February 15, 2024 • 15 mins
Are you so done with the hustle of chasing down your next potential client, or dealing with the stress of where your next coaching client will come from? Instead of chasing, you could be attracting clients to your coaching business. Enter = Attraction Marketing!
Rather than going on and just friend requesting a bunch of people and sending the same message to everybody who looks like they might be a potential client… this is a strategy to help clients find YOU so that you aren't consistently feeling like you have to chase them down or laying in bed at night wondering where your next client comes from.
In this episode, you’ll hear about:
- Attraction marketing: what is it & how to apply it to your business
- How to stop chasing clients + wondering where your next client is coming from
- The 5 keys of attraction marketing
- How to attract clients through your content
Have a question or topic you’d like to see covered on the podcast? Go to www.lifewithpassion.com/podcast and I’ll create a custom episode just for you!
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
You don't have the kind ofengagement that you want, you
(00:02):
don't have people finding you,it's likely because you don't
understand attraction marketing.
Welcome to Let's give visibleentrepreneurs. This is the
podcast where we bring you thesecrets behind what it actually
takes to get seen, get known andget more clients. I'm your host,
Christine Amerman. And I'msharing my best strategies from
(00:22):
over two decades of experienceas a media marketing and
messaging expert, to help youexpand your exposure, grow your
personal brand, attract dreamclients, and more, all while
staying true to your authenticself and unique vision. If
you're a passionate, heartcentered entrepreneur, thought
leader or expert looking tostand out from the crowd with
(00:45):
confidence, you're in the rightplace, are you ready? Let's get
visible. There's a trend in thecoaching and consulting world
right now that I really, reallydislike. And I want to talk
about an alternative, what weteach our clients. If you've
been listening, you know, we'reall about alignment, being in
(01:08):
alignment with your values,having a strategy that works for
you. And what doesn't work formost of our people is family
DMS. Now they must work forsomebody because people keep
doing them, I keep getting them.
I know my clients get themacross platforms. It's not just
(01:30):
one place where it's happening.
It's across platforms, you cansniff them a mile away, even if
they are positioned as freevalue. And you all know what I'm
talking about. And we reallyteach the opposite of that. We
want to help you understandattraction marketing as well.
And that's what today's episodeis about attraction marketing, I
(01:53):
want to introduce you in depthto this concept, and help you
learn how to take this to yourbusiness as well. First of all,
what the heck is attractionmarketing. In corporate world if
you have had a job in marketing,this is called inbound
marketing. And attractionmarketing, which I like better,
(02:17):
which sounds more fun, right? isessentially this idea that you
put value out into the world andnot just any value, not this
like nebulous value that I'veheard a lot of coaches talk
about, just add value, and theywill come that's not true.
Strategically putting out valueinto the world and attracting
(02:37):
people to your work that way.
