hey guys adam here and today i'm going
to show you exactly how to find more
clients
for your service based business but not
just any clients
the right clients the kind of clients
that love you love what you do and are
happy to pay you for the true value you
provide
so if you need more and better clients
then you're going to want to stick
around because i'm going to give you
some of my best
and most practical and actionable tips
to help you get more clients and grow
your service-based business
so let's get to it
all right let's talk about how to find
more and better clients for your service
based business because if you
sell done-for-you services one-on-one
coaching or consulting
courses or have an agency then you know
just how important getting more clients
is to the life of your business it's
everything so
let's kick things off with one of the
most important client attraction
fundamentals
of them all targeting the very first
thing you need to understand when it
comes to getting more clients for your
service based business is you need to be
specific about who it is that you're
targeting
what kind of clients you're really
trying to go after the reality is
is you simply can't be all things to all
people because
when you try to do that when you try to
reach too many different people
from too many different segments and you
become less targeted or
untargeted with your marketing well
you're naturally forced to water down
your message which
means it becomes bland and boring and
ignorable
and completely forgettable which are all
of the things you want to avoid
if you want to become attractive to your
ideal client when it comes to building a
service based business and to promoting
and to marketing your services
you're far better off being a specialist
and essentially
specializing as much as you possibly can
rather than trying to be a jack of all
trades
now here's the deal and a bit of good
news if this kind of freaks you out a
bit about having to really specialize
and really niche down on who it is that
you're trying to serve
the good news is you can always change
this later but to get started and
especially if you're not attracting the
quantity and the quality or the caliber
of clients that you really want to go
after
you do have to be specific you do have
to specialize
and you do have to identify and target
exactly who it is that you're trying to
go after now in marketing we call this
creating an
ideal client avatar essentially what you
want to do here
is line up some of the similarities or
characteristics or traits
that your ideal clients have in common
things like demographic details like
what's their age or
gender or income or occupation what are
their geographic details like what city
or state or province or country do they
live in
and what are their psychographic details
like what are their values or their
attitudes
or their lifestyles or their beliefs or
affiliations or groups
things like that again don't feel like
you have to commit to this for the rest
of your entire business life
this can change and it can evolve and
can adapt
as you become more skilled and you also
start to realize that
certain areas or certain pockets of
people are going to be more profitable
more enjoyable to work with at least
this is what i found in my experience
for example when i first started my very
first online business
a digital marketing agency over 10 years
ago well this was pretty much how things
went
need a website give me a call social
media strategy
i'm your guy seo or search engine
optimization yep i do that too
look after your dog well that's pushing
it but
money's money i guess and while this was
good and
actually important in the beginning
because it allowed me to pay the bills
and essentially keep my business alive
well i very quickly plateaued and it
became harder and harder to
differentiate myself
from all of my competition who were
doing the exact same things i was
after all why choose me when there were
hundreds if not
thousands if not tens of thousands of
other marketing agencies pretty much
doing and saying and being the exact
same way that i was it was only when i
really decided
to specialize and to focus that things
really started to take off
switching from web design to more of seo
and then realizing the power of facebook
ads and then ultimately to my position
now which is a marketing strategist or
virtual cmo
this is why step one is always to focus
and to target and to be really specific
about exactly what kind of clients you
want to attract so you can design and
position yourself accordingly now before
we dive into our next point a real quick
message from today's video sponsor
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wishpond has you covered so make sure to
check them out in the description box
below this video and
let's move on to our next point what's
the difference between product
and service marketing anyway the next
thing you really need to understand when
it comes to getting more clients for
your service based business
is that marketing services is very
different than marketing products
and most of the marketing strategies and
advice and even college courses out
there well
they all focus and they all revolve
around the marketing of
products first which means if you take
this advice at face value and
literally exactly as it's presented
you're gonna get some pretty
disappointing results when it comes to
marketing your services
so what's the biggest difference between
marketing services and marketing
products
well the biggest and most obvious thing
is that products are
tangible you can see them you can hold
them
you can touch them taste them smell them
depending on what we're talking about of
course
services on the other hand you can do
nothing of the sort services require
a whole other level of trust because
after all what you're serving
can't really be held or can't even
really be experienced
until after the purchase has been made
this is why when it comes to marketing
your services when it comes to getting
more clients you need to do
everything in your power to prove and to
show
that you're trustworthy and that you're
actually going to deliver what you say
you're going to do
marketing when it comes to running and
