How to find & attract the type of client you’d like to work with?

If you’re a new business owner or a seasoned one, the one question that you keep asking yourself revolves around your ‘ideal client’ or, more particularly:

“How to identify and attract the type of client I want to work with?”

In other words, “what’s the ideal client for my business?”

If you’ve been subscribed to my blog for a while now or you follow me on social media, you know I’m a big fan of the saying:

This rings no more true then when determining and deciding what clients to work with!

At this point and if you’re still fairly fresh in your business, you might be secretly asking, “But why? Why is it really so important?”

I want to make sure to answer this because if you understand this right now, your future business will thank you a thousand fold later on ;).

Working with the right or ideal client can make the work or service you do for them not feel like actual work. Truly! You’re going to love getting up in the morning because you so enjoy working with them and their cause!

Imagine you’ve just quit your 9-5 a couple of months ago… you just managed to sign on a few clients and you couldn’t be more proud.

But a majority of them will soon turn out to be the ‘wrong clients’ for you.

A few more weeks or couple of months into your business, you’re going to find asking yourself WHY YOU EVEN QUIT YOUR 9-5 IN THE FIRST PLACE!

You’re going to feel nervous, tired, anxious hopping on a call with these clients, uncomfortable actually doing the work for them, etc.

I’ve honestly experienced and seen it all.

That’s why I’m so passionate about this topic!

Because I’ve seen a lot of budding entrepreneurs and small business owners, actually shut down their business and go back to a regular job!

And all, because they didn’t receive any help and couldn’t figure out how to:

[A] Identify and attract the right type of client to work with.

And…

[B] Charge the right pricing for their services and not down-sell themselves, even as they’re just starting out.

{The latter I’m going to be dedicating another in-depth blog post on soon, so be sure to SUBSCRIBE to this blog to get notified when that is ;).}

So, let’s focus on [A] so that your business dreams you’ve harbored during your regular job (or while still in college), actually do come true <3. Ready?!

STEP #1: IDENTIFY YOUR OWN PERSONALITY TYPE. Or, who are you?

This may seem counterintuitive at first but a big portion of figuring out who you want to work with has to do with understanding who you are.

You didn’t expect that, did ya?

So, I want you to pick up your journal right now and answer the following questions:

  1. Am I the kind of person that cares about the cause of a business and/or brand? Or, do I care more about the usability of the product?
  2. Do I love talking to people on the phone, do video conferences, etc.? Or, do I prefer to communicate with people in business through email and in writing in general?
  3. What’s my personality type? Once I know this, I know which other personality types and characters I match well and which ones to avoid.
    1. A great way to determine your personality type has been the 16Personalities test. It only takes 12 minutes to complete and the results are astounding.
  4. Do I want to work with experienced, high-end clients and close projects of $15,000 and up? Or, do I feel more comfortable working with beginning business owners and charge $1,000 for my average service?

This list of questions could go on and on.

Typically and once you start journaling, you’re going to find yourself writing away and coming up with one point after the next.

Once you are done, step away and look at it.

I betcha a certain type of persona that you want to work with has already started creating itself in your mind.

STEP #2: WHY DID YOU GET INTO BUSINESS IN THE FIRST PLACE?

Often times when we’re in the grind and the hustle and bustle of daily business activities, it’s easy to forget why we got into business in the first place.

Remind yourself right now…

+ What the number one reason was?

+ What was the moment that sparked that fire inside your chest to start your business?

+ Why did you want to do your particular business? There’s a thousand and more other things you could have done. Why did you choose this? And if you haven’t started your business yet, why do you want to be doing XYZ?

STEP #3: WHAT MISSION DO YOU WANT TO ACCOMPLISH WITH YOUR BUSINESS?

Have you ever heard that each great business has also a great mission?

If you haven’t taken the time to craft out a mission statement for your new business yet, now is the time!

What are some causes that you care about? Are there causes that you and your ideal client have in common?

Look at the clients you’ve already worked with in the past or, are working with right now. What aspects of their business do you enjoy growing the most?

Why do you want to be thinking about all that?

Because people do business with people and brands they trust.

Crafting out your mission statement and being vocal about it on your social media, creates trust in your ideal clients that you and only you are the right person for them to work with!

STEP #4: ANALYZE YOUR INDUSTRY & YOUR OWN DATA

https://www.sethgodin.com/

When it comes to any and all industries, there are particular client and customer types already pre-created.

In case you’re completely innovating your industry, you might want to create a new ‘client or customer persona’.

