Science shows us it’s easier to “pull” than “push” a heavy object on level ground.
That’s because there’s less friction. Likewise, why not move your business to the next level with a greater pull-than-push marketing strategy? Be strategic and focus more on the customer relationship than the hard sell.
Think of ways for people to get to know you and your business in different settings. Network with intention in virtual meetup groups, industry and community events. Share your ideas and expertise in blogs, webinars and podcasts. Create a speaker profile and reach out to your professional connections about speaking opportunities.
When you put yourself out there, you build an audience and relationships. Clients find you and trust you. How do you know if you’re reaching the right client for your bottom line? Follow the lead of the competitive athlete. Visualize winning. Do your research and describe the characteristics of your ideal client.
Create a client avatar or fictional profile that:
- Focuses on the positive attributes.
- Describes the values that align with your own personal and business values.
- Includes information about demographics (e.g., marital status, education level, hobbies, earnings, location, etc.) and psychographics (e.g., dreams, desires, interests, fears, worries, pains).
- Tells a story that fits on one page and has a compelling visual.
Here’s an avatar developed by a health coach. Can you see how this health-conscious, lifestyle-focused, well-connected individual would be an ideal client for a health coach? During a pandemic, this health coach has to get a bit creative about building a relationship with her ideal client.
Your client avatar helps you stay focused on your target market. The magic happens when your values and your client’s values are in sync. Your confidence and expertise shine through because you’re living your superpower. The client sees your value and wants to do business with you. You don’t have to push to get the sale.