Client Magnets Official Blog

Posts Tagged ‘specializing’

‘Do what you love and the money will follow’ cries the title of a best selling book by Marsha Sinetar. I beg to differ slightly. Over the years I’ve met hundreds of people who are doing what they love, but the money is definitely not following. Apologies Marsha, but I would put it this way: ‘Do what you love, communicate this effectively to the people in the world who most need it and are motivated to pay for it, and the money will follow’. The fact is you can do what you love and be well rewarded for it, but you need to match up your own skills and talents with those people in the world who most need what you have to offer. It’s not enough to do what you love and simply hope that the right people will get to hear about you. As Julian Gresser puts it in his book, Piloting Through Change, ‘We earn what we want by connecting our gifts to the concerns of others’.
The fact is, when you match up your skills and talents with the people in the world who really need you, there isn’t a lot of selling or convincing to be done. So aligning what you have to offer with those people in the world who most need it is a crucial element of becoming a Client Magnet. The key word here is alignment. What we need to do is match your skills and talents to groups who are easily identified, who are already explicitly aware of an immediate need, want or problem, and are highly motivated to find a solution.

If you are failing to magnetically attract new clients towards you, it could be because you are failing to speak directly to your targeted client. Even before this, you may have failed to identify your target client. Of all the important steps you can take to become a Client Magnet, one of the first has to be to define the people in the world who need your help and with whom you want to work. This isn’t an optional step. It is a must do. Over and over again I see ‘would be’ magnets diluting their marketing by trying to be all things to all people.

Think you’ve already done this? If you already have a steady stream of clients queuing at your door waiting patiently for your services then you MIGHT be able to skip this step, but if not, the message is that you need to get even more specific.

Start by thinking about the people in the world who are already struggling with a problem or issue that you can help them solve. For example, I created the Client Magnet newsletter having met lots of consultants who were frustrated with the amount of time and energy it was taking to find clients. I knew I had ideas and techniques that could make a difference, and so my business was born out of a desire to serve a group of people with whom I had empathy, and who were facing problems that I knew I could help them solve.