Here’s a 6x1 formula for entrepreneurs and business to help you close the loop on building a base of perfect clients who are hugely profitable for your business, so you don’t have to worry about where your next client is coming from. Click through to find out about the six Ones! The ultimate goal of any business is to get a solid base of customers who are hugely profitable for your business AND who you absolutely love working with. We all know this. But if you take it a step further, the way you convert customers is really more about coaching them to become your clients.

Think of yourself as a teacher and a mentor who has the best interests of your customers at heart. Your job as a business owner is to make people feel empowered to shape a better version of themselves.

How?

The formula for attracting and converting high paying clients is what I’m covering today.

I call it the 6×1 formula because it really is just that: a formula. It focuses on the six “ones” that you must implement in order to take your business to the next level. They are:

1) One person
2) One problem
3) One solution
4) One package/offer
5) One webinar
6) One marketing system

Getting into the mindset of your ideal customers

The first part of the formula will help you shake off the fuzzy, unclear or uncertain ideas you have about your target audience. We’re going to uncover the real value you provide and paint a picture of your ideal customer.

This involves getting into the mindset of your ideal customers. This will help you know how to speak them and what they need to hear. Getting into the mindset of your ideal customers forces you to get out of your own head too. We all have ideas about what we think customers want, and it’s largely based on the conversations we’re having inside our own heads. This is especially true for entrepreneurs who build a business by creating a product that was missing in the marketplace. There’s a reason you came up with your idea (because you wanted it and couldn’t find it), but you still need to validate it. Validating it means understanding what your customers think about it. You have to communicate things for them in a way that they really feel that you get them. They need to feel that you’re talking directly to them and you’re saying exactly what they need to hear, not what you want to hear.

In order to do this, you must forget everything you think you know about your brand. You’re going to step out of the conversations you’re having, and into the conversations that your customers are having.

Ready? Here we go:

Your One Person

We’re digging into your target audience, and more importantly, your one ideal customer. The reason you want to narrow it down to only one is because you don’t want to get caught trying to be all things to all people. When you do this, you confuse yourself and others. When you’re confused, there’s no way it’s going to translate into a clear message for anyone else. Worse, your ideal customers won’t think that what you do is for them because your value won’t be immediately clear to the people you most want to attract.

Think about your favorite client, or someone you’d love to work with. Do you have a really profitable client who you dream of getting 5 more just like? This is your one person.

Now you may be thinking: I sell to more than one person – I sell to businesses, individual people, and even referral partners.

That’s okay. That simply means that you have three different target audiences, which means you will have three people. You need to pick one person to be your primary person.

Note that the mindset of each person will be different. You need to speak to each person differently. You don’t want to have three different conversations going at the same time, any more than you want to jam them all into one conversation.

The goal here is to gain clarity on your one person so that you become a magnet for them. Walk through the entire 6×1 formula for your primary person, and only that one person. In this process you’ll build assets that you can use over and over again to convert your ideal customers. And best of all, it will run virtually on autopilot.

Once you are straight about the outcome for your one person and have your process down tight, go through the 6×1 formula again. This time do it for the secondary person, and then again for your third person.

When you get this part right, you’ll know exactly who your ideal customer is. You’ll also know exactly where to find them so you can focus on the next step.

Their One Problem

Here’s the magic of this step: When you can articulate the problem your ideal customers have better than they can, they’ll automatically perceive that you have their solution. To get to the root of their problem, ask yourself these 4 questions about the state of your one person today:

  • How do they feel?
  • What do they have?
  • What is their average day like?
  • What is their status?

For example, the current state of my clients generally looks like this:

  • How they feel: Overwhelmed, frustrated, and confused. Nothing they’re doing with marketing is bringing in new clients.
  • What they have: Scattered, fragmented marketing that doesn’t work.
  • Their average day: A horrible experience with marketing. Maybe they write a quick blog post, send out a newsletter or share a post on Facebook. They scour online resources and guides desperately looking for a quicker ways to gain traction with their marketing.
  • Their status: A stressed entrepreneur hunting down customers, worried about their business and future income.

When you can answer these questions like I did here, you’ll be able to communicate that you understand exactly what your one person is feeling and the pain points they have. Your one person will get, on an intuitive and emotional level, that you can genuinely help.

When you really get this, you will be able to draw your ideal customers into your marketing message. You will speak directly to their pain points and you’ll know exactly what to say to convert them into customers. Now let’s get them from their problem to your transformation.

(NOTE: Want my easy 3-step process to getting clear on who you’re selling to? Get my Customer Avatar Worksheet.)

Download the Customer Avatar Worksheet to get clear on who you're selling to.

