The Catch in Catch 22
They call it Catch 22.
It’s a term that became famous after the release of the book by Joseph Hellier, aptly named Catch 22. A movie of the same name starring the wonderful Alan Arkin was released which went onto become quite a hit.
So what does Catch 22 mean? Here is the definition:
“A requirement that cannot be met until a prerequisite requirement is met, however, the prerequisite cannot be obtained until the original requirement is met.”
Relating this to the business world it could look like this: you want to attract quality clients but you don’t yet have any credibility, but it’s hard to gain credibility without clients. THAT’S Catch 22 – ouch!
Enough of the explanation, the bottom line is that you’ve landed on this page because you are interested in acquiring more clients who pay you top dollar.
So how do you attract more clients and charge a premium for your services and expertise? Well there are different ways to do it, but one thing is certain – without credibility you have nothing.
What is credibility? Essentially it is the quality of being believed and trusted. So let’s get into some practical ideas to help you build more credibility. But before I do that there are a couple of points I want to discuss with you……..
Why Credibility Is So Important
This one is a bit of a no brainer. Everyone knows that you must have credibility to grow your business.
Potential clients need confidence before they will engage you to help them fix their problem. If you’re a consultant or coach, or run a professional service firm your objective should be to instill confidence – and build your credibility – at every opportunity.
The Alpha Leader In You
Another related point is that people are looking for the top dog, the alpha leader. It’s a basic human trait – we want to do business with people we perceive as leaders or authorities.
Just as in the dog world there is always an alpha leader, so it is in the human world. Dogs will not follow just any old dog – for them it has to be the top dog, the alpha male.
In the human world people are looking for someone to look up to, someone to follow. Ignore this basic human need or craving at your peril!
Why You Need a Blog
If you don’t yet have a blog for your business, you had better get one – like yesterday.
If you want more credibility and have decided to use the internet to give it to you, a blog is the best way to do it.
Not only can a blog give you more credibility it can ultimately help position you as an authority in your niche.
Whilst other platforms (such as social media sites like Facebook and video platforms like You Tube) can help, the blog is your property – you own it, you control it. It is your digital asset.
Think of your blog as the center of your marketing universe. In my opinion it is the premier online way to ensure you get a big boost to your credibility and authority positioning.
Posting regular content on your blog will educate readers about your expertise, and your ability to solve problems and improve outcomes. Used correctly it can also be used as a relationship building tool. (Building relationships is another prerequisite for a successful client attraction strategy.)
People often ask me about the perceived traffic getting benefits of a blog. My answer is always the same – a blog can be a great way to get traffic, but it is not a quick strategy. The real benefit in the short term is that a blog with a well executed strategy will bestow almost instant credibility and authority on the shoulders of the blog owner.
Client Getting AND Credibility Boosting Strategies For Your Blog
Credibility can be boosted online or offline, and certainly a judicious mix of online and offline strategies should be employed. But for this post I will focus on the online method, which revolves around your blog.
In my experience these strategies will not only boost your credibility and authority they will automatically help you attract more clients, which of course is the ultimate objective.
Here are some credibility boosting content ideas for your blog:
1. Testimonial Story
Testimonials can be like rocket fuel for your business.. But they need to be the right testimonials, packaged properly. If you already have a website with a testimonial page all you do is copy the quote from your customer then package it into a story by adding some narrative. Include a pic, and if your client runs a business always feature her logo and link.
2. Case History
A nicely constructed case history will work very well and will certainly boost your credibility. It offers proof that you can deliver great outcomes for clients. Just one good case history is all you need to make this strategy work. You want one happy client, with one happy outcome. Got one of those? Great.
Do it in such a way that it’s not just a dry dissertation. Instead build a narrative that will get your readers excited.
3. How You Solved a Problem
If you have clients already you will have examples of client problems and how you solved them. You don’t need a full case history but a pointed blog post (maybe 400-600 words) about a specific problem and briefly how you solved it.
4. Team Member Stories
If you employ people or use contractors why not feature them a little? It will definitely add to your credibility and help build your brand and authority status.
5. Stakeholder Stories
Who else do you have in your network with a vested interest in your success? It could be a lender, a supplier or someone else. Write a story about each of them.
6. Share Your Vision
The idea here is to enroll people in your vision for your business. Warning: do not make it a ‘you focused’ piece – instead express it in such a way that it satisfies the ‘what’s in it for me?’ requirement. Always show people how your vision will benefit your clients and potential clients.
7. Educate About An Important Topic
To do this properly you need to be totally clear about the concerns and hot buttons of your target market. If you’re not clear about that, go back to the drawing board and figure it out. Once done, pick one topic or problem and show them how to solve it.
In the personal development space a good example of this is to be found on Sylviane Nuccio’s blog.
8. Industry Updates
No matter what industry you’re in there is bound to be plenty of information that clients will find interesting. Simply compile the best bits, add a bit of your own commentary, and you’re done.