getting clients for a service business
isn't uh nice to have it's a need to
have and you need to do it well
now fortunately there are hundreds of
videos right here on my youtube channel
to help with exactly this
but to help you get started let's dive
into a few specifics
a few of my favorites the very first
thing you want to do in order to get
clients and to do better service
business marketing is to make sure to
highlight the end
state essentially to promote and to talk
about
and to share stories about the benefit
or the outcome or the result
of what it is that you're doing rather
than just the service and the features
of that service itself
for example when people use a service
like hiring a personal trainer well
they're not hiring the personal trainer
for the number of sessions they get
or the fact that it includes a meal plan
but rather for the end
state the end result or the outcome of
what they're hoping that personal
trainer will help them achieve whether
fat loss or muscle gain or just getting
in shape another example
people don't hire accountants or
bookkeepers so they can get
fancy-looking spreadsheets or have
quarterly phone calls to go over the
numbers
rather they hire them to make sure that
their taxes are in order and
they stay out of jail one final example
people don't hire marketing agencies to
help them
grow their social media followings or
get more likes comments or shares
even if that's what they say they want
no what they're really after
is the result of all of this which is
more clients more customers more revenue
this is why a key point of
all of your marketing and all of your
messaging should really be to highlight
that end state or the result or the
outcome
or where someone will be after they do
business with you this is why things
like case studies or
testimonials or other forms of social
proof are just so effective because
it shows the end result and it shows
that it's been achieved by other people
ideally just like the clients you're
trying to attract the next way to get
clients and to truly differentiate
yourself
from the competition around you is to
offer them something truly special
truly unique and something available
only through you
and the way you do this is through a
tool known as a unique
mechanism a unique mechanism is simply a
unique way
a unique methodology that you use when
providing your services that
differentiates you
from everybody else who's doing
seemingly kind of the same things as you
are let me give you an example
when i was a kid my dad had a sports car
a datsun 240z
now i admit as a kid i wasn't that much
into cars but
i do remember the importance of looking
after your stuff and also have a memory
of getting my finger slammed in the car
door
can still feel it now anyway i remember
him coming home one day with a new
product
called dry wash which at the time in the
early 90s was
kind of a revolutionary concept dry wash
was a way to wash your car
without using water just using what we
could only presume was a perfectly safe
combination of chemicals and while the
topic of this video isn't about selling
products or the
health hazards of using waterless
washing solutions
well the name of the product drywash
was the unique mechanism and it's
something that we can learn from
and apply to whatever service you're
offering and believe it or not
coming up with your own unique mechanism
is really just as simple as looking at
whatever service that you're offering
and finding what's different about it or
what kind of spin or what kind of name
you could apply to it that allows you to
hold that position in the market
so what is it that you do that's
different than other people or what is
it about your process or your
methodology
that you could name or maybe even
trademark that allows you to hold that
competitive advantage and provide a
solution that's only available through
you the point here above
all else is don't be boring be unique be
different and find something about what
you do
that allows you to put a fancy name on
it and position it as that special
unique mechanism next up is one of the
most important points and also one of
the single biggest mistakes
i see most service businesses make when
it comes to trying to get more clients
and that is
believing the myth of build it and they
will come
so let's unpack that now so you can
avoid this dangerous and
costly and soul sucking mistake here's
the deal and
please allow me to be painfully brutally
honest when it comes to business
it's not the best businesses to win it's
the businesses
with the best marketing now is this fair
no not at all but that's how the world
works and it doesn't really make sense
to go out there and try to compete and
argue
and try to beat this point up it's
simply proven itself as fact
after decades and decades if not
hundreds and hundreds of years of
commerce
marketing matters it's important and it
leads to sales
leads to revenue and it leads to more
clients so you need to prioritize it and
you need to put it at the center
of all of your efforts especially when
it comes to getting more clients this
build it and they will come garbage the
field of dreams disaster well
it's led to more failed businesses and
more failed services than i care to ever
imagine
fortunately there is a solution or a fix
or an antidote to this terrible
terrible belief and that solution is to
build it and then tell
everyone you know about it and then tell
them again and again
and again basically don't ever stop
talking about it
ever of course you should do your
marketing authentically
and ethically and following proven
marketing principles
don't be a douche about it but you do
need to talk about it otherwise
how will they know so if you accept the
fact that the best way to get clients
and to grow your service business
is through creating better marketing
well the next thing you're going to want
to do is check out the video i have
linked up right here on introduction to
marketing so
make sure to check that out now and i'll
see in the next episode marketing helps
people solve their problems by
clearly defining and delivering
solutions and really explaining the
benefits of those solutions so they can
get better results
you