The Desert of Arizona
Sunny 34 Degrees
As Steve Jobs mentioned in his well known commencement address, it’s really hard to connect the dots of your life and business looking forward. It’s quite frustrating actually. I know, I tried that for YEARS.
Same with getting clients. It’s hard to go out and “find and catch” them. And as more people try that, it’s getting even harder. Plus, who wants to work with clients YOU had to catch? Not the best clients in my opinion.
Client attraction requires a different approach.
You’re not chasing, you’re setting out a strategically cooked buffet. I call that your Platform.
When you set out a buffet to “feed them,” they tend to show up. If you build it, they WILL come. But you’ve got to be serving something good!
In the end, there really are only a few areas to pay attention to in your client attraction system. You might refer to them as leverage points. Leverage points are places where YOUR effort can be magnified exponentially.
One leverage point is your Platform.
Another leverage point, sitting in between your prospective clients and your Platform, is your selection of lead magnets. My “Kick-Ass Clients” book is an example. But there are several others I’ve created over the years that bring subscribers onto the Platform (The Client Letter).
Finally, you have your Decision Point(s). This is the open door through which your prospective client goes when the Platform demonstrates you are something they need in their life. Could be a consultation, an assessment, a paid product, etc.
These three leverage points are responsbile for just about everything that happens. You want to think about these three things. You want to watch these three things. Work to improve these three things.
If the daily grind of client work leads you to feeling overwhelmed, just zoom out on your business and take a close look at these three leverage points.
Do you have all of them present in your business?
Are they performing as well as you want?
Which one should you be working on improving NOW?
Without a system like this, you’re stuck running with all of the other service providers who are chasing down clients and dragging them back to the office.
When you HAVE a system like this, you can stop worrying about how to connect the dots between you and new clients. Instead, you just have to be patient and watch as all of the dots are connected for you.