Wondering how to get more clients? This post will walk you through the process of understanding and clearly communicating the client transformation your service based business provides.
Ready to attract more clients? And no, this is not a trick question.
It’s okay if you’re rolling your eyes, because after all, who would say no to that?
After four-plus years as a digital business owner, I can tell you with absolute certainty that the best way to get more folks interested in working with you is to hone in on your ideal client and show off the transformation.
Seems simple, I know.
But it can actually be a lot more challenging than you may first think. Yes, you can rattle off all those deliverables included in your service(s) but is that actually moving the needle forward?
I’m willing to wager a bet that the answer is ‘no’. For starters, it doesn’t address your ideal client. Second, deliverables don’t speak to that ideal client’s main problem.
You see, in order to effectively showcase the client transformation that your service based business provides, you need to know the number one problem you’re solving. Meaning, you need to a) know the main problem, b) know your ideal client, and c) know the result you deliver.
Maybe not so simple, huh?
So, let me ask one more time – are you ready to attract more clients?
In This Article
>> What is the client transformation?
>> Why does the client transformation matter?
>> Understanding the main problem you solve.
>> Understanding the client transformation you provide.
>> Effectively communicating that client transformation.
What is the client transformation?
If the number one problem is the ideal client’s starting point, Point A, the transformation then, is their Point B. It’s what they will become, or have after working with you.
Everyone who is looking to make a purchase has a certain expectation of what they’ll receive once the work is completed. Your goal is to identify what that expectation is – what does success look like for them? What gap are they looking to fill, as it relates to your service/offering?
Why does the client transformation matter?
Each and every client you work with comes to you because they have a problem and they’re looking to have it solved. More often than not, that solution means they’re expecting you or your service to transform some aspect of them or their business.
When you understand and can clearly communicate that transformation, not only will current clients appreciate the roadmap of where you’re taking them, but you’ll also be able to better articulate to potential clients what they can expect from working with you.
Why is this important?
The transformation is part of what makes your brand, your brand. It’s where your personality really shines because no one else is going to deliver the same result as you.
Understanding the main problem you solve.
The first step to understanding and articulating the transformation is to know where they’re starting from – their Point A.
If you have clarity on your ideal client, you’ve most likely identified a lot of this information. Point A is their starting point, before embarking on the transformation journey. To get clear on this, ask yourself:
- What does a typical day-to-day look like for my ideal client as it relates to the problem I solve?
- What internal stories are running through their head about the problem?
- Externally, what are they seeing around them as it relates to the problem?
- At what point do they feel the need to throw in the towel and start looking for outside support?
All of these answers will help you clarify the one main problem that you’re solving for your ideal client.
Why does that matter?
When you can articulate the number one problem you solve, you are more able to truly demonstrate the end result – the transformation. Said another way, if you aren’t clear where they’re starting from or what they’re really struggling with, how are you then going to showcase the value that you’ll bring to the table?
Understanding the client transformation you provide.
Which brings us to the main point of today’s article – let’s dive into getting clear on what you’re actually providing for your clients.
Now, think about the last few clients that you’ve worked with and ask yourself:
- What did their Point B look like?
- Can you explain their changed demeanor?
- How has their life or business evolved?
- Does their typical day look different?
- Because of the solved problem, how are they now spending that time?
In a perfect world, you’d be able to reach out to past clients and get their real-life feedback.
And just in case you need another reminder: This is not the time to be like everyone else.
Regardless of how “saturated” your industry is, no one else can provide the same transformation as you.
Yes, they may deliver similar deliverables, but the experience your client will have is dependent on you and your business. Own it.
Effectively communicating the client transformation.
Customer transformations do not have to be these big, complex things. As you’re thinking about Point B for your client, simple is better. Think about it from their perspective: more than likely, they’re frustrated and just want to know that their problem will be solved. They don’t necessarily care about all the other amazing side effects that will probably happen after doing business with you. Keep your eyes on the prize and stay clear on the reason they’re coming to you in the first place – to solve that main problem.
Now, actual action-steps for showing off the transformation:
- Testimonials. Yes, it’s an obvious one but it works when you’re intentional about the information you’re gathering. Ask past clients the questions above so that they can really tell the story about their transformation.
- Share the emotional change, not just the tangible deliverables. More often than not, we say things like, “You get a logo, color palette and font recommendation.” But take it a step further, what do those deliverables actually do for the ideal client’s business/life? In my case, it would be, “You’ll be able to show up consistently and with confidence.” What emotional benefit do those deliverables give to the ideal client?
- Part of sharing that change is also identifying their starting point. On your website, call out where they currently are – it allows the reader to feel seen, heard and understood.
Happy branding!
All my best,
Additional Resources
Want your visuals to also support your business in bringing in the right people? Check out this post.
Not sure who that ideal client is in the first place? Read this post for seven questions to ask to clarify that perfect-for-you client.
This post walks you through the best way to communicate your brand message at each stage of the customer journey.
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