How to stop nurturing your audience and start converting clients
Deep down, a lot of people don’t think their marketing will actually get them clients. And I have to agree with them.
Because their marketing is currently designed to educate people, not convert people. At that rate, it’s going to take months (or years) before they convince someone their work is valuable.
But your marketing doesn’t need to educate and convince people.
It just has to say the specific things your ideal client needs to hear right now.
These things make them realize that your work will help them. Today.
Once we identify them, you don’t have to spend hours on content only to get zero responses and feel like you’re shouting into the void.
You can use them intentionally to drive demand.
And when you do it right, people lean in and pay attention when they hear from you.
That’s when you wake up to DMs from people who are genuinely excited to work with you.
Here’s how you come up with the elements that drive demand in your marketing, right now:
Shift their core beliefs
This starts with exploring and identifying what your ideal client thinks is holding her back from getting what she wants.
The key here is thinking about it from her point of view, not yours. Addressing the thoughts currently swirling around in her head makes her feel seen and builds trust.
When your content starts from that perspective and then shows her what the actual problem is, she’ll understand how you fit into her life.
Reframe their objections and hesitations
Everyone has doubts, even the most ideal of clients. It’s human nature to question things and find an excuse not to move forward. So instead of hoping they won’t come up, you need to use them early and often.
Get really clear on why someone would think you can’t help them. List all the excuses and reasons they’ll come up with. Then, come up with your explanations for why their assumptions are wrong.
Build those explanations organically into your social content, website, profile, and beyond. You’ll get past hurdles before they even happen.
Show how you solve the problem they think they have
A lot of entrepreneurs and business owners are spending their time talking about things their audience doesn’t even realize are a problem.
They say: “Here’s 5 reasons why gut inflammation is bad for your health”… and their audience thinks: “Ok, well I don’t have gut inflammation so that’s not relevant to me.”
Instead, meet them with the problem that’s on their mind: “Your 3pm crash is probably a result of gut inflammation, here’s how we fix that (plus get you better sleep).”
Until you speak about their specific problem, they won’t feel like your message is relevant to them, and you’ll spend weeks and months trying to get them to see your side of the story.
Demand Drivers move your audience to act
When you approach your marketing with the intention to educate, you build an audience of people who are interested in learning. But when you frame your marketing to act on your ideal client’s current mindset, it drives demand for your perspective and work.
That’s when all those eyeballs turn into interested leads, and soon, excited clients.
These are the shifts we work through in my 1-Hour Conversion Roadmap session. I’ll pinpoint why your marketing hasn’t been bringing in clients, and show you exactly how to build Demand Drivers into your content so people see your value and genuinely want to work with you.