Episode #261: Attracting Dream Clients
TAYLOR BRADFORD: You were listening to episode number 261 of the Boss Girl Creative podcast. Today I’m talking about attracting your dream client. On to the episode.
Today’s episode is sponsored by Dubsado. What is Dubsado? Dubsado is a customer relationship management tool. And it is the perfect thing to use to manage your business because it allows you to do business differently. It’s a business management solution designed to cut out the busywork, build relationships, schedule appointments, and create workflows to streamline your projects from start to finish. I’ve been using Dubsado for a little over a year now, and it’s what I use to streamline Sugar Creek, my inquiries, my questionnaires, my contracts, my proposals, and my calendar. It is an all in one tool that allows me to stay a whole lot more organized than had I been prior like I was a hot mess before. And Dubsado has been a game-changer for me. And if you are looking for something that will help you manage your client intake process, your questionnaires, your scheduler, your invoicing, your contracts. All of that Dubsado is a great solution for you. Listeners of my show will receive 20% off either their first month of service or a full year of service. Use my code “bossgirl” at checkout to receive your discount. So pop over to dubsado.com that’s D-U-B-S-A-D-O.com and use code “bossgirl” at checkout.
Hey, everybody, welcome to Episode 261 of the Boss Girl Creative podcast. I’m your host, Taylor Bradford. I’m excited that you’re here. We’re at Episode 261. My goodness, we’re getting really close to the five-year anniversary of Boss Girl Creative. It’s kind of amazing. It really is kind of- kind of a big deal. It’s kind of a big deal. This week I’m talking about attracting your dream client. Last week I talked about repelling crappy clients, so I figured it’s time to talk about how to actually attract the dream ones. Because let’s face it, that’s what we’re here to do. We want to attract our dream clients, and so we’re going to talk about ways to do that. And then we’re also going to talk about how you can create a strategy to go out and engage with your potential dream clients.
So let’s start off with actually figuring out how can we even attract, and it for sure starts with figuring out who your ideal dream client actually is. And really studying and deep-diving into that, but the very first thing that’s important beyond knowing who your dream client actually is is differentiating yourself from your competitors. And that is through your visual branding, through your brand messaging through your copy on your website and your newsletters and even social media. It’s your services and your offerings, and also the content that you are creating through your blog.
Number two, how you can differentiate yourself and move forward to attracting that dream client, is being clear on who it is that you actually can serve best. Who can you show up for? And who can you best serve? Who does your creative expertise actually help? Like, what are your skill sets, and who can you actually help? Being clear on all of that is going to attract your dream client.
Number three is building an effective and focused and purposeful Content Marketing Strategy. Now, this means that you can’t just be willy nilly about what it is that you put out on social media, you need to be so incredibly intentional with what you’re putting out there. With Boss Girl Creative, the focus is to share about the 8+1 pillars to building a strong business foundation so that you can grow your business. It’s also important for me to kind of put out there that I am an unconventional business unicorn. That is the what I’m leaning into because I am super unconventional when it comes to business. There are parts of business that are taught online that I don’t agree with, and that make me uncomfortable. So I can imagine if I’m uncomfortable in situations, there has to be other business owners that are like Yeah, no, that’s not for me either. And so I’m really leaning into this whole ‘unconventional business unicorn’ status because I do think that business isn’t one size fits all. I don’t think we all need to have courses. I don’t think we all need to be doing webinars. If that’s your jam, awesome, but I think we’re all unconventional in our own ways. And that is now who I really want to lean in and attract. With Sugar Creek, my messaging is related to I want my clients to know that my collection of rentals is so incredibly tailored, that their event is going to be one-of-a-kind. So and there’s other ways to use my rentals to achieve the look and feel that they’re going for in their event. Most recently, I was asked to design and style a micro-wedding for a venue in downtown Fort Worth, and looking at the space and knowing what client they are attracting, I knew that it wasn’t necessarily the Bohemian eclectic client that I am traditionally serving. And as a designer, I know and understand that each client is going to be different, and I’m going to be designing based on their dreams and their desires of their event. And so I really wanted to work kind of outside of my wheelhouse what comes naturally to me, and I created this gardenesque vibe that had a little flair of boho to it. And the result is this secret garden feel in this concrete jungle of downtown Fort Worth, and it is absolutely stunning. And you can tell that it speaks to my brand because there is a boho element, but it is superbly gardenesque, and that isn’t something that you traditionally see me do. But I want to show that my design picks on the elements of what’s important to the client and that I am not just a one-trick pony, I can design based on what the client is looking for and what the client desires. And in order for me to showcase that I can think outside the box, I can design in other styles. I have to push my own limits to do that. So when you are focused and purposeful in your content marketing strategy, that is when you are going to attract your dream clients. But you got to know who you are trying to attract that goes back to the ideal dream client. Who is that person? What experiences do you want to create for your dream client? What story or messaging are you trying to share through your content marketing? How do you want people to perceive your brand? What are your core values, and are they driving that content marketing messaging and being effective? You can’t just create to create. You’ve got to be intentional, and you’ve got to be strategic in that cart content marketing strategy.
