Guest Blog by Debbie Cromack
Your Niche and Dream Client
In order to leave your corporate 9-5 job, you need your business to be thriving.
In order for your business to thrive, you need income.
You get income from paying, dream clients.
You get dream clients by attracting them to you through your magnetic message.
Whew! Okay, so how do you do all THAT?! Let’s break it down.
First, you want to narrow your niche. Because if you don’t, you end up talking to everyone…essentially talking to no one and you end up lost in the crowd. You want to identify:
1) who you serve (your ideal/dream client),
2) how you serve them (how you solve their MAIN pain point), and
3) why YOU (how do you differentiate yourself from others who do what you do).
And once you have your niche figured out, you can focus on developing communication and connection strategies and your client’s experience.
- Identify Who You Serve
When you market, you want to market to ONE person. That person is your ideal client.
I’ll give you an example, my ideal client is a single woman making over six-figures in her corporate job who is burnt out and knows she has a bigger purpose in her life. She’s feeling called to be an entrepreneur and a coach in the online space. She’s in her 40s and is more introverted than extroverted.
Now let’s talk about your “dream client.” Your dream client doesn’t necessarily fit inside your “ideal client box.” She might, but she also might not. Here’s the thing, when she comes to you because she’s drawn to you from the content you put out, you feel an amazing connection with her, AND you KNOW you can help her with her pain points…why would you NOT work with her?! Do you see my point?
Sticking with my example, I’ve had women come to me who were never in a 9-5, but wanted to start their coaching business and didn’t know where to begin. When we chatted, we clicked and I knew I could help them. I’ve had women come to me who are in their 30’s and 50’s. They’re not fitting perfectly inside my ideal client box, but my core values and integrity verify that I can truly help. So, as long as we vibe, we work together.
- Identify How You Serve
Now let’s talk about your magnetic message. We both know that your dream clients have more than one pain point. AND we know that you can solve many pain points. HOWEVER, when you craft your message, you want to solve the ONE, BIGGEST pain point they’re struggling with.
Imagine if you needed a pen and Googled, “pen.” 1,400,000,000 options come up. Hello, overwhelm!!! Once you have established yourself as the expert at solving their main pain point, over time, branch out and test the waters. At first, however, stick to that one, main paint point.
Tell them how you serve them, what your service or program is. Tell them what results they can expect. You don’t need to go into great detail, the details can be on your website, sales page, or landing page. But you do need to give them enough information for them to know what to expect. Do you provide one-on-one coaching, group coaching, courses, a mastermind?
- Identify Why YOU
Sprinkle in your personality, your social proof, and your expertise. This is how you start to build that know-like-trust factor.
Address their struggles and vulnerability in a way that makes them feel seen and understood without feeling like prey to your products or services. Be compassionate, powerful, and concise. And be sure to avoid clichés and industry-speak. Do your market research and, whenever possible, use THEIR words in your message and your content, this helps them feel understood. Say what they’re thinking, but terrified to say out loud.
Now that you’ve narrowed down your niche, you can focus on developing communication and connection strategies and your client’s experience.
Communication and Connection Strategies
Most people talk about “marketing” and “sales” strategies, but our clients are human beings. Human beings with problems and pain points…often deeply rooted in their soul. Human beings with delicate, powerful emotions. Human beings who are desperate for help. Human beings who are looking to us to help them.
Our clients want to be COMMUNICATED with and they want to feel a CONNECTION with us. They want to feel seen, heard, and deeply understood by us. And we want them to know, like, and trust us. The way we build this bond, is by communicating and connecting with them.
When you’re creating your message, craft it using words you would say to a friend who’s going through a tough time and has come to you for your guidance, knowledge, and a comforting plan of action to help her with whatever she’s struggling with.
Be sure you’re talking to ONE PERSON in your marketing. Talk to that ideal client and your dream clients will come. Remember, when you talk to everyone, you talk to NO ONE.
Tap into her pain points and how you can solve them with LOVE. When you are communicating your message in a way that shows your potential clients that you have been where they are and you can help to get them beyond whatever it is that has them feeling like they’re stuck, they are more likely to feel understood and truly seen by you.
Once you have your messaging nailed…you want to go deeper. You want to connect. We are human beings and the way we feel seen, heard, and understood is through CONNECTION.
What do I mean? I mean share your story. Share the good, the bad, and the ugly.
We all started somewhere and your clients want to know the truth…and that includes the things that didn’t work or went horribly wrong. Sharing your wins…that came out of the mess you may have initially made…gives them hope. Showing them that you are a real human being and you know what they’re feeling helps them resonate with you.
By sharing your raw self, the right people will be drawn to you. Sharing your background, your fears, your triumphs helps validate for them that they are not alone and they, too, can create the lives they desire…with YOUR help.
Are you a mom? Are you divorced? Are you adopted? Are you introverted? Do you love hot cocoa or kombucha or red wine? How do you schedule your time? What do you do for self-care? What do you do for fun?
These are all questions your potentials clients wonder about you. Open yourself up and let them in.
And REACH OUT to learn about them. Make a connection with them. Ask them what they’re struggling with and ask how you can help them. Ask them some of the questions above and some of your own. Bond over similarities. Laugh about differences.
Create a connection strategy and sales no longer feels like selling, rather it feels like a deeply connected way of reaching out your hand to grab hers and let her know, “I’ve got you. We’ll do this together.”
The best way I’ve found to build solid relationships with clients is to take them on a free-to-paid journey.
Think about the way you purchase things. For example, when you go clothes shopping, you get the opportunity to try on the clothes before you buy them, right? Similarly, when you go to wholesale warehouses like Costco on a weekend, you’ll find sweet little old ladies behind a cart offering a cheese-and-cracker sample so you can have a taste before you buy the 3-pound block of cheese and 10-sleeve box of crackers. This is the free portion of your client’s experience.
I like to do free 30-minute Zoom calls. This gives us a chance to get to know each other, get a sense of each other’s vibe and energy, get a feel for what it’s like to work together without any pressure, and for me to give massive value before I’ve been paid a penny. It’s a little like a job interview where we get to figure out if we want to move forward together.
If everything jives, we have a follow up call where I invite them to the next step of working together which, for me, is my intensive. At this point, our time commitment increases and they have a financial investment to make. Following the call, we have another follow up call. By this time, we’ve spent quite a bit of time working together and one of two things happens; 1) we decide we’re not quite the right fit and I provide her with a name or two of someone who I truly believe would be better suited to help her, or 2) we flow right into my six-month coaching program without having to “sell” her anything because, at this point, it’s simply a no-brainer to continue our work together.
This flow makes the process very comfortable…for both of us.
Figure out what journey you take your clients on to make working with you simply the next logical step. Make the journey one that feels good to you and serves your client in the best way you can.
And a part of that is pricing. Pricing should be grounded in value and bring you stable, sustainable income.
First, do your research and see what other people are charging for similar services/products. This is ONLY a data point. Whatever your research reveals does NOT mean you must price in the same way. It just gives you an idea of what’s out in the marketplace.
Second, reverse engineer how much income you want to bring in to support your business and your life.
And third, I always recommend asking yourself, “How much would I pay, knowing I could get to where I want to be?”
And There You Have It! The fastest way I have found to attract your dream clients to you and turn them into paying clients.
Here’s to YOUR kind of success!
About the Author: Debbie Cromack is a corporate lackey turned entrepreneurial renegade. She is an international best-selling author and Business Coach, empowering introverted female entrepreneurs to set up the foundation of their coaching business, implement a replicable sales process that feels good, and replace their corporate income so they can thrive in their business, quit their corporate job, and create a life they fall in love with every single day.