Client Magnets Official Blog

Archive for the ‘Customer Retention’ Category

Loving your job?  Loving your business?  OR does it feel like you’re still having to suffer through the more undesirable aspects of your work?  I once believed as long as you generally enjoyed your profession, and was rewarded for it, you would still need to take care of those elements and some tasks that you dislike doing.  Well, things have changed and this no longer has to be true.

In order to create the type of magnetism that attracts prospective clients to you, you must find that one thing that you’re inherently intended to do and eliminate the rest.  With so many resources available to every one of us, there really is no excuse to continue to do OR continue procrastinate on those things we hate to do. But, you might ask, “How can I find that one thing I’m meant to do?”  You can start with your current business.  Here’s how:

•    Make a list of all of the tasks that you’re responsible for in your business.  Often, it can be hard to call up every duty, so it can be helpful to keep a daily log.

•    Assign a love factor to each task.  Is it your favorite?  Do you want to do it first every day because it makes you feel fulfilled?  Or is it the one you detest?  The one you try to avoid?

•    Isolate the tasks that you detest and ask yourself if those tasks can be eliminated.  Can you redesign your business’ purpose to cut them from your routine?

•    If the detested duties are necessary duties, start, right away, to find another way to get them done.  Hire someone.  Automate them.  Anything that will eliminate the negative energy from your daily repertoire.

If this process has been completed efficiently, you will be left with one main task…the one that you’re absolutely wild about.

The laws of positive energy dictate that you’ll be paid more for those tasks which you enjoy the most. Once you can figure out what you’re good at, and do that thing exclusively, you’ll realize more success than you had when you were bogged down doing all of the other false necessities.

Another point to remember is though many of us would like to believe that our business lives and our personal lives can be maintained separately, with a definitive line dividing the two, it’s nearly impossible to isolate them.  If there are things in your personal life that drag you down (laundry, cooking, cleaning), then do what you can to justify hiring someone to do them for you.  The positive energy that you’ll create in your personal life will spill over into your professional life, multiplying the magnetism that you create.

Just loving your general profession or business is never enough to warrant truthfulness from the statement, “I love my work.”   In order for your magnetism to be IRRESISTIBLE to potential clients, you must love every aspect of your business, even if that means whittling it down to one, exclusive task.

Do what you love, and only what you love…and others will love the idea of becoming part of your magnetic field of success.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

Are you thinking about starting a high-end coaching, consulting or mentoring program? If you’ve got years of accumulated knowledge, a top-level program can be a great way to share that information and help your clients achieve success. It may be time for you to stop running one-day programs and selling books and launch a top-level coaching program, instead. You can provide great results for your clients, and truly share your information in a significant way through these programs.

One-day workshops may be good for clients who have limited time or budget but want to make a difference in their business. In a one-day workshop, you can begin to create the foundation for a successful business owner to make a transition in the way he or she does business. However, a one-day workshop isn’t a magic medium for you to create an army of happy, successful businesspeople. You can only share so much information through a one-day workshop, and you’re essentially always starting clients out on the same basic level; they never progress past the techniques you can cover in a single day.

If you’ve accumulated a lot of knowledge about success in your medium, business or industry, you might consider selling e-books. E-books are typically a compilation of knowledge and techniques that people can use to work on their own and boost their business. E-books can provide a revenue stream, but they’re typically limited in scope.

An e-book cannot begin to convey all the accumulated knowledge and business acumen of years in an industry or field.  Like one-day workshops, an e-book can help build a basic foundation for client success, but many clients never progress past that basic level of knowledge and technique contained in the e-book. This makes e-books great for introductory materials, but ultimately too limited to help clients achieve overall success.

Top-Level Coaching Programs are Great for Client Success
Top-level coaching programs let you really share your accumulated wisdom and business expertise with your clients on a basis that can help them achieve success. Unlike e-books and one-day workshops, a top-level coaching program typically enables you to work with your clients one-on-one to help them develop the skills and techniques specific to their field. You can help your clients set goals and achieve them with your expertise; you’re not just leaving clients alone to blunder around and try to build on a basic foundation.

