How to Make Your Ideal Client Feel Connected, Seen, and Heard
I see it all the time - fluffy marketing. It’s so common in the industry. Now, I don't like to say people market their business in a right or wrong way, per se. I feel like entrepreneurship is a journey and you learn as you go, and sometimes you just do what you feel is best and wing it. That's just part of being an entrepreneur. So I don't ever like to judge anybody's marketing per se, but fluffy marketing is very common in this industry. For example, marketing like “I help you make your dreams come true” or “I help you get healthy.” These are not narrowed down, and when someone reads it, they're just going to be like, okay, and keep going. They're not going to think anything bad of you, but they're not going to feel super connected, seen or heard by you at all.
So I want to take you through connected, seen, and heard, so that you can implement this today in your own business and get some clients. Before I even dive into this, I want you to know you can actually grab our free workbook on this called Make Your Ideal Client Feel Connected, Seen, and Heard. It goes hand-in-hand with this episode and will be super helpful for you as you go through this. So now let's dive in.
So first we want to make them feel connected to you. So I'm going to ask you this question - What are some out-of-the-box things you could show people? Now, I know that sounds simple, but seriously, like out-of-the-box, meaning what is something that maybe people don't talk about a lot in your industry. You've got to get deep into their pain points, which we're going to go deep a little bit into here. Now I'm very big on not comparing yourself to other people, but we all follow people that are in the same industry as us. From what you see in your industry, what is something that's not being said? What is something that can make you stand out? Why should they choose you over someone else? A great exercise for this is to sit down and ask yourself, “How am I different?”. That sounds super easy, but I promise you it’s not that easy. When I did this exercise it took at least a week! So ask yourself that question, and then go talk about it. Don't be scared. Showing up and eing authentic is going to get you a lot farther than trying to fit in with everybody.
The next thing is - In what ways could you connect with people on a deeper level? What is something that you really struggle with and people just aren't talking about. So that would be things like anxiety or depression. And like I said, a lot of people don't talk about this. I know a lot of business owners that struggle with severe anxiety, but they show up every day with a brave face and they don't talk about it. However, the moment they let that guard down and say something like, “I'm a strong person, but I have moments of weakness,” man, it is insane. I have one client specifically that I'm thinking about who is a life coach, and she was very scared to talk about her dealing with anxiety because she felt like people would look at her asweak. And she thought that if people saw her struggle with anxiety, they wouldn’t go to her for help in getting their life in order? Here’s the thing, the more you can humanize yourself, the more your audience is going to connect with you. So go a little deeper. And I'm not saying put all your business on the internet. Just something that you struggle with that again, people are not talking about.
The next thing you want to ask yourself is - What could you show people behind the scenes? So this is going to go hand-in-hand with the two things that we just talked about, and a great example for this would definitely be someone who’s a health coach. Show your struggles, but also show what goes on behind the scenes. So maybe you show your balanced dinner. Show the behind-the-scenes of you in the kitchen making it or buying the groceries for it. Just show the journey to that balanced meal.
Similarly, if you are a business coach show the behind-the-scenes of your business. For example, if you just did a big program launch, take them on the journey with you. Show them what you went through to get there. I promise you they're going to want to purchase it more because they feel like they're invested in it with you. Listen, people are watching, even if they're not liking and commenting on all your content. So think of stuff that you can show behind-the-scenes, or the journey you’re on.
So those are three questions to ask yourself that are going to help you connect with your people. So now let's show them that you see them.
Your ideal client wants to be seen. Yes, they want to connect with you, but they also want to know that you see them. That you understand what they're going through.
So I want you to take a deep look at what people in your industry are not talking about, but like a super deep look into your ideal client’s feelings. This is where you are going to create a pain point bank. Create 20-25 things that your ideal client would be struggling with. Many of my clients start out by throwing a ton of pain points out, which is totally fine, but you want to go deeper than that. It's very easy to forget where we came from. We forget where we were when we started our journey of transformation. So when I say make a pain point bank of 20-25 things, I don't want you to just whip it on two minutes. I want you to really think about this. It could take a week. If it takes you a week, it doesn't matter. I want you to get super deep and go back. How did you feel before your transformation? For me, before the Profits and Peace program,I was a hot mess express. I remember the hustle, how tired I was, how overwhelmed I was, and how I had to miss all kinds of things because I had to work. I had to take myself back there, and I'm not gonna lie, I got emotional when I was creating the program because I saw all these things that I went through.
Guess what? How you felt back then is exactly where your ideal client is right now. We get stuck on the results so much that we forget to go back and meet them where they're at. Your job is to look at this kind of like a river. You're standing on one side, they're standing on the other. You need to show them the stones that you took to get across the river. You need to show that you know what it's like on the other side of the river and show them the path to get there. I promise you when you hit their pain points, they're going to think, “Did she read my mind? She understands me. I know she sees me. I know she gets me.”
So you're going to make a pain point bank of 20-25 things that your ideal client is struggling with, and then it’s time to make them feel heard.
You're connecting with your ideal clients, you're showing them that you see them, and then you're going to make them feel heard. Once they feel connected, seen, and heard by you, they're going to sign up on the spot. I promise you. I see it time and time again.
So how do you make them feel heard? After you make the pain point bank, you're going to put solutions to those problems. For example, let’s say a client’s pain point is struggling to create a schedule. So I come up with a solution that helps super clear and make a schedule that works for them. I show them how I can help them with that pain point. So you're going to have your pain point on the left of a page, and on the right you’re going to list out how your product or service can solve that problem. This is where you're going to paint the picture for those stones from the river analogy.
I promise you, if you go through each one of these things in that order, connected, seen, and heard, you will start converting like nobody's business. You just have to get vulnerable and open. The biggest piece of advice I can give you is to authentically be yourself and share your story. When they know your story, they're going to connect with you on a deeper level. And again, there's a workbook with this. Go here and you can get the workbook that will walk you through all of this.