Become Irresistible to Potential Clients

Client-Attraction Web Copy Secret: Become Irresistible to Potential Clients
by Tammi Metzler

Quite possibly the greatest “secret” when it comes to client attraction, and particularly client-attracting websites, is that you have to give your target market what they want and need. I can almost see you rolling your eyes at the simplicity of this statement, but it goes much deeper than most solopreneurs think. You have to hone in on potential clients’ deepest desires and then serve the solution (your products and services, of course) to them on a silver platter.

The key here is to know the difference between features and benefits and how to blend the two to get outstanding responses.

You may be offering business coaching to small business owners, for example, but that’s just the method of delivery. What you’re really offering (and what your clients really care about) is business growth, more money, etc.

But you have to dig even deeper. Don’t just say, “I can help you make more money,” which is an abstract concept. How much money can they potentially make? How much will their business grow by working with you? Give examples, if at all possible. Talk to your current or past clients and ask them if they would mind sharing their experience of working with you. (If you did a good job, they won’t mind – and plus, you can offer them free publicity by publishing their comments as a testimonial on your website.) Find out what problems you solved, what they were able to accomplish by working with you that they wouldn’t have gotten done otherwise. Did you help them release more products that led to passive income? Show them how to get more clients? Help them  organize their business so they’d be more productive? Try to get as many specifics as possible. Then ask if you can use their comments on your website, and if they agree, get as much mileage out of their feedback as possible. Draft a formal testimonial for your testimonials page (if you have one), but then take bits and pieces and thread it into your web copy.

For example, if you have a bullet list of the benefits you offer to clients, and one of them is helping them grow their business, add a sentence or two about how your client Jane Doe tripled her income in 3 months of working with you – which paid for your services and then some. Or maybe you’ll even discover that the key benefit here isn’t the increase in income as much as it is your client’s ability to grow a business that lets them do what they love, day after day. You’ve got to discover what is most important to your target market, and then use specific examples to show them how you can give them the results they most need and want.

If you can show prospective clients that working with you is an investment that will help them achieve their desired results, rather than an expense that will eat into their income each month, you will become irresistible to prospective clients.

Do you have questions or comments about this article? Please share them in the Comments section below!

_________________________________________________________________________________

Client-Attracting Website Copywriter Tammi Metzler of The Write Associate is on a mission to help service professionals worldwide create websites that authentically draw clients to their products and services. In her FREE upcoming webinar, “Client-Attracting Websites: 3 Key Steps to Creating a Profitable Website for Your Service Business,” she and two other client-attracting experts will reveal how to find your ideal niche, design a client-attracting website, and use the right language to draw clients to your products and services. Register now by visiting www.clientattractingwebsites.info.