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4 Marketing Questions That Determine Whether or Not You Get Clients

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Marketing success

As an expert in your field, you have a lot of valuable knowledge to share. You know how to help people solve problems and get results, and you know that your service is more than worth the price you’re asking. So why are so many of your potential clients NOT signing up with you?

Many entrepreneurs find that when they explain their products or services to their potential clients, the other person’s eyes go blank, and they get confused, start politely detaching themselves from the conversation, or both. On top of that, they work hard on their website and marketing materials… only to find that they don’t bring them as many clients as they’d hoped they would.

When people ask me to help them attract more clients, I often find that their marketing materials have a certain set of problems. Below I’ve provided you a quick checklist of problems to look for in your website, emails, blog posts, sales conversations and other marketing, as well as four questions you can ask yourself to make sure that you’re writing and talking about the right things.

Here are 3 of the problems I often see in marketing materials and conversations that don’t make sales:

Problem #1: They focus on the process

If a person who wants to get married could start a relationship with the perfect partner tomorrow, WITHOUT having to learn how to get phone numbers, remove the habits and emotional blockages that are holding them back from love, or take action to meet the right people, would they do that?

If a person who feels heavy, tired and unattractive could become healthy, confident and energetic WITHOUT changing their diet, exercising, working on their self-image, or overcoming a health challenge that makes it hard for them to reach their desired weight, would they?

“Instead of focusing on how much you can accomplish, focus on how much you can absolutely love what you’re doing.”
Leo Babauta

Of course they would! These scenarios illustrate the fact that the process by which you create the result is NOT your best selling point. It isn’t what your clients actually want. What they WANT is the result that they get from the process. So when you’re making your offer, be sure to discuss the results they want before explaining the means by which they reach that goal.

Problem #2: They aren’t self-explanatory

As I mentioned before, you’re an expert. You probably know most or all of the jargon, industry phrases, and advanced concepts that are taught in your field. The trouble is, most of your clients probably DON’T have that knowledge. And if they can’t immediately and easily understand the terminology you use, that confusion is more likely to turn them off than make them curious.

The same goes for getting fancy and poetic with your phrasing, or trying to work your slogan in at the expense of clarity. If something sounds pretty or catchy, but it tells your clients nothing about how your product will improve their life, you’re better off using that precious conversation time or space in your materials to talk about something they desire and will understand.

Problem #3: They don’t demonstrate how the product affects the client’s life

This is closely related to problem #1. Before someone is ready to buy your product, and before they’re even really interested in hearing how it works, they have to know what it will do for them.
The effects of your product on your client’s life fall into two main categories:

1. What problems will your client no longer struggle with? When choosing which problems to talk about, remember that they should be self-explanatory, important to the client, and results-oriented.
For example, having subconscious mindsets and patterns that sabotage their relationships is a problem that many people have, but a lot of them don’t even realize that they HAVE that problem.

Also, fixing the problems in their mindset is only a means to the end they want – which is loving, healthy, lasting and passionate relationships. Therefore, subconscious relationship-blockers aren’t self-explanatory or results-oriented, and they also aren’t important to the client because the client usually isn’t aware of their existence.

When you’re describing the problem you solve, use those three criteria to test the quality of your description, and focus on how the problem affects your clients’ lives in visible, tangible, observable ways.

2. What specific, observable, positive experiences will they have? Will they fit into their favourite outfit again? Have enough time to partake in all the activities they enjoy? Travel the world? Marry their soulmate? Hop out of bed feeling refreshed, and continue to feel healthy and energetic all day long?

As with the description of your clients’ problems, your description of the results you help them get should be self-explanatory, focused on the detectable day-to-day experiences they’ll have, and centred on things they KNOW they need or want.

