1 00:00:00,040 --> 00:00:03,200 If you're wanting to attract people who value paying somebody else to do it for 2 00:00:03,240 --> 00:00:06,440 them. So, for example, if you sell a service, these people 3 00:00:06,480 --> 00:00:09,919 aren't looking for content that's teaching them how to do it themselves. They are 4 00:00:09,960 --> 00:00:13,839 looking for the best person to do it for them. So that's where they're 5 00:00:13,880 --> 00:00:19,079 looking to see who is the right expert for this. And it's not necessarily 6 00:00:19,079 --> 00:00:21,480 going to be the person who knows the most. It's going to be the 7 00:00:21,519 --> 00:00:24,839 person that they feel the most seen and understood by. It's going to be 8 00:00:24,879 --> 00:00:27,640 the person that they resonate with the most, person they connect with the most. 9 00:00:30,079 --> 00:00:33,960 Welcome to imperfect Action. I'm Steph Taylor. For years, I read 10 00:00:34,000 --> 00:00:37,479 all the books, downloaded all the freebies, and did all the courses, 11 00:00:38,280 --> 00:00:42,479 but it wasn't until I started taking imperfect action that my business had its first 12 00:00:42,600 --> 00:00:49,119 million dollar year. Imperfect action is about doing things before you're ready, prioritizing 13 00:00:49,200 --> 00:00:54,439 consistent action over perfect action, and moving forward even when you're not sure you're 14 00:00:54,479 --> 00:00:58,920 doing it right. On this show, you can expect mindset advice, actionable 15 00:00:58,960 --> 00:01:03,560 marketing tips and strategies to build a business that brings you more profit, more 16 00:01:03,560 --> 00:01:07,920 freedom, and even more joy. You want the list to get my daily 17 00:01:07,959 --> 00:01:11,879 businesses. Every day i'll send you a bite sized prompt designed to help you 18 00:01:12,040 --> 00:01:17,359 grow your business in a more intentional way. Sign up at Stephtaylor dot co, 19 00:01:17,640 --> 00:01:23,400 forward slash DBB, or at the link in the show notes. Hey, 20 00:01:23,599 --> 00:01:26,719 welcome back to in Perfect Action. This is episode seven hundred and ninety 21 00:01:26,840 --> 00:01:34,239 nine. Today I'm sharing a few essential ingredients for attracting clients who are high 22 00:01:34,319 --> 00:01:38,439 quality, the clients who value what you offer, who are willing to pay 23 00:01:38,480 --> 00:01:42,400 for it, and who aren't shopping around for the cheapest option. If you 24 00:01:42,439 --> 00:01:47,680 are someone who is attracting people who always just tell you that your offers are 25 00:01:47,719 --> 00:01:51,040 too expensive, or they come to you for the free content but they never 26 00:01:51,159 --> 00:01:55,519 end up buying from you, this episode is a must listen for you. 27 00:01:56,239 --> 00:02:05,319 So let's jump into the six essential ingredient now number one your niche before you 28 00:02:06,159 --> 00:02:08,479 tune out and you stop listening to me because you're like, ah, Steph, 29 00:02:08,680 --> 00:02:14,759 Like that's so basic. Yes, I know it's it can be quite 30 00:02:14,759 --> 00:02:19,039 basic, but it's one of the biggest areas where I see people going wrong. 31 00:02:19,680 --> 00:02:23,080 And you know, this might sound like such an intuitive thing, but 32 00:02:23,520 --> 00:02:27,919 a lot of business owners don't think about this one thing. Pick a niche 33 00:02:27,919 --> 00:02:31,639 that actually has money to spend. Yeah, I know, you'd be surprised 34 00:02:31,639 --> 00:02:36,759 how many people don't. And if you are. If your niche right now 35 00:02:37,120 --> 00:02:40,680 they don't have money to spend, then that's okay because you are, You're 36 00:02:40,719 --> 00:02:44,560 in good company. A lot of people do that. You can help the 37 00:02:44,599 --> 00:02:47,360 people who don't have money to spend once your business is making money, but 38 00:02:47,479 --> 00:02:52,520 you need to put your oxygen mask on first. For example, in my 39 00:02:52,560 --> 00:02:55,400 own business, there are plenty of business owners who I know listen to this 40 00:02:55,439 --> 00:03:00,080 podcast when they are in the really urgent early stages of the business and they're 41 00:03:00,080 --> 00:03:02,879 not making any money in their business yet, so they're not ready to invest 42 00:03:02,919 --> 00:03:08,280 in it. I can help them with this podcast because my business is making 43 00:03:08,319 --> 00:03:13,000 money from the clients who do have money to spend, the ones who value 44 00:03:13,039 --> 00:03:15,800 who are making money out of their business, and who value growing it faster. 