Tire kickers + cheapskates are not ideal clients
This whole “message in your marketing” thing is a slippery fish.
But it’s a slippery fish that really can make or break your business.
Case in point: if your message and words are attracting clients who can’t afford you. (Or worse: who can afford you, but don’t want to.)
Now, of course, it makes sense to look within to your own beliefs about money and self-worth.
But it also makes sense to look at your message and evaluate what you are “putting out there.”
Here are some of the ways your message may be attracting cheapskate clients:
1) You talk about succeeding “in any economy.” I read marketing of successful 6- and multi-6 figure business owners. I write for some of them, too. And few of them *ever* acknowledge the economy. I suspect it is because they are masters at adaptation… and the “economy” is just one influence among many.
2) You write about “fast and easy.” Sure, it’s true that people want a simple, straightforward solution. But it’s also true that discerning clients value quality and service even more than ease. They know that what’s of value often takes time to cultivate, nurture and develop. But when you write about fast and easy, you aren’t writing about quality. You are writing to about “quick and s***ty”.
3) You give too much away for free. It’s great to give away great ideas for free. But if you give TOO much away, it actually trains people NOT to invest with you. If they can get the proverbial cow without buying the milk, why would they?
4) You write on the level of Technician. This was a big A-Ha for some of the attendees at my UNCORK NYC workshop last Friday. When your blog and newsletter articles give step-by-step instructions for HOW to do something, it attracts people who are just looking for information. I know that sounds reasonable—but stick with me here.
What higher caliber clients *really* want is for you to champion a Big Idea that they believe in. Of course they want to know the how. But they always want to work with someone who has a point of view. Champions inspire us. They tell us stories. And most importantly, they help us interpret all the info that’s hurtling towards us. People will nickel and dime Technicians. But they “get” that working with a Champion will be an investment.
5) You speak the language of “discounts.” The words you use when you write and talk about your fees matter. Kendall Summerhawk, master business coach extraordinaire, once talked about this: even if you knock something off your fees, it’s a “savings.” Never a “discount.” Speak and write in terms of “your investment” not “the price tag.”
This also tends to crop up in what I can bonusitis. Bonusitis is when you tack on so many bonuses to an offer, potential clients start to question the value of your main program. Again, it’s great to be generous. But I’d rather get a great program than a gazillion half-arsed bonuses and a mediocre program any day.
Your message can attract cheapskates. Or it can attract high caliber clients and raving fans. If you are using online marketing, it pays to take a step back and see what you are “putting out there.” Especially if you intend to up your business game.
Mighty thanks to cdsessums flickr photostream for the Cheap Sign