“If you’re a good marketing person, you have to be a little crazy.” – Jim Metcalf

Here are some questions you can use to improve your sales conversations and marketing materials:
  1. Is this phrase self-explanatory, even to a person who’s never heard of my field or company before?
  2. Is this selling point or benefit what my clients actually long for, or is it just a means to an end?
  3. Am I giving them a clear picture of what benefits they’ll receive, what problems they’ll no longer struggle with, and what their daily life will be like after they work with me? (This should be something they can hear, touch, taste, see, or otherwise actually picture themselves experiencing.)
  4. Is the problem I’m discussing something my clients KNOW they have, and urgently desire to solve? (This is especially important in situations where your clients are aware of the symptoms they’re experiencing, such as bad health, low finances, or failed relationships, but they don’t know what the root cause is.)

By using these four questions and keeping an eye out for these three problems, you can make sure that you’re talking about the things that will make people want to sign up with you.

What problems are you running into with your marketing and sales? Leave your thoughts below!

Stephanie O’Brien is a copywriter and business coach. She specializes in helping coaches to create customized client attraction plans and put them into action, so they can help more people, make more money, and have more free time. To learn more about her, and to discover how to attract more clients and change more lives, visit www.coachclientconnection.com.

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Entrepreneurs

How Entrepreneurs Are Harnessing LLCs to Launch Successful Startups

LLCs have unique advantages for starting up and growing a successful business

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why you should set up an LLC

In my entrepreneurial journey, I’ve learned that LLCs have unique advantages for starting up and growing a successful business. But, before delving into the advantages, it’s essential to grasp the fundamentals of what an LLC is and how it operates. 

What is an LLC?

An LLC is a hybrid business entity that combines the liability protection of a corporation with the pass-through taxation of a partnership or sole proprietorship. This unique blend provides entrepreneurs with the best of both worlds: personal asset protection and simplified taxation.

One of the most significant advantages of an LLC is its limited liability feature. This means that as the owner, my personal assets are shielded from any liabilities or debts incurred by the business.

In the event of lawsuits or financial obligations, only the assets of the LLC are at risk, offering me peace of mind and protecting my personal wealth.

Advantages of Forming an LLC

Flexibility in Management and Structure

Another aspect of the LLC that appealed to me was its flexibility in management and structure. Unlike corporations, which have rigid hierarchies and formalities, LLCs allow for a more relaxed approach to governance. As the founder, I have the freedom to structure the company in a way that suits the needs and goals of my startup.

For instance, LLCs can choose to be managed by their members (owners) or appoint a manager to oversee operations. This flexibility enables me to maintain full control of the business or delegate management responsibilities to trusted individuals while retaining ownership.

Additionally, LLCs are not bound by strict meeting requirements or extensive record-keeping obligations, reducing administrative burdens and allowing me to focus on building and growing the business.

Pass-Through Taxation and Financial Efficiency

One of the most attractive features of an LLC, particularly for startups, is its pass-through taxation. Unlike corporations, which are subject to double taxation (taxation at both the corporate and individual levels), LLCs pass profits and losses directly to their members’ personal tax returns.

This tax efficiency not only simplifies the filing process but also allows for greater flexibility in managing cash flow and reinvesting profits back into the business. As an entrepreneur, minimizing tax liabilities and maximizing financial efficiency are critical components of long-term success, and the pass-through taxation feature of an LLC aligns perfectly with these objectives.

Enhanced Credibility and Professionalism

Establishing an LLC can also enhance the credibility and professionalism of a startup. Unlike sole proprietorships or general partnerships, which may be perceived as informal or less legitimate, an LLC provides a formal business structure that instills confidence in customers, investors, and partners.

By operating under the umbrella of an LLC, I can present my startup as a reputable and established entity, which can open doors to opportunities such as securing financing, attracting top talent, and forging strategic partnerships.

This enhanced credibility can be a significant advantage, particularly in competitive industries or when seeking to differentiate my startup in the market.

Protection of Intellectual Property and Brand Assets

For startups built around innovative ideas or unique intellectual property, protecting these assets is paramount. An LLC offers an additional layer of protection for intellectual property and brand assets, safeguarding them from infringement or unauthorized use.

By registering trademarks, copyrights, or patents under the name of the LLC, I can establish legal ownership and enforce my rights more effectively in the event of disputes or infringement claims. This protection not only preserves the value of my intellectual property but also enhances the overall stability and longevity of the startup.

