Picture your ideal client – the type of person you’d most like to work with. Do you know what words to use to grab their attention? I don’t mean copywriting techniques like “Discover 7 Secrets to…” I mean the words and phrases that really resonate with the prospects you want to attract.
I see coaches struggle with this a lot. They are great at describing the features of what they do and the techniques they use. But they fall short in really grabbing their ideal client’s attention.
And as a result they find it hard to get clients.
So how do you know exactly what words and phrases to use to grab their attention without taking a copywriting course. The short answer is that you ask them. But if it were only that simple, everyone would be great at promoting their coaching services.
In this article, I’m going to give you a 3-step system to help you get crystal clear on exactly what to say and write to grab your ideal client’s attention.
Step #1 – List Your Results
Make a list of all the results your clients get when working with you. Write these in your own words. You might include things like: better communication, stop smoking, get more done, better scheduling of tasks, know how to cook healthy meals, more energy, know how to shop for fresh produce.
Try to come up with a list of at least 10 different major results and 10 smaller results. Include any and all results, benefits, breakthroughs, and transformations that are practical, emotional, physical, mental, and even spiritual.
Often times achieving one transformation leads to improvements in many different areas of their lives. So you don’t want to overlook all the different ways that you help someone.
For example, if you’re a business coach and your client achieves their income goals, how else do they benefit from that achievement? Did they see their stress level drastically reduced? Are they finally able to take family vacations or spend quality time with the kids? Do they have better relationships now that the financial stress is gone? Has their entire mindset around money shifted for the better?
Make a list of everything you can think of. Then go to step 2.
Step #2 – List Your Client’s Favorite Results
Interview your best clients, the ones that got the best results and that you enjoyed working with the most. Ask them what their favorite results were from working with you. Ask them about their transformations and breakthroughs as well. What were their “ah-ha” moments.
Write down the answer they give you using their own wording. It’s important that you don’t try to reword their answers. For instance if they say, “My husband and I can really talk now. We don’t argue as much, and he listens to me,” don’t reword that to “Client and husband have better communication skills.”
Remember to ask deeper questions to get their results on multiple levels in their life. If they say their favorite result was that they now have more energy, ask them what difference that makes in their family/career/personal life now that they have more energy. Ask why those things are important to them.
I recommend that you interview at least five clients and create a long list of favorite results they achieved. These are the results that your ideal client really wants. These words and phrases will grab their attention.
But wait! We’re not done yet. Now that you know the results they want, how do you word that in your marketing to attract clients like crazy? Go to Step 3.
Step #3 – Now Match The Two Up
Now you have two lists: results in your own words and results in your clients words. See how many of them you can match up. Some may be a one-to-one match. With others, it may be five to one: five of your results match up to one of theirs. That’s fine. The object here is to try to match them up in groups that make sense.
For instance, you may have matched up your client’s statement “My husband and I can really talk now.” with your results of: better communication skills, better listening skills, getting in touch with what they are feeling before speaking, developing a win-win mindset, and learning respect.
You now have your very own translation sheet. You can translate that feature or technical result you do into the exact words and phrases that grab the attention of your ideal client. You’ll be speaking their language.
Instead of offering to help someone develop better communication and listening skills with their spouse, you’ll ask them, “How would you like to know what to say so that your husband not only listens to you, he actually enjoys your conversations?”
In the future, when you talk or write about a result, feature, or technique that you use in your coaching practice, word it so your prospects instantly understand what you are offering and see the value in it.
I recommend that you regularly interview your best clients and write down their favorite transformations and results when working with you so that you can keep growing your new marketing translation sheet.
You’ll find this to be a gold mine. You never know when a client will give you just the right phrase to turn your marketing into pure gold.
Here’s an extra tip. If you find you’re attracting the wrong people to your business, take a close look at the words and phrases you are using in your marketing. It’s most likely those specific words and phrases that are grabbing the attention of people you’d rather not work with.
Often, a few simple tweaks and changes can really turn your business around and start attracting your ideal clients.