But for most of us, identifying your own ideal client has a lot to do with researching your industry in addition to getting clear on your own business and yourself.

Now, how do you do this?

There are a few ways to go about your research.

According to TopDogSocialMedia, here is a way to do it:

If you are B2B, try Googling the companies and organizations you would love to work with. Read the bios of their senior decision makers to learn more about them. You can gain additional information on these people (and others similar to them) on LinkedIn and Twitter.
If you are B2C, imagine each type of ideal client. For example, perhaps you are you looking for busy soccer moms or millennials who commute to work. Create a clear picture in your mind of who each of these people are.
Now construct a list of possible labels for each of your top ten clients.
What label will each most strongly identify with? Make note of the commonalities and differences.
Use these labels to create a clear picture of who your ideal clients are and how they see and represent themselves to the world.

https://topdogsocialmedia.com/get-marketing-attract-ideal-clients/

Next, if you already have a website for your business, be sure to integrate it with a Facebook Pixel!

I can not stress how important it is because while you’re getting clear on other things and keep sending traffic to your site, the Facebook Pixel will do a lot of the work for you in terms of creating an audience profile.

Oh and the same goes for Google Analytics! Don’t shy away from it.

Successful business owners look at and continue to learn from their numbers – in all areas of business. But you need to put your business in the best position possible to make those calls.

Additionally and if you have enough data, you can use sites like www.semrush.com to see where your traffic comes from.

This, in turn, can help you identify on which platforms your audience hangs out at the most which we talk more about in the up-coming Step 6.

STEP #5: KNOW YOUR IDEAL CLIENT LIKE THE BACK OF YOUR HAND

If you are reading this right now and your business ain’t flowing yet, it is probably because you spent more time asking yourself things like:

“How can I get more sales?”

“How can I sign another client to cover my fix costs this month?”

“Why is nobody buying from me?”

“Why am I not closing during sales calls?”

Etc.

All of these questions asked at the right time are valid questions.

Though, most of the time, the root to the solution of these questions is in determining the ideal client for your business!

You see, once you went through all of the previous steps, you’re going to elevate your language and how you show up when talking to him/her – if on social media or on the phone!

Your ideal client has a very particular way of speaking and thinking about things and particularly the NUMBER ONE PAIN POINT your business can help him/her solve the most!

This is very important to understand.

Most entrepreneurs and businesses fail to attract their ideal client because of the language they use in their branding AND marketing.

How can you change that?

(a) Identify 3 big competitors in your market.

(b) Go on their social media profiles (particularly Instagram, Blogs & Youtube), join their Facebook Groups, etc. for the SOLE PURPOSE to read through all of the COMMENTS they’ve been getting.

(c) Create a Google Spread Sheet & jot down all of the follow-up questions their followers have been asking them.

(d) Notice a pattern that is going to come up of particular questions and pain points.

(e) Decide on 3 pain points off all the questions you’ve collected.

(f) Test those 3 pain points with your own audience by publishing content.

(e) Identify the NUMBER ONE pain point AND messaging that your audience seems to relate to the most.

(f) Et voila! You’ve nailed your messaging.

If you follow these steps and you do this at least once per quarter, you can be sure that your business is growing exponentially and fast ;).

STEP #6: MEET YOUR IDEAL CLIENTS WHERE THEY HANG

Are your clients the type of people who spend a whole Saturday hanging out at Ikea or, do they prefer to go shopping at Hermes on Rodeo Drive?

Maybe they prefer to check out .. on Melrose Avenue or, they simply like to shop online?

Do you see where I’m going with this?

You HAVE TO take your time and find out where your ideal clients hang out at the most.

This will depend who you target in terms of age range, gender, industry, etc.

But most of the time, your ideal clients congregate on at least one of the social media channels.

STEP #7: BRAND YOURSELF LIKE THE CHAMP THAT YOU ARE

Now, it’s all about now playing it shy but showing the world and your ideal clients how awesome you are!

Mackwebsolutions has summed the core process for awesome branding up with this cool infographics:

Another component of great branding is to have a consistent content strategy in place.

In case you’d like to learn more about this component of effectively attracting your ideal clients through your content, check out this related article on the blog:

Now, it’s time to market yourself because you’re ready!

I hope you found this article helpful.

Be sure to spread the love and share it it if it has helped you! Or, screenshot parts of it and post it on your Instagram Story & tag me @corneliapauline <3.

Also, if you know your clients mostly hang out on Facebook and in Facebook Groups in particular, check out my FREE guide on,

“How to attract 10 new clients each month on Facebook without paying a dime for ads!”