Steps to Form an LLC

Let us now look at the general steps to form an LLC for your business:

Step 1: Choose a Name for Your LLC

Selecting a unique and distinguishable name is the first step in forming an LLC. Ensure that the name you choose complies with the rules set by your state’s LLC division. Typically, the name must end with “Limited Liability Company,” “LLC,” or an abbreviation of these terms.

Additionally, the name should not infringe on the trademarks of existing businesses.

Step 2: Designate a Registered Agent

A registered agent is an individual or entity appointed to receive legal documents, such as lawsuits or subpoenas, on behalf of the LLC. The registered agent must have a physical address within the state where the LLC is formed.

For instance, if you are forming an LLC in Texas, ensure that your registered agent has a physical address in Texas.

This role is crucial for ensuring that the LLC remains compliant with legal requirements and maintains good standing.

Step 3: File Articles of Organization

The Articles of Organization, also known as a Certificate of Formation or Certificate of Organization in some states, is a document that formally establishes the LLC. You’ll need to submit this document to the appropriate state agency, usually the Secretary of State or Division of Corporations.

The articles typically include basic information such as the LLC’s name, address, registered agent details, and the purpose of the business.

Step 4: Create an Operating Agreement

While not always a legal requirement, drafting an operating agreement is highly recommended for LLCs. This document outlines the ownership structure, management roles, voting rights, profit-sharing arrangements, and other important aspects of the LLC’s operations.

Even if you’re the sole owner of the LLC, having an operating agreement in place can help clarify expectations and prevent disputes in the future.

Step 5: Obtain an Employer Identification Number (EIN)

An Employer Identification Number (EIN), also known as a Federal Tax Identification Number, is a unique nine-digit number assigned by the Internal Revenue Service (IRS) to identify your LLC for tax purposes.

Even if your LLC doesn’t have employees, obtaining an EIN is necessary for opening a business bank account, filing taxes, and conducting other financial transactions.

Step 6: Obtain Necessary Permits and Licenses

Depending on the nature of your business and its location, you may need to obtain various permits, licenses, or certifications to operate legally. These requirements can vary widely from one industry and jurisdiction to another. Common examples include business licenses, zoning permits, health permits, and professional licenses.

In my entrepreneurial journey, the decision to establish my startups as LLCs has been instrumental in mitigating risks, optimizing financial performance, and positioning my ventures for long-term success.

By harnessing the advantages of the LLC structure, I’ve been able to navigate the complexities of entrepreneurship with confidence and resilience, laying the groundwork for a bright and prosperous future.

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Entrepreneurs

Build a Strong IT Team with These Smart Hiring Tips

Without dedicated IT staff, your company may not be able to function as efficiently or effectively

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Hiring tips for tech industry

The role of IT staff in your company is not only essential but also ever-evolving. As your business grows, so does the need for qualified IT staff and more robust recruiting solutions.

After all, from maintaining and troubleshooting the computer systems that keep your business running smoothly, IT staff also help employees stay connected and productive by providing technical support at all times. (more…)

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Entrepreneurs

5 Important Legal Tips Every Entrepreneur Should Know

With a firm commitment to legal knowledge, you pave the way to grow your business sustainably

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legal tips for entrepreneurs

Embarking on the entrepreneurial path is a courageous venture that calls for a diverse skill set to achieve enduring success.

While creativity, drive, and strategic vision are paramount, integrating legal insight into your entrepreneurial toolkit can be a game-changer.

This comprehensive guide delves deeper into the five critical steps that can empower you to navigate the intricate legal landscape and propel your venture toward prosperity. (more…)

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Entrepreneurs

6 Hacks to Boost Your Productivity as a Business Owner

To improve how much you get done each day, it’s smart to establish routines and use careful planning

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productivity for business owners

Entrepreneurs are always looking for ways to get more done with the time and resources they have. Business owners can use clever productivity tricks to break these limits and make the most of their projects. (more…)

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