45 00:03:15,599 --> 00:03:20,400 The sales that I make from them help me to pay for my team, 46 00:03:20,479 --> 00:03:23,039 pay for the software, pay for the systems, all of the things 47 00:03:23,080 --> 00:03:25,840 required to free up my time to create content for this show, so that 48 00:03:25,879 --> 00:03:30,240 I can help the people who are just starting out and who don't have the 49 00:03:30,280 --> 00:03:34,479 budget to spend on my paid offers. Okay, so you need to pick 50 00:03:34,479 --> 00:03:38,199 a niche that has money to spend for your paid offers, and once your 51 00:03:38,199 --> 00:03:42,360 business is making money, then you can start to think about how can I 52 00:03:42,439 --> 00:03:46,800 help the people who don't yet have a budget to spend. The other thing 53 00:03:46,439 --> 00:03:52,199 about niching is I know a lot of people ticket treat it as a box 54 00:03:52,240 --> 00:03:55,520 ticking exercise where it's like, cool, I am going to niche down by 55 00:03:55,599 --> 00:04:00,000 helping these people in this city. That's what I call niching. For the 56 00:04:00,039 --> 00:04:04,919 sake of it, I would rather you think of niching as specializing, so 57 00:04:05,159 --> 00:04:10,360 thinking of what could you become known for? What could you become known for 58 00:04:10,400 --> 00:04:15,400 being the best at so that people will pay higher prices to work with you, 59 00:04:15,919 --> 00:04:20,079 because once you're specialized in a particular area of what you do, then 60 00:04:20,199 --> 00:04:26,199 you can charge a little bit more because your expertise goes a lot deeper than 61 00:04:26,199 --> 00:04:30,879 somebody who's a bit more of a generalist. The second essential ingredient is your 62 00:04:30,000 --> 00:04:35,000 messaging, so in other words, how you communicate what you do. People 63 00:04:35,079 --> 00:04:40,199 will buy your offer if they believe it's going to help them solve a problem 64 00:04:40,199 --> 00:04:44,040 that they're experiencing. Or it's going to help them to achieve a future outcome 65 00:04:44,079 --> 00:04:46,720 they want to achieve. And the role of your messaging is to communicate three 66 00:04:46,759 --> 00:04:50,160 things. Firstly, you have a problem, and I understand what your problem 67 00:04:50,279 --> 00:04:54,240 is. The second thing, I have a solution, and this is why 68 00:04:54,279 --> 00:04:58,439 my solution is more effective than anything else you've ever tried. And number three, 69 00:04:58,759 --> 00:05:00,519 this is why it's going to work for you to help you to solve 70 00:05:00,519 --> 00:05:04,000 the problem or to achieve the thing you want to achieve. Those three things, 71 00:05:04,040 --> 00:05:08,000 and if you are missing any of those three things, you're going to 72 00:05:08,000 --> 00:05:12,120 struggle to sell your offer, even if you know that your offer is super 73 00:05:12,199 --> 00:05:16,120 valuable, even if you've communicated how valuable it is. People want to know 74 00:05:16,240 --> 00:05:21,480 those three things before they go and spend their money. Number three your free 75 00:05:21,680 --> 00:05:26,480 content. Now, if you want to attract higher quality clients, then you 76 00:05:26,519 --> 00:05:31,319 need to focus less on sharing as much value as you can and more on 77 00:05:31,399 --> 00:05:38,279 demonstrating your expertise. Why should somebody consider working with you over anybody else in 78 00:05:38,279 --> 00:05:43,199 your industry. And that means sharing content that's more around thought leadership rather than 79 00:05:43,439 --> 00:05:46,839 the how tos. So sharing things like perspectives, your unique perspectives, your 80 00:05:46,879 --> 00:05:54,800 expertise, your stories, your experience, rather than here are three steps to 81 00:05:55,319 --> 00:05:58,639 do the thing that they want to do the thing with. How twos is 82 00:05:58,680 --> 00:06:00,879 if you're wanting to attract people who value paying somebody else to do it for 83 00:06:00,920 --> 00:06:04,439 them. So for example, if you sell a service, these people aren't 84 00:06:04,480 --> 00:06:08,920 looking for content that's teaching them how to do it themselves. They are looking 85 00:06:08,920 --> 00:06:12,920 for the best person to do it for them. So that's where they're looking 86 00:06:13,079 --> 00:06:16,879 to see who is the right expert for this. And it's not necessarily going 87 00:06:16,920 --> 00:06:19,519 to be the person who knows the most. It's going to be the person 88 00:06:19,600 --> 00:06:23,639 that they feel the most seen and understood by. It's going