Did you know that Homo sapiens and neanderthals lived at the same time? I didn’t know it until I read the book, “Sapiens: A Brief History of Humankind.” In the book the author tells the story of how the Homo sapiens wiped out the Neanderthals.
How’d they do it? The Homo sapiens were smaller, smarter, and more agile. The stronger, larger Neanderthals failed to evolve.
In business it’s similar. We can be wiped out and forgotten if our marketing fails to evolve.
In today’s article we’ll cover:
- Stagnation does not exist in the universe.
- More Money, More problems.
- Are we talking the right language?
Stagnation does not exist in the universe.
American motivational speaker and author, Steve Siebold says, “You’re either growing or you’re dying.” Folks who believe in constant personal development tell us they’re constantly growing. They’re not the same person they were a month, or a year ago. And so it is with our best clients, they are constantly growing and evolving.
If we want to attract the best clients, we must constantly reflect on the people we serve, and the problems we can solve. If we’re stagnant, we’re dying. In the next section we’ll take a look at how we can be better service providers by evolving the problems we solve.
More Money, More problems.
Straight out of High School I got a job as an electrician’s apprentice. The job was simple. I had to anticipate what my journeyman needed, and have it ready for him. As I got more experience I wanted more responsibility and more money. When I finally became a foreman, running my own jobs, the problems were much different. I had to manage teams, schedules, and budgets.
When we first started at The Podcast Factory our clients wanted only one thing, to get to the top of the iTunes charts. As we grew and became more sophisticated, our clients demanded different things from us. Today, the big questions are how to build a personal brand and make faster, easier sales.
In order to keep up with the needs of our clients we do a quarterly “MKP Review.” MKP stands for My Kind of People. The folks we serve today have evolved. The only way to keep up, is to review who they are, what they want, and how we can best serve them.
In the next section we’ll take a look at how our communication must evolve if we want to attract the best clients.
Are we talking the right language?
In his best selling book, “The Five Love Languages,” Gary Chapman defines the five languages to connect with the people we care about. They are:
- Words of affirmation
- Quality time
- Physical touch
- Acts of service
- Receiving gifts
We all respond to different love languages. My wife prefers words of affirmation. When I tell her how amazing she is, it melts her heart. I respond to acts of service. When she makes me a piping hot dinner after a long hard day, I know she loves me.
It’s no different with our clients. We have to figure out their love language so they can feel understood by us. The best clients will give us clues to their love language in what they say, how they act, and what they respond to.
It’s our job to pay close attention to what our best clients respond to. When we know what they need, we can evolve our marketing and messaging to attract more clients like them.
The best way to do this is to listen to them talk. Watch their videos. Listen to their podcast. Take notes, and keep a file on them so you can decode their love language. Now it’s time for a quick recap.
Evolving your marketing to attract better clients
Even though they were bigger and stronger, the Neanderthals were wiped out by the Homo sapiens because they failed to evolve. The same thing can happen to our business if our marketing and messaging don’t evolve.
Steve Siebold says, “You’re either growing, or you’re dying.” If we’re constantly growing, so are our clients. It’s up to us to continue to illuminate the path for them to keep growing.
As businesses grow, the problems they’re dealing with change. If we want to stay ahead of our clients' problems, we must constantly review who they are, what they want, and how we can best serve them. A quarterly “MKP Review” will help us do this.
Our best clients have their own love language. If we read their work, listen to their podcast, and watch their videos they will give us clues. It’s up to us to take notes and keep a file to decode their language. Once we’ve done that, we can use it in our messaging and marketing to make them feel understood. This will help us attract more clients like them.
Next Steps:
Today we talked about the client's evolution. For more tips on how to attract and keep clients, I recommend you listen to this episode of Daddy’s Working Podcast named, “How to Make Clients Love You 4eva” https://thepodcastfactory.com/dwp021/
And, if you are finding that you’re attracting the wrong clients, maybe it’s time to add a podcast to your marketing mix. Each episode will knock out objections and and pre-qualify clients for you. We've installed this exact system for over 100 experts just like you. I can show you how the whole thing works in a quick 30 minute call. Book a time that works for you at http://ThePodcastFactory.com/call/
