In today’s blog, I’m gonna talk about how to crack the giving too much away code.
What do I mean by that, you ask?
I often get questions from stylists asking if they’re giving too much away in their marketing.
I used to wonder about this too in the early days. I worried that I was giving away too much information for free, so people didn’t need to work with me.
As it’s a frequently asked question, I thought it would be helpful to talk about it here and help you clear up what is and isn’t over-delivering. That way, you’ll be able to show up confidently without hesitation and successfully market to your ideal client.
After years in business and learning all I can about marketing, I’ve started to describe my approach as definitive marketing.
It’s a term you’ve probably not heard before because I’ve coined it myself.
What does definitive marketing mean?
The ‘definitive’ part is inspired by one of my favourite books ‘Think and Grow Rich’ by Napolean Hill, where he talks about having a definiteness of purpose.
So definitive marketing is purpose-led marketing.
When you use definitive marketing, there is a clear purpose in all the content you put out.
In my opinion, to succeed with marketing ( i.e. Get high-quality leads), you must be clear in the result you want to achieve.
To do this I rely on three of my core strengths:
- I lead
- I inspire
- I empower
Here’s what I mean…
I lead means I lead the way. I am up in front and I am looking ahead to anticipate what’s coming so I can help you navigate through the good times and the bad times that we face as entrepreneurs.
I inspire means I inspire you to get out there and do your thing by sharing my stories, my client’s stories, my ups and downs, and what works and what doesn’t work.
I empower means I make you stronger and more confident so you take control of your life/career and claim what’s rightfully yours (i.e. Financial and time freedom) as a qualified and talented personal stylist.
So how do I do this?
1) I talk about what my ideal client wants to achieve
Think about what your ideal client wants to accomplish in her life and paint a vision for her in your content. Tell her about what kind of life she’ll have after working with you.
What freedom and options will she have?
What will it feel like to have achieved her desires? What will it mean to her?
Paint the picture of what success looks like to her.
Remember that when it comes to what your ideal client wants in her dream life, it won’t be to know her colours, style personality, or body shape. There will be a higher-level need in her that she wants to meet, and you should talk about what it is in your marketing messages. Sharing stories – yours and your clients – is a fabulous way to help you paint the picture.
It’s impossible to share too much content like this because no one gets tired of having a dream and wanting to achieve their goals. It’s inspiring, and who doesn’t want that?!
2) I talk about what’s holding my client back from achieving her dreams
What’s keeping your ideal client back from realising her vision?
What’s preventing her from having, doing and being all the things she wants?
This is the gap that your services will bridge – the problems she has that you can fix.
We’re holding up a mirror so she can clearly see the problems, which is why it’s so important to know and understand your ideal client. If you don’t know what her issues are at a heartfelt level, it’s impossible to mirror them back to her and convert her into a paying customer.
Often, she doesn’t talk about her problems because she doesn’t want to admit she has them. Sometimes, it won’t even occur to her that she’s got problems. It’s, therefore, your job to unearth them and describe them clearly in your marketing. If you know your ideal client well, you should be able to talk about the frustration and pain she feels.
3) I talk about how I’ll help my client achieve their vision
This is where you explain how you’ll get your client across the gap from where they are to where they want to be. You need to demonstrate your solution, tell them often how they can work with you, and call them to take action.
Don’t worry; people won’t think you’re too salesy. All you’re doing is giving clear information so they can work out whether they want to work with you or not, so again, there’s no risk of overdelivering with this type of content.
If you worry about giving too much away for free in your marketing, you’re probably focusing too much on teaching and sharing tips and advice.
It’s not wrong to do this; I do it too from time to time. However, I urge you to go beyond this and consider how you can take the lead, how you can inspire and how you can empower your ideal client…Don’t be surprised when you notice a massive improvement in the quality of clients requesting your assistance.
What do you think of this advice? Has it made you think?
If you are still struggling to get visible then join my 3 day, completely FREE Workshop (6th – 8th July 2022) ⬇️⬇️⬇️