to be the 89 00:06:23,639 --> 00:06:26,319 person that they resonate with the most, person they connect with the most. 90 00:06:26,800 --> 00:06:29,720 So it's not just about being the person who knows the most, but it's 91 00:06:29,759 --> 00:06:33,920 about being the person that I guess is most connecting and most human to them. 92 00:06:33,959 --> 00:06:38,199 The same with people who are valuing paying for a shortcut. So for 93 00:06:38,240 --> 00:06:42,279 example, if you sell a course or a program, the people who value 94 00:06:42,279 --> 00:06:44,959 paying for that kind of stuff, they want the shortcut, and they want 95 00:06:44,959 --> 00:06:46,680 to know that you're the best person to give them the shortcut. They're not 96 00:06:46,720 --> 00:06:53,000 necessarily looking for the how to's in a free format. Okay, Number four, 97 00:06:53,519 --> 00:06:58,879 your sales process, So how are you actually selling your offers? Especially 98 00:06:58,920 --> 00:07:01,519 if your offer is a high price point, someone's going to need a lot 99 00:07:01,560 --> 00:07:05,839 more than just one Instagram post or one LinkedIn post, or one email or 100 00:07:05,879 --> 00:07:10,800 wherever. They're going to need more than just one of those things telling them 101 00:07:10,839 --> 00:07:15,639 about your offer before they're ready to buy that offer. People go through a 102 00:07:15,639 --> 00:07:19,680 big decision making process when it comes to investing in something, and the process 103 00:07:19,759 --> 00:07:23,800 might be a little bit shorter of its lower ticket, lower commitment, but 104 00:07:23,879 --> 00:07:27,319 if it's a bigger commitment of time or a big commitment of money, then 105 00:07:27,360 --> 00:07:30,920 the decision making process involved is going to be a little bit longer and they 106 00:07:30,959 --> 00:07:33,839 need a little bit more than just that one touch point, that one thing 107 00:07:33,879 --> 00:07:36,240 that's telling them about the offer. They need you to help them to make 108 00:07:36,240 --> 00:07:39,920 that decision. They need you to give them all the information that they need 109 00:07:39,959 --> 00:07:43,800 to be able to make the right decision for them. So when we talk 110 00:07:43,839 --> 00:07:46,199 about a sales process, or when I'm talking about sales process, I mean 111 00:07:46,680 --> 00:07:51,759 things like live launching where you've got a webinar and cart, open emails, 112 00:07:51,839 --> 00:07:55,480 and in that webinar and cart open emails, you're helping them to make that 113 00:07:55,560 --> 00:08:00,000 decision. Or maybe you are offering sales calls, fitting calls where somebody can 114 00:08:00,079 --> 00:08:03,639 jump on a free thirty minute call with you and you can have that discussion 115 00:08:03,680 --> 00:08:05,879 to figure out whether it's a good fit. Maybe it's a series of emails. 116 00:08:07,240 --> 00:08:09,959 There are so many different ways you can shape a sales process. Now. 117 00:08:11,000 --> 00:08:15,319 In my membership conversion campaigns, which I opened earlier this month for the 118 00:08:15,399 --> 00:08:18,920 very first time, I share a templated sales process each month, so a 119 00:08:18,920 --> 00:08:22,360 little mini campaign each month that you can swipe the templates for. You can 120 00:08:22,399 --> 00:08:26,800 send those templates to your email list or share them to your social media audience 121 00:08:26,079 --> 00:08:30,920 as a mini sales process you can use to sell more of your existing offers 122 00:08:31,319 --> 00:08:35,399 or to test new offers each month. Now, doors will open up again 123 00:08:35,440 --> 00:08:37,759 on the seventh of May for three days only. If you want to join 124 00:08:37,879 --> 00:08:41,759 us next month, head on over to Stephtaylor dot Co slash CC and you 125 00:08:41,799 --> 00:08:45,360 can jump on the weightlist there so you don't miss out. When doors are 126 00:08:45,360 --> 00:08:48,440 open, they only open for a couple of days each month. Otherwise, 127 00:08:48,480 --> 00:08:50,720 you can also send me a DM on Instagram. I'm there at Stephtaylor dot 128 00:08:50,720 --> 00:08:54,200 co. If you send me cc, I will add you to the waitlist 129 00:08:54,320 --> 00:09:01,480 as well. Okay number five central ingredient number five. Testimony and other social 130 00:09:01,519 --> 00:09:05,200 proofs, so things like case studies. In other words, what evidence do 131 00:09:05,240 --> 00:09:09,879 you have that your offers work to solve the problem your potential client is experiencing, 132 00:09:09,440 --> 00:09:13,679 or what