Attracting Clients & Customers Who Actually Want To Pay You

(upbeat music) Welcome to the Marketing and Margaritas Podcast. I am Madeline and I am Ruby. If you're a startup or a scale-up looking for actionable and profitable advice, then this is a podcast for you. We will give you a taste of our prudent insights and strategies that we've applied to hundreds of businesses to help them grow, scale and succeed. So grab your margaritas and your pen and paper because we're here to show you that with the right strategy, your idea, and our marketing guidance, you can take your brand from startup to stand out. Welcome back to the Marketing and Margaritas Podcast. I'm Madeline and I'm joined by my co-host Ruby. Hi, Ruby. Hi, Madeline, how are you? Good, how are you? Good, thank you. So today, you are taking us through an episode, explain what we are diving into. Yeah, so today's episode is all around attracting clients and customers who actually want to pay you. I want to do this one because I have been having a few conversations with some of my clients or prospective clients and something that they are really struggling with is either feeling like sales feel really hard. Sales feel really icky like they just don't know how to sell on their social media or they're really frustrated because they have a large following, they get lots of engagement, but sales just aren't happening. So I think sales is always something that business owners come to us for help with. Yeah. And I just wanted to bring this episode to you guys because what a lot of people think they need to shift is actually not the case. So we're going to be just diving into how to actually create content that speaks to those ideal clients and strategies instead of just focusing on the wrong things. So to start with, the real reason that people aren't buying generally isn't because of your price. And this is something that I think a lot of people come to me with as they're like, I think that I'm too expensive or they ask for pricing ideas or they say, you know, what price should I be listing my coaching art or my course art? And it really is a decision up to you to decide on what that price should be because it really does position you against other brands or positions you to a particular person. So there's no right or wrong answer. Like if you think around like a car, for example, there are cars, I don't even know how cheap you can get a car, but you can get a car on like, I don't know, marketplace or car sales for like $5,000 or you can buy a car for like a million dollars. Like you can see that there's such a difference between the price and the quality. And it really just depends on who you're targeting. Like there's no right or wrong answer for what your price should be. So people aren't buying from you because your price is incorrect. That's the first thing they want to say. A lot of people either think that they need more followers, more content or more discounts to generate more leads or generate more customers, but what people are missing is messaging. I think messaging is a piece. And this brings us back if you listen to last week's episode around trends and predictions, actually understanding who your target market is, but also who your current audience is. And they can be two different things. So it's important to actually go and stalk your followers and stalk your current audience to see who they are. Like have a look at your stats. Have a look at all of those insights because we need to be creating messaging that speaks directly to them. Or if those audience people are incorrect, like they're not who you're wanting to focus on, we then need to bring it back to attracting the right types of people based on who your ideal audience are, okay? So when we're creating content and issue that I'm seeing a lot of the time is that we're not speaking to the right audience for our product or service, okay? There's no real emotional connection there. So we might just be either posting like the offer and leaving it there. We might be posting the USPs of the product and leaving it there. We're not actually understanding the emotions behind what themselves. There's a lack of trust or a lack of proof. When we're looking at any of the campaigns that are armed with my clients, we have a number of different content pillars that we need to hit. And social proof content is one and it needs to be in your content strategy for selling any of your product or service. If you have no social proof, you need to go out and get it because it's just not good enough as a business owner. If you don't have any, any more 100%. And the final one is, actually, I've got two more. I just didn't pop this one here. Second to last one is inconsistent code action. So you're actually not sharing your offers at all or not very often, you just have that inconsistency there and visibility. I think a lot of brands just aren't visible enough. There's so many people on social media and we need to be visible across multiple platforms or if you're only on one platform, you need to make sure that you're showing up consistently because that's also going to help push the right people through. So I suppose the first thing that I wanted to focus on is the first shift and that first shift is selling the transformation, not the thing. I'm planning to speak about this all the time. A lot of the time people just think about, oh, I've got this skincare product. I'm going to sell it for people that are struggling with acting, like cool. But what's that actual transformation? Like, how can you showcase that outcome? How can you showcase the feelings behind that, the identity shifts behind that, not just the features, not just this has, I don't even know what are the active ingredients in. Like you have active ingredients, like you might be like, oh, this has blah, blah, blah in it. Then you'll put that in an ad or you put that in the content. This has retinal, like people don't even know what they do. So don't put that in the ad, actually strip it back. You know those books like The Dummy's Guide to X, Y and Zed? Think about your audience is someone who is reading that book and you need to strip everything back and create content that is for The Dummy's Guide to skincare or your friend's skin. And I can I say what else I? I'll always say to light the girls or whoever the team is making the piece of content. Could you look at this piece of content and identify in that piece of content who it's for and what is itself? Not just like, 'cause I think sometimes we know, like we know, 'cause we're creating the piece of content, what it does, but to the consumer they have like no idea, like who is it actually targeted to? What's the outcome of it? Because we get so caught up in our own business. A hundred percent, like, and we get so caught up in, that we know what the features are and like we're so obsessed with it. We're probably experts. Well, we are experts in our product of service. So it's almost like we speak all this jargon which is just so irrelevant to our ideal audience. 