It’s pretty neat with lots more details and tricks.

Plus, I’d recommend you check out the course details that are going to pop up after you opt in to one of my signature programs – Facebook Famous ;).

It’s been a game changer for many service-based entrepreneurs, network marketers and coaches who have scaled to $10,000/month with my Facebook Famous branding & selling strategies.

Let’s do this!

The 5 best sales funnel strategies to use for your eCommerce business

My team and I get asked this a lot… what is the BEST sales funnel strategy for eCommerce business?

ECommerce is a beast on its own. There are so many moving pieces that need to fit neatly into place for any eCommerce business to be a success.

From the right email marketing strategy to organic marketing, branding and P.R., social proof in the form of reviews, SEO and SEM, paid social media traffic strategies, customer service, product delivery, etc.

Yep. It’s a lot.

Now, I like to always focus on the funnel aspect of things.

The main reason for that is is that you have the correct funnel in place with the right messaging, a great hook and you’re showing it to the right audience – boy, that’s one killer combination.

Though, what sales funnel strategy is really the correct one to use for your eCommerce shop?

Well, since there is no one-size-fits-all in my opinion, I wanted to share with you the TOP 5 strategies my team and I have identified after years of research.

Ready? Let’s dive right in.

eCOMMERCE FUNNEL STRATEGY #1: Create brand loyalists.

What would PooPouri, NastyGal and DollarShaveClub be without its raving fans?

Yep, you’ve guessed it. Nothing. Or, not quite what these star eCommerce businesses represent today.

However, there’s a lot more that goes into building your brand and creating brand advocacy among your fans that it might seem.

It can get especially tricky if you’re just starting out building your new eCommerce brand.

Though, these few tips should help.

First of all and as Simon Sinek so famously states, “Start with why!”

Side note: If you haven't read Simon Sinek's book yet with the title, Start With Why, I highly recommend it! You can get it by clicking here ;).

Your shop, your brand, your eCommerce businesses needs to have a point to it. I – as a potential customer – want to know why you’re doing business? What’s your why?

Please keep in mind that the story about your WHY is the ONLY thing that will set your eCommerce business apart from its competition.

If you don’t clearly define and showcase your why on your social media accounts, throughout your email sequences and on your website, you’re just another online retailer (and we wouldn’t want that now, would we?).

Ask yourself, how can I tell my eCommerce business’s ‘why story’ so that customers will get emotionally attached to my brand? You want to ask yourself this because if they’re a part of something greater than themselves, they’re invested in you before your competitor. They will stay with you.

Finally, make sure your story is consistent throughout your marketing. You want to remind people why you’re worth investing in and being a part of.

eCOMMERCE FUNNEL STRATEGY #2: The Pre-Launch Buzz

You can’t launch to crickets. You just can’t.

If you are absolutely NEW to eCommerce and you’re just about to launch your store, you might want to hold off for a bit.

A great strategy to focus on before hurrying and going live with everything, is to build out a pre-launch funnel campaign.

A pre-launch funnel campaign allows you to do two things very well:

[A] Collect email addresses of future customers and fans. 

And remember, I’ve said it on this blog before, I’d say it again – your email list is your currency online.

[B] Build up brand credibility and trust.

Now, I know you’re dying to see an example right now of what such a pre-launch funnel campaign looks like. Well, let’s take Harry’s (*big fan here*), the Saving Company, as an example.

“Our campaigns are built around our belief that the most powerful and effective way to be introduced to our new company was through a credible referral,” writes Co-Founder and CEO Jeff Raider. “Thus, we focused on building a campaign that helped people to spread the word to their friends.”

Such a pre-launch funnel typically only has two steps to it.

STEP 1

STEP 2

In case you might be wondering at this point what to use to create such a funnel and that you are not ready yet to hire a special programmer to code the sites and especially, the referral system for you, then this is what I recommend:

[A] To build a two-step pre-launch campaign funnel in under 30 minutes, use Clickfunnels. You can get a FREE 14-day Trial to the funnel building software here. The software is really easy to use and there is lots of helpful information and templates available that will help you create your funnel in no time.

[B] To create your referral network for your campaign, I recommend using UpViral. It’s also super easy to use and will get you those initial results you’re looking for until you’re ready to hire a custom developer. Try out UpViral now for a special price here.

eCOMMERCE FUNNEL STRATEGY #3: Creative Contests

Let’s say you have already launched your store but you still hear crickets chirping. What do you do?

The quickest way to gain momentum and traction towards your store is to do a contest.