Number four is focusing on building that like know and trust factor. How can you help people get to know you? What are you putting out on social media? What are you putting out when you go and start networking? Are you showing up enough? Are you being consistent? Is there an opportunity that will allow your potential clients or even your repeat clients to get to know you better? Does your audience feel like you? Are you being authentic? I can tell you if you’re not, people will sniff that out. Are you building trust? Do they trust that you’re going to deliver what you’re actually offering? And do they trust that you’re an expert? Do they trust your expertise and your experience? That is a key building that like know and trust factor will attract that dream Client
number five is actually sharing your expertise, or your value or and or your value in a way that actually connects with your dream clients. What do your customers find after working with you? What results? What improvements are they receiving? What do you help them achieve? How do you bridge the gap between their pain point what they’re seeking you out to solve or to fix? What is that gap? How are you bridging that? How are you helping them? And what are your dream clients actually struggling with? Why would they need to even hire you? What are you solving for them? That is very important to know. And are you sharing that all in an authentic way that will attract them?
Number six, making your website actually your number two employee. I think that’s brilliant because When somebody Google’s you, maybe they Google your name, or maybe they Google your brand name, they’re going to find your website. Let your website work just as hard as you are. Be intentional with your website, carve out a specific pathway, or a funnel that you want your readers or your clients or your dream clients to roll through. This is something I’ve been working really hard on with Sugar Creek is I want to kind of eliminate some of the crappy clients that I don’t want to work with. And so I’ve been very intentional with how people reach out to me that right now there’s two different ways. Well, technically three, you can just email me if you happen to see my email on social media, or you just see my email within my website and just email me, so that’s number one. Number two is going through my contact form, which gathers a lot of information. So if you take the time to give me that information, I know that you are really interested in working with me. And then number three is that you actually take the time to create a wish list through my website that then allows me to work on a proposal for you based on what you’re wanting from my company. So I’ve been really working hard on setting those expectations and trying to attract that dream client through these different pathways. That kind of is a checks and balance system for me not working with a crappy client. So I am intentional with how I want you to reach out to me.
Number seven is actually creating services that attract your dream clients, you would think that would be obvious, but if you’ve got services or offerings that aren’t attracting them, you’re going to have to go back to the drawing board and see where you’re falling short. If they perceive it, it’s too cheap. That might be a reason why they’re not buying from you. If they perceive that you lack the experience or the expertise, maybe you got to go back in and beef up, talking about your authenticity of what it is that you’re doing and why you’re the export and why you have the expertise to help them bridge that gap between what they’re seeking and what you can do for them. So you’ve got to figure out how to combine your expertise with your dream clients needs and pain points, and the results that you bring or deliver and package it all together as an offering that inspires and excites them to actually solve the pain point or solve the problem that they’re coming to you to fix.
Number eight is building your own method to attract those dream clients. And this is going to be based on your core values. If you haven’t figured out what your core values are, you’re going to have to do that. So what have your core values are shaping or are defining your ideas and how you go about doing things in your business? That would be your policies that would be like how to work with you. What are your top three to five core beliefs? This is part of those core values. This also resonates with your ideal client, your dream client, because they most likely will share very similar core beliefs with you. And then what ideas and experience have shaped your own work that all factors into building your own method to attract your dream clients. What have you gone through in life? What has set you apart? Where did you learn that thing? Why did it help you? How did it change your life? So what ideas and experiences actually have The work that you’re currently doing.
