How Not to Get Clients

A lot of people trying to grow their lifework into a practice or business often ask, “How do I get clients?” If that’s the question you’re asking, you’re asking the wrong question. A better question is, “How can I attract clients?”

One way not to attract clients is to focus your written and verbal communications mostly on you and the features and delivery method of the services you offer.

For instance, I recently reviewed 13 websites that are owned by mind, body, soul, spirit and life growth professionals. Every site focused almost exclusively on the service provider’s background and the features, or delivery methods, of the services they offered.

One massage therapist had a one page website with content that was almost exclusively about where she was educated and the type of massage methods she specialized in.

While it’s true that her perspective clients may be somewhat interested in this information, for the most part what they really want is to know that their massage therapist understands their problems and can help solve them.

The best way to attract clients is to demonstrate that you understand your prospecitve clients’ problems and needs. It doesn’t matter if you’re writing website content or telling a new friend “what you do”, the following suggestions can help you connect with people in a way that builds trust and lasting relationships. (The percentages are just a guideline to help you get a clearer image of where to focus your communication.)

The number one thing to remember is that almost all prospective clients are looking for help because they have a problem or need. With that in mind, it’s important to focus primarily on their needs and how you can help them move beyond them.

1. Focus 80% of your content, whether written or verbal, in one of two ways:

a. Discuss your prospective clients’ needs and problems as they pertain to the work you do. This will help them begin to feel like you know them and understand their dilemma. This step is important because it helps builds trust, something that doesn’t come easily on the internet.

b. Describe the results or benefits your clients can expect to achieve from your services or products.

2. Focus 10% of your content on you, but when you do this focus on how your background will help your clients. If you want to add a personal bio, or a paragraph about your philosophies or background, add it as a secondary setion to your “About Me” page. Start with a professional bio that discusses how your background helps you help your clients. If you want the more personal info, add a “A personal note from (insert your name)” and then share more freely. But, even in your personal note it’s a good idea to link your story with how it helps you help your clients.

3. Focus 10% on the features and delivery method. Even people who are looking for a specific massage technique don’t really care so much about the technique. They have sore, tired muscles, are injured or stressed out and the bottom line is that they want to feel better. You need to share about the features or delivery method, such as Swedish massage or deep tissue on a massage table, but you need to remember to focus more of your descriptions on how these techniques can help your client recover from pain, injury or stress.

This may be a simple marketing strategy, but it’s one that can help you attract clients and prosper. That’s because you’re far more attractive when you listen and focus on your prospective clients’ problems and dillemas then when you focus on yourself.