Attraction Marketing is astrategic approach that focuses
on warming up engaging, servingpotential clients creating that
know like and trust that you'veprobably heard, if you've been
(03:00):
in this space, people only buyfrom people that they know like
and trust rather than activelypursuing them or chasing them
down. Rather than going on andjust friend requesting a bunch
of people and sending the samemessage to everybody who looks
like they might be a potentialclient, and then telling them to
go check their others folder andmessenger because the you don't
(03:24):
want them to miss it. Or I'veseen people who go on to someone
that they perceive as acompetitors page and look at the
comments and like spam thosepeople in their inboxes friend
request them anytime you'regoing outward. Anytime you are
chasing anytime you are slidinginto people's DMS without their
(03:45):
consent without a priorconversation happening, I
consider that spammy. And whatwe really do and teach people to
do is to ask for consent. Ifyou're going to start a DM
conversation with them respondto something they said to you,
of course, right hopefullythat's obvious. But if not, if
(04:05):
you want to attract people intoyour DMS you want to attract
people into your world. Ask themfirst ask for hand raises. This
I am talking about making callsto action here. Now there are
other ways to use attractionmarketing. But essentially when
it boils down to it, it's astrategy to help clients find
you so that you aren'tconsistently feeling like you
(04:28):
have to chase them down orlaying in bed at night wondering
where your next client comesfrom. If you have ever felt that
way, attraction marketing mightbe a huge relief. So let's dive
into the five keys of attractionmarketing. First of all
attraction marketing requiresyou to have a crystal clear
(04:51):
understanding of who it is thatyou are trying to attract. who
it is that you're trying toattract. I cannot tell you the
number of people who come To us,and are not as clear as they
need to be in order forattraction marketing to work. We
call this knowing your Cloneableclients who it is that you want
to fill your program with. AndI'm not exactly a big fan of
(05:15):
narrowing it down to one avatarwith a name and knowing which
magazines that they read. I'mtalking about the the kind of
amalgamation of your favoriteclients, or folks in your life,
who if they were clients wouldbe your favorite, and your
favorite clients? How do theyspeak? How did they speak when
(05:36):
they came to you? And what dothey want? This might seem so
simple, but if you haven'trevisited this lately, chances
are, you are speaking toyourself, and what you need. And
you probably have heard us saylike using social media as a
journal or a diary, when youwake up, and you're like, what
am I gonna say today, whether ornot you know it. And this
(05:59):
really, really, really fallsflat with your ideal audience.
So if you don't have the kind ofengagement that you want, you
don't have people finding you,it's likely because you don't
understand attraction marketing,there are businesses who are
have gotten to eight figures 10million or more, and many of
them are still not clear. Sofrom the outside, they might
(06:23):
look like they have it alltogether, they might have built
a business that has very, verylittle profit margin. But big
numbers, I've seen these typesof businesses, and they're
churning and burning throughclients, because maybe they're
spending a bunch of money onads, or maybe they're doing this
or maybe they're doing that theymight have gotten a lot of
revenue, but they aren't dialedin, and their marketing. And
(06:46):
their messaging feels all overthe place. Because guess what it
is? If you want a deeperunderstanding of this, you can
go to Episode 138, where we talkabout niche to go deeper. Number
two, the second key ofattraction marketing is content
marketing. This is what we do.
Content Marketing can be acrossplatforms. So we recommend that
(07:09):
you have a primary platform.
Where are you showing up withvaluable and relevant content to
attract those ideal perfect fitclients? Some options are social
media content, podcast guestinghaving your own podcast,
blogging, on your website,blogging on other people's
(07:31):
writing articles on otherplatforms, strategically doing
videos in one place, right?
These are a chance to sharecompelling stories that connect
with your audience emotionally.
That's what they're looking for.
Right? They're not just lookingfor the person with the exact, I
don't know, bonuses, or sexycourse, or whatever. They're
(07:56):
looking for someone that theyknow like and trust. Stories are
how we learned your stories. Wecall them stories that silently
sell because we're not talkingabout being pushy, or salesy, or
like overly promotional. We'retalking about stories because
they are so much more memorable,exponentially memorable than
(08:16):
just sharing facts. And thiscreates know like and trust
faster than anything else. Andif you think about maybe your
favorite influencers, thePeople's people whose content
that you really follow online,you could probably think of some
visceral stories that they'vetold whether it's about how and
why they got started in businessor about some struggle that they
(08:38):
went through and overcame, ormaybe some of their clients
stories, I bet you can think ofat least one that you're like,
oh, my gosh, story, story.
Right. You can also create someinteractive content, asking
people to engage with you. Andsee how that goes. It could be
(08:59):
calls to action, it could bequizzes, it could be polls, it
could be asking people forfeedback via surveys. I don't
recommend that you do all ofthis. But I want you to see some
other forms of attractionmarketing, if you have an email
list, you can work with them aswell, because they have opted in
to hear from you. Right protipdo not look at your unsubscribes
(09:21):
it's just gonna mess with yourmind. If they don't, if they
aren't gonna buy from you. Youdon't want them on your list
anyway, if they don't enjoy you,they're not a superfan. They're
not a potential client, blessand release. Okay, the third key
to attraction marketing ishaving a powerful personal
brand.
