Have you ever felt frustrated that so many people only want to consume free content and not buy?
It’s a question I get asked a lot – How do I give great value, without “giving too much away” and therefore people not needing me?
In my experience, I’ve found it’s very rarely the case that we give away too much.
Here’s the thing… some of us get a lot of people wanting to work with us because we share a LOT of free value.
That’s because we know how to provide plenty of free value that also helps someone get to know about us, what we offer, and the specific solutions we help people with…
…without people feeling like they can just go do it on their own. We know that in 99.9% of cases, they can’t just do it on their own.
There are many, many points along the journey where they’re going to get tripped up.
Just this week I was coaching a lady on launching a masterclass, and I made at least 20 tweaks in what she was doing. And any one of those single actions without the tweaks could have made the whole pipeline not work.
Freebie hunters are people who ONLY want free information.
They’re not consuming free content because they’re interested in finding out about who someone is and what they offer – but they just want to grab the goods and run.
Empowered clients, on the other hand, usually want free content just like freebie hunters. However, they don’t JUST want free content. They also want to invest if they find the right person to help them achieve a result that they want.
Empowered clients could also be called high-ticket clients or sophisticated buyers. If you want to attract those kinds of people you need a better approach than just sharing basic information.
When you know how to speak to empowered clients, it’s the difference between ‘attracting’ clients (using valuable content) and ‘chasing’ clients with cold outreach – you know those DM’s you get from people who you don’t know from a bar of soap. 😉
So if you want to be someone who attracts and not chases and if you haven’t been attracting enough sophisticated buyers lately, this video will help you.
Here are 5 things you can do to attract empowered clients…
1. Share content in the sweet spot
Remember the goldilocks principle – not too much, not too little – just right.
When it comes to what content you share, you might be making one of these 3 mistakes…
- You’re not sharing enough content in general
- You’re sharing too high-level content
- You’re sharing too detailed content
When you’re sharing free content it’s important to share in the sweet spot.
This is about showing people what they need to do, why it’s important, and the steps on how to do it – but not from a massively high level where people think “Ok, but how exactly??”, and not from a super detailed level where people get lost in the weeds.
An example of too high-level could be: “Want to attract your dream partner? Here are 3 ways:
- Remove the blocks to what’s stopping you
- Get prepared
- Put yourself out there.
Mid-level would be a conceptual view of a process, as well as explaining how to make each of those main steps actually work.
Example: “When you’re setting up your dating app profile, you need to consider X, Y, and Z. It must include A, B, and C components. And here’s where you might get that wrong and how to avoid that.”
Detailed level: Super granular view of a process, explaining the exact steps to take.
Example: “Here’s exactly what to write on slide 27 of your presentation.”
In my events, I share the client attraction formula which is 4 high-level steps to take to get clients… but then I dive into some of the ways you can do this.
For the sake of time, I can’t share all of the ways and people know this. But I share enough so they understand that I know my stuff and can help them with it.
2. Be specific about the problem you solve and the promise you’re offering
When someone comes to me who is stuck because they’re not getting consistent buyers, it’s almost always because people can only tell what TOPICS they’re an expert in – but they can’t tell what RESULTS they’re an expert in.
One of the first things I do with my clients is get them to get super specific on where their client is at right now and the problems they’re facing – and where they want to be – and the promise they’re making.
I know it sounds simple, but it’s rare that people can tell me this in a way that’s clear enough to make their offer irresistible.
The 2 questions I get people to answer are:
- What’s the stage of their journey/where they’re starting (Point A)?
- What result do people want that you’ll help them to get in the timeframe of your offer (Point B)?
Then I help them create content that speaks clearly of the pathway they need to follow.
3. Deliver your free content in the same way that you deliver your paid content
I’m someone who has purchased a lot of high-ticket offers so I can tell you a lot about what the mindset of an empowered client is like. I’m a busy and successful entrepreneur and when I decide I want to achieve a specific result, I want it done RIGHT – and as fast as possible.
That means I want to hire an expert. I won’t attempt to try and piece all the free pieces of information together because I value my time too much.
I DO need to feel confident that the person IS an expert before I hire them. I consume their free content because I want to know exactly what problems they solve and what results they provide to their clients.
But I don’t do this by reading endless blogs. I go directly to the source of how their program is going to be delivered to me.
In most cases, people subconsciously need this to make a decision. Everything else – like written posts and emails can support and back this up, but sophisticated buyers generally need more of a taste of who you are, how you talk, and what you’re like before they buy.
That’s why I deliver so many presentations.
So if you’re delivering your program by talking to people on zoom, it makes sense to show up and share your free content by talking to them on zoom.
4. Go deeper in your content
It’s easier to dash off a quick post than to create an in-depth explanation of the work that actually needs to be done. But when you create content about the deeper levels of what’s required, you’re rewarded with the clients who see much clearer that deep work is what they need, and therefore want it.
The surface-level posts DON’T work well to get people reaching out to you who are happy to pay for an in-depth service.
The most empowered clients have usually tried to solve their problem or improve their skills a lot of times and in a lot of ways – and they either haven’t succeeded, or they haven’t succeeded to the level they’d like.
Posts that share simple tips make change sound easy and the savvy buyer knows it isn’t that easy.
If you’re providing 3 steps, for example, provide more details about how to apply your 1, 2, 3 steps. Give examples of how they apply to different situations and give descriptions of all the things that could go wrong when applying them, and how to handle them.
5. Share about what you’ve journeyed
The way you avoid sounding like everyone else is to share about your own journey and the journeys you’ve helped other people with. Otherwise, people won’t know if you’re just copying some guru.
Reveal your expertise using some of the workings of your coaching sessions in your content.
Ask yourself, “What does the content of the majority of my coaching sessions cover? What exactly do I coach people on?”
For example: if you were looking to hire someone to help you get clients from your social media posts, you’d probably be interested in knowing more about what makes those social media posts work.
Let’s say you heard about someone who does this. You’d probably be interested in what kinds of principles she follows. What are her methods? Why do they work? How are they different from other principles that other people who do what she does might follow?
Remember – we want to create to influence, not impress.
If you want to turn strangers into clients – and not be the one who gets likes and comments on your content, but rarely gets people reaching out with interest in BUYING your offer…
…you may want to have a good look at what you’re posting about.
Because content that attracts empowered clients who are buyers has specific elements.
One of the most important elements is that it shifts beliefs.
Remember – the goal of creating client-attracting content is not only to attract the right people but to repel the wrong ones. And one thing that makes the wrong ones wrong is that they resist your insights and think that the cause of their problem is something else.
If you want to know how to create content that attracts empowered clients, I dive deep into this in my Client Attraction Accelerator program.
This is my signature program designed specifically to help coaches & experts add $5k or more a month to their business within the next 90 days.
It accelerates you into being booked out with quality clients, using my Client Attraction Formula.
It’s only for people who are serious about getting results & could look after 3-5 new clients straight away.
You’ll have me as your Coach & Mentor by your side for the next 3 months to guarantee your results.
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P.S Whenever you’re ready… here are 3 other ways I can help you grow your business:
1. Grab a free copy of my ‘Client Attraction Checklist‘
It’s a powerful roadmap to attracting leads, signing clients, and scaling your coaching business. — Grab It Here
2. Join the community and connect with like-minded Coaches & Experts
It’s our Facebook community where ambitious entrepreneurs learn how to increase their income, influence, and impact. — Join Us Here
3. Work with me to get more clients
If you’d like to work directly with me to get more clients… just send me a Facebook Message with the word “Clients”… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details — Message Here