Ready to focus on what really can get your next client in the door? That’s easy… Focus on THEM, not you! So what do I mean by that? Your #1 Focus To Get Your Next Client is easier than you think!
This business that you’re building isn’t about you. When you took the leap to follow this passion, you had your own struggles. Maybe you had a health struggle and now you want to share the message on how to overcome it. You want other people to not struggle with it! You want to show them that there are alternative, holistic, natural options to heal themselves, right?!
But somewhere along the way, you started to lose your focus on that. You lost your focus on the people you want to help and you started focusing on you!
Think about that.
It’s showing up day in and day out as you build your business. There are two things that I see.
1. People who totally withdraw
If this is you, it’s showing up in the form that you are afraid to put yourself out there. You are just sitting there waiting for the phone to ring, but it’s not going to happen.
2. People who focus on perfection
You’re spending hours, maybe a whole week, writing and rewriting content for your blog. Or you’re being rigid with your to-do list and won’t consider yourself “ready” until that list is checked off.
In any of these situations, it’s simply not true!
There is the other side of the spectrum, too. Maybe you’re putting yourself out there, but your pain point is a bit different. You’re using all of the “me” language instead of the “you” language in everything that you do.
You’re hustling, you’re networking, you’re putting yourself out there. Awesome! But when you introduce yourself, you’re focusing on you and not on them. You’re talking about your credentials, your modality, all about the fabulous things you can do. It’s not about what the client wants or desires!
It can also show up in your online channel. On your website, for example. When a potential client lands on your website, they see tons of examples of what it’s all about, and they are learning all about you. But… they are not seeing what they want or what they desire. They are unsure of how you could actually help them.
Same thing with your writing in your blogs or emails. You include a lot of wellness speak. People may not know what that is! It’s not plain English. It’s not speaking to your client about what they want and desire. You’re using “me” language.
They want to know how you can solve their problem!
If you can talk about their problem in their language it’s going to be so much more powerful!
But why do you do it? You’ve forgotten about your passion and you’re not showing up in the right format for potential clients, but why?
It’s the fact that you’re new. You haven’t seen the level of success that you want and your frustrated. Sometimes you just don’t know what you don’t know!
If you’ve never done certain things before, it challenges your confidence. You’re looking around trying to compare, but you’re just not sure how to do it! I get it. You’re letting fear take over. You don’t want to look stupid in front of peers, colleagues, to potential clients. You’re afraid of making a mistake or of failing. But you can turn this around!
You have to start thinking about how bad you really want this! It all starts with ending your self-sabotage. Stop the language in your head telling you that you can’t do this!
Introverted? I don’t want to hear it! Most of us are introverted in the wellness business. That’s the profile! Many people are shy. Everybody is challenged with money. Everybody is challenged with time. Stop the self-sabotaging behaviors and look for where those negative thoughts live in your brain.
So how can you overcome this? Stop thinking about your limiting behaviors. Stop the self-sabotage. Get yourself out there!
Get targeted with your message and get rid of the “me” language!
To do this, you need to understand and define that target market! Do the research and understand what they want and desire. Than you need to craft your message. Just a few simple sentences of how you’re going to introduce yourself. And I promise you, it’s not this:
“I’m a licensed acupuncturist. Acupuncture has been around 3,000 years and the needles are hair-thin”
This is all “me” language. It has nothing to do with the clients that you want to attract!
The last thing to focus on is to work a little seed to plant for yourself. I know many of you are disappointed because you’re not getting the results you want and it’s affecting your confidence. Reset your expectations!
I really want you to think about who you are comparing yourself to. If you’re investing 10hours a week and building your business and you’re comparing yourself to someone who is only spending 8 hours a week, that’s not apples to apples. Stop setting unrealistic expectations for yourself!
Building a business takes way ore than six months. Start thinking about this as a long-term play that you’re in for the long haul. You want to look for the trend of growth in your business. Give yourself three years. I’m serious!
At first, you’re trying to get a few clients. Than, you are working to get consistent clients. And consistent clients equals a longer-term game. It doesn’t happen overnight! Nobody talks about how long it can take, but it does! Set clear expectations for yourself and your business!
Making the Maven Episode 121: Marketing can be icky and filled with misleading information but it doesn’t have to be! There is an ethical and authentic way to sell your services.
Dr. Glenn Livingston is a veteran psychologist and was the longtime CEO of a multi-million dollar consulting firm that serviced several Fortune 500 clients in the food industry. Glenn is also the author of Never Binge Again, which has helped thousands of people reprogram themselves on their relationship with food. On the show, Glenn discusses how health practitioners can market themselves authentically and ethically and dives deep into the psychological reasons why we have food addictions.
Key Insights & Aha Moments
*Glenn is so passionate about his line of work that he self-funded a study with over 40,000 participants and today, he will be sharing his personal journey out of obesity.
*Both Glenn’s parents were psychologists! It really helped him become an introspective thinker and it inspired him to become a Ph.D., himself.