If you want to go deep on this,you can go to Episode 141, just
two episodes ago where we diveinto this. But in summary,
(09:46):
quickly a personal brand issomething that they are drawn to
something that really resonateswith them, that allows people to
feel your authenticity allowspeople to know you're credible
At and also understand yourvalues where you're coming from.
Again, this creates no like andtrust, it creates the things
(10:08):
that you need in order forpeople to come to you with their
hand already raised, oh my gosh,I love what you do. I want to
know more, I want to learn more,you seem like my person.
Consistency is really importanthere. I've heard it said so many
times that what you'reexperiencing right now in your
business is the result of whatyou did 90 days ago. And a lot
(10:33):
of people that I see in thespace don't even last 90 days
with one offer, they talkthemselves out of it after a
week or a month. They're justlike it's not working. And they
don't stick with it long enough.
And my, one of my coaches saidto me, it's like, the bubbles,
the tiny little bubbles thatappear at the bottom of a pot.
Before the full, rolling boil,it's kind of hard to say full
(10:57):
rolling boil that five timesfast. But those little teeny
tiny bubbles, just starting toget some some possibility out
there getting some consistency,Don't stop, keep going. Because
the more consistent that youare, the more memorable you
become. Next is how are youcapturing the incoming leads as
(11:19):
they are attracted to you thisdoesn't have to be complicated.
This is what happens when you'recreating inbound sales, when
you're creating magneticattraction, you need to have a
way to get them into your world,once they have established know
like and trust with you. So thiscould be freebies, this could be
(11:42):
resources, this could beinformation, this could be a
call, right? You want to servethem really, really well, on the
back end of that value. Don'tjust turn and burn. And by the
way, if you don't have freebiesyet, if you don't have an email
list yet, it's probably toosoon. It's probably too soon.
That's what I find with myclients all the time. They're
(12:03):
setting up systems, they'resetting up automations. They're
setting up these things, whenthey haven't fully attracted the
right folks that are already intheir existing audience. But
they're like following somecoach who has 10x or 20x, the
revenue who's saying set upautomations. And oh, by the way,
use an affiliate link, right?
And it's just too soon. It'sjust too soon, my friends. So
(12:27):
focus on where you're gettingthose little bubbles? Where have
you been consistent? And wherecould you be consistent for at
least 90 days sharing contentspecifically targeted to that
Cloneable client again, goingback to number one. And having a
way for them to reach out to youthis could be the DMS, it could
(12:47):
be that simple. If that's whereyou are beautiful. Allow it to
be there. All right, the fifthand final key to attraction
marketing. We mentioned thisbriefly earlier, but it's your
authenticity. It's yourauthenticity, people can feel
whether chat GPT wrote yourfreaking content, it's so easy
(13:09):
to spot you all. If you're notbeing authentic, you might
accidentally repel the peoplewho are most meant for your
work. Now, this is also going tomean likely if it's effective,
some people may come to you andthey might not be the right fit.
We're not talking about 100%Hitting the Bullseye every time
we're talking about positioningyourself and how your messaging
(13:33):
is positioned to attract thosevulnerable clients. Another part
of it is the energy with whichyou create that content. People
can feel if you're beingauthentic. People can feel if
you're being salesy. People canfeel if you're being
transparent. Now, this doesn'tmean getting naked online and
(13:54):
being that attention seekingperson that so many of us are
afraid to be. This means beingstrategic, you can go back to
what I shared about personalbrand for this being genuine
with what you do show up andshare. Sharing your scars, not
your wounds that you're activelyworking on healing, but build
trust and more connection atscale between what you've
(14:18):
strategically chosen to includein your personal brand, and the
people who follow you. And thiswill create what happens is
people who have maybe beenwatching you for years or that
you've been friends with whenyou get these five keys dialed
you would not believe whathappens. You would not believe
people will come out of thewoodwork and reach out and say
(14:38):
hey, I want what you have orHey, could you help me with this
or know someone who does yourauthentic self positions you as
that expert in your niche andthat is what I want for you. So
attraction marketing, begin toponder it. Think about how you
can include it in your work. andlet us know how it goes thanks
(15:02):
for joining us for this episode
You don't have the kind ofengagement that you want, you
(00:02):
don't have people finding you,it's likely because you don't
understand attraction marketing.