100 percent. So I've got a couple of examples here just because I think people appreciate it and we can put it into real action. But as a social media, you're not just selling a content package or if you're creating, you're not just selling that content package. What you're selling to your ideal client is time freedom. Is confidence to show up on camera? Is business worth or revenue growth? It's not having to stress about posting at 10 p.m. on a Monday night. It's about not having to worry about where your next post is coming from or going out and shooting content. Like think about all of those things that your ideal client is not having to do or having a weight lifted off their shoulders. Like get into their minds and they're the types of things that you're selling, okay? I don't care that it's a content package. But they do care if they do get some time back in their business. Yeah, 100 percent. And a product example. So let's say that you're selling candles. You're not just selling like a nice smelling wax in a jar. Like that would just be boring. But you're selling relaxation. You're selling, setting the mood. Maybe it's a romantic mood. Maybe it's a relaxation mood. Maybe it's a calming mood. Like what's the mood that we're wanting to shift and bring our clients on that journey or that experience? We're selling an elevated home experience. So perhaps you've got different sense for different rooms. Like what's the type of feeling that you're wanting people to feel when they walk into your kitchen, into your bathroom, into your living room? And we're selling that room like moment of calm or moment of serenity. They're the feelings that people are wanting to experience and the outcomes that people are wanting to get from the product. So a simple candle, how boring does that sound like? But if you can actually sell what's going to be elevated in your ideal audience's life, it's just going to take it to a whole other level. All right, should we talk about the second shift? Yes, absolutely. So the second shift is speaking directly to the client who is ready, not the client who needs convincing, which is huge. So something that I think as business owners, we need to understand is our customer journey or our bio journey. And when we're creating content, we need to be creating content for each stage. But when we're at the stage of selling, it's not about convincing, it's not about like, and this is where I see there's a lot with service providers, actually. They feel like they need to be following up with all their leads a million times to convince them why they need to sign up for coaching or that high-tech event. There are people I'm not going to buy from you. And if they do, they're going to be a terrible client because they haven't already built that trust with you. They're going to be the client that is asking a million questions. They're going to be probably questioning your work. They're going to be asking for the discount because they're not sold. We need to be speaking to clients that are ready and they're in that stage where they're perhaps looking at different service providers and they're just trying to choose who's the best fit. Right? When we create content for people who are at the top stage of our final, or even the middle stage, we're speaking to people that either aren't ready to actually make that purchasing decision. They can't afford the solution, or they don't see it as a big enough problem, so they just aren't willing to spend that money. Well, they don't actually believe that they have a problem or a big enough problem to spend the money on. So it gets really, really hard to sell your product or service to them because a lot of our marketing and messaging then turns into this real desperate, like, convincing, which is really icky and it turns people off. And if you are a business owner who's feeling really icky in your marketing, you're probably speaking to the people that don't know that they're ready yet. So instead of, if you say you're a web developer, for example, instead of content that talks around why having a website is important, we don't want to convince people why a website is important. No, they know that a website is important. They will be looking for a service provider to help them with their solution. Your content could then be, if your website traffic is high, but conversions are low, here's what to fix. Can you say, like, already speaking to they know what the problem is? Like, if someone doesn't know that they need a website, they're not going to understand where their website traffic is, or how high or low it is, or where their conversions are. Like, speak to someone that already knows all of those things, but they need some more support with that. They're ready to actually purchase and work with you. Product example, stop creating content that's really fluffy and really shallow. Like, why skincare matters? Why you need to have a morning routine that, like, you don't need to convince someone to have a morning skincare routine. If someone wants to purchase your product, they're looking for the right vitamin C serum. So, a piece of content could be, if your current vitamin C serum isn't brightening anymore, this could be why. Yeah, so you're actually speaking to those pain points. Like, someone who's already using it, but they're not seeing the results that they're wanting. Shift number three, show what you do. Don't just tell them. Actions speak