Lately, I’ve been zeroing in on refining your attitude and approach to client attraction. In my last post, I noted the importance of attracting clients that mesh with your personal style… Because if you’re a laid-back dude or dudette, and you wind up reeling in a hyper-active potential client, your hot new prospect is headed for the ex-client heap faster than you can say “unpaid invoice!”
Also in my last post, I hinted that your marketing should represent your personal style. And it stands to reason, right? Your marketing represents your business. And as a professional service provider – YOU are YOUR BUSINESS.
So the question is: How do you craft marketing content that effectively represents your personal style?
To answer that question, here are the three keys to crafting marketing that represents your personal style.
Approach
When it comes to marketing, approach is all about setting a scene and creating a mood – ambiance if you will…
McDonald’s is brightly lit, brightly colored, and generally loud and garish. The goal is to move customers in and out as quickly as possible to make room for the next billion waiting to be served.
Conversely, a fine French restaurant is dimly lit, usually with candles and indirect lighting (mood lighting), and the interior is replete with rich, dark wood. The vibe is: Relax and stay awhile, we’re here to serve you.
If your personal style is laid back, the imagery in your marketing materials (from your website, emails and social pages to your mailers, brochures and print ads) should set a serene, welcoming mood. Think images of falling water, gorgeous
welcoming mood. Think images of falling water, gorgeous landscapes and generally picturesque scenes. If your personal style is more energetic and aggressive, your marketing materials should be lively and depict lots of action. Think sports or other physical activities, or anything that demonstrates vigorous activity.
Language
Famed copywriter, Laura Belgray, recently published a post about how using the wrong kind of language attracts the wrong kind of clientele. Laura Belgray says if it far better than I could, so we’ll let her do the talking here…
“If you don’t want a bunch of drunks coming to your virtual door, don’t make constant references to booze. If you don’t want to attract jocks, don’t make a bunch of sports references. Stop saying “knock it out of the park.”
If you find sparkles and sprinkles and pumpkin spice basic and insipid, don’t be all sparkly and sprinkly and pumpkin spicey.
If you don’t want overly sensitive bitches who clutch their pearls when they see a curse word – or, in their words, “cuss word” – then DO curse.
If you don’t want airy-fairy, woo-woo goddesses, don’t start your sales pages with “Dear Beautiful Soul Goddess.”
If you hate those banal, overused inspirational quote cards, don’t post them. If you do, you’re putting out a welcome mat to people who swoon over “Just Breathe” on a sunset background. That’s someone else’s scene, and it’s fine. But if it’s not yours, don’t create that scene.”
I think you get the point.
Tone
Are you a… Fast-talkin’-in-your-face-come-on-let’s-go-go-go kind of person? Then an aggressive tone incorporating a hard sell and strong call to action makes sense in your marketing. That’s what your ideal clients are attracted to.
On the other hand, maybe you’re a calm, measured and easy going person? In that case, a lighter, more measured, and less in-your-face tone is called for in your marketing. Because that’s what appeals to your ideal client.
Has Your Personal Style Ever Clashed with a Client?
It’s probably happened to all of us, right? A seeming perfect fit, but you just rub each other the wrong way. What are some of your horror stories? Stop by my Google+ page and share!