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Service Professionals: Get More Clients Online When You Stand Out From The Pack
As an independent professional, solo-preneur or service business owner, you face a big challenge: how to stand out from the crowd of professionals who are your competitors.
When you want to hook your clients online, you need a website that stops prospects as they surf around for a solution to their pains and problems. You need to communicate that you are uniquely qualified to respond to their needs. And you have to get your message across in just a few seconds. So how can you do this?
First, create a clear, simple message about who you are and what you do. When you are new to your business and/or new to the Internet, you may not be able to figure out the most effective message. Even "veteran" service professionals tend to have hidden treasure in their website. They discover their strongest marketing message when a client asks a question or when a copywriter digs for benefits.
For instance, Jane wants to be a business coach. She thinks her coaching will be the main attraction to her prospects. She uses the same-old, same-old slogans all the other coaches use: "Take yourself to the next level." "Don't be held back by false beliefs."
When we dig deeper, we discover that Jane created her first business a few years ago and sold the business at a large profit. We also discover Jane has extensive experience in negotiating with suppliers and joint venture partners.
We can put Jane's experience together with her new coaching direction to create a strong, convincing marketing message. Jane's prospects will recognize the authenticity of her position because it's based on truth. They also will realize nobody else can deliver the same results, because nobody else combines the same mix of experience and style.
Second, you can illustrate your uniqueness by sharing stories. Rather than say, "I'm an amazing lawyer," tell a few stories about how you served as a fierce, tenacious advocate for a client. One immigration lawyer has a story of tracking down a client who was being held in custody in another state. He doesn't have to say, "I go the extra mile." He's shown prospective clients that he literally travelled many miles to achieve the result he and his client deserved.
An accountant might share a story of helping a client who showed up, embarrassed, with a shoebox of receipts and a handful of warning notices from the tax collectors. With some non-judgmental coaching, the accountant helps this client develop a customized record-keeping system that's painless and accurate. Wouldn't you like to know where the client is now?
Of course you would. So you would keep reading. You would probably remember the stories much longer than you would remember vague adjectives like, "Amazing!" or "Sensational!
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