what it takes to create success. Right?
People often ask me, what’s the “secret sauce” behind being consistently successful at attracting wildly motivated clients and raving fans?
So I wanted to share with you a very important business skill for you to develop, one that I think is often overlooked.
Here it is…
Learn to see all of your interactions with your clients through the lens your clients are looking through (not your own).
Can you imagine knowing exactly how your ideal clients are going to react to everything you do in your business?
- You would know what to say and what not to say
- You would know which of your offerings will be a hit and which ones won’t
- You would know how to engage your audience rather than
bore them to death
- You would know exactly what they want and be able to
simply provide that for them
And yes, your ability to serve your audience and your ability to generate the income you desire would skyrocket.
You knowing how your potential clients are going to feel and what they will think as a reaction to all your outreach is a huge asset and it’s also a skill. And it is absolutely a skill that you can develop. All it takes is a desire for it, knowing where to start and a whole lot of practice.
Here’s what you can do to develop this skill:
1. Commit to asking yourself the following question:
How will my ideal client react, how will they feel and what will they think in reaction to what I am about to do right now?
This is the essence of marketing. Ultimately it’s a commitment to being of service, knowing that you will be that much more of service when you understand your ideal clients.
And asking these questions can be a huge eye opener:
How will this email land? How will my ideal client respond to this particular word? What will they think when I offer them my premium service package? How will they feel when they listen to my teleseminar and each section of my teleseminar?
And what I am talking about is getting as intimate with your tribe as you do with your lover. When you know your husband, you know how they are going to react to everything you do. It might not be conscious, but you know.
Being able to intimately and consciously know your tribe is one of your biggest business assets. Invest in it freely.
2. Do whatever you can to experience the world through their lens.
Here are a couple of exercises that can help with this:
a.) Ask a friend or a colleague to interview you as if you were an ideal client for your business. Your friend would be asking you all kinds of questions to get to know you, what you want, what keeps you up at night, what you like and what you don’t like as it pertains to your area of expertise and to marketing.
b.) Interview a few of your clients and ask them the same questions. Ask them about what they like about you and your service. Ask them about your marketing. Ask them to read one of your newsletters and ask them to be brutally honest. Provide an extremely safe environment for them to tell you exactly what they think and feel about EVERYTHING you do. This will be extremely valuable. I’ve done this on many occasions and I have learned a ton (even if it wasn’t comfortable to hear the criticism).
c.) Create a collage using magazine cutouts of your ideal client’s world – what they like, what car they drive, what clothes they wear, what books they read, etc….
This will allow you to look at the world through their lens and will help you to be a more effective marketer and more impactful with your clients, too.
3. Learn to measure and monitor your ideal client’s reaction to everything you do.
This is an important and a very courageous act. It’s not easy to always be tuning in to the experience of your audience. For example, when you send out an email and no one responds, notice that. Be loving to yourself and avoid getting down on yourself. But notice that you did something (sent an email) and you got a particular reaction. Ask yourself questions like,”What did not resonate with my ideal client? What could I have done differently to get better results?” Conversely, when something works and you get a good response, notice what worked and do it again…and again…and again.
You can do the same in a consultation with a potential client. Notice when you lose the connection to them. Notice when they begin to shut down. Notice when they light up. Notice what reaction they have to what you say and also to how you listen.
Notice and adjust with no judgment and without making yourself or your potential client wrong.
When you are able to create this kind of empathic relationship with you ideal client by looking at the world through their lens, your marketing will be highly effective, you will love how it feels in your business and your clients will be raving fans spreading the gospel of YOU.
And isn’t that what we all want…
Stop Offering Free Consultations
If you are offering free consultations (or discovery sessions or strategy sessions), and you’re not seeing 80% of your potential clients sign up with an enthusiastic YES, then I want to show you how to turn that around in this report. When you discover how to have conversations with potential clients so that they practically enroll themselves into working with you (if it’s a good match) and they feel great about the enrollment process Then you’ll find it easy to attract as many clients as you want. Free Download – 21 page report – YES: A Revolutionary Approach to Conversations That Sell And Transform.