evidence do you have that your offers work to help them achieve 133 00:09:13,720 --> 00:09:18,039 the outcome they want to achieve. Where people go wrong with testimonials is they 134 00:09:18,039 --> 00:09:20,399 share things that are like Steph knows what she's doing and I had a great 135 00:09:20,440 --> 00:09:24,000 experience working with her. Yeah, that's really nice, But that doesn't answer 136 00:09:24,000 --> 00:09:28,080 the big question that's in your potential client's mind. Will this work for me? 137 00:09:28,240 --> 00:09:31,480 That is what they are thinking when they are considering buying your offer, 138 00:09:31,480 --> 00:09:35,919 When they are going through that decision making process, they are subconsciously or consciously 139 00:09:35,960 --> 00:09:41,559 thinking will this work for me? So instead, we want to collect and 140 00:09:41,720 --> 00:09:46,440 use testimonials that paint a picture of the entire story. What was the problem 141 00:09:46,480 --> 00:09:50,759 that this person was struggling with, What was the process of solving the problem? 142 00:09:50,960 --> 00:09:54,879 Like what outcome do they now have as a result of working with you? 143 00:09:54,480 --> 00:10:00,000 Those things go together to create a little story rather than just this status 144 00:10:00,360 --> 00:10:03,600 thing of yeah, it was a great experience. And then the last ingredient 145 00:10:03,679 --> 00:10:09,120 number six, where are you reaching these people? Now? Okay, I've 146 00:10:09,120 --> 00:10:13,480 talked about this a lot on the show, but the most common mistake that 147 00:10:13,600 --> 00:10:18,519 is limiting your reach and your audience growth and your sales is relying on a 148 00:10:18,519 --> 00:10:22,759 social media platform alone to reach your ideal clients. You cannot just rely on 149 00:10:22,799 --> 00:10:26,960 social media to reach the right people. Instead, you have to get in 150 00:10:26,960 --> 00:10:31,480 front of these people. If your audience is not growing as quickly as you 151 00:10:31,480 --> 00:10:33,759 would like it to, it's because you are not getting in front of these 152 00:10:33,799 --> 00:10:37,679 people. And that's why my course Booster Brands Superfans exists. You can check 153 00:10:37,679 --> 00:10:41,120 out a little bit more about that at Steph Taylor dot co slash bybs. 154 00:10:41,440 --> 00:10:46,840 Essentially, it's a course teaching you how to create remarkable content that attracts the 155 00:10:46,919 --> 00:10:50,559 right people and get in front of the right people for your business. Now, 156 00:10:50,639 --> 00:10:56,159 getting in front of these people that requires doing uncomfortable things things like getting 157 00:10:56,240 --> 00:10:58,759 up from behind your laptop screen and going to in person events I know, 158 00:11:00,240 --> 00:11:05,120 terrifying, right, or pitching to be a guest on a podcast where you 159 00:11:05,240 --> 00:11:09,519 know that the people listening to that show are your ideal client, or pitching 160 00:11:09,519 --> 00:11:13,519 to speak at a conference where you know your ideal clients are attending. If 161 00:11:13,559 --> 00:11:16,960 you are only attracting people who don't value what you offer or who don't want 162 00:11:16,000 --> 00:11:20,679 to pay your prices to work with you, then it could be that you 163 00:11:20,720 --> 00:11:24,679 are getting the wrong people in your audience, and that's probably a result of 164 00:11:24,720 --> 00:11:28,320 showing up in the wrong places. So you need to be really intentional about 165 00:11:28,320 --> 00:11:31,320 where am I putting my time and energy to get in front of the right 166 00:11:31,360 --> 00:11:35,240 people so I can attract the right people who value paying money for what I 167 00:11:35,360 --> 00:11:39,960 sell. So there you have it, Six essential ingredients for attracting higher quality 168 00:11:39,960 --> 00:11:43,919 clients, ones who value what you offer. Now, if you're not already 169 00:11:43,960 --> 00:11:46,720 subscribed to the show, hit the little plus button in Apple Podcasts or follow 170 00:11:46,759 --> 00:11:50,639 in Spotify and it just means you'll get each new episode straight to your podcast 171 00:11:50,639 --> 00:11:54,039 app every Monday, Wednesday, and Friday, rather than having to go and 172 00:11:54,080 --> 00:11:58,879 look for them all the time, so you can always step to date with 173 00:11:58,919 --> 00:12:01,919 the latest episodes of Imperfect Action. That is it for today's episode. Thank 174 00:12:01,919 --> 00:12:03,679 you so much for listening. Catch you next time.