Your One Solution

Now that you’re clear on your One Client, One Problem, it’s time to deliver your solution:

Part one: the picture
Part two: the how

Part one involves painting a picture of what people will experience in the after state, once they work with you or purchase your products. Take those same questions you just asked and illustrate the transformation you provide so that people visualize it.

For instance, here’s the after state for my clients:

  • From feeling overwhelmed and frustrated to feeling excited and confident.
  • From having scattered, fragmented marketing to having a cohesive marketing system that delivers qualified leads while they sleep.
  • From having an average day with a terrible experience with marketing to marketing being easy.
  • From a status of stressed entrepreneur to being a rock star business owner with a full base of customers.

The next step is to walk people through the how. Briefly describe what you do and the services and products you provide. Show people how you will get them from point A to point Z and be as detailed as possible. Explain the process, timeline and any steps that are involved.

You have to connect with people on an emotional level so that they want what you have, not just need what you have. It’s your job to let your one client know your special blend of talents, and what you’ve overcome or experienced that’s similar to what they’re feeling. Share the things that make you truly unique to solve their problems. Explain how it is that you identify so well with their feelings. What have you overcome or experienced that makes you a perfect fit?

When you really get this, your ideal customers will actually seek you out and you’ll be laser-focused on where you should be spending your time. You’ll know exactly what offers your ideal customers will find irresistible. You’ll officially toss out the window trying to be all things to all people.

Your One Offer

By offer I mean: put a premium price on your one solution. Determine the true value of your transformation and price it accordingly. This is the way you’re going to be able to stop charging for time and start charging for value.

Clients don’t care about hours, or even days. What they’re paying for is the value of your expertise. That’s what you’re selling. Don’t get caught undervaluing your service.

Ultimately, whether your clients pay a premium or a bargain is entirely determined by the price you put out there. It takes you just as much time to work for budget clients as it does for high dollar clients. When you look at it like that, premium pricing is the way to go.

In addition to your one offer, make sure you give people a low-risk way to try your products and services. Let them take a test drive with a free trial, course or consultation.

One Webinar

This is where you start moving out of the art and into the science of converting clients. The hard part is done – you’re clear on your one person and you know exactly what to say to grab their attention. Now you need a vehicle to get it out there.

You can do it the hard way by ­emailing people one at a time and dealing with endless objections and stalls, or you can leverage a platform that gives you the possibility to reach hundreds of people at the same time. Keep in mind that the way people perceive you will play a huge role in how quickly you convert them. And when they perceive you as the go-to authority, they already believe that you have their solution and will seek you out, so it’s a lot easier.

That’s where webinars come in.

What you want to do is document everything from the previous steps – your one person, one problem, one solution, and your one offer – and turn it into a presentation. Since you’ve done the homework, this step should be pretty straightforward. Basically, you’re going to take the research you just did and turn into a visually compelling webinar.

If you follow the steps in sequence, you’ll want to make sure your slides do the following, and in this order:

  • Present the problem
  • Ask people questions related to the problem
  • Share how you identify with their experience and understand what they’re feeling
  • Walk the through the steps of your solution
  • Present your offer

Webinar tools:
To create the presentation, I recommend using Powerpoint and Keynote. WebinarJam and WebinairOnAir are good platforms to host the webinar. When selecting your webinar platform, some things you want to look for are ease of use, reliability, pricing, number of attendees, and ability to playback.

One Marketing System

Successful selling involves actively following up with prospects. It generally takes multiple touch points before people commit to a purchase, even when they’re highly motivated.

Your job is to deepen the trust you built with the webinar. Chances are people will need more nudging before they commit. They’re going to be at different stages of making a decision – some may be ready to buy, some may be gathering information, and others will be in the evaluation stage. And then there are those that aren’t aware of the problem.

The way to turn all of this into a conversion machine is with automation. You need a way to follow up with people, shorten the sales cycles, and extend again your offer. We’re talking about a lead generation system that automates the sales process so you don’t have to follow up manually, reaching out to people one by one.

The beauty of webinars is that people sign up for them. You have contact information and can schedule emails ahead of time so that your sales process happens on autopilot. This process is a little techy, but the payoff is worth it. It can solidify your position as an authority and showcase your expertise. More importantly, it will act as an employee in your business, working while you sleep to generate and convert leads.

As with all marketing, how well you convert clients depends on what you say. Think about how you can persuade people who may be on the fence. What can you say that will help them make a decision and take them from interested to invested? Use the email sequence to dive deeper into the webinar topic, extend the conversation, share obstacles you’ve overcome and how you’ve helped others.

