Is Your Client Attraction System Working For You?

One of the biggest challenges business owners face is building a path to consistent, predictable revenue. Or in simpler terms… getting a consistent flow of new clients.

Tell me if this sounds familiar?

You start your business with loads of excitement. You put yourself out there in a big way. Perhaps you even get some initial business. Then you put your head down and get to work providing a (hopefully) great experience. You finish the work you promised, and then… crickets.

You've got no one in your pipeline, so you start the promo process all over again but feel like you're climbing uphill. You keep at it, and somewhere along the way you pick up a few more clients, you get busy delivering results, wrap up the work, and then… yep, more crickets.

This is the feast or famine rollercoaster, and it's perhaps the most frustrating part of an entrepreneur's journey. The ups and downs are exhausting and demoralizing, especially when they go on for a long time. You get some forward momentum only to come to a jarring halt.

Over the years, I've worked with hundreds of business owners who struggle with this, and the bulk of their challenges all come back to these two things: they don't have a client attraction system that’s working for them, and they're not taking consistent action long enough to see real results.

Every person that comes in contact with your business is on a journey, and they're looking to you to show them the way. Your Client Attraction System should consist of five steps: Captivate, Connect, Cultivate, Convert, and Care.

Let's dive in.

CAPTIVATE
Captivate is all about getting in front of people who don't know you or your business. Every time you go to a networking event and meet a new person, speak at an event, appear on someone else's podcast… you have an opportunity to create awareness and visibility about your business.

Last week, I talked about the importance of your positioning, and this is where that starts to come into play. Captivate is your ability to attract and hold the interest of potential right-fit clients, and you do that by listening, actively addressing a problem they need solved, and/or showcasing what you're about and why you care.

You don't always have a ton of time to do this, so make sure your messaging is clear, concise, and compelling, so they know how to take the next step. 

Practical ways to do this: Networking events, being a guest on a blog or podcast that serves your ideal client, PR, speaking events, business collaborations… even social events that have nothing to do with your business can be a great start. 

CONNECT
The next step a potential client takes is a direct response to what you've invited them to do, and that step will depend a lot on what your business model looks like, what you're offering, and the goal of whatever you happen to be doing at the time.

A strong lead magnet, a free piece of content that addresses some aspect of the challenge they're facing, is a good first step. In exchange, they'll share their name and email address, which enables you to begin the process of getting to know them and for them to learn more about you.

In my own business, I do this a couple of ways. I have quizzes, free digital audits, my monthly Social Impact Roundtable, and loads of free resources on my website. Each of these are designed to address a need–clarity, resources, or community–right when they need it. 

When new people come into your business ecosystem and you fail to get their information, it can be costly and may take a good deal of effort to get them to come back. 

As you think about the best way to connect with people, the simplest approach is a clear and compelling call to action that’s easy to take. While the next step may seem obvious to you, it’s not always clear to potential clients. You have to give people precise directions, so they know what you want them to do.

Practical ways to do this: Create and share a lead magnet, host a business challenge, teach a masterclass or webinar, or host a free event…

CULTIVATE
Most business owners find this step of the process to be the most natural, especially if you care about building authentic relationships with your future clients. Hands down, this is where it's often easiest to serve and give value. It's also where you're able to delve deeper into why you do the work you do, what your vision for the future is, and how you can help people in a practical, step-by-step way.

We already know that people buy from people they know, like, and trust. This is where you bring that to life. Cultivating relationships that are authentic helps prospective clients know you're in it with them, that you understand their problem, and that you have solutions that will work for them.

When you've done this, inviting them to take the next step and invest in your product or service becomes a no-brainer.

Practical ways to do this: Share regular content via social media, your blog or podcast, write a regular newsletter, a LinkedIn newsletter, Substack, or gather people together for connection events.

CONVERT
Convert is the result of the first three steps. When you've done a good job of cultivating the relationship, potential clients are clear on when, how, and why they should work with you.

Inviting someone to spend their time and invest their money on your services is your job as a business owner, and in my experience, this is the part of the process people struggle with the most. They don't want to appear salesy or come off sleazy, but the truth is, selling is a form of service. Let me share something someone told me when I first got started.

