This week I had the chance to speak to a relationship coach who was having a hard time attracting clients. I knew that she deeply wants to help women and is passionate about her work, but couldn’t figure out why it was so hard for her. However, I could tell from her Instagram, Facebook and blog that she wasn’t clearly speaking to her target market and was in fact speaking to three different audiences at once.
When we spoke I asked what she perceived her challenge to be, and she said that it was “truly connecting” with clients so she can bring in more of them. (Good. She was at least clear about where she was stuck). But I suspected there was something deeper holding her back from clarity.
I asked what she had done to try and solve that problem and listened as she described what she was up to:
- She collaborated with other entrepreneurs with similar markets.
- She’s a video contributor to a website for women seeking relationships.
- She shares in two active Facebook groups what she does.
- She shares what she’s up to via Facebook, Twitter, Instagram regularly.
- She created a Meetup group for single women seeking healthy relationships.
- She shared what she’s doing with friends and family.
- She has an opt-in on her blog and she’ll periodically do social media posts to grow her list.
- She’s done press releases for things she’s up to but gets no response.
That’s an impressive list, but when I asked her how it all turned out, her results were most often that no one showed up or signed up for her free stuff nor to work with her privately. And that’s when her problem started to present itself: while these are all great things to get clients, they aren’t the work you need to do to get clear about your message and market. You have to know your message and market first before these strategies can begin to work for you.
Out of curiosity I asked how she learned to do all of those things. She told me she had a business mentor, was on multiple other people’s blogs to learn how to convert traffic and was modeling what she saw successful people do. That’s when I knew what her problem was: She was getting too much information from too many sources for it to be implemented effectively.
I told her having too many places you take information from is the equivalent of having too many cooks in your business’s kitchen. You’re doing a ton of work to get ahead, but none of it adds up because you’ve got yet another “great idea” you need to implement. So, instead of momentum building up, your money/time is flowing out of your business instead.