Because it’s all happening on autopilot, this step is what closes the loop on building a base of perfect clients so you don’t have to worry about where your next client is coming from.

 

(NOTE: Get my 3-step Customer Avatar Worksheet to start attracting your perfect clients.)

Download the Customer Avatar Worksheet to get clear on who you're selling to.

 

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Whether you’re a newbie biz owner or you’ve been at it for a while, here’s a two-phased approach to help you grow your small business or direct sales biz. Phase 1 will get you clients and cashflow you need today, plus set you up for unbelievable success in phase 2. Click through for all the steps!How can I market my business?

This is the #1 question people ask me all the time. And I know what you’re really asking is: How can I set myself up for long term success with my business?

Before I get to the answer, everyone’s business is different, and how you market yours will depend on things like:

  • Your industry
  • Your business model (product vs service, online vs local)
  • Your budget + resources (4-person team vs solopreneur)

Having said that, there’s no line in the sand when it comes to marketing. Whether you’re just starting out or have been in business for a while, some or all of your marketing today will be done online.

And even when you’ve been at it for years, things in your business today probably look much different than yesterday (maybe it’s time to branch out into a new market or launch a new product?).

There’s just no one-size-fits-all with marketing. How you market an online business looks different than a local business, how you market a restaurant is different than how you market a construction company, and how you market a web design company is different than how you market a retail or ecommerce business. Each one requires a slightly different strategy.

Related: 100+ Ways to Market Your Business on a Small Budget

So, back to the question How do you set your business up for long-term success?

Here’s what I think: you need a two-phase plan.

Phase one: for the now
Phase two: for the long term

This two-phase idea is from Amy Porterfield and I love it because it makes things so clear. You need a strategy to get business today and you need a long term strategy for growth.

I was so inspired by the concept of the phases that I flipped open my laptop and started writing! So in this post I’m sharing what I’ve learned over the years. Phase one includes tactics to set yourself up for success in phase two, plus gives you the quick wins and cash flow you need today:

PHASE ONE

1) Lay a solid brand foundation

Marketing really starts with a strong brand position, so this is the best place to start. Identify your “One Thing”: the one person that reflects your highly profitable customer; the one problem they have; the one solution you provide; your one offer that packages up your solution.

Use that to create a buyer persona (aka customer avatar). Dive into their goals, aspirations, and challenges, and really what you’re going for is to get inside their conversations, so that you can start hitting them with the conversations they’re already having and become the go-to for their solution. This is the basis of your future marketing.

2) Local networking

Nothing beats face-to-face marketing, even though your reach will be smaller than online. Offer to speak to local businesses, organizations and professional groups relevant to your niche. It’s also a great way to get started with webinars. You can turn those successful presentations into online events pretty easily.

3) Direct outreach via email

You can get some pretty quick wins by sending emails to prospects. Create a list of about 200 people you want to target and then create a 5- to 6-part email sequence. Make sure a few of your emails share content and resources, and a few of them request a call. You can pretty easily automate this whole process once you have a workflow down.

Pro tip: Always include a question at the end of your email so people feel like they need to respond.

4) LinkedIn

I know everyone’s all about Facebook, but I have a little love for LinkedIn because I’ve gotten great business through it. When you don’t have a mailing list (or even if you do), it can really be a goldmine of contacts. It’s basically a huge database of C-level professionals who keep their profiles current, which means you don’t have to worry about the info being outdated or incorrect.

Here’s what you do. Optimize your profile, especially your headline and Summary. Then use your customer avatar to create a Prospect Profile. Start sending sending out connection requests to people who match your criteria. Since you’re reaching out to people who don’t know you, they will first glance at your profile before accepting, which is why you want to make sure your summary is compelling.

For tips on how to optimize your LinkedIn Profile, check out this post.

5) Blog & content strategy

Okay, here’s where you start laying the groundwork for phase 2. You need a strategy for content so that you don’t spin your wheels with blogging.

With your one person in mind, create an editorial calendar around those conversations and challenges they’re having. Try to work with one theme at a time, so that you can pull 3 or 4 of your posts into an ebook or slideshare later on. Writing in themes also helps brand your content because you can create a journey for your readers (almost like a free course).

A lot of people ask about blogging frequency. Don’t worry about it. It’s much better to blog regularly, even if it’s one per month, and really provide value with each post. The better and longer your content, the more opportunity you have to hit some keywords and the more shares you’ll get.

Pro tip: an easy way to get started with themes is to answer common questions that people have.
Newbie Biz Owner's Guide to Success

Phase two

6) Supercharge your blog

So now you’re blogging and you’ve got a few posts under your belt. Great! It’s time to keep it going and get people (and search engines) to find it.