louder than words. I think you've probably heard that saying in every instance of her life. And people will buy when they see the value in it. So, things that we can do is really sharing those before and after those transformations. This is where social proof just comes into place so much. And that could be through screenshots. It could be through video testimonials. I know Maddie spoke about those, oh, she shared more around reviews and making your review, sorry, your reviews feel more authentic through a grading or actually getting that feedback from your customers in terms of, like, texture and what not. Really bringing all of that social content, share day-in-the-life clips, showing your expertise in motion. So, if you're a service provider, let you could jump on and share a behind-the-scenes of your program and actually take them in the portal and take them to a call and share a recap of what was covered in a session. Like, bring people behind the scenes of your product or service so that they can see it in action. Same with in the product. So, if you have a launch to product, show how you're using it. Like, if you've got skincare, people want to see what the serum looks like on your skin. They want to know that it absorbs really nicely. They want to know how much to use. They want to know when to use it. They want to know how to stack it and how to, what other products to combine it with. They want to see how the product comes so that they know what to expect in that experience. Like, actually bring to life what the product or service is and show it through your marketing. I'm not just telling people anymore. We have to show them and video content is the way to do it, but actually bringing things to life. Yeah. Number four, make your offer easy to understand. And this is something that I struggle with a lot with clients. I always, my first thing I say is don't come to me if you're looking for a brand or a business name or a program name because I'm not created in that sense because I think simple is best. Your product should explain what it is or your solution. So instead of like trying to think of some cryptic clever witty name for a program, actually call out what it is. Yeah. Also, your website needs to clearly explain your website, but also your Instagram by your TikTok. It should clearly state who it is you're serving and how you're serving them. Like stop trying to think about some clever way of defining things and just strip it back and be really simple. So things that we need to answer is who is it for? What problem does it solve? What's included in a certain product or service? What's the price range? I think people hide behind this, but like, don't. Because if someone can't afford it or someone thinks it's too cheap, they're not your ideal person. What's the transformational benefit? And how do they buy it? That sounds simple, but if you make it too difficult, people will not purchase it. 100%. Final shift is stop hunting for people and start attracting them. Again, that might sound really simple, but a concept that I like to bring to a lot of my clients is this concept of magnetic marketing. So when we're looking at attracting aligned clients, they come, they will find you consistently when your content communicates your expertise, your values, your vibe and energy, your boundaries, your standards, and your confidence, your confidence. Your values. That's well. Your values, like people will read through, or they'll see through any content that is inauthentic. And they want, especially in the service-based industry, like people work with people. People work with people that they like. And you need to be likable, but not too likable that you're people pleasing, because it's important that you're attracting the right people. Especially if you're in this stage where you're listening to this podcast episode and wondering why your aligned clients aren't finding you, it might be that you're just creating content that's too fluffy and you're not sharing your personality. So no one's actually attracted to you as a person. Yeah, I know that might sound rude, but it's just important to stand by your beliefs, stand by your values, and share them online. The amount of parents or moms I've started working with because I've shared more around having Goldie and Motherhood. People, especially in business, they want to work with other moms that get it, because it, yeah. There are some new challenges that come into business. Same with you, Maddie, like I think, you so strongly stand behind the fact that you love skincare. You love fashion, and who are most of your clients? Fashion, skincare. 100% and it's not. There's no reason why they're not. Like it's, people will come to you if your values align. Yeah, so it's really important that that comes through your content and it is kind of a pillar. You've got that, I would call it like your embodiment pillar. You are the walking, talking, living proof that either your offer works or your values align. And we need to be bringing that through your content. I love this. So hopefully that helps people too. I mean, I could go on and make a content to create around attracting the right people. But hopefully these shifts start to make you think around perhaps your content isn't attracting the right types of people. Yeah. If I was a business owner listening to this episode, I would really think about mapping out your bio journey and thinking around, okay, where are people sitting currently? Like do I need to be focusing on speaking to, because we still need to be speaking to people that aren't problem aware yet to bring them through our funnel, right? That's sort of where your top of funnel content is going to be sitting. Yes. But this episode is mainly for the people that are looking for the conversions, right? And we're looking at our conversion content and our sales content and it's not really sticking. And one of these shifts, or five of them, should help you identify where you're going wrong and how we can solve that and fix that gap. 100%. No, I really like that episode. Good one. I'm glad that you didn't take it. Well, that's all for this week. And we look forward to catching you in the next week's episode. Done, chat then. [MUSIC PLAYING]