Hi I'm Anna Rumbold, award winning business & marketing mentor, and Podcast host. I recorded this episode for you if you care deeply about your work, you’re no stranger to a Canva graphic, and you’re ready to take things up a notch to attract better clients, better money and create an all-round sustainable, profitable business.
I'm going to be walking you through my approach to crafting messaging that will speak to the person who’s ready to pay, stay and rave about you every single time, and I'm going to be sharing plenty of examples along the way. Let's dive in.
Click here to apply for my signature 12-week 1:1 programme, ATTRACT.
Attract the clients who are ready to pay, stay and rave about you (a mini masterclass with actionable examples)
What you’ll learn from this episode of the ATTRACT Podcast:
Why your marketing message is a mirror of the person you’re attracting
The reason you’re struggling to consistently attract high-paying clients
How you can attract high-ticket buyers who don’t need convincing
Examples of how you can influence how your ideal client perceives your offers
Prefer to read instead of listen? Go ahead!
Your marketing message is a mirror of the person you’re attracting to your business
First off: Your message is a mirror of the exact type of person you’ll attract.
And this is why if we back up a second, I spoke to you as the really good content creators that you are. And also as the experts who know what you're doing and are getting results for your clients. The more I position my message to the specific person I want to speak to, the more deeply this message will resonate with them.
I hear all the time:
"my audience doesn't seem to 'get' the value of what I'm selling"
"the people in my audience are afraid of investing" "they're commitment phobes"
And of course "everyone I speak to wants the moon on a stick for pennies"
Let me know if you're feeling called out - I used to think that the people I spoke to just didn't have the budget.
While this might be true on an individual basis and there will always be some people that this is true for, and I feel it's important to stress this, your followers, your email list, aren’t collectively reluctant to invest. And unless you start speaking Spanish to an audience of people who only understand English, there's no reason why the type of client you want to attract should be thinking that they don't "get" the value of your offer either.
The reason you’re struggling to consistently attract high-paying clients
The reason you're consistently attracting red flag clients? It's down to your messaging
The reason your retention rate is consistently low? It's down to your messaging.
The reason you're on an income rollercoaster is because clients leave when you don't give them the moon on a stick? It's down to your messaging.
But what this means is that your messaging is also how you'll attract green flag clients who value your offers, and want to pay, stay and rave about you. When I shifted my approach to position my own offers to this type of client, my referrals increased, my retention rate increased, and I attracted clients who were happy to pay high-ticket prices for 1:1 mentoring.
Which is why our message is a mirror of the exact type of person we're attracting from our content.
And something I will probably repeat until I'm blue in the face, is that the loudest message is always the CLEAREST. So the more specifically you speak to the person you want to attract, the more likely your message will be heard by them. Which is when this specific person will see YOU as a match for the outcome they desire.
It might seem painstakingly backwards, but speaking about why someone should invest in you as an expert, is the exact same reason you’re attracting people who have zero desire to part with their hard earned cash. And it’s the same reason the client wins you’re sharing are attracting the clients who are asking why they haven’t received the moon on a stick within a week.
Neither of these examples are positioned to the client who is ready to pay, stay and rave about you. The client who values your offer AND your specific solution and process.
The first example is positioned to the person who needs convincing of why they should even hire an expert like you, instead of speaking to the person who is ready to achieve the outcome you deliver. While you'll have different buyer types in your audience, including those who aren't ready to buy right now, if you position your content to the person who is ready, and has more desire than doubt that the solution you provide is what they want, your message will meet them where they're at when they are ready.
And I refer to this as speaking to your ideal client's aspirational identity. And if we capture the things that make them ready to work with us, our content does a lot of the pre-qualifying (and heavy lifting) for us.
And with the second example, let's say you share an amazing result your client experienced recently, yet you share it without context, or you're not speaking to what the CLIENT brings to the table in order to create those results, you're positioning this message to the person who will probably expect that this result will just happen for them.
