Use Relevance Marketing to Inspire Your Ideal Clients To Choose You, Now!

If you want to increase enrollments into your offerings right now, you may need to shift your current approach. Many service providers are experiencing stagnant sales, while others are having their best revenue months ever.

Bottom Line: People are buying right now, even if they aren’t buying from you.?

The secret to steady sales, even in a slow market, lies in your ability to inspire your ideal clients to choose YOU to invest in a solution.

Today, as I was contemplating one of my health goals, I received an informational email from an acupuncturist I used over 5 years ago. From time to time he sends out an article to his previous client base.

Normally I don’t read them…but today, his email subject line piqued my interest. His article identified something I personally am experiencing around “mystery recurring illness” and offered a protocol that I’ve studied, but currently don’t know anyone who offers. I decided to book a session with him (and it didn’t even matter what he was charging.)

This is the power of relevance marketing.

His content was speaking directly to a problem I'm motivated to solve. Now.

Here’s a simple overview of how it works (hint: missing these factors could be why a successful expert is struggling for sales.)

Deeply Understand Your Ideal Client Pain Points

Your ideal client’s needs may be evolving in our current market, and with it, they may shift their focus to solutions that previously were not as important.

If you want to be relevant to your ideal clients so they choose YOU, take the time to inquire what’s essential to them now.

There is more than one way to accomplish this (and here are a few we often use:)

• Polls and general surveys can be helpful, but they are not 100% reliable. Historically, the input you receive, especially around “will you buy” or “what would you pay” is not accurate.
• Survey prospects and event attendees prior to their attendance. This gives you real-time input before you make them an offer.
• Conduct general research on social media (yes, you can even use ChatGPT) to uncover what subjects, pain points and needs your community is discussing. Private forums (like FB groups) can be excellent for market research.)
• The best way to hear what your ideal clients need is to invite them into a private market research conversation where there is NO sales conversation. I’ve done many of these over the last few months, and the feedback I gained ultimately helped me repackage one of my big-ticket offers.

Tailor Your Messaging

Once you better understand the real needs of your ideal clients, you can customize your marketing and messaging to speak directly to their unique needs and goals. This is even more effective when you can use the language you’ve heard directly from ideal clients.

You can infuse this messaging into your:

• Social media posts
• Webinar titles
• Email subject lines
• Articles
• Guest Expert Topics
• Lead Magnets

A note about messaging: it is super common to get hyper-fixated on what you, the provider, knows your client needs and use that in your messaging. But if its not what they believe they need, you will be invisible to them.

Lean Into a Unique, Niche Expertise

Now, more than ever, showcasing a unique niche or specialty pays off. Once you understand your ideal clients needs, consider leaning into that specialty area with offerings that show that you are an expert with credibility and experience they can benefit from.

For instance, instead of an acupuncturist that can treat any ailment, focus on key areas that your best clients are willing to pay top dollar to solve. When you know that your ideal clients are struggling with mystery illnesses, communicate to your market that you specialize in this area. Not only will your existing client base recognize when they need to use your services again, you’ll receive more referrals.

Educate with High-Value Content

Now that you know what your ideal clients need, and you’ve honed in the messaging, it’s time to consistently produce content that educates on how YOU are an expert in your speciality. Provide a range of content so that you can gain the attention of your audience. Consider proven methods like being a guest on podcasts, producing short video tips, writing long-form copy “stories” that draw in aligned buyers or even producing a regular newsletter!

Valuable content builds trust, establishes credibility and authority and keeps you top of mind when your client starts to look for solutions. The content component is so important to help establish authority that I now include a half-day workshop in my $100k Authority Accelerator program to develop relevant, impactful content.

Build Authenticity In Your Audience

As the old saying goes, people are more likely to buy from someone they “know, like and trust.” Building a true connection by engaging on social media, responding to questions and keeping yourself “relatable” in your content helps reduce buying barriers and increase connection.

In today’s market, skepticism is high and buyers are doing their due diligence, checking referrals and asking better questions about demonstrated results. Authenticity can break through the noise and help you stand out from the crowd of people who use “guru” marketing methods that are declining in effectiveness.

Ultimately, we all need to stay updated around buying behavior, industry trends and continuously improve your offerings to meet the evolving needs of our clients.

When a prospective client is faced with many options to solve their problem, be the stand out solution they can trust.

Implementing these strategies can help you connect more deeply with your ideal clients, demonstrating that you’re not just a coach or expert, but the right one for them.

?? Are you ready to monetize your message and stand out in a sea of same-sounding experts? You may be closer to this goal than you realize, and with a few tweaks, you could be generating 5-6 figure months with your message.?

Applications open for the Fall 2024 Authority Accelerator 12 week cohort.

??? Join me for my no-cost masterclass, Monetize Your Message, on September 12th here.

?? Want an actionable strategy to borrow Million-Dollar Visibility so you become a recognized authority with high 5-6 figure months? >> Download my free guide here.

Connect with me on LinkedIn | Facebook

Check out my Top 1.5% Podcast, Amplify Your Success