Niche Secrets: Find The Right Clients Right Now
I got a disheartening call the other day from a colleague of mine who is a truly wonderful coach and an expert in her field
. She told me that she had poured her heart and soul into the launch of a brand new tele-class and after countless emails to her list of clients and fans, promotional tweets, and updates to her Facebook page (she marketed this thing everywhere she could think of), she had only one enrollment!
Needless to say she felt dejected and defeated.
I reminded her that launching a new program or product is tricky at best, and that there are numerous things that have to be in place for things to run smoothly. That got me thinking about some of the key questions you want to answer before you launch your offering:
Are you offering something your target market wants?
Remember that the #1 thing you have to do to be a successful entrepreneur is to create products and services that your potential clients passionately want. Now this may sound like a no-brainer, but I cant tell you how many entrepreneurs create services based on what they believe a particular audience needs.
Now, you may be right that this clientele really does need your solution. But if they dont know they need it and passionately want it, they still wont buy it even if its the most helpful thing in the world. You must do the research to find out what your target market truly wants, and position your program using those terms.
Hint: Give em what they need, just couch it in the language of what they want. For example, someone might need to get organized. But what they want is to have more time, more energy, less chaos and overwhelm, peace of mind, etc.
Is your program presented in terms of the results it produces?
Your potential clients dont care exactly what you do or how you do it. For them, its all about WIIFM. That is, Whats In It For Me? Whats important to them are the tangible results theyre going to get from participating in your program or using your product. They want to know how their life is going to improve, or how their business is going to improve, or how their health is going to improve, or the list goes on, depending on what kind of a coach or consultant you are.
Make sure you know your markets biggest and greatest problem and make sure your product or service is the solution to this problem. Then, tell them this! Tell them in no uncertain terms exactly what they are going to have, achieve, or experience as a result of working with you.
Are you offering incentives for people to buy and creating urgency so that they do it now?
By nature, your potential clients will often procrastinate when it comes to plunking down a credit card to purchase a program or product. They may be intrigued, think the program sounds terrific, know that they would benefit but still theyll tell themselves that theyll get back to it later or that they just want to think about it Most people resist change, no matter how beneficial it is to them. And even when they are clearly convinced that they want what you are offering, that certainty can wane very quickly.
To combat this, offer an incentive on pricing a reduction in their total investment or other coveted bonuses if they register within a certain time period. And make that time fairly short, 24 hours for example. This empowers them to make a decision while they are still motivated to make the changes necessary to get the results they want.
There are many more strategies and secrets to having a successful launch, so look for future posts on this topic. In the meantime, these preliminary must-dos should set you up with the foundation for great launch success.
by: Barb Wade, M.A.
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