Meet Your Ideal Clients Where They AreJan 26, 2022
Today I continue the conversation from yesterday's show...talking through the #1 mistake that new entrepreneurs make, and how to meet your ideal clients where they are instead of sitting back and hoping they'll show up.
Hello, and welcome to the Client Attractor Show. I'm your host, Jacob Ratliff, client attraction coach and author of the brand new book Client Attractor, which is available on Amazon, Barnes and Noble, and clientattractorbook.com.
In the previous episode, I talked a lot about one of the top mistakes I see new entrepreneurs making, which is simply focusing on one type of task—builder tasks—rather than another type of task—driver tasks. So if you haven't listened to that episode, I really recommend taking a step back and going listen to that one before diving in to today's episode, and that's because today, I am going to be diving a little bit more into driver tasks specifically. Yesterday, we really defined what we mean by builder tasks, those longer-term projects that are really going to help you create a sustainable business, but that aren't necessarily going to produce immediate results for your business, that aren't going to immediately produce new clients. These are those things like blogging, building your email sequences and campaigns, optimizing your website, SEO, all those type things that a lot of us are told we should be doing right from the get go. But in reality, those are not the things that are going to get us clients in the most immediate way.
One thing that I didn't mention yesterday is what all of these builder tasks have in common, besides being builder tasks. And if you consider all those builder tasks, like I said, blogging, building your website, SEO, all those things like that, there's actually a really important thing to notice that they all have in common, which is that they are designed to bring your ideal clients to you. They are designed to take your ideal clients from wherever they are now into your ecosystem, your blog, your website, your email list, right where it's all trying to get them: into your own sphere of influence.
That's an important detail, because ultimately, what that means is you're building or creating something that, once you've created it, there's only so much you can do to bring those people into that sphere of influence. So once you've created your website, for example, there's only so much you can do to drive traffic to it. SEO, strategic partnerships, ads, all these are different things that you can do, but ultimately, it's not just a matter of building the thing. It's actually getting people into the thing, once it's been built.
These two parts of the builder tasks, building the thing and actually bringing people to the thing, are really important, and I don't want to discount how effective these marketing strategies are, when you're in the right place or the appropriate place in your business to implement them. However, for most new entrepreneurs—whether you're a coach, consultant, service provider, whoever—it's about 10 times easier to go to where your ideal clients already are, rather than trying to bring them to your ecosystem, to somewhere where they currently are not.
Fortunately, one of the things that we know about humans is that we are very, very community-centered beings, that we gravitate towards people who are similar to us, people who share similar values, beliefs, interests, problems. And you can actually leverage this aspect of human behavior in your client attraction progress, because your goal isn't just to get in front of a single ideal client, but it's to get in front of a lot of ideal clients. And so, because humans are so community-oriented, it means that your ideal clients are likely already building or have built communities that you can tap into. These communities can take a lot of different shapes, but at the core, these are groups of people that come together around either a shared interest or a shared identity. It could be something like a knitting circle, which would be interest-based, or an LGBT group, which would be identity-based.
The second piece of good news I have for you is that for a lot of people, specifically coaches and consultants, we are a more progressed or a more evolved version of our ideal clients. For example, a lot of the relationship coaches I've worked with have had to work through many of the same relationship issues that they now help their clients with. And that's a huge advantage, because it means that when you start identifying the communities your ideal clients are in, you can almost always start by looking at the communities that you're already in.
So whereas with a blog, for example, you would have to create the content and then drive people to that blog content, if you took this other route, this more driver-oriented route, you would instead find those communities where your ideal clients are and share the content with them directly, rather than just posting something up on a blog and either doing nothing to drive traffic to it or trying a whole bunch of different things, and nothing is quite working the way you want it to. Ultimately, the lesson here is not just about builder tasks versus driver tasks, but it's also about really the philosophy of your marketing approach, whether you are creating and trying to bring people into your ecosystem, or whether you are going out into the world to find your ideal clients and meet them where they are.
And much like builder versus driver tasks, one is not inherently better than the other. And in the same way, it really does come down to which is more appropriate for where you are in your business. And specifically for newer coaches and consultants, the approach of finding your ideal clients where they are is especially important, because it doesn’t just helps things move quicker, and it doesn’t just save time, but it also helps you much better understand your ideal client.
Because when you're actually having conversations in these communities, you're creating a much more holistic image of your ideal client in your head, which in turn, helps you to create even better content and to have even better conversations.
Thank you so much for joining me for today's episode of the Client Attractor Show. I'm your host, Jacob Ratliff, and I look forward to seeing you for tomorrow's episode.
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