Welcome to Let's give visibleentrepreneurs. This is the
podcast where we bring you thesecrets behind what it actually
takes to get seen, get known andget more clients. I'm your host,
Christine Amerman. And I'msharing my best strategies from
(00:22):
over two decades of experienceas a media marketing and
messaging expert, to help youexpand your exposure, grow your
personal brand, attract dreamclients, and more, all while
staying true to your authenticself and unique vision. If
you're a passionate, heartcentered entrepreneur, thought
leader or expert looking tostand out from the crowd with
(00:45):
confidence, you're in the rightplace, are you ready? Let's get
visible. There's a trend in thecoaching and consulting world
right now that I really, reallydislike. And I want to talk
about an alternative, what weteach our clients. If you've
been listening, you know, we'reall about alignment, being in
(01:08):
alignment with your values,having a strategy that works for
you. And what doesn't work formost of our people is family
DMS. Now they must work forsomebody because people keep
doing them, I keep getting them.
I know my clients get themacross platforms. It's not just
(01:30):
one place where it's happening.
It's across platforms, you cansniff them a mile away, even if
they are positioned as freevalue. And you all know what I'm
talking about. And we reallyteach the opposite of that. We
want to help you understandattraction marketing as well.
And that's what today's episodeis about attraction marketing, I
(01:53):
want to introduce you in depthto this concept, and help you
learn how to take this to yourbusiness as well. First of all,
what the heck is attractionmarketing. In corporate world if
you have had a job in marketing,this is called inbound
marketing. And attractionmarketing, which I like better,
(02:17):
which sounds more fun, right? isessentially this idea that you
put value out into the world andnot just any value, not this
like nebulous value that I'veheard a lot of coaches talk
about, just add value, and theywill come that's not true.
Strategically putting out valueinto the world and attracting
(02:37):
people to your work that way.
Attraction Marketing is astrategic approach that focuses
on warming up engaging, servingpotential clients creating that
know like and trust that you'veprobably heard, if you've been
(03:00):
in this space, people only buyfrom people that they know like
and trust rather than activelypursuing them or chasing them
down. Rather than going on andjust friend requesting a bunch
of people and sending the samemessage to everybody who looks
like they might be a potentialclient, and then telling them to
go check their others folder andmessenger because the you don't
(03:24):
want them to miss it. Or I'veseen people who go on to someone
that they perceive as acompetitors page and look at the
comments and like spam thosepeople in their inboxes friend
request them anytime you'regoing outward. Anytime you are
chasing anytime you are slidinginto people's DMS without their
(03:45):
consent without a priorconversation happening, I
consider that spammy. And whatwe really do and teach people to
do is to ask for consent. Ifyou're going to start a DM
conversation with them respondto something they said to you,
of course, right hopefullythat's obvious. But if not, if
(04:05):
you want to attract people intoyour DMS you want to attract
people into your world. Ask themfirst ask for hand raises. This
I am talking about making callsto action here. Now there are
other ways to use attractionmarketing. But essentially when
it boils down to it, it's astrategy to help clients find
you so that you aren'tconsistently feeling like you
(04:28):
have to chase them down orlaying in bed at night wondering
where your next client comesfrom. If you have ever felt that
way, attraction marketing mightbe a huge relief. So let's dive
into the five keys of attractionmarketing. First of all
attraction marketing requiresyou to have a crystal clear
(04:51):
understanding of who it is thatyou are trying to attract. who
it is that you're trying toattract. I cannot tell you the
number of people who come To us,and are not as clear as they
need to be in order forattraction marketing to work. We
call this knowing your Cloneableclients who it is that you want
to fill your program with. AndI'm not exactly a big fan of
(05:15):
narrowing it down to one avatarwith a name and knowing which
magazines that they read. I'mtalking about the the kind of
amalgamation of your favoriteclients, or folks in your life,
who if they were clients wouldbe your favorite, and your
favorite clients? How do theyspeak? How did they speak when
(05:36):
they came to you? And what dothey want? This might seem so
simple, but if you haven'trevisited this lately, chances
are, you are speaking toyourself, and what you need. And
you probably have heard us saylike using social media as a
journal or a diary, when youwake up, and you're like, what
am I gonna say today, whether ornot you know it. And this
(05:59):
really, really, really fallsflat with your ideal audience.