Top-level coaching programs provide clients with an ideal medium to move beyond the basics and truly grasp success. This is good both for you and your clients. If you’d like to help your clients achieve real results, it’s time to move beyond e-books and one-day workshops and consider launching a top-level coaching program.

Bernadette Doyle created Client Magnets Ltd to help self-employed people solve one of their biggest business problems: attract a steady stream of clients. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

Lots of people have an abundance of ideas. You’ve probably got so many ideas that you don’t know where to start – and all the ability you need in order to implement every one of those ideas, too.

But, just because you can doesn’t mean you should. When you’ve got so many ideas that you don’t know what to do, you will half-do everything.

The key is to focus on the one or two ideas that can really bring in the big wins for you. Putting your time, energy and talent into those ideas will step up your business by enabling it to run more smoothly and be more productive.

Here are some rules to live by to help you choose which ideas you should implement.

Follow the 80-20 rule.
80% of your revenue will come from 20% of your assets, meaning that 80% of the money you make will come from 20% of your clients.

When you know this up front, it is much easier for you to plan. You should be following through on the ideas that will appeal to your top 20%. Design products and programs and solutions for those clients, because that’s where four-fifths of your income is coming from.

Worry about the lower priced stuff later. Most people do this the opposite way, thinking  that starting with low priced offerings and then building up to Rolls-Royce or VIP programs is the right way to plan. Don’t miss out on the big opportunities because of that way of thinking.

Look at your time.
The primary reason most people can’t follow through on an idea has to do with the way they allocate their time.

Put your time into ideas that can and will produce income. Part of achieving a new revenue goal is about allocating your time differently. You’ll have to stop spending time on certain things and start spending time on other things.

As obvious as that may sound, it’s amazing how many people ignore or overlook that. Listing your assets and listing the differences in the 80% of your revenue coming from 20% of your assets will show you how much time you can spend per idea or project, essentially telling you what you need to spend your time on and what you need to stop doing.

Think in terms of project income.
Don’t just think in terms of monthly income anymore. Instead of planning your year month by month, try planning quarterly, from a financial aspect, but also plan around big projects. Three or four big projects should be sufficient.

The income streams from these projects will help you decide which ideas to pursue. If you’ve got a revenue goal of $250,000, which projects will get you there and at what times?

The key is not to do all of them at once. There is a connection. What you want is to have one project build momentum for the next project, which builds momentum for the next project, and so on. It’s important that you plan strategically, that you’ve got a long range plan and that all of the elements make sense.

You can’t help but come up with ideas; it’s how and why your started your own business in the first place. Just choose which ones you will follow through on, and when, to make the absolute most of them.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

Getting your target audience interested in your product or event, and interested in the price you want them to pay, requires a few basic steps. You must establish yourself as an expert. You must build confidence with your audience. You must convince your audience that your solution is the answer to their problems. Building empathy with your target audience is a fast way to accomplish all of these things …

What is Empathy?
For the purposes of creating marketing materials, developing empathy is the act of building a rapport with your audience. Show them that you understand their problem. Convince them that you, too, have the same problem, questions or needs that they have. Create a group for your audience, and then insert yourself into this group. By developing empathy with your audience, you’re making yourself ‘one of them.’ This is an extremely valuable step in creating a successful marketing campaign.

Build Trust Through Empathy
In many cases, your target audience may be embarrassed about their problem, or they may feel like they’re alone in needing a special solution to manage their issue. By establishing empathy with your audience, you show them that they’re not alone. You, too, have benefited from a special tool or event to handle the same problem they have. By building empathy with your target audience, you immediately go from becoming an untouchable expert to someone who has experienced the same problems and issues as your audience; someone much more accessible and less intimidating.

As someone who speaks the language of the target group, you build trust; they’re more likely to believe your pitch if they feel you’ve been through the same things they encounter. All of these things go a long way toward establishing yourself as a trusted source, which makes people much more inclined to buy your product or attend your event.

Solve Problems Through Empathy
One of the most effective ways to market a product or event is to establish that it solves a problem that your target audience experiences. If you can build empathy with your audience, and then establish that your product or event solves their problems, you’ve instantly crossed a boundary toward getting them to take action. An audience is much more likely to believe that the solution offered to them is legitimate if they believe the creator of the product has used it to solve the same problems they have.

