Point 2: Create Content that Solves Your Client’s Problems.
Once you have finished your interviews, look at your target audience’s challenges and the things that keep them up at night and offer them solutions. Many entrepreneurs are afraid to give their best stuff for free. I am here to tell you, don’t ever be afraid to give your best stuff away for free. It can be in a blog, video, an article on your own website or a guest blog you have published on someone else’s site. Don’t be afraid to give your best tools, tips, and secrets away for free. The reality is, if they’re going to hire you, they’re going to hire you because of you and what you have to offer. Why can I give away my best stuff for free? I know people and I know them well. I know they need that accountability; they need me to hold their hand, to partner with them, and to actually get them to that next step. I’m not afraid to give them my best. I can’t even tell you how many clients I get from just being myself and giving my best stuff away for free. People will eventually show up and will want to work with you. They will see the value in everything you are giving them.
Be sure to focus your efforts right away. As entrepreneurs, we have lots of things flying at us on a daily basis. Try to focus your efforts on solving your target audience’s problems. Write, speak, network, and market with your specific target audience in mind. Create blog content on your website that speaks their language. Speak directly to their issues and goals. They’re going to eventually find their way to you.
Offer a dynamic freebie. Free offers are a great way to collect email addresses to grow your list. On my website, I have my ebook 7 Secrets to Turn Your Purpose to Profit. In exchange for access, they offer me their email address. Once I have their email, what do they get from me? They get my book, articles, content, and a few sales offers as well. I mix it up, but I really want to give them stuff that’s valuable. So what is your free offer? Is it created around the struggle that your target audience is dealing with?
I had a session with another client that was taking a long time to complete her own client interviews. So I asked her what was really going on. We did a little bit of digging and came to the conclusion that she didn’t have the right target audience. She was out of alignment with the people she was trying to interview. Your target audience should be people that you love to be around and whom you love solving problems for. If that’s not part of your business right now, that’s definitely a problem. You should be left feeling fulfilled when you are working with them, and you should be left with energy not depleted of it. You really want to look and make sure that you are hitting the correct target audience and if you’re not, stop and evaluate and look again. Ask yourself, who do you really want to be around? What is the problem that you really want to solve? Make your freebie offer around them. It can be a book, a template, a video, a training; it doesn’t matter what it is but just have it be the problem that your people are dealing with.