puym_clients1Consistency is one of the most important factors in being a successful marketer. Ad hoc and stop-start efforts will yield little result because you simply cannot gain and maintain momentum.

A great analogy is a jet plane taking off. Statistics suggest that 25% of the fuel used for a short flight is burned just taking off. The payoff comes in the cruising speed because the hard work has already been done. Same for business. So inconsistency means you will constantly be in ‘take-off’ mode which means a lot of unnecessary hard work.

If you focus on these three crucial marketing strategies you’ll gain the momentum to consistently get more clients.

1.    Build your list 

You’ve probably heard the term “the money is in the list” and in modern marketing that’s definitely the case. Especially true if you are a solo-entrepreneur or small business. You simply don’t have the budget to compete with the big guys who throw millions at mass advertising to build their brand.

The good news is, you don’t have to. By capturing your prospective clients contact details you are in control of the conversation. This is the basis of direct marketing and the bigger and faster you can grow your list, the more prospects you can communicate with directly.

Whether you are connecting with prospective clients on-line or off-line (and you need to do both) the aim is to get them onto your private mailing list.

2.    Communicate 

As marketers there has never been a wider, easier, more accessible way to communicate with prospective clients. And therein lies the problem. Where, what and how to get your message out there.

Here’s my tip. Do your homework. Make sure you are totally clear on who you are and what you offer then plan your communication strategy to reach your target market. Choose your in person and online media platforms to get in front of them.

Keep re-enforcing the key aspects of what makes you different and how you help your clients move past their problem. Remember, if they don’t have a problem, they don’t need your services.

Then whether you are writing or speaking you can easily stay on topic.

Once they join your mailing list you can communicate with email and frequent newsletters, email campaigns and the like to keep adding value.

3.    Make offers

It never fails to amaze me how many business owners shy away from asking for the sale! You simply have to make offers which means you must ask people to buy from you, sign up to your workshops and special programs and whatever else you do to serve them.

The important things is to structure your offers in a way that your prospective client can understand the benefits of working with you. They need to feel confident that you can deliver before they will invest.

A good strategy is to offer choice. People like choice and you will make more sales if you provide option at different price points.

Remember, never stop marketing. Without marketing, your leads will dry up and you will struggle to consistently get more clients.

ideal_client1This may come as no surprise but not all clients are created equal. It’s also no surprise that working with the wrong clients can lead to disaster for both parties.Or at the very least to an unsatisfactory outcome – and no-one wants that.

So it makes good business sense to decide in advance what criteria your ideal clients need to meet so you can focus your marketing to attract more of them.

Here’s 5 must have criteria for your ideal client match.

1. Problem they have a great desire to solve

The world is full of people with problems but many of them are willing to put up with them with no real desire to change. So until and unless they are motivated to change you’ll have an uphill battle trying to persuade them to use your services.

The marketing opportunity lies with finding the people who are ready to take action because they can’t tolerate their situation any longer or they want something better for themselves. Only then will they be open to a solution.

2. Money to pay for what they want

One of the hardest things for heart-centred women entrepreneurs to accept is that they deserve to be well paid for their gifts. The reality is, unless you’re a charity or otherwise funded you can’t afford to undercharge or give away your services for free.

If you don’t make money you can’t stay in business and that serves no-one.

Your ideal clients must represent a group which has the ability to pay.

3. Prepared to spend money on solving their problem

Just because people have sufficient money doesn’t mean they will be willing to part with it.

Ideal clients on the other hand will have a history of spending money on self improvement and to solve their problems so they won’t need convincing to invest in themselves.

4. You are able to provide the solution

It goes without saying that you must be able to provide the solution to your ideal client’s specific problem. The more specialised you are and the more you can demonstrate the results clients get from working with you to solve their problem, the quicker you’ll attract more ideal clients just like them.

5. You are passionate about providing the solution

Let’s face it. If you’re hearts not in it you’ll lack the enthusiasm, energy and drive to build a sustainable business.

There’s simply no substitute for passion. It’s what will get you out of bed and into your day eager to attract more ideal clients and ready to serve them wholeheartedly.

An example of ideal clients who meet these criteria are people in business or wanting to start a business who see spending money to solve their problems as an investment rather than a cost. Another is people who are affluent and have a passion like golf, pets, or horse-riding who spend continually on self indulgence and enjoyment.

Once you find your ideal client match marketing your services will be a whole lot easier, a lot more fun, and much more financially rewarding.