For example, if someone who has always been thin tries to sell a weight-loss product to an overweight demographic, the overweight demographic may be disinclined to trust the thin creator. However, if someone who has successfully lost weight tries to sell a weight-loss product, he or she gains instant credibility by having successfully solved the problem that the target demographic experiences.

Build Empathy for Successful Marketing
Bottom line: build empathy with your target audience to create a successful marketing campaign. Become one of the crowd. Show them that you understand their problems, and that you can help them. If you’re able to establish empathy with your audience, you’re much more likely to sell your product or event to them.

Bernadette Doyle has attracted a loyal following who rave about her down to earth yet inspiring approach. If you liked today’s issue, you’ll love Bernadette’s marketing and success training products and programmes to help you develop a business that suits YOUR preferred lifestyle. http://www.clientmagnets.com

Have you ever ordered an item online or from a shopping catalogue? If you have, you probably know that feeling you get when your anticipated purchase arrives in the post. The satisfaction of finding a great product is nothing compared to the thrill of actually laying your hands on it.

If there is any potential to present your business offering in the form of a product that your clients can physically see and touch, you need to take some time to explore this option.

By physical, I mean something that is in a box, something that you can physically send to a client’s home or office. Physical products can be anything from books to audio recordings to DVD video. Your physical product might very well be in multiple formats, where you offer a combination of audio, video, and written material.

It may require considerable time and effort on your part, but creating a physical product can make a huge difference in your business revenue. Here are six strong reasons for you to seriously consider creating your physical product:

•    One of the major benefits of producing a physical product, or any product for that matter, is the fact that you do the work once. But, that one product can sell over and over and over again. While you’re sleeping, enjoying dinner, shopping or vacationing, your product can continue to make money for you.

•    You can charge more for physical products. It’s less expensive to download an ebook or mp3 recording than it is to purchase a hardcopy, printed book or a CD. By their nature, digital products have a ceiling. Clients are not going to pay £500 or £1,000 for a digital product. But, people absolutely do pay that much for physical products. The client’s perception of the value of the product is changed when it’s physical. They’ve got something to have and to hold.

•    A physical product also increases your brand awareness. Because your product is in some way, shape or form, concrete and tangible, clients will have some ties to it. They have to handle it.

•    In a sense, your physical product is serving as built-in follow-up for you. Your best prospects are always those people who have actually bought from you already. They’re the people who are most likely to buy from you again. Your product, out on their desk, will constantly remind them of you when they look at it. Being reminded of you through your physical product is a good way to continue your relationship with your clients.

•    Physical products increase the user’s consumption. It’s easy to download a digital product from the internet, which I am a big proponent of. But often, clients will read the information when they get it, store it somewhere on their computer and never go back to it again. You don’t want people just buying your products, you want people using your products and having success with them. It makes sense to physically create and send products. Even if it’s just a CD sitting on the corner of their desk or on their bookshelf or in their car, it’s sitting there as a reminder. “You bought me, use me.”

•    A physical product increases your exposure. Someone may see it on your client’s desk and inquire about it, or it will be fresh in your client’s mind to share their discovery with others. Word-of-mouth sharing is your best and least expensive way of advertising.

It’s well worth your time to assess your business, and take into account all of the criteria to see if physical products make sense for your market. Physical products can be complex to create, but there’s nothing complicated about their payoff.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

You’ve made a sale.  The customer’s credit card has been approved, you’ve booked their seat or ordered their product, and you’ve added your new customer’s email address to your newsletter list.  You’re already tallying your net profit in your mental bank register, and you’re resting comfortably in the pleasure of another sale well-done.

Not so fast…

If there is any time lapse between the closing of the sale and the delivery of the customer’s product or service, at some stage you will need to address the “buyer’s remorse” phenomenon.

If your customer falls under the weight of buyer’s remorse, he or she might have feelings of guilt associated with a high price tag, credit extension, or disapproval by others.  The client might begin to fall off of their “purchase high” and start to consider their new, reduced spending power; or they might wonder if they should have done more research or waited for a better, newer version of your product or service.

