How to Attract More Paying Clients Even in a Saturated Market
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“Kathryn I am starting to believe there are too many people doing what I want to do and that I am too late to the market” is one of the most common things I hear from my audience.
And while that may be the case...that there are a lot of people doing what you want to do, it doesn’t mean it’s a bad thing or that you are too late.
In fact, entering a market with people in it means your product or service is viable. But it also means you must learn to stand out among the crowd if you want to build a profitable and sustainable business.
So how do you stand out?
The thing is creating compelling messaging that positions your product or service differently from your competitors is the fastest way to stand out and attract more customers.
And I want to share four quick steps to lay the foundation for killer messaging so that you can start attracting more paying clients even in a saturated market.
1. Start With Your Why
“People don’t buy what you do; they buy why you do it” - Simon Sinek.
Aligning with your why is probably one of the most overlooked steps when creating an offer, and trying to sell it.
Because every great offer starts with YOUR why!! People love investing in businesses that have a bigger purpose than just making money.
We rally behind brands that stand for something. Let’s take a look at Toms Shoes. Their WHY is to improve lives. So for every purchase, they donate $1 dollar to support communities and people in need.
Now, your why doesn’t have to take a philanthropic angle, but I do want you to think of the bigger reason that drives your vision and purpose beyond making money.
2. Own Your Story
“Owning our story can be hard but not nearly as difficult as spending our lives running from it” - Brené Brown.
Everyone loves a good origin STORY, right?
Peter Parker’s spider bite.
VH1’s “Before They Were Stars.”
Meghan Markle (pre-princess).
Those STORIES make us believe that anything is possible—and it IS!
Stories are also one of the most powerful ways we CONNECT as humans.
But yet...it’s also one of the hardest things for entrepreneurs to share. Mainly out of FEAR of judgment, and rejection.
What if people don’t like me?
What if people think I am weird?
What if my story sounds stupid?
What part of my story should I share?
How much sharing is too much sharing?
We also tend to downplay our story as not being special or interesting enough. Have you ever caught yourself thinking, “My story isn’t that interesting,” or “My story sounds like everyone else's, it’s not any different or special?”
OR…
You don’t really like being in the spotlight. You’d rather lift others up than toot your own horn. And celebrating your ah-mazing story makes you feel like you’re bragging.
Well, you aren’t alone, because these are some of the most common things I hear from clients. And it’s also what holds them back from fully sharing their story.
But YOUR story is the most powerful way to CONNECT with your audience. And you and I both know that people buy from brands they know, like, and trust.
Think of your story as the FINGERPRINT of your business. It’s what makes you unique, and it’s the one piece that can’t be replicated. Just like no two fingerprints are the same.
3. Align With Your Audience
“Everyone is not your customer” - Seth Godin.
If you’re struggling to create consistent income in your business and attract more paying clients, you’re failing to communicate the value of what you do to the right people at the right time.
That’s what I call an ALIGNMENT issue! And the only way to truly align with your audience is by working with people and testing what works and what doesn’t.
One mistake I see online entrepreneurs make is spending months getting ‘ready’ to launch their product or service, but they’ve never actually tested the concept with their ideal audience.
And I get it.
The old school business model promotes the notion of ‘build it first, and then your audience will come’. So it’s not a surprise that most struggling online entrepreneurs are doing the same.
The thing is sitting alone in your house perfecting your product offering or service isn’t the way to attract more paying clients. It’s actually the thing preventing you from attracting your dream clients.
So what do you say, are you ready to ditch the niching down exercises and get to work?
4. Position Your Product or Service to Sell
The biggest mistake I see new and emerging entrepreneurs make when entering the market is failing to position their product or service uniquely.
As a result, they end up blending in instead of standing out. So if you want to grow fast, figure out what makes you different from other similar businesses.
For example, when I launched my wine business in 2016 it was our product that was unique. We were the only store locally carrying this specific line of juice and it is superior to others on the market. This was how we positioned ourselves in the market which allowed us to thrive in a saturated market and growing our business to over a quarter of a million dollars in sales in under three years.
So if you want to stand out in a saturated market identify what makes your product or service different. This is your magic sauce and what people will want to pay you for.
If you want to learn more about how to attract more paying customers, come hang out with us inside my FREE FB Community.