She said, "Jess, you have the cure to someone's cancer."

When I stared at her in confusion, she said, "You can help someone fix their biggest challenge. Sure, it may not be life-threatening like cancer, but it's keeping them from living a full, happy, and rich life, or running their business in a way that makes money and creates impact. And that has real consequences."

As I sat with that, I thought about how true that was. I realized that if I did have the cure to actual cancer, I would be shouting that from the mountaintops. I would tell everyone I knew about it. So, how is my work any different? How is yours?

It's not.

You have the cure to someone's cancer, and they're just waiting for you to tell them about it and how they can get it.

I want to acknowledge that this is a skill that you build over time. There’s also some hard truth here, too. If you're unwilling to make the offer, you don't really have a business. You have an expensive hobby. 

Practical ways to do this: The way you invite people to begin the process of working with you will vary greatly from one business to another. For many service-based businesses, this can look like a direct link to purchase your offer on your website, asking people to fill out an application form, or holding discovery calls. Think about the things people need from you before they can buy, and build your sales process around that. 

CARE
Care is one of my favorite parts of this 5-step process because now you really get to shower your clients with love and create an excellent experience for and with them.

The kind of experience a customer has at every stage of your business creates lasting impressions, and your goal is not only to help them work through their challenge, but ensure they feel seen, heard, and cared for throughout the process. You want them to walk away from their experience with you with that WOW feeling and a desire to send others your way.

As I have been building out my Built to Last Egypt Retreat, at every stage, I have actively tried to think about what the participants need to feel supported, safe, and connected. This has included a custom calendar for the upcoming year with the trip dates marked, so it builds anticipation. Holding monthly gatherings where I share information about what’s before us, what we’ll be doing, and opening the floor for all the questions they have. It also looks like designing the retreat such that once they arrive, they don’t have to think about or do anything except be fully present. Every aspect of this retreat experience has been carefully crafted, so that the women who attend feel deeply held.

Not every offer requires this level of care, but think seriously about what you can do to give your clients a world class experience. It will make all the difference.

Practical ways to do this: Map out your customer experience, so that you know exactly what you want them to experience every step of the way. Develop a smooth and easy onboarding process, send a thank you note or welcome gift, think through how they can leverage their time with you or your product/service, and then lay out your offboarding process. 

This step of the 5Cs can take so many forms, and it doesn't need to be expensive. The goal is for your clients to know you care, that you want them to succeed, and that you're excited to support them on their journey.

CONSISTENCY
This isn't an official part of the process, but I would be remiss if I didn't say something about it. Client attraction isn't a one and done kind of thing. It requires that you take consistent action, meaning you are actively trying to move people through this system.

Let me be clear though, consistency does not equal constancy. You don't need to be on social media 24/7 or generate a ridiculous amount of content every week to make this happen.

You don’t need to spend all your time networking online or in person, running ads, or trying to be everywhere all at once. 

When you know what your unique value proposition is, who your ideal client is and where they spend their time, and what they need from you at each step of this process, it becomes much easier to take focused, strategic action in the right places. That’s one reason why I wanted you to spend some time last week looking at where your last 10 clients came from. That gives you a lot of insight into where you need to show up.

On average, it takes about 90 days to see real traction, so stopping and starting with the next shiny object will not help you. Stick to your plan, give it the time it needs to actually work, and adjust as needed once you have real data telling you something different.

What's Next?

As you look at your client attraction system, where do you shine? Where could you improve? The key is to look at what you're doing and give an honest assessment of where the gaps are and actively work on closing them.

To help you do this, I created a Client Attraction Scorecard. In this quick exercise, you'll answer a few questions about your activities under each of the five areas I shared above, and the result will showcase your strengths and areas for improvement. Your next step is to download the scorecard here and then take focused, strategic action to tighten your system up.

If, after completing the scorecard, you would like help working through your client attraction system, refining your messaging, or your unique value proposition, let's jump on a quick call. During this complimentary call, I'll help you figure out 1) where the gaps are in your client attraction system, 2) where you'll get the biggest improvement in the next 90 days, and 3) an immediate action step you can take to close those gaps. You can book a call by clicking here.