Do you know what's keeping your clients up at night?

I didn't follow my own advice 🙈

I was writing landing page content for a new product. There I was, talking all about how harnessing the power of social media as a lead generation tool can help my clients fill their pipelines. It was all social media this, social media that, with no focus on what filling that pipeline means for my audience.

I was forgetting what I tell my clients all. the. time. It's not about you (or me, in this case), it's about your ideal client.

Digital marketing success relies on understanding this ideal client, the challenges they face and how those challenges make them feel.

It's often emotionally driven. We want to feel a certain way - happier, freer, less stressed, more productive, like superstars in meetings with the board. Our sensible brains like to know the practicalities of how the product or service will get us there before we sign on the dotted line, but really we want to understand that working with this person or company will ultimately make us feel the way we want to.

So, with that in mind...

If you do one thing this week, make it…. getting crystal clear on what wakes your ideal client up at 2am.

Why?

Because if you understand what really stresses your ideal client out, you're in a great position to offer them a solution that you know will make them feel better. And you can do that in a way that speaks their language, shows you understand them and demonstrates that you've helped others with the exact same problem before.

How?

Picture this - you're a creative agency leader or service business owner with a 15 person team. Life is busy and expensive. Yes you worry about doing top-notch work for your clients and keeping your team happy. But those things are the day-to-day of a business owner, and they probably don't keep you up at night.

What you're really stressed out by is not knowing how you'll sustain the business if those two big clients leave, or if you don't win the next three pitches or if your new biz person can't get enough meetings in the calendar with people ready to buy right now. What that means for you, your family and your business.

You need regular, quality leads yesterday, and you want to feel like you have a reliable system for making that happen (that doesn't suck up all your time) so you can keep replicating. Sounds relaxing right?

So what would solve your problem?

1. a service that asks you to master a whole new skillset (with all that free time you have?), or

2. a service that gets you completely set up and ready to start engaging key decision makers, based on a simple process that makes you feel reassured and like you're on top of your lead gen straight away?

The answer is clear - number 2, right? (spoiler alert: if you're nodding along thinking 'if only this was a real thing!' check out my brand new service ClientConnect, which will get you set up for LinkedIn success within 2 weeks: https://clientconnect.carrd.co/)

That level of personalised solution is what can come from understanding what's keeping your ideal client up at night. This means you can create:

Clear offers.

Communication that feels bespoke and builds trust.

Content that is 100 x easier to create because you know exactly who you're talking to, where they are and what they want to hear from you.

What now?

Go back to that picture of your ideal customer you have in your head (or better still, on paper). Ask yourself what they really care about, how you can help them with whatever is keeping them up, and if you're communicating that effectively enough to attract those people to you.

You might review and realise you already have this nailed. If not, it's time to tweak your messaging, and potentially your offers, to make sure that you're completely aligned with solving that client problem.

Any questions? Send me an email at alex@socialclimber.london, I'd love to chat.