How to Develop the Client-Attraction Mindset

I haven’t always been the best when it comes to marketing myself and getting clients.

Mainly because I never took action. I’ve been fortunate enough to get most of the clients I do work with through word-of-mouth and through the very small, sporadic attempts at marketing I’ve done in the past.

This year, I’ve made it a point to change that.

I’ve been reading and learning a lot on the subject, and one of the most helpful things I’ve learned so far comes from marketing and copywriting expert Jason Leister, who says …

You’ve got to start focusing on attracting clients instead of chasing them down.

When you attract clients, they are the ones approaching you to hire you for your services. There’s no real “selling” involved. You don’t have to convince them why you’re the best fit for the job or haggle over your prices.

Contrast that to having to go after clients and sell them … having to do a dog-and-pony show just to convince them you can help them solve their problems.

It’s not very fun. And it severely limits how successful your business can grow. That’s why it’s critical that you adopt a client-attraction mindset from the start.

It’s a subtle difference in perspective, but it makes all the difference in the world.

Just think: Wouldn’t it be great if you didn’t have to persuade, coerce, or sell? Or if all you had to do was let potential clients come to you … and have them sell you on why you should work with them?

This can be the way you run your freelance business. Many top copywriters operate this way. But it only works if you change your mindset to one of attraction instead of pursuing.

To develop this mindset, here’s what you need to do:

Realize your value. Far too many freelancers don’t realize just how much value they bring to the table. You’re providing a VERY valuable service. It’s why it’s in-demand and pays well! So act like it.

Tell me … if you had in your possession 10 exquisite, rare vases that you knew could not be found anywhere else on earth … how much would you charge for them? Would you let people buy them from you at flea-market prices? Of course not! The vases are very valuable, and you would act accordingly when it comes time to sell them. Treat the services you provide the same way.

Think like a business owner. This is one I’ve struggled with but I’m finally making headway. You are the owner of a freelance business. You need to run it that way. Do you have policies in place in regards to how you do business? How you price your services? How you take payment? How fast you turn things around? Imagine if McDonald’s or your local grocery store didn’t have policies in place as to how you do business with them … do you think they’d be as successful as they are now?

Make it a point to map out the entire process of your business — from the marketing and lead generation, down to the customer experience. Then stick to your guns and follow it.

Know exactly what you want. Why are you in business? What do you want your business to GIVE you? Knowing exactly what you want to get out of your business will give you the clarity you need to make effortless decisions.

For example, maybe working with a particular client would prevent your business from achieving one of its goals. If you know this, then you’d quickly decline the project and move on to a client that can help move your business goals forward.

Be picky. Don’t just take any client that comes along. Part of being attractive to clients is that not just anyone can work with you. It’s very much like the secret of the velvet cord discussed in the Accelerated Program for Six-Figure Copywriting.

Many nightclubs will use a velvet cord to block the entrance, forcing people to wait outside. Then slowly but surely, the bouncer lets in only a select few at a time. Do the same in your business. Make prospects feel like hiring you is something that’s exclusive, and reserved only for those who can make the cut.

Once you’ve got the mindset down, it’s just a matter of communicating that in everything you do, especially in your marketing efforts.

For example, instead of sending out a direct-mail piece that offers your services, send a direct-mail piece that offers your no obligation, free report, available on your website 24/7 for instant download. That report then showcases you as an in-demand expert who can help your client get the results they want.

You could become a guest blogger for a highly-respected blog in your niche or industry. When potential clients come across your article or post, they’ll now view you as someone to pay attention to.

Other ways you can step up your client attractiveness include writing a book about your niche and having it published … you could be interviewed by others on podcasts or Internet radio shows … you can get invited to speak at a big conference or trade show where there’ll be plenty of potential clients in the audience … the list goes on.

But first things first. Develop that client-attraction mindset. Once you’ve got that, you’ll be well on your way to a productive and profitable freelance business that works for you.

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Published: February 1, 2013

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