I hope our last conversation about the 3 ways to increase practice revenues makes you realize there is no silver bullet or magic potion for growing your top line. Just three ways … but each one comes with a challenge. To gain momentum, start with the way that is easiest for you.
On to this week. Lunches? Networking events? Social media? Expert directory listings? Blog or newsletter? Sponsorships? Google adwords? Chatbots? Can anyone tell me what marketing tactic works best for landing new clients?! Yes … there is one person who can tell you what will work best for you.
And if you’re new here, welcome aboard. This is what we do!
Forget a moment about your engagement risk.
How do you reverse a prospect’s engagement risk?
Their risk can be time, money, effort, or some other resource.
If you can reduce or remove their risk, getting them to sign on will be easier.
Surprisingly, there is one person who can give you the answer you’re looking for.
This person knows what message should resonate.
This person knows how that message should be worded.
This person knows where that message should be delivered.
This person is … our ideal BVFLS client.
Not just any client with a body temp of 98.6 degrees and a checkbook.
Rather, the one person who is on the other side of all of our marketing efforts.
The one person we can consistently attract because we are meant to serve them.
Meet my one person
I am making myself feel vulnerable sharing this with you, but here goes.
Here is the ideal client for my practice development coaching.
His/her name is Chris.
A younger GenX or older Millennial.
Watches the financial news.
Is likely Republican.
Is married with children and saving for their college.
Has a nice home in the suburbs with a mortgage.
Drives an upscale car.
Vacations at the beach/in the mountains with spouse, 2 grown-ish children, and a dog.
Is pressed for time.
Likes structure, clarity, and certainty.
Has an accounting background.
Works in a 1-3 person BVFLS practice.
Has multiple credentials from most likely pool of CPA, ABV, CVA, ASA.
Is not differentiated but knows the clients s/he likes serving.
Does not specialize but knows the work s/he likes doing.
Is doing only 1:1 client service work.
Is experiencing fee compression.
Has strong technical skills.
Has an adequate understanding of technology.
Is a fair to middlin’ speaker and writer.
Is somewhat wary of using social media to generate leads.
Is greatly influenced by what other practitioners are doing.
Knows s/he needs to market but wishes s/he didn’t have to.
Is stuck in Survival or Stability mode.
This is the person I want to connect with.
This is the person I am writing to now.
This is the person I want to serve today.
Can you describe your one person?
It is scary to pick an ideal client … your Chris.
Picking your Chris means ignoring a Taylor.
We’d like to have them both as clients!
But we are not likely suited to serve them both.
And marketing does not work that way.
There is a saying: Marketing to everyone is marketing to no one.
When we market to everyone, we speak in generalities in order to be all-inclusive.
We imply there is no red velvet rope between them and us.
So how detailed can you get about your ideal BVFLS client?
I know, sitting down and describing that client sounds a little woo-woo.
But try it … for your sake as much as theirs.
Because that ideal client is the one person who can give you the answers to all of your marketing questions.
Knowing you are marketing to your ideal client gives you a lens to view what you say and do … how you say and do it … and where you say and do it.
And as a result of so carefully crafting the message, the medium, and the interface, your ideal client can’t help but see themselves in all that you offer.
And can’t help but see you as the solution to their problem.
Those what, how, and where questions?
We can now simply ask how the answers will play out with our ideal client.
The answers are anchored in the relationship we have with our ideal client.
But we won’t know what the relationship is until we go through the exercise of describing that client.
In real life
Knowing our ideal client – in depth – changes everything.
We won’t have to ask what marketing works best … we’ll know.
It will keep us from embracing a marketing tactic just because someone else is using it or dismiss one just because it didn’t work for someone else.
Because we’ll see that they may be trying to connect with a different ideal client than we are.
Attracting ideal clients: who are your bestest ones (the first newsletter I wrote!)
Have a great 4th of July weekend!
– If you like what I write about, tell a colleague.
– If something resonates and you want to reach out directly, email me.
– If you think we share common interests, connect with me on LinkedIn.
– If you want a sense of how well your practice is working for you, take this Practice Self Assessment.