This week I did not get something that I had wanted and consider it a blessing in disguise. A potential client made some choices that showed me that their company was not my ideal client. Could I have done this job? No question. Would it have been difficult given what I came to know about them? Absolutely. We were not a match.
The same day, I heard from one of my colleagues that she met one of my recent clients who was effusive in her compliments about the website my company built for her store and how great it was to work with me and my team. The good feelings were mutual. She and her team were a delight to work with and I loved helping them get their website and e-commerce functionality set up. This boutique was a match.
We can certainly find our right clients by referrals, but even then if you put yourself out there online to reflect who you are and what you do, you will attract more of your right kind of client and you will convert visitors into clients. Even people who are referred to you will check you out online so it is important to be very clear about your messaging. When you do this, you will not attract everyone. But that is OK because those you will attract will be right for you and for them.
The process of putting your business online can be very un-nerving. We have been conditioned to hide who we really are and what we really think; and even if we are quite outspoken in real life, there is something about putting yourself or your company out there in black and white for everyone to see, that we are hesitant about.
Then once you tackle the home page there is the about page and then oh my, dare I say the word, Blog? The idea of a blog can stop people dead in their tracks.
We worry about people disagreeing with us. But, having our own opinions is what makes us attractive. If we come across in plain vanilla then why would someone want to read what we have to say?
But, I am not going to lie. It takes courage and practice to figure out what to write about, put it out there and struggle with finding our voice.
The practice of writing this Newsletter each and every week has tested me. How do I present myself and my ideas and in a way that empowers people? How much is too much? What is true and what is bullshit? What do my people really want/need to know? The answers to these questions are different for all of us.
If you can do this in your day-to-day life in a way that people want to work with you, that is the essence that you have to put out online to catch the eye and ear and trust of your ideal client. If you do this when he or she stumbles across your website, they will feel like they hit the jackpot and will know that they came to the right place. It is a struggle but it can be very rewarding. And sometimes you will not get a job that you thought you wanted. This is okay too.
What can you write about that has you and your business show up online as you are in real life? There is no good way other than just to start. Go ahead and give it a go.