*Glenn has experienced some failures along the way, the worst one was when his business failed, he became $700K in debt and had lost $2 million in the business.
*What do practitioners need to be thinking about from a marketing perspective?
*You don’t have to lie to your client in order to be effective at marketing. In fact, that’s not even considered ethical marketing. There is a way for you to promote yourself truthfully and authentically.
*If you feel icky about marketing, then take a step back and ask yourself, what you believe about your product. Do you believe people out there are suffering and you have the solution? If yes, then market with pride. Go all out! Embrace it!
*How can local practitioners best market themselves ethically?
*What was Glenn’s journey from having their own practice to marketing consultant to writing the book Never Binge Again?
*Addiction targets the lizard brain, and our lizard brains are not prepared for food addiction.
*Is binge eating common among men?
*Practitioners can get certified in Glenn’s methodology to further help their clients who are struggling with weight and eating issues.
*Never Binge Again isn’t a diet plan, it’s a way to structure your brain so you can regain control and combat impulse!
Let’s talk about making money in wellness! How can you turn your expensive hobby into a really successful wellness business to that you can reach and touch more people? This is The One Thing You Need to 10X Your Marketing to take things to the next level!
I’ve been spending some time with clients to really understand what is holding you back from attracting those dream clients into your business. You’re already doing a lot of things right, but what are you missing?
The One Thing You Need to 10X Your Marketing
You’re doing all of the right things:
Sending out emails
Putting Yourself Out There
But there are still some gaps in your marketing. That’s why it’s not working the way you want it to. So how can you 10x your marketing to turn it around? You don’t want to just bring in clients, you want to bring in DREAM clients! Ones who really want to work with you. Ones who fill you up and get results. But ultimately, you want clients who will refer you because that’s what it’s all about in your wellness business!
So what is that one thing you need to do?
It’s not sexy. It’s not that fun. But it’s needed! When I work with clients, I absolutely won’t let them skip this step. But they resist it! You want pixie dust!
What you need to understand is that this IS pixie dust! If you are truly able to speak to your clients to understand what they want and need, then communicate it back to them in their own language. That is what is going to deliver the results you want!
It got me thinking about my own business and how much research I’ve done myself. I’ve easily gathered data and feedback from my target audience and either talked one-to-one with people or surveyed them in some way, shape or form.
So how do you do market research? One of the best ways I believe is to talk to your audience. What that has done is it has allowed me to get closer to my audience to learn what they want and need.
I don’t want to overwhelm you with it, though. You don’t need to get out there and talk to everyone at once. But how about 10 people? Are there 10 people that you would love to work with? Talk to them!
You want to specialize and you want to help people who are struggling in ways you’ve struggled in the past. But the difference is that now you’re on the other side of it! Your perspective has changed because you’ve moved through being the victim and somebody who is sick all the time. You’ve done your work of struggling to find answers.
You have the answer and found your cure and healed yourself! You’ve experienced a lot of different forms of alternative options and holistic healing and have a totally new perspective. That makes it more difficult to relate to where people are now.
Even if you feel like you know these clients, you don’t anymore. So you need to do the research!
One of my favorite ways to get to know your clients is to interview them! I try to talk to two of my clients a week one-on-one and continue to survey people week after week. I easily get 25 surveys back every week. So that’s 27 people I’m getting new research from every week!
I stay close to what’s going on in your world because I’ve been there. But I’m not there anymore, so I need to stay close to it to know what is happening!
This is when you can create marketing messaging that is extremely powerful. And it works!
Have you been trying these things? You’ve been doing some email marketing. You’ve got an opt-in on your website and have been putting blogs out there. You do the social media thing, but you’re getting crickets. You see zero for your open rates and nobody is clicking on your links. What gives?
Your research may be off and you’re not creating the powerful messaging that is speaking directly to people. You’re using “wellness speak”, not their own language. You have to remember… talk to them! Learn about what is going on in their lives, what they want and what they desire. They want to hear it in their own language!
I know it’s hard to talk to hundreds of people. But did you think of using Amazon? Check out specific Amazon books in your niche and look at the reviews.
For example… fibromyalgia. If I was going to specialize and work with individuals who were struggling with this, I could look for books on this topic. BEST SELLOING BOOKS! And I’d be looking at those reviews.
You’ll be amazed at what you find. You’re going to find all sorts of juicy content about people who read the book. You’ll see what they are experiencing and the dramatic change that happened as a result of reading that book. And it’s all going to be in their own words! I encourage you to cut and paste this information and keep it in a spreadsheet.
Another idea? Use forums. Go into Google and type in the search. Again, by using the example of fibromyalgia, type in the word, the plus sign, and than the word forum. The result will be that any type of forum that is related to this topic will pop up.
Now, you can head into those forums and you’ll do the exact same thing as when you do your Amazon research. See what people are talking about. Read about their struggles and read their words. Copy and paste the language and keep it in that trusty spreadsheet! Soon, you can begin to look for trends, which can tell you what the biggest pain points are.