How to speak so your ideal client listens
About two years into my marriage, we were having dinner with friends.
My husband casually mentioned he’d been a cowboy. He worked at a dude ranch and broke horses.
I turned to him and said, “What? You did what?” I had no idea.
We were city people, and he wore a suit/tie, french cuff shirts, and cufflinks every day. On the weekends he hung out in athletic clothing. He didn’t own a pair of cowboy boots.
Not sure why he’d never told me he was a cowboy. I suppose he didn’t think it that important. Now we’ve been married 22 years, I know him well!
How well do you know your potential clients?
You probably have a simple client avatar. You know her business, her age, her income and education levels. You know where she lives and how many kids she has and what her biggest dreams are.
But do you really know what drives her?
1. Find out her pain points.
We’re not talking about just what she wants (we all want more money and free time) but more importantly, you need to know what her most significant pain points are.
Figure this out, and you’ll not only be able to better create programs to help her, but your sales copy will dramatically improve as well.
Let’s say you’re uncomfortable with technology, (*pardon me as I slowly raise my hand.) In a DIY mood, you destroy your website.
Now imagine finding a Virtual Assistant who works with WordPress and shares examples of how she's rescued client websites after DIY disasters.
She’s named your pain point, and you’re sold!
The same is true for your potential clients. Show them you can help them avoid those pain points—or better yet, eliminate them altogether—and you’ll forge an instant bond.
You may already know what causes your clients pain, but if not, you have plenty of ways to find out.
• Talk to them. What do your most often ask or complain about?
• Listen in on forums, on social media, and other places your audience hangs out. What are they struggling with?
• Reader surveys. Pay particular attention to the words and phrases your readers use to describe their troubles.
• Keep an eye on your competition. What pain points are they addressing?
2. Dig deeper to your ideal clients’ fears.
Beyond their pain point, what is the fear behind the pain? What is your ideal client most afraid of?
Your solutions should address their fears, not just the pain.
Some common fears are;
Fear of failure. Fear of being an imposter. (imposter syndrome.)
Fear of change.
Fear of paying the price of commitment/Fear of setting goals.
Fear of appearing bossy or arrogant.
Fear of asking for help.
Fear of saying no to others.
Fear of embarrassment/looking stupid.
Fear of what other’s think about me.
Fear to ask for what I want.
Fear of everything needing to be perfect.
Fear of showing yourself less than perfect.
Fear of not being able to invoke enough change in your clients’ lives.
Let’s say your clients don’t understand why they aren’t booking more clients themselves. The pain point is clients, but their fear being afraid of failing or needing everything to be perfect, and fear of embarrassment because you don’t want to show up and look stupid.
Or their pain point is “I feel like a sleazeball with my sales pitch!” They might be afraid of asking for exactly what they want, and are worried they might not know what they’re talking about!
Once you’ve uncovered your ideal clients’ biggest pain points, you’ll have a powerful tool that you can use not only in your sales copy, but it will also help define your programs and service offerings.
If you can help your clients overcome the most painful issues they face—whether it’s a lack of self-confidence or a fear of public speaking—you’ll instantly become a more valuable resource in your niche.
And when you incorporate those same pain points in your sales copy, your conversions will dramatically increase as well.