Well it’s not often you hear a copywriter say the words are not the most important part of a sales letter!
That’s what Michele Pariza -Wacek said today when I interviewed her about 5 Psychological Triggers to Turn Prospects Into Clients.
Michele is the woman who is behind the successful launches of some of the best known Internet marketers in the world. We were really lucky to get her on our call today.
Before I get on a roll
Now, before I get on a roll, let me tell you that Michele has a no-brainer offer she has made just for people who are in my community (that’s you). You can get the details here and if you get in the next 48 hours and email Michele to tell her you know her through me, she will bonus you the opportunity to take part in critique hot seats and a one-on-one strategy session with a coach.
OK, now back to lessons from Michele.
I’m going to share with you the most important step in the creation of a sales letter, give you some home work and then give you an opportunity to promote your quest for the ideal client. So let’s get started……
The Most Important Step In Turning Prospects Into Clients
The most important thing you need to do in your business is define exactly who your ideal clients are. Now this is something most people rush through in their enthusiasm to just get started. Often people think they HAVE defined their ideal client but really, they are making that definition from a place of fear.
Let me explain that by sharing a great case study Michele shared on the call.
One of Michele’s clients is a chiropractor. When she asked who his ideal client is, he said “anyone with a spine”. Well it makes sense doesn’t it? Wrong.
When she dug further to ask if he liked working with people who have hurt themselves at work, or people who had chronic pain, and other examples his answer was “No. He doesn’t enjoy working with them”.
Who he really liked working with, was people who were passionate about good health and life balance and saw a chiropractor as someone who keeps them “tuned up”. As a result he started running Wellness Seminars because this attracted the kind of clients he liked working with. His marketing was highly targeted to this group so he could charge more for his services, spend less on marketing and enjoyed the clients he had.
Here’s an interesting observation: he didn’t narrow down his niche by things such as age or gender. He narrowed it down by the attitude the clients had!
But here comes the fear
Most people are afraid to narrow down their target market because they are afraid they will lose customers and not make money. After all, if you put all your marketing effort attracting only the select 20% of your potential customers, won’t you cut your income by 80%? That’s where it gets interesting.
Be specific about who you want and also who you don’t want.
As long as you don’t get ridiculous (for example, only want customers with brown hair, or only ones with 3 children) then narrowing your target market will gain you more clients and more importantly, better clients. Because your marketing message speaks directly to them they can recognise immediately you are the person who is best to help them. Knowing who you DON”T want helps you refine that message even further.
Tell me who your ideal client is
Here’s my challenge and also my offer to you. Take the time to look long and hard at who you get the most satisfaction working with. What are their needs but also what is their attitude? Set aside at least 15 minutes to drill deeper than you have already.
Then come back here and leave a comment on the blog. Tell us who YOUR ideal client is. I’ll also write an email to my list sharing examples from people who comment here and refer them back here. My hope is that at least one of your ideal clients will read what you have written and know straight away how you can help them.
To get the ball rolling, I’m going to share below who MY ideal client is.