• Ideal Clients

Client Attraction Marketing Lesson 101….

…give them what they want!

Seems so simple, right?

But it’s often the case that coaches market their coaching practice in their words vs. the words and phrases that their ideal clients are using.

I always say, give your clients what they NEED wrapped up in a package of what they WANT.

Those two things are not always aligned simply because your future clients aren’t always aware of what’s really going on with them. They think in terms of symptoms vs. a diagnosis.

One common example of this I see quite often is using words in your marketing along the lines that your clients want “a more vibrant and healthy life”, when that’s not what they’re thinking or saying at all.

Truthfully, that’s a very broad and pretty general statement that could mean different things to different people anyway. Those types of phrases don’t really result in new clients.

Instead, what they’re looking for is something much more tangible, measurable, and specific, and that’s why understanding what they truly want can make all the difference in how many clients enroll in your programs.

People want something concrete if they are going to make an investment.

3 WAYS TO FIND OUT WHAT YOUR IDEAL CLIENT WANTS 

The good news is that this is actually really easy to do. There are 3 ways to find out what your ideal client wants.

1) Your Facebook group

If you have a Facebook group or any other online community, you can find out a ton of information about your ideal clients there.

The first way to utilize your group to find out what your ideal clients want is to use the membership questions feature to screen people before you approve them to join. When you go to your admin tools section of your Facebook group, you’ll see the option for ‘membership questions’.

You can ask up to 3 questions, and one of them should give prospective members the opportunity to share their top struggles and challenges with you. A simple question to ask would be “What is your biggest struggle with ______________?” So, if your niche is helping women balance menopausal symptoms naturally, it could read something like this: “What is your biggest struggle with your menopausal symptoms?” This should be a very short, concise question, so people know how to answer it.

You will want to keep track of the answers and look for common words and phrases they’re using to describe the problem. One way to keep track of these answers is to use Google sheets, and you can just copy and paste the answers. When you use the same words that your audience is using, they are going to feel like you really understand them, and that helps them see you as a possible solution to their problem.

Another way to use your Facebook group to find out what your ideal clients want is to use occasional polls, direct question posts and paying close attention to questions that are posted and conversations that are going on.

Polls aren’t the best because they aren’t open-ended questions, but if you’re narrowing down some options, it can be helpful to get some input. For example, if your niche is related to gluten-free living, a poll question could be: What would you say is your biggest frustration when it comes to eating a gluten-free diet? Poll answer #1. Finding affordable food options. 2. Preparing meals. 3. Eating out. Then allow people to add their own answer if there is something else that is a top struggle for them that’s different from the choices you list.

A direct question post would be where you ask a question which can give you more information than a poll. You can ask the same question I just mentioned about “What is your biggest frustration when it comes to eating a gluten-free diet?” but leave it as a regular post and people can add their answer in the comments.

Facebook groups are great because most of the members already have a level of trust with you, so they will feel comfortable being open to sharing their answers.

2) Discovery Calls

Yes, these calls are designed to enroll clients, but they are also meant to find out what your clients really want and see if you are a good fit to help them. Discovery calls are going to give you the most detailed and in-depth information. This is why really listening during these calls and taking notes is critical.

When you ask the right questions, you are going to get invaluable market research about where they are struggling the most, how they are feeling about it, what they actually want and why they want it. Most people will open up to you during this call and you’ll get a lot more detailed information, you’ll hear their tone of voice and emotions, and you’ll have the chance to ask follow-up questions if you need clarification.

Asking questions such as: What is your biggest struggle with this right now? What has been the biggest roadblock for you? How would it feel if you reached your goal or had this problem solved? Can give you a ton of great insights into what they really want and why.

If you want a complete step-by-step discovery call script, so you have more great questions to ask, you can download my free Ultimate Health Coach Toolkit which also includes a Food Diary, Meal Planning Worksheet, Exercise Log, Coaching Session Template and more.

3) Survey your email list

Surveys are another great option for gathering information about your target audience.

You’ll get a lot more responses when you offer an incentive. We’ve done this several times with great success and we like to offer Amazon gift cards because everyone likes them. You can offer two $25 gift cards and let people know you will be choosing two winners at random – include the deadline of when they need to complete the survey and pick a date to announce the winners.

You can use SurveyMonkey.com for this if you want, and make sure one of the questions you ask is for their email address, so you can notify them and send the eGift card. Even though SurveyMonkey is a paid service, it’s the easiest way we’ve found to use surveys.

You don’t have to limit this to just your email subscribers since you can also share the survey link on social media and in your Facebook group.

Your survey doesn’t have to be super involved. You can ask 3-5 questions to find out what their biggest struggle is that relates to your niche, what they have already tried, how it is impacting their life and what are their top 1-2 goals.

Start with whichever of the 3 options we shared seems easiest to you right now and you add more later if you want.

HOW TO ATTRACT YOUR IDEAL CLIENT 

Using these 3 simple ways to find out what your ideal clients truly want you can build trust and become their go-to resource.

In this BEST OF episode of The Wellness Business Podcast you’ll discover:

  • How to gather helpful insights about what your ideal clients really want as their goal when they work with you so your marketing will be clear and concise

  • Which information gathering methods will give you the most detailed and in-depth information for the utmost marketing clarity

  • Examples of questions to ask your followers so gathering this intel is as easy as possible

  • How to use the information you gather in your marketing, social media, and sales pages for the greatest possible impact

Learn how you can find out what your ideal client wants, in episode 341 of the Wellness Business Podcast!

Links/Resources mentioned on the show:

Kathleen’s Ultimate Health Coach Toolkit with Discovery Call Script

Links to resources:

Wellness Business Accelerator

Karen’s Facebook Group

Karen’s Instagram

Kathleen’s Facebook Group

Kathleen’s Instagram

The Wellness Business Podcast Facebook Page