When you’re talking or writing about your work, you obviously want to connect with potential clients. But is what you’re saying really connecting?
In an ideal scenario, your potential clients hear or read about the problems you solve and think, “Wow, she really understands what I need. I want to hire her!”
If this has never happened, there’s a good chance you’re not speaking your ideal client’s language.
Your message (or what-I-do summary) serves a purpose, and it’s not just to talk about you… it’s to connect with your ideal clients.
The best way to connect is to get out of your own head and into your client’s.
Why this is a challenge, especially for coaches
If you’re a professional who does deeper work with clients (coaching, holistic medicine, energy work, etc), you might experience what I call the problem-solution gap.
The problem-solution gap is the difference between what your clients say their problem is when they come to you and the real, underlying problem that you help them solve.
For example, if a client shows up at your door and says she’s stuck and doesn’t know how to move forward, you might already know from experience that the real underlying issue is fear or a mindset block.
But if you start talking about how you can help her overcome her fears and mindset blocks… you’ve lost her. She doesn’t yet know that’s the underlying cause. All she knows is that she feels stuck and she wants to feel unstuck.
This is why it’s so important to meet your clients where they are in their journey.
Sell them what they want and give them what they need.
This is not to say that your clients don’t have the problem that they say that have. They do have his problem, and it’s the tip of the iceberg of a much bigger problem that you will help them uncover and solve.
But you need to address the portion of the iceberg that’s just above the surface: the part that they can see. Because if you don’t speak to the problem they think they have, they won’t know that you can help them.
Your clients can only identify with the experience they’re having at the time. And you want to acknowledge and validate that experience for them so that you can help them on the path to come out the other side.
This means you need to understand and speak your client’s language on your website, in your marketing, and in your conversations with your prospective clients.
Side note: If you don’t know exactly what they want… start listening to them. Take notes on consults, pay attention to posts in Facebook groups, and ASK them.
What happens when you learn to speak your client’s language
Meeting your client client where she’s at and speaking her language does not limit you in any way.
In fact, it opens the gates to serving and impacting the lives of more potential clients who have these same problems.
Acknowledging the initial problem your client comes to you for doesn’t mean you’re not going to do the deeper work. Of course you will.
It’s your job to be the expert and show them how their problem is a symptom of something else.
When you meet clients on their level and speak their language, you open the conversation and establish trust… and people buy from people they know, like, and trust.
In order to want to work with you, clients need to know that you 1) understand them and 2) have a solution. And this is the first step in that process.
Are you struggling to explain what you do in words your clients understand? You can get a clear message, feel confident and connect with clients. Sign up to Magnetize Your Message.