Number nine is building an audience that makes sense for your brand. Now, you can’t work with everybody, and if you try to attract everybody, you’ll attract nobody. And that’s kind of a paraphrase from something Marie Forleo says a lot. In order for you to attract your dream client, you have to build an audience of dream clients. You’ve got to pinpoint who that client is. It’s going back and doing your homework on your ideal customer avatar, your blue person. If you’ve been around the block a time or two with this podcast, you’ve heard me talk about the importance of knowing who your blue person is, your ideal client, your dream client, how can you best serve them, and what they’re looking for. That’s part of once you figure out who they are. You’re going to figure out how you can best serve them and what they’re looking for because now you understand who they are. Build an audience that truly understand and are interested in connecting with what your brand connects for, and offers them and who have the possibility to turn into clients. So right out of the gate, not everybody is going to be a client. But you have the ability to turn them into a client. If they are being attracted to you, it’s because they are in alignment with your brand, with your service, with your offerings, and they’re curious, and now it’s your job to build that like know and trust factor to get them to be an actual client.
And number 10 is creating a sales page or sales copy that actually connects and converts I know that that is a struggle with a lot of us including myself. It’s been something I’ve been working on with Sugar Creek and, most recently, with Boss Girl Creative and the whole unconventional unicorn business owner. And because I think it’s important for me to share, through Sugar Creek, who is that I want to work with and the words that best resonate with those people. Same thing with Boss Girl. I want to work with women creatives who color outside the lines, who are unconventional in the way they do their business or run their business, who want to think outside the box, who don’t want to just do it this way because that’s how everybody else is doing it. That is my dream client, is working one on one helping them continue to do those things. So I want you to get specific on problems your services and offerings actually solve. And that’s how you begin to write your sales copy. Answer any questions or concerns that you know your clients have about the thing they’re coming to you to solve. And then you also have to attract and repel at the same time. So going back to last week’s episode, about repelling crappy clients, you’re gonna still need to have to repel them. Like, they’re still going to be sort of attracted to you, but you don’t really want to work with them. So you’ve got to put some roadblocks in their way that repel them, but still attract your dream client.
You’ve got to also get your prospects, those dream clients, excited and hooked about how you can solve these things for them or be a service for them, and back up what you do with proof. That’s their client testimonials. That’s through, you know, sharing how you help so and so achieve blah, blah, blah. That is so incredibly important. There have been many boss girls that I’ve worked with through the years that have taken their businesses beyond imagine. And I played a small part in helping them get there because they came to me with a hurdle, and we were able to solve the hurdle, and they were able to keep soaring. Those are the kind of people that I want to help, that I want to attract. So I want to briefly touch on the advantages of publishing content, aka writing a blog or sharing your portfolio.
Potential clients, as I mentioned earlier, are either going to Google your name, or Google your business, or they’re going to be a referral from somebody, which is going to cause them to Google your name or Google your business. And the content that you’re creating is going to allow them to see who it is that you are and what services that you offer. Your referral partners, the people that are sending you business, ultimately want a better understanding of who you are and what you do prior to referring them to their clients. This is another reason why it’s important to have a website and important to have a blog and/or portfolio. Preferably a blog, but you can have a portfolio, as well, depending on your niche. And then also an advantage of publishing your own unique content is prospective clients that you’ve met in person now have a place for them to follow up to see if they want to explore working with you in the future. They are able to connect to you, who they met in person, to what it is that you sell or what it is that you offer through your website. So, these are the advantages you have by continuing to update your website, putting out blog posts, putting out your portfolio. This allows your dream clients to get a piece of you that lives somewhere.
So finally, I want to talk about figuring out how to be intentional with connecting with your ideal client, your dream client. So the first thing that you will need to consider is shifting your mindset, especially your marketing mindset so that you can attract your dream client. You’re going to need to make it a priority to do this because this begins with the intention, the intention to work with a dream client. So this also might mean that you’re resetting your income goals. You will need to be blocking out time to be very specific and intentional to do these tasks. And choosing, it’s very important to choose the marketing activities that bring you the most value to attract that client. So I want you to take some time to reevaluate everything you’ve been doing and figure out what’s holding you back, what has been really awesome, what you can eliminate, how do you need to get to your financial goal, and then it’ll allow you to create that plan to go forward.