9. Interviews with Customers/Clients
Even if you only have one client you can do an interview, no problem. Ask them why he/she chose you, and get them to expand on their experience as a client. Here is another benefit – by getting them to articulate how wonderful you are, they will move higher up the advocate scale, and are more likely to introduce more clients for you. The brain works like that.
10. Have Someone Interview You
If you know an industry figure ask them if they would interview you. Alternatively get anyone to do it – think of a client, or a friend or even your spouse. Heck, even I may do it for you!
11. Interview Multipliers and Influencers
Even if you’re a newbie you’d be surprised how many people in authority would be open to doing an interview with you. Stroke their ego a bit and give them a reason why they should do it. Some of them will gladly accept.
Believe it or not the mere act of interviewing someone (who already has credibility) will ensure that some of it rubs off onto you. I did that last year with a guy called Ryan Biddulph. Since then all sorts of doors have opened up for me. Thanks Ryan!
12. Promote Your Clients
This one is a little bit similar to the client testimonial story tip. If you have a client with a good story, why not feature it? Of course you must include a link to her site. Also include her logo in your story. She (or he) will love you for it – more raving fans for you!
13. Guest Posts
You probably know people who are not directly competing with you. So here is how it works – you offer them an opportunity to create some content for your blog. You are looking for content that will add value to your audience. The benefit to them is they have an opportunity to promote their business. But do not allow content that is overly promotional though – the big sales pitch is to be avoided like the plague.
Here is an example of guest posting on my friend Donna Merrill’s blog.
Even if you don’t have an audience you can still get people to contribute content. Tell them your blog is new, then share your vision for it. Tell them that not only will you feature their post now, but in 3 months time when you DO have an audience, you will re-feature it. It’s a no brainer!
One More Way To Boost the Credibility Boosting Effectiveness of Your Blog
Get Lots of Engagement
People are social creatures and they’re always looking for social proof that helps to increase their belief in you.
So engagement is quite important. Take a look at this blog. It’s a new blog yet already, after just a couple of months, I am getting engagement happening every day.
How do you get engagement on your blog:?
1. Create Compelling Content
2. Share on Social Media Platforms
3. Email Your List
4. Comment On Other People’s Blogs
No Clients? No Problem!
Just starting out and no clients yet? No problem. Here is what you do: You offer free ‘so helpful’ consultations. Here is an example: No Pitch Consultation.
Get the message out about your offer on online forums, other blogs, Facebook (if you have ANY following on Facebook you can add the offer to your profile and post it to your news feed) and Linked In (a very good platform in the B2B arena).
Offline opportunities such as Meetups and the Chamber of Commerce, work well. Make sure you have a business card with your contact details – include your blog url) on the front. On the back add a promotional message with your ‘so helpful’ consultation offer.
Another great way to do it is via a survey of existing contacts. I detail this strategy on a recent blog post called 5 Steps to Getting Lots of Big Ticket Sales
That completes my top 13! I do hope you got value from them. But before I close I want to address an issue:
There’s no doubt that some readers who look at the above list will experience some discomfort. If that’s you, no problem! It’s natural – it’s normal to feel uncomfortable with something that is not familiar. Or to put it another way if you’ve never done this sort of thing before it will seen alien to you.
As you have seen this is all about content. To succeed online you have to embrace the idea of content creation, because the internet is essentially a content platform. That is the way it works, and there is no getting away from that reality, no matter how hard we may try!
To someone who says there’s no one else in my industry or niche who are doing it in the way I’ve described, here is what I say to them…….
We live in a fast paced world – ways of doing business that we unknown just 5 years ago are now common place. Think of app technology as utilized by companies such as Airbnb and Uber. A game changer right?
The strategies I have featured here are not new or radical – they have been pioneered and perfected by internet marketers over the last 10 years. And now we bring them to more conventional businesses knowing they will work just as well, perhaps even better.
I DO hope you ‘get it’ because if you do, you will have at your finger tips the ability to leapfrog your competitors who haven’t yet made the shift and are still living in the past.
****Special Free Offer****
If you are an expert and need more high paying clients the key is to position you as an authority in your niche. It is NOT about being a mere salesperson.
So, if you want to attract high paying ‘A’ class clients to you like bees to a honey pot, you should talk to me.
I’ve been using these techniques for years in my own business. Techniques that have enabled me to quit the rat race and travel the world as a digital nomad.
So here is my offer for you……
I will gift you an hour of my time (by phone or Skype) for brainstorming, including specific strategies on expert positioning and client acquisition. AND I’ll always be focused on skyrocketing your income by showing you how to attract ‘A’ class clients who pay you top dollar.
All at no cost to you. All I ask for in return is a testimonial and the opportunity to build a valuable relationship.
Results matter, so that will be my focus with you – to give you valuable ideas you can use straight away.
I hope you enjoyed reading this blog post. If so, share the love on your fav social media platforms. I would also love it if you can add a nice comment below.