Your job is simple:  you must keep buyer’s remorse from ever showing its face…by using a Stick Strategy.

A Stick Strategy is simple.  It involves offering a gift that fulfills your customer’s need for instant gratification, and then staying in touch with them to reinforce the benefits of their decision, until they receive the product or service that they purchased.  In other words, remind them regularly that they’ve made a good decision.

Example of a High-Cancellation-Risk Sale:

A motivational speaker offers two types of events:  a 1-day workshop and a 2-day weekend seminar.  She starts marketing and taking reservations for the 1-day workshop only 6 or 8 weeks in advance.  But for the weekend event, she starts accepting bookings up to 4 months ahead of time.

Her customers who book 4 months prior to the 2-day event are much more susceptible to the effects of buyer’s remorse.  A lot can happen in 4 months – people move, their family situations can shift, their employment might change – and that might prompt them to eliminate her seminar from their new schedule.

It’s especially important that this business owner stays in contact with her weekend seminar customers during those critical 4 months – to make sure that those clients remain interested and on-board, without regrets.

Follow these simple steps to keep your waiting customers on-board:

• Immediately following your customer’s booking, make a good-will gesture (e.g.  a digital report, an insider preview of your service, a free sample, coupons to use in the meantime, or anything that will reinforce their spending decision as a good one).

• Keep a list of people who have signed up for one particular service, and use that list to send industry tips, answers to commonly asked questions, or special bonus offers throughout their wait – and be sure to reference the date of the upcoming service in every piece of correspondence.  This will keep their interest piqued, their energy levels high, and will shoo away that bothersome remorse bug.

• You can also send a friendly note part-way through their wait. A simple “Hello, can’t wait to meet you at the conference,” or, “Here’s the seating chart and your nametag.” can boost their obligation to the commitment that they’ve made.

• Keep customers-in-waiting involved. Maybe you’re thinking about making an addition to your service – send a note asking for their opinion on the change.  Or, ask them for feedback on the booking process.  In short, make them feel that their opinions are important.

Maybe you have felt buyer’s remorse yourself.  If you have, think about how much better you might have felt if you’d gotten a free gift right away, or if someone had contacted you to ask for your input.  Would you have been more willing to “Stick?”

Make your customers stick with you…all it takes is a healthy dose of communication and a little dollop of good-will glue.

Bernadette Doyle created Client Magnets Ltd to help self-employed people solve one of their biggest business problems: attract a steady stream of clients. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

Most people buy what they want, not what they need. Take for example, the new I-Pad that Apple recently rolled out, or the Barnes & Noble electronic reader, the Nook. Nobody really needs these things, but people certainly do want them.   When you create a product, the number one step is to find out what your market really wants, not what you think they need.

If you have an intuitive sense about your market; if you think you have an innate “feel” for what the people you are trying to reach really want, follow your instincts and your heart. This is what I call heart-based marketing.

Heart-based marketing relies more on your observations and feelings, rather than on market research analysis or consumer surveys. By simply paying careful attention to the people around you, listening to their conversations, comments and complaints, you can uncover the results they are really looking for in their business.

In other words, create your products by putting yourself in the shoes of your target prospects. Ask yourself the same questions they ask themselves, so that you can create a product that delivers the answers.

Don’t underestimate the importance of this. For example, someone who is a coach might develop a product designed to give clients more balance in their lives. While “balance” may well be what his clients need, it isn’t necessarily the thing they want. It’s the coach’s perception of what they want. And if the coach develops and markets the product from his perception, clients aren’t going to want to buy it.

Think the same way your clients think. In the example of the coach, clients are not looking for a tool to give them balance. They are looking for more time, less stress, and more quality interaction with their family. There is a subtle, but significant, difference between what the coaching tool provides and what the clients say they want. The product or tool needs to offer a solution that clearly will give clients more time, less stress. In the long run, they will achieve balance, but that is not the thing they want.

Listening to clients with your heart will increase your opportunities to develop successful products.  Focus on what clients actually say they want, then highlight those wants when you create and market your product.

Staying open-minded, tuning into your target market, and really listening is the heart-based approach to identifying what your clients really want.

