I don't care what business you're in, it is possible to attract a perfect client using a very simple strategy on the Internet.
In this series of posts I will walk you through the step-by-step process. I hope you're paying attention and I don't want to hear any excuses.
I'm making the assumption that you have a website and that you know how to log into the backend and edit stuff. If you don't then it's time to learn.
You will need a WordPress website (self hosted not a free one at WordPress.com) – the best place to get one of these is Siteground because their support is outstanding. You will also need a YouTube account and a paid account with MailChimp (it's $10 a month – the free account doesn't allow you to automate email responses).
Who Is Your Perfect Client?
I'm assuming you already know who your perfect client is, but if you don't, the easiest way to determine this is to pretend that you had to replace all of your clients with clones of just one of your existing clients. Who is that favourite client of yours that you would like to clone?
John Jantsch gives a great format for describing this perfect client in his excellent book Duct Tape Marketing.
Physical description + what they want + their biggest problem + how they buy + best way to communicate with them = perfect client.
Example: Stewart is a 45-year-old management executive who works in IT. He wants to learn how to play a few of his favourite songs on guitar but doesn't have time to trawl through tablature websites and read reviews to find the right versions. He spends a lot of time on the Internet and in his email inbox. He purchases things on the Internet regularly.
Do the work and describe your perfect client.
Give Them A Quick Win
Now that you understand who your perfect client is, it's time to publish some free content to give them a quick win. Follow along and adapt this for your own business.
In this example, we're going to make a video showing Stewart how to play Smoke On The Water. We're going to host that video on a page on our website and make it publicly available.
At the end of the video we will ask the viewer to enter their email address in order to get the next two videos where they will learn how to play Sweet Child O' Mine and Back In Black.
- Make all three tutorial videos (using the video camera on your iPhone is fine)
- Host the videos on YouTube and use WordPress to publish the three pages on your website
- Embed the YouTube videos on your three WordPress web pages
- Make sure the pages you publish on your website are not visible in your main website menu (as we only want people who join our email list to access these videos)
- Use MailChimp to capture email addresses (this WordPress MailChimp plugin might help)
- Write your welcome email and your follow up emails in MailChimp to deliver the next two video lessons over the next two days when somebody signs up. These videos will be very helpful.
In the next post in this series I'm going to show you how to take these new email subscribers and turn some of them into paying clients.
In the meantime, here's a flowchart I made with LucidChart to help you understand the process.