So if you don't have the kind ofengagement that you want, you
don't have people finding you,it's likely because you don't
understand attraction marketing,there are businesses who are
have gotten to eight figures 10million or more, and many of
them are still not clear. Sofrom the outside, they might
(06:23):
look like they have it alltogether, they might have built
a business that has very, verylittle profit margin. But big
numbers, I've seen these typesof businesses, and they're
churning and burning throughclients, because maybe they're
spending a bunch of money onads, or maybe they're doing this
or maybe they're doing that theymight have gotten a lot of
revenue, but they aren't dialedin, and their marketing. And
(06:46):
their messaging feels all overthe place. Because guess what it
is? If you want a deeperunderstanding of this, you can
go to Episode 138, where we talkabout niche to go deeper. Number
two, the second key ofattraction marketing is content
marketing. This is what we do.
Content Marketing can be acrossplatforms. So we recommend that
(07:09):
you have a primary platform.
Where are you showing up withvaluable and relevant content to
attract those ideal perfect fitclients? Some options are social
media content, podcast guestinghaving your own podcast,
blogging, on your website,blogging on other people's
(07:31):
writing articles on otherplatforms, strategically doing
videos in one place, right?
These are a chance to sharecompelling stories that connect
with your audience emotionally.
That's what they're looking for.
Right? They're not just lookingfor the person with the exact, I
don't know, bonuses, or sexycourse, or whatever. They're
(07:56):
looking for someone that theyknow like and trust. Stories are
how we learned your stories. Wecall them stories that silently
sell because we're not talkingabout being pushy, or salesy, or
like overly promotional. We'retalking about stories because
they are so much more memorable,exponentially memorable than
(08:16):
just sharing facts. And thiscreates know like and trust
faster than anything else. Andif you think about maybe your
favorite influencers, thePeople's people whose content
that you really follow online,you could probably think of some
visceral stories that they'vetold whether it's about how and
why they got started in businessor about some struggle that they
(08:38):
went through and overcame, ormaybe some of their clients
stories, I bet you can think ofat least one that you're like,
oh, my gosh, story, story.
Right. You can also create someinteractive content, asking
people to engage with you. Andsee how that goes. It could be
(08:59):
calls to action, it could bequizzes, it could be polls, it
could be asking people forfeedback via surveys. I don't
recommend that you do all ofthis. But I want you to see some
other forms of attractionmarketing, if you have an email
list, you can work with them aswell, because they have opted in
to hear from you. Right protipdo not look at your unsubscribes
(09:21):
it's just gonna mess with yourmind. If they don't, if they
aren't gonna buy from you. Youdon't want them on your list
anyway, if they don't enjoy you,they're not a superfan. They're
not a potential client, blessand release. Okay, the third key
to attraction marketing ishaving a powerful personal
brand.
If you want to go deep on this,you can go to Episode 141, just
two episodes ago where we diveinto this. But in summary,
(09:46):
quickly a personal brand issomething that they are drawn to
something that really resonateswith them, that allows people to
feel your authenticity allowspeople to know you're credible
At and also understand yourvalues where you're coming from.