When you’ve discovered that very thing your prospect really wants – move on to providing and delivering it to them.  You’ll not only have a very happy customer, you’ll have a very healthy bank account!

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, then sign up for her free weekly e-zine at http://www.clientmagnets.com

Imagine that you own a designer clothing store.  You operate the register, taking money from customers and bagging up their items.  While you’re managing the flow of incoming money, you notice that the majority of visitors spend a significant amount of time thumbing through racks and trying on outfits – only to walk out of your boutique empty-handed.

If you could stop those people in the parking lot and ask them why they didn’t buy, without scaring them away from your establishment forever, would you do it?  If you found out that your product was perceived as low quality, you’d look at your designers more closer, you’d check the quality of your garments, right?  Or if you learned that the styles you offer aren’t current enough, you would reevaluate your stock, wouldn’t you?

There are two points of truth to be drawn from this example.  First, the majority of your sales pages visitors will click away without buying…that’s statistical.  And second, you may never know exactly how to solicit more sales unless you ask for feedback from non-buyers.

The prospect majority (the ones who haven’t purchased) are a valuable trove of information for the improvement of your conversion rate.  When you can use what they tell you to compile a list of common objections, you can then use that information to revamp your website, your FAQ page, or any other aspect of your business.

You might know how to ask for feedback from paying customers, but how about those who have merely previewed your product?  Here are some pointers for getting plenty of constructive feedback from non-buyers:

• Maintain a low-key tone. The language that you use in your feedback request should be one of curiosity…an unassuming appeal.  Make it clear that you only want to know why they chose not to buy.

• Be honest. Be frank with your prospects.  In your request for feedback (most often done via e-mail), let them know that you’re new to the business, or that you’re working on redesigning your website, or that you’re throwing around the idea of editing your product list.  Let them know that their opinions will be priceless in your effort to make the experience more pleasurable for future customers.

• In your written request, remind recipients of your website address. That way, they can revisit and refresh their memories, in case they have forgotten your business’ specifics.

• Offer a no-strings incentive in exchange for feedback. Never use a feedback request as an attempt to make a sale.  Instead, offer a one-time gift (like a free report) that requires no obligation.

• Do not interrogate prospects. Never use the feedback that you receive as ammunition to get them to buy at a later time.  When you receive feedback, simply say “thank you” and use it to make improvements.  Do not personally pursue the prospect.  Curiosity may drive them back to your site (to see if their feedback was utilized), but if you hunt them down, you will drive them away.

• Send feedback requests as soon as possible (within a week of the prospect’s first visit).  A person’s motivation is highest right after they’ve visited your site for the first time.  If you allow time for that motivation to fade, you will be less likely to receive feedback (and less likely to feed the fire of interest in your product).

You’ll probably be astounded at the amount and quality of feedback that you’ll receive.  People all have opinions – but will rarely voice them unless they’re invited to do so.  Many times, they’re so glad to have the opportunity to be heard, that they will be honest and blunt – perfect for your goal of gathering business-changing information.

Asking for feedback can seem a bit strange, even intimidating, at first, but once you receive your first dose of eye-opening criticism, you’ll be glad that you took the time to question the departing majority.  And you’ll learn to see objections for what they really are – opportunities for improvement and optimism for future conversions.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, then sign up for her free weekly e-zine at http://www.clientmagnets.com

Remember the telephone conversation?  In this, the cyber age, the telephone conversation has become, for most, an antiquated form of communication.  However, that doesn’t mean that it holds no value.  To the contrary, its value is so great that often the ring of the telephone could be mistaken for the cha-ching of a cash register.

If someone takes the time to call you on the phone, they’re at least somewhat interested in what you’re selling; they want you to convince them that their positive opinions about your product are correct; and they want you to dispel their fears.

People call on the phone for one of two reasons.  Either they want you to convince them to buy, or they want to cross-examine you to satisfy their own curiosities.

Either way, when you answer the call, it’s up to you to take gentle control with questions that will work to convert:

• If someone calls and indicates that they are somewhat interested in your product, try to refrain from spewing a rehearsed list of features and benefits.  They can find the facts on your website, or in your brochure.  They are calling because they want to be nudged in the direction of purchasing (whether they know it yet or not).