Basically, what you want to do is write long, information-packed posts (some people call this “epic content”) that contain important terms people would use to find you on Google. If you’re not sure where to start with this, try using BuzzSumo to find content that’s really popular, then write something similar, only better.

Install Google Analytics on your site and pay attention to which posts are getting the most views. Then extend on these with future posts. You can also take the themes you started in phase one and interlink them so that each post links to the other.

End each post with a question to encourage comments, and then respond to readers’ comments to show them that you care about their opinions and to encourage them to interact. Add share buttons to the end of your post (and also to your images) so that people can easily share your post.

I know this part is a lot to digest! I go into a lot more detail on each of these steps here.

7) Grow your following

Figure out which social platforms you’re going to dig into and start building a following.

Wherever your one person is, that’s where you want to be. Focus your time and energy on developing a following on just one or two sites. Otherwise you’ll spread yourself too thin. Share other people’s content along with your original content while you’re building up your blog. Determine the best posting frequency for each site and then automate scheduling and posting. Feedly, IFTT and Buffer are great for scheduling other people’s content and Hootsuite and Meet Edgar are great for scheduling original content.

If Pinterest and Instagram are important to you, try Tailwind or BoardBooster. And if you’re on a budget or just don’t want to pay monthly fees, here’s a free way to schedule posts to Twitter and Facebook using IFTTT and Google Calendar.

Related: 14 Ways to Get Massive Traffic From Pinterest

8) Promote your content

Now that your content strategy is in place, your blog is up and running, and you’re building a following, it’s time to really promote your content.

Create a commentary that poses a question and then Pin it, share it on Google+, Facebook, Facebook Groups, LinkedIn, and on LinkedIn Groups. Then tweet it a few times throughout the day. Also share it on Reddit, Digg, Delicious, Tumblr, BizSugar, ViralWoot, Triberr, Ping the Blog, and Instagram.

Re-share it throughout the day and then schedule more shares a few weeks later. You can also create a Facebook ad to drive traffic to it. I recommend FB ads only for your optimized posts so you can capture leads, which brings me to:

9) Optimize & repurpose content

Take popular posts from your Analytics report and turn them into downloadable ebooks, workbooks or templates. Add them to your post as a “content upgrade” (this is an easy way to start building your list). Then create landing pages for them and advertise on Facebook. LinkedIn ads are certainly worth a try, but I can’t speak to them as I’ve found Facebook works well for B2B.

You can also repackage your post to reach even more people by turning it into a video and uploading it to Facebook, or maybe turn it into a podcast. This will give you more opportunities for people to share and more links pointing back to your post. Or turn it into a webinar with a call to action at the end and advertise that on Facebook.

10) Automated sales process

Automation is what’s going to help you turn leads into customers behind the scenes so you can focus on doing everything else you need to do to run your business. This is essentially the same as the email sequences I mentioned in phase one, only you’re using different tools and targeting subscribers and people who have opted in, so they’re warm leads rather than cold leads.

When someone opts-in to your ebook, or signs up for your newsletter or webinar, you create a sequence that basically deepens the relationship and extends the conversation around the topic. Generally toward the end of the sequence you’d include a call to action. You can combine this with a sales call if you added a phone number in your opt-in form. You can use standard email marketing providers to set this up. Mailchimp, Mad Mimi, Infusionsoft, Aweber are all good ones to try.

11) Use your list

Every time you publish a new post, let your subscribers know about it. Also keep them updated on new offers and specials. Create a private page on your website with a video filled with exclusive tips just for them. Engage with them and ask them questions to find out more about their needs. This way you’ll stay top of mind, plus you can use the feedback to shape future products.

12) Tweak your business model

It’s a good idea to start tweaking your business model at this point. You want to make sure that you have content, offers and packages that move people through the entire sales cycle and give them an easy way to get to know, like and trust you, and then try your product or services before purchasing.

Think about refining your business model to include low-tier, mid-range and top-tier or VIP packages.

13) Track and monitor

I’ve found the best way to monitor is to start with an end goal, but it needs to be specific.

You want to track how much time and money you spent to acquire a customer. Here’s what I mean:

  • How many prospects does it take to land one customer – how many connections, how many messages, how many hours each day?
  • How many posts – which topics get the most traffic, and how long did they take you to write?
  • Which combination of ad spend and offers/upsells yields a breakeven? What about a profit?
  • How many times do you have to hold the webinar to reach your sales goals, and then of course, what tweaks can you make to your ad/landing page/sales pitch to get that number up?
  • More metrics like this, you get the idea…
Newbie Biz Owner's Guide to Success
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