Example: “Client X tripled traffic to their website within 3 months of hiring me as their social media manager. DM me about my social media management packages.”
VS. “Client X tripled traffic to their website within 3 months of hiring me as their social media manager. This client isn’t new to business, and the hundreds of 5-star reviews they had spoke volumes. Yet when they hired me, their existing sales were coming from word-of-mouth, repeat customers and a few press articles, and they knew it was time to spread their wings on social media.If you want to leverage the momentum you’ve already built in your e-commerce business to drive traffic to your site via social media, DM me about my social media management packages.”
See the difference? One is open to interpretation, the other speaks directly to what makes this ideal client ready to create the result you're speaking about.
When you don't get really specific, your content is going to go straight over your DREAM client's head.
How you can attract high-ticket buyers who don’t need convincing
How do you craft messaging that positions you as the top choice for your ideal client? By filling in the gaps.When your messaging has gaps, everything you communicate is completely open to interpretation.Instead of influencing how people perceive your offers, your dream client is busy filling in the gaps and deciding that your offer is not for them, or that you can give them the moon on a stick for pennies. I'm going to share an example of this with you to show you what I mean.
“I know you’re tired of slow sales. Instead, you want to be able to attract your dream customers on repeat. This is exactly what I help my clients with as a social media manager”
Tired how? Like physically exhausted? About to give up? Or just need a strong coffee?
What do slow sales look like? What do they want their sales to look like? What if my offer hasn’t been validated yet?
What makes them a dream client? Someone who’s ready to invest? Someone who’s a dream to work with?
How is this different to what I’ve already tried? How do I know this is right for me? Despite the fact I just started my business and haven’t sold a thing, can you help me to make sales?
Whereas the following message is SO much more specific, and therefore it fills in the gaps.
“it’s not like the orders aren’t rolling in, but let’s put it this way, you made more cups of coffee than sales yesterday and quite frankly, it’s making you need another one. Despite the fact your customers are raving about your products and you’ve been building momentum, you want to be able to consistently attract the type of client who’s ready to hit pay today. Which is exactly why we’ll build a content strategy that primes people to buy when you hire me as your social media manager.
Yep, I need a strong coffee when I think about the pace of my sales right now.
Yep, the sales are rolling in, but we want them to be more consistent.
Yep, we want to attract the type of client who’s ready to hit pay today.
Yep, our offer is validated, we’ve tried capitalising on our reviews and the sales still aren’t consistent enough.
Yep, I can see how you’re going to help me to overcome my problem.
When you fill in the gaps, you teach your audience why they should care about what you have to say and how they should value your offer.
And let’s face it, it’s not their job to assume that:
- you know exactly what problems they’re experiencing and how these problems are surfacing
- you know exactly what they want and what that looks like for them
- you know exactly how they’re going to get there, and why it’s a different path to the one they’ve walked 100 times already
- we are the experts they should hire to create the outcome they desire
It’s our job to show them. And I actually use these points as a checklist when I'm creating.
How you can influence how your ideal client perceives your offers
These are some questions to ask when you're clarifying your message and filling in these gaps in your content.
Am I speaking to the client I want to attract?
What does this person bring to the table?
Where exactly are they at right now?
What have they already tried?
Where are they on their journey from point A to point B?
Could this be relevant to anybody other than your best client?
When you keep your copy broad, such as "How to drive traffic to your e-commerce site", you speak to both the business with hundreds of 5-star reviews and a validated product, and ALSO the start up with zero sales.
Whereas when you speak to "How to use your 5-star reviews to 2 x traffic to your e-commerce site", you speak specifically to the business owner with the 5-star reviews.
And it's this resonance that will have them self-identifying as an ideal client from your content, and seeing exactly why they should pick YOU.
If you want to consistently attract the types of clients who are ready to pay, stay and rave about you, so that you can scale a business where income stacks, and you get to play in your zone of genius working with the clients who light you up, DM me ATTRACT on Instagram to chat with me about my 1:1 containers.
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