• The person asking questions is generally the party who holds the most control.  If your caller starts with a question, politely indicate that you will gladly answer that question if they will allow you to check some things with them first.  This is called a “staller” or a “framer.”  This puts the “ball in your court” and you can ask them the questions that will direct the conversation in a conversion direction.  You will rarely experience success if you spend the phone call answering questions that are being continuously fired at you.

• Ask, “What was it that attracted you to the program?”  Listen carefully and make note of these early “likes.”  Answers to this question will reinforce the caller’s belief in your product, and will give you valuable feedback for future marketing efforts.  Be sure to reference these points again later, reinforcing that your caller’s instincts as correct.

• Ask the caller what kept them from booking directly from the internet.  The answer will give you the opportunity to dispel fears and calm misgivings about your product.  You can also use this information to adjust your marketing approach for the future.

• Begin questioning about what the prospect found appealing, then move to questioning about misgivings, and end with reinforcing the positive.

• Remember to only convince prospects that your product is a perfect fit for their problem if it truly is.  Selling under false pretenses is not only sleazy, but it won’t work to build, or forward, your good reputation.  It doesn’t matter how great your product can be for the right person, the wrong person will never give it 5 stars, a thumbs-up, or a good review.

• Make a list of questions that you would commonly use during telephone conversations.  This will eliminate stumbling, awkward silences, and nervousness when dealing with callers.

As we move further into the information age, fewer and fewer sales are booked over the telephone.  Nevertheless, when a phone call does ring in, it’s better news than ever.  People are only picking up the phone as a last resort for being convinced.

When handled correctly, telephone calls can significantly impact your conversion rates…for the better.  People ask for information, and give information, because they want to hear that they’re right about their likes, and that they have nothing to fear from their misgivings.

Open up that phone line.  Take control of the questioning.  Gently convince, dispel, and reinforce.  Use the call to turn that prospect into what they’re secretly hoping to be – a client.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter for trainers, speakers, coaches, consultants, complementary therapists and solo professionals. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

Are you trying to be all things to all people in your business? Or, even in your personal life, for that matter? If you are, your head is probably spinning, trying to figure out exactly who you are and exactly what your expertise is.

You may think it’s easier for you to offer a general selection of services.  The broader your area of expertise, the more clients you think you’ll attract. However, quite the opposite is true. When you stand up and declare your specialty, clients will view you with confidence and place greater value on your knowledge and skills.

You can make this happen on purpose, or if you really take notice, you might see a trend regarding the clients you attract. For example, one client of mine is a coach and a mom who wasn’t specific about her audience or her specialty. In her words, “When I started out, nothing really happened.”

In her case, she started attracting clients who were moms. She was a mom herself and other moms could relate to some of the scenarios she presented in her business. Her niche more or less found her, but she realized it and focused her business around that niche.

Now she’s known as an expert. Journalists cite her as a source for articles, which results in lots of PR for her company. And now, she has clients calling her who aren’t even moms, asking her if she would consider working with them.

That’s a nice situation to be in – people asking if you’ll take them on as a client.

Being recognized as an expert rather than a generalist can make a tremendous difference in your business. No one is going to hand you a “certified expert” certificate. The secret of being an expert is having the guts to appoint yourself as one.

You aren’t claiming knowledge and expertise that you don’t have. You just need to take the step and say, “I am now an authority on…” or, “I specialize in…”  It’s amazing how quickly things can organize themselves around that.

The fact of the matter is that you probably do know a lot of facts and figures about your particular area. You notice similar problems or situations that come up over and over, and you learn how to address and solve them. Because you look for that information, you do become an expert.

Each step leads to the next step. Once you recognize these recurring topics, you are familiar with the environment that leads to them. So, if you were to write an article, or speak to a potential client, the specific phrases and language you use will resonate with them because they have also used them repeatedly.

That person will get the feeling that you really understand what they’re going through. That’s what clients ultimately want, and that’s what you can give them by specializing.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter for trainers, speakers, coaches, consultants, complementary therapists and solo professionals. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com