So if you’re thinking about resetting your income goals with your current offerings, how many of each of those things Are you going to need to sell to get to that income goal. And also, write down everything you’re doing in marketing to potentially attract your dream client. But also remember that we all have the same 24 hours in a day, and we cannot do it all, so this is why you need to reevaluate what it is that you’re doing and dump those low-value actions, those low-value marketing activities that you’re doing right now that aren’t doing anything for you. So that allows you to open up time and free up your brain and your creative space to focus on the high-value actions that will attract your dream clients. That’s just return-on-investment of your time.
I want you to consciously select very, very specific dream clients you want to work with and give yourself a timeline. Let’s say 90 days, and I want you to think about what it is that you are going to offer them, what service, what product are you going to offer them, that makes sense for them, and how you’re going to do that within the next 90 days, which is going to take a commitment on your part to attract them, to engage with them. So how are you currently attracting your clients right now? Are you using social media? Are you networking at in-person events? Maybe not right now because of Coronavirus, but maybe that was what you were doing prior to Corona. Are you getting referrals from other vendors or other clients or other business professionals? Are you building relationships through your email list? Are you nurturing that? Are you creating and/or publishing weekly content through a blog, a podcast, a YouTube channel? All of these things are ways that you are going to be able to engage with your ideal dream client. But let’s figure out which ones are going to be the most bang for your buck. What is high-value to your ideal client, and how you connect with them and where you connect with them? Which of all of these are you doing regularly? Which is resulting in bookings? What do you want to add that further adds value to attract your dream client? Because you’ve got to build that like know and trust factor.
And you can’t be passive when you’re trying to attract a dream client. You really can’t. You can’t just hope and build it, that they will come because I can tell you that I’ve built many things within Boss Girl Creative that have ultimately failed because I wasn’t creating the right thing. I was creating something I thought would be cool, but there was no research behind it. There was no method behind it; I just did it, and then it failed. So you cannot be passive when you’re trying to attract your dream client, you have to be so incredibly intentional.
And once you get that figured out, this is now where you’re going to do one of those big brain-dumps you’ve heard me talk about in the past, where you’re going to brain dump content topics that’s going to help you capture your dream client, whether that be a topic that you write about in social media, or your newsletter, or on a blog, or a podcast, or a YouTube video. Whatever those topics are, let’s say you come up with a few categories, that’s what we’ve done with Boss Girl Creative. So there’s 8+1 pillars that are very, very important to me. In order for you to build your business, you’ve got to have them all, and so each week, we work through messaging based on those pillars and what’s important to grow your business. So brain-dump content topics that is going to attract your ideal dream client, and then figure out how you can move them through week-to-week or month-to-month, however often. And whether or not that’s social media, through blogging, through podcasts, or YouTube video, get it in your calendar and make sure the content is relative and enticing because remember, you’re trying to attract your dream client.
And then once you figure out, after the brain dump, then you’re going to create the plan, and the actions that you’re going to take to implement that plan that’s going to allow you to attract that dream client is going to allow you to nurture that dream client, and then get it scheduled. Be intentional. So if you have let’s say, you take a Google Doc, and you’re like, Okay, this is what I’m going to do over the next 30 days. I’m going to write five blog posts based on these categories because this is how it’s going to help my dream client and then I’m going to write X amount of Facebook posts related to each one of these categories based on the topic and the article that I’m writing that makes sense to pair with the blog post so that people come over to the blog post to get more information because you want to attract that dream client. So brain-dump your content topics, make sure they’re relevant, and they’re enticing. Create a plan and the actions that you will take to attract and nurture your dream client. Get very specific, you’re going to do X amount of blog posts, you’re going to be on X amount of podcasts, you’re going to create X amount of social media posts, and then make sure you get it scheduled. Action cements commitment. You cannot grow without taking action and staying committed to attracting your dream client.
Thank you so much for listening to today’s episode. Shout out to today’s show sponsor, Dubsado. Again, receive 20% off your first month or your first year of service use code “bossgirl”. Pop over to dubsado.com, test it out, and use my code to receive the discount. That’s D-U-B-S-A-D-O.com. Use the code “bossgirl”. I will be back next week with another episode of the Boss Girl Creative podcast. Until then, I hope you have a great rest of your week.