However, word of warning, there is definitely a right and a wrong way to run a contest. You’ve got to really make sure to offer something that is congruent with your brand and that won’t break the bank of your new eCommerce endeavor.

You can use paid social media advertisement, such as paid Facebook or Instagram advertisement, as a traffic source to your contest.

This might look something similar like the contest we ran for a client of ours that just started her eCommerce business:

The great thing and main purpose of such a contest is that you get tons of engagement. You can then, retarget to those people that engaged with your contest ad.

If you are more of a fan of organic social media marketing (or, you are lacking the budget for advertisements at the moment), you can run a contest on i.e. Instagram with a few Instagram influencers.

eCOMMERCE FUNNEL STRATEGY #4: The Free + Shipping Seduction 

Another funnel strategy to get new potential customers into the door is a so-called FREE + shipping funnel. This funnel does not work for every eCommerce business.

For example, if you’re selling $2,000 and up watches on your store, it would not make much sense to get new customers into the door through a FREE + shipping funnel.

If you’re though a store say in the survival niche, than this kind of FREE + shipping offer works really really well and it will build you a big email list of new customers in no time.

You can have some fun with it as well by adding creative bundle up-sells and a down-sell.

By the way, if you’d like a template of our best converting FREE + Shipping funnel, you can get it here.

eCOMMERCE FUNNEL STRATEGY #5: Recurring Revenue

So far, we have mostly been talking about getting people to your eCommerce store.

However, how do you actually get them to buy (and buy on a regular basis)?

You can achieve these in two ways and funnel your new customers further down your eCommerce funnel:

[A] Re-targeting campaigns.

[B] Email marketing.

Let’s look at re-targeting campaigns.

An effective retargeting ad works the best if it includes these three aspects:

  1. The ad is personalized. It addresses the fact that reader is already thinking about buying. The user visited the site before, but something prevented them from moving forward.
  2. The ad focuses on benefits over features. What does the reader stand to gain from taking action, aka buying your product?
  3. It offers an ironclad guarantee. No one wants to commit to something they might not want later. So, be sure to offer a guarantee customers love (and competitors hate).

In regards to email marketing, the most basic thing is to have your abandoned cart emails in place.

For that and to get full copy of our best abandoned cart emails we use, you want to be checking out this related blog article: https://corneliapauline.com/2018/03/06/steal-highest-converting-abandoned-cart-email-sequence/

To find out more about how to improve the conversion rates of your eCommerce newsletter strategies, be sure to SUBSCRIBE to this blog and stay tuned for Part 2 on this topic to be published soon ;).

How to take the perfect headshot for your social media profiles?

First impressions count.

The headshot you choose to upload on your different social media platforms plays a HUGE role in how you want to be seen online and how you want to brand yourself.

The perfect headshot is warm, relatable, professional, authentically you and welcoming.

Many of you might not know this but I’ve worked as a professional, commercial model for many years while still in college (and to help pay for college in all honesty).

Pssst… I even did a photo-shoot for Vogue Italia ;).

As such, I’ve done countless of photo shoots over the years.

I’ve learned how to become completely comfortable in front of a camera or a whole set of cameras.

How to get the lighting right, what angles will play towards my body’s attributes and which ones I should avoid, how to showcase different emotions on my face and much, much more.

One of THE most important things as a model, as an entrepreneur, a business owner or, really any other kind of professional that you want to get right is – THE HEADSHOT.

Some of you reading this right now might have cringed with me only mentioning this dreaded subject.

But I promise you when you’re done reading this blog post, you’re going to feel SO much better about the whole subject matter and will have an idea of how to get your own perfect headshot ;).

Deal? Let’s get started!

It’s not you, it’s me. 

Have you maybe ever stopped to think that when you got your headshot taken by a professional photographer that it wasn’t even your own fault that the headshot didn’t turn out okay.

Trust me. One of THE biggest key influences that come into play when taking your headshot is the person who is actually taking it!

For head shots, I personally always love to shoot with photographers that are also my friends.

Why? Because I feel like I can really showcase who I am.

This is not to say that you can’t do this with a photographer you might not quite feel as comfortable with either.

However, if you are not very familiar – or even comfortable – doing a lot of photo-shoots, this can really be a big challenge for you because you’re missing the practice and possibly, confidence.

So, my first suggestion would be to go out and actually have a quick coffee with the headshot or portrait photographer first, before actually scheduling a shoot with him/her.

That way there won’t be any surprises.

