I’ve got something special for you today, but first, an introduction.
I don’t know if you know Heidi Thompson, but she is a wedding business & marketing strategist, founder of Evolve Your Wedding Business, and a friend of mine. In fact she used to live just a few miles from me.
She has spent the last few months turning the system that she takes her clients through into a book called Clone Your Best Clients. I got a chance to read the book before it officially came out and you are going to love it!
Let me ask you this: What if you could clone your best clients and work with them over and over again? Imagine how happy, fulfilled, and profitable you’d be if you could work with more of these ideal clients who appreciate and respect your work and don’t object to your prices. Sounds magical, doesn’t it? Heidi’s Clone Your Best Clients book can help you identify, find, and attract those people.
Attracting clients doesn’t happen just by doing the recommended marketing tactics. Yes, marketing tactics are important, but they are nowhere near as important as having a plan, and not just any old plan. Just like any old blueprint won’t get you the house you want, any old plan won’t get your business to where you want it to be. You need a plan centred around who you want to attract, and that will help you determine which marketing tactics and strategies to use. Check out ‘Clone Your Best Clients‘. It shows you how to create that plan.
This book isn’t just about creating a marketing plan; it’s about not having to make it up and hope that it works. I’m not a big fan of hope-based marketing; especially when you can find out exactly what should be in your plan directly from the people who you’re trying to attract. Doing it this way means your plan is based on solid facts, not guesswork.
The root of your frustration, confusion, and overwhelm comes from not having an intimate understanding of who your ideal client is. Sure, you may know their age range, sex, income level and location, but that doesn’t tell you what to do to attract them. ‘Clone Your Best Clients’ will.
When you truly understand your ideal clients, you’ll be like Marie Burns Holzer, a wedding officiant in Southern California who got crystal clear on who her ideal client was and went from working with extreme budget brides who didn’t value what she does, to attracting and easily booking her ideal clients who don’t balk at her prices and are excited to work with her. Some of them have even changed their wedding date so that Marie could perform their ceremony! Sounds pretty amazing, right?
I want to ask you a question: Who are you marketing to? You can’t just market for the sake of it, that’s like doing archery without having a target. You’re just going to be a crazy person spinning around firing arrows at will. When you do that everyone wants to get the hell out of your way!
It may seem counter-intuitive, but your marketing should focus only on the people who are most likely work with you. You can’t be a perfect fit for everyone, and by trying to do so, you’re flushing your marketing budget and your time down the toilet. When you narrow your focus, you will save money and effort while you attract better clients.
Here are some snippets from Heidi’s book:
“A lot of people have a fluid idea of a nonexistent, amorphous client, they kinda sorta know who they maybe want to work with. But it’s vital to have an exact target, not only because it helps them find you, but because it helps you find them.”
“Instead of describing your ideal client as a massive, amorphous group, it makes more sense to describe one member of that group as an actual human being. If they were your friend and you were describing them to another friend, what would be the things you would say about them?”
“Star Wars is not about Yoda; it’s about Luke Skywalker’s journey. But Luke’s journey wouldn’t have happened if it weren’t for Yoda. You are not the hero in your client’s journey. You are the Yoda to their Luke. Your job is to show them what is possible and help them achieve their desired results. That’s why, if you want it to be effective, your marketing can’t be all about you.”
“There is no shortage of things you can do to promote your business, but you don’t have to do everything. Not everything matters. You just need to choose the best ways to reach your ideal client and focus on those. The 80/20 rule tells us that 80% of our results come from 20% of our efforts. Focus on that 20%.”Clone your best clients to achieve success Click To Tweet
When you follow the system laid out in Clone Your Best Clients, you’ll learn to craft marketing messages that attract your ideal clients and you’ll have a huge opportunity for you to set yourself apart from your competitors and put yourself in a category of one.
Here are some photographers who really understand their ideal client and market themselves accordingly:
They won’t be right for everyone, but they’re the perfect photographer for a particular niche. That’s when your business will really take off. Enjoy the book.