I’d love to hear your thoughts and more importantly, what you plan to do with what you’ve just read. Please leave a comment below and let me know. I can’t wait to read through every single one of them.
When I first started to write my newsletter, it was very difficult for me to write about anything personal. I made up a story that people didn’t care about me. All they wanted to read from me were my business building tips, success mindsets or any other relevant information on how to get clients.
But over the last few years, I have allowed myself to open up more and let people into my world. And it’s been an incredible relationship building adventure.
It all started at the urging of my business partner, Patrick, to shoot a video with Gia simply announcing my engagement. I didn’t want to do it, but Patrick can be persuasive, so I finally agreed. Getting Gia to do the video was even more difficult, but she finally relented.
What happened shocked me.
I got more comments and emails from that one video than anything I have ever done. What!!!
Since then, I have done everything possible to bring the human Bill element into everything I do and it’s made a difference.
We would all rather engage with someone who is open and personal. We want to know about people we do business with. We want to feel like we are dealing with real people who care about us. We do not want to deal with closed and impersonal corporations trying to sell stuff to us all the time.
When you speak about who you are and when you speak your truth – your newsletter subscribers are going to respond!
Here are a few tips on that for ya:
- Write the way you speak. There is no reason to use big words or fancy language. Write as if you were speaking to a friend who you care deeply about and are pretty familiar with. Don’t worry about making mistakes.
- Share powerful opinions even if you think some of your readers might disagree (especially if you think people might disagree!). Share perspectives that need to be said, but others are afraid to say. Scary – perhaps. Powerful – definitely.
- Tell stories from your own life experience. People love stories that allow them to extract what’s useful to them and their own lives.
I remember 4-5 years ago, my ex-wife emailed me after reading one of my newsletters. She said that it sounds like I am leading a charmed life, that everything seems so neatly put together and that I come across as perfect. I didn’t like getting that email because here’s someone who knows me and is telling me that I am not being altogether real.
That authentic email from my ex-wife made a huge difference for me on my journey towards being more real and personal in my own communication. I learned that sharing things about my journey that haven’t been easy or flattering is part of who I am, so why omit them from my communications.
So I want urge you to be more YOU, including all the rough edges, when you speak to people in your life, your clients, your newsletter subscribers and even your potential clients.
This will allow you to feel better in your business and your business will reward you with more revenue, more clients and more fulfillment.
So how are you going to be more authentic in your next communication/newsletter?
Do you have a project or task in front of you that seems daunting,- and it makes you feel overwhelmed just thinking about it?
(Such as creating a new website, starting a newsletter, writing your first ebook, planning a speaking engagement, etc.)
Here’s my favorite method for turning a “scary project” into a manageable project.
Its very simple: take out a blank piece of paper, and take 20-30 minutes to break the project down into manageable steps.
You can either do this as a list of steps or as a mindmap.
After you do this, your project transforms from being murky and intimidating to doable and just a list of clear steps.
(By the way, this is an extremely effective method, so don’t be deceived by the simplicity of it.)
Ill give you an example.
Lets say you want to start an email newsletter.
I just did 20 minutes of brainstorming, and here are some of the basic steps that would be needed.
– Sign up for an email list management software, such as Aweber or Constant Contact.
– Determine the focus of your newsletter
– Decide on your target audience (the tribe you want to communicate to)
– Develop a schedule for how often you want to send it out
– Choose a name for your newsletter (optional)
– Decide on HTML or text
– Create your first 3 newsletter topics
Now when you review this list, doesn’t it seem like each one of these tasks is really doable?
And each task could be done in an hour or less, don’t you think?
Which means that you could get the whole project of creating an email newsletter done in one day, or definitely in one week.
So what daunting projects have you been putting off lately?
(specifically ones that could help you grow your business and attract clients)
Pick a high priority project, and give my process a try!
Which project are you “breaking down”? Does your project suddenly seem a lot more manageable?
Please leave me a note below, I’d love to hear from you.