Again, this creates no like andtrust, it creates the things
(10:08):
that you need in order forpeople to come to you with their
hand already raised, oh my gosh,I love what you do. I want to
know more, I want to learn more,you seem like my person.
Consistency is really importanthere. I've heard it said so many
times that what you'reexperiencing right now in your
business is the result of whatyou did 90 days ago. And a lot
(10:33):
of people that I see in thespace don't even last 90 days
with one offer, they talkthemselves out of it after a
week or a month. They're justlike it's not working. And they
don't stick with it long enough.
And my, one of my coaches saidto me, it's like, the bubbles,
the tiny little bubbles thatappear at the bottom of a pot.
Before the full, rolling boil,it's kind of hard to say full
(10:57):
rolling boil that five timesfast. But those little teeny
tiny bubbles, just starting toget some some possibility out
there getting some consistency,Don't stop, keep going. Because
the more consistent that youare, the more memorable you
become. Next is how are youcapturing the incoming leads as
(11:19):
they are attracted to you thisdoesn't have to be complicated.
This is what happens when you'recreating inbound sales, when
you're creating magneticattraction, you need to have a
way to get them into your world,once they have established know
like and trust with you. So thiscould be freebies, this could be
(11:42):
resources, this could beinformation, this could be a
call, right? You want to servethem really, really well, on the
back end of that value. Don'tjust turn and burn. And by the
way, if you don't have freebiesyet, if you don't have an email
list yet, it's probably toosoon. It's probably too soon.
That's what I find with myclients all the time. They're
(12:03):
setting up systems, they'resetting up automations. They're
setting up these things, whenthey haven't fully attracted the
right folks that are already intheir existing audience. But
they're like following somecoach who has 10x or 20x, the
revenue who's saying set upautomations. And oh, by the way,
use an affiliate link, right?
And it's just too soon. It'sjust too soon, my friends. So
(12:27):
focus on where you're gettingthose little bubbles? Where have
you been consistent? And wherecould you be consistent for at
least 90 days sharing contentspecifically targeted to that
Cloneable client again, goingback to number one. And having a
way for them to reach out to youthis could be the DMS, it could
(12:47):
be that simple. If that's whereyou are beautiful. Allow it to
be there. All right, the fifthand final key to attraction
marketing. We mentioned thisbriefly earlier, but it's your
authenticity. It's yourauthenticity, people can feel
whether chat GPT wrote yourfreaking content, it's so easy
(13:09):
to spot you all. If you're notbeing authentic, you might
accidentally repel the peoplewho are most meant for your
work. Now, this is also going tomean likely if it's effective,
some people may come to you andthey might not be the right fit.
We're not talking about 100%Hitting the Bullseye every time
we're talking about positioningyourself and how your messaging
(13:33):
is positioned to attract thosevulnerable clients. Another part
of it is the energy with whichyou create that content. People
can feel if you're beingauthentic. People can feel if
you're being salesy. People canfeel if you're being
transparent. Now, this doesn'tmean getting naked online and
(13:54):
being that attention seekingperson that so many of us are
afraid to be. This means beingstrategic, you can go back to
what I shared about personalbrand for this being genuine
with what you do show up andshare. Sharing your scars, not
your wounds that you're activelyworking on healing, but build
trust and more connection atscale between what you've
(14:18):
strategically chosen to includein your personal brand, and the
people who follow you. And thiswill create what happens is
people who have maybe beenwatching you for years or that
you've been friends with whenyou get these five keys dialed
you would not believe whathappens. You would not believe
people will come out of thewoodwork and reach out and say
(14:38):
hey, I want what you have orHey, could you help me with this
or know someone who does yourauthentic self positions you as
that expert in your niche andthat is what I want for you. So
attraction marketing, begin toponder it. Think about how you
can include it in your work. andlet us know how it goes thanks
(15:02):
for joining us for this episode
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