And remember that even though a photographer might have amazing ratings on Yelp or, he/she has a thriving fan-base of loving fans on Instagram, the most important thing is that you feel like you can vibe with this photographer. Cool?

By the way, a great resource I’ve found for finding portrait or headshot photographers if you currently don’t have any friends that are photographers are asking on Facebook or in Facebook Groups if someone can recommend someone in your local area ;).

Kim Kardashian is not invited.

Keep the make up natural.

You do NOT want to wear a ton of make up. The best head shots are the ones that document you as if you’d be sitting across from me in real life.

And even if you might be a person similarly to Kim Kardashian that enjoys to wear a lot of make up, I would still recommend to tone it down for your headshot.

One of the main reasons is that a close shot of your face will show clumps of mascara or dark lipstick. And that ain’t pretty.

So, I’d recommend to choose light to medium eyeliners, eye shadows, and lipsticks that are only a shade or two darker than your skin tones.

My favorite products that I’ve been using for pretty much every one of my past head shots like this one are:

{And side note: Yes, you can totally do your own make up if you know how to!}

Primer: DHC Velvet Skin Primer

Foundation: Yves Saint Laurent Awakening Foundation

Eyeliner: Rimmel Exaggerate Eye Definer

Eye Shadow Kit: Honeybee Gardens Hot Chocolate Eye Shadow Kit

Brow Brush: Anastasia Beverly Hills Brow Gel 

Mascara: Christian Dior Iconic

Lipstick: Lancome L’Absolu Lipstick

In conclusion, a light make-up will bring your features out in a subtle manner without making it look like you’re wearing lots of makeup.

Caking on heavy foundation, or wearing shiny eye shadow or lip gloss because on camera it will just look wet.

And yes, skin blemishes, pimples, and even wrinkles can be retouched. It’s not cheating. We all do it ;).

In case you’re wondering what ‘too much’ is, check out this cool collage by OrganicHeadshots. You want to be in the natural and heavier than natural category.

Color Me Pretty

You’d think that since you’re taking a head-shot, the clothes you’re gonna wear aren’t overly important.

But that is not true. The kind of colors you choose to wear can totally add to an overall ‘WOW’-factor or otherwise, can make you appear ‘washed out’. 

I recommend choosing mid-tone colors such as blue, green, wine and purple because they are universally flattering.

Avoid wearing tops in flesh tones (cream, beige, pastels, peach or yellow) as they will blend your face into your clothes.

And unless you’re feeling super confident or you wear those colors on a regular basis already, pass on bright red or orange colors.

Relax, Baby, Relax

You want to know my absolutely favorite tip that I use during any type of photo-shoot?

Okay… I’ll reveal my secret to you.

The day before a photo-shoot, I choose about 5 different songs that I play over and over again.

These songs ideally will make me feel different emotions based on what is needed for the head shot.

For a photo shoot, you want to choose one of your favorite songs that will make you feel all happy and giddy inside – whichever song that is. Your choice.

So, instead of going into the photo shoot and just nervously starting into the camera, past the camera or even look down, start playing the songs in your head that you’ve prepared – one at a time.

Ideally, you want to be singing along with each song silently, so well do you need to know them.

This will totally relax your face!

Unless, of course, it’s a song that is going to make you tear up but you so don’t wanna choose that kind of song for a head shot photo shoot.

Then, just listen to the slight directions the photographer gives you while instead of thinking about nothing, you play the music in your head.

My all-time favorite songs to play in mind while doing head-shots are:

What are yours? Leave a comment down below with your favorite ;).

It’s All About That BodyLanguage

Relax your shoulders. This will ensure that your neck looks elongated. This is true for both men and women.

Next, slightly tilt down your chin. Not too much though or you’re running into the possibility of displaying a double chin and we wouldn’t want that ;).

If you stick out your chin too much and raise it up too much, you might look arrogant and we wouldn’t want that either.

Next, it’s always advised to look at the camera at a slight angle. Tilt your head slightly (!) towards one direction and than, glance back at the camera.

Also, your face should always be turned towards the current light source (so from where the light is coming from).

 

Finally, have fun with it!

A photo shoot is an amazing way to capture a moment in your life that you might always want to remember <3.

If you’ve found these tips to be useful and you’ve used some of them in your head-shot photo-shoot, be sure to drop a comment with your image down below. I’d absolutely LOVE to see it :).

Let’s do this!

~ Cornelia

P.s. You might also enjoy: https://corneliapauline.com/2018/03/17/5-simple-yet-effective-ways-to-create-professional-videos-from-home/