All the pieces You Must Know About Learn how to Get Purchasers

Everything You Need to Know About How to Get Clients

When it comes to running your business, there are some daunting tasks to keep in mind. The one who tends to stay at the top is the most discouraging of them all: winning customers.

Customers get our business going. In this way, we transform our new business into an established business that is profitable, sustainable and entertaining.

These customers are peanut butter and jelly in our business sandwich, and without them there is no sandwich or … business.

We've put together this guide so you get so much peanut butter and jelly that you don't even know what to do with it. You will learn how to find out who your ideal customer is, create a lead generation strategy and turn those leads into paying customers.

Here you will find everything you need to know to attract customers. Start by figuring out who your ideal customer is.

How to get your ideal customer

It may sound easy to find out who your customer is – but you probably don't really know who you're looking for.

  1. Do you know what your biggest challenges are?
  2. Can you name your top 3 goals?
  3. What values ​​do they have inside and outside of work?

When we talk about finding your ideal customer, we want you to be friends with them so well that you can finish their sentence. They know what they spend their time reading, which podcast they subscribe to and which conferences they buy tickets for every year.

It may sound like we are dealing with the smallest details, but this is the basis for winning customers. If you know their challenges, goals, values, where they spend their time, etc., you can create an acquisition strategy that speaks their language so well – they wouldn't imagine going to another company for your product or service.

You officially connected them.

To do this, we start with the "Customer avatar" worksheet. We have created this worksheet so our lab members know exactly who their ideal customers are. Since thousands of companies around the world use this worksheet to narrow down who they sell to, we are proud to share it with you here.

Every company has at least one customer avatar, also known as an ideal customer. Some companies have more than one. Since each of your customer avatars will have different goals, values, challenges, purchasing power, etc., fill out one of these worksheets for each customer avatar you have.

For example, if you have a marketing agency or drop service company that local medical professionals can use Facebook ads to attract more customers, create a customer avatar for each of these specialists.

For example, you have a customer avatar worksheet for:

  • optician
  • dentists
  • Pediatricians
  • Etc.

Remember there is a reason why this is the first thing we mention in this guide. Knowing who your customer avatar is is the foundation on which you build the rest of your lead generation strategy – and how you end up getting customers who are exactly who you were looking for.

In the next section, we'll talk about best practices for lead generation so you can make sure you find the right leads for your business.

Customer avatar

Best Modern Practices for Lead Generation

Lead generation doesn't have to be as daunting as you think. There are many proven ways to get your ideal customers interested in your company: you can meet them where they are, address their current situation and show them what their success story with your company looks like.

All of these best practices for lead generation are discussed below.

# 1: Meet your ideal customer wherever they are

There is a popular comparison between marketing and dating. If you ask someone to marry you as soon as you meet them in a cafe, bar, etc., they will likely say no. This is not against you (we are sure that you are great), it has to do with the fact that they do not know that you are great.

If you win customers for your company, you want to meet your ideal customer where he is related to you. For example, if this is your first time on your website and you ask them to buy your most expensive product, you will see lower conversion rates. It's like asking them to marry you once they get to know you. How should they know that you are the real business and that you got to know, liked and trusted you in such a short time?

That is why you want to meet your ideal customer where he is. We use the Customer Value Journey for this. This journey takes your ideal customer from the moment they learn about the existence of your company to the day they choose to buy your most expensive product – until the moment they feel comfortable enough feels to promote your business on YOUR behalf.

The 8 phases of the Customer Value Journey are shown below, which begin with "Conscious" and end with "Apply".

The first two phases focus on getting your ideal customer to find out about your company and get involved. You can get involved by liking your posts on social media, searching for your content directly on Google, listening to an episode of your podcast, etc.

Think of this as your first date with someone as you search for the goals and values ​​that you both have in common and get an idea of ​​what a future might look like with that person.

In the third phase, ask this ideal customer for a little commitment by providing their contact information. You may pair this with a lead magnet related to your services or a discount code for a product. Just like when you go out with someone, this is the stage where you start spending a little bit more time than if you only saw yourself casually – and you both consider doing it exclusively.

# 2: Appeal to your current situation

In addition to trying to go through the business milestones of the relationship (as described above) too quickly, there is another way to miss your ideal customer: by not showing them that you know what they're going through.

We call this the before and after states. In the previous state, your ideal customer has not worked with you and their life or business has not changed with your product or service. They have challenges and problems that they have not yet solved, they feel negative about them and their average day is not what they want.

In the after-state, your customers have solved their challenges and problems, they feel great, and they love the way they spend their time (in terms of your product or service).

To address the current situation of your ideal customer, you want your content and copies to speak about the previous status they are experiencing. This shows them how well you know your problem … and how well you can solve it.

You can fill out this before and after worksheet to know exactly where your ideal customers are and what you need to show them about working with you to put them in the after status you can create for them .

# 3: Show them what it will be like to win with you

The last best practice for lead generation is to make sure you show why you are a valuable asset to your life and business. You don't want them to have to assume that working with you is great – you need them to see PROOF.

Your lead generation content and copies need to explain more than just what you do and who you do it for. You have to show that you have done this in the past and you can replicate these results over and over again.

Products do not convert customers, but transformations do.

If your customer avatar detects that you have converted the previous status of a previous customer to an after status, they can see how well you are doing what you say. And let someone else tell you. What do you prefer if a car salesman tells you that the car you want to buy is running perfectly, or if the previous owner tells you that they loved this car and the only reason they had to get rid of it was that they have another child and need more space?

Show your ideal customers as much as possible your previous satisfied customers who are living proof that your products and services do everything you say.

Can you see how the search for your ideal customers is gradually coming together? Knowing your customer avatar is a crucial fundamental step that will lead you to find out the before and after states. You can then use the Customer Value Journey to track where people are in their relationship with you and give those warm leads the customer references that show that you have what they are looking for.

In the next section, we'll talk about your acquisition strategy to turn customer avatars into leads by motivating them to give you their contact information.

Development of an acquisition strategy

An acquisition strategy is a fancy way of saying "how to get your ideal customer's attention and turn them into a lead." A lead is someone who could be your ideal customer, but you still need to build the relationship between yourself and them.

This is where the acquisition strategy comes in. If you've heard of content marketing, email marketing, paid ads, etc., you're already familiar with an acquisition strategy. Each of these strategies increases the number of leads that potential customers could be for your company. In general, the more leads, the better. BUT you want to make sure that this is the case qualified leads.

Qualified leads are people who match your customer avatar's invoice. If you have a lot of leads, but only offer products or services that 10% are interested in, you're wasting a lot of time, energy, and money trying to advertise to someone who doesn't want to.

Because of this, your acquisition strategy will separate the unqualified leads from the qualified leads so that you have a number of new customers that are perfect for your business.

We do this through Customer Value Optimization (CVO).

The first step in creating your acquisition strategy is figuring out how to get your ideal customer to notice you. Your options are the various traffic sources mentioned above: social media, email marketing, SEO, blogging or paid ads on social networks or on Google.

Fortunately, the choice of traffic sources we want to focus on is very easy as we already know where our customer avatar spends his time and is therefore the best place to find them.

From our customer avatar worksheet, we know if they spend a lot of time on Instagram, if they spend more time reading articles on a particular platform, or if they prefer to see all content on YouTube.

Let's say our ideal customer is someone looking for business coaching to run an e-commerce company. After completing the Customer Avatars worksheet, you spend a lot of time looking for answers to their business problems on YouTube.

Our acquisition strategy is to create YouTube videos that show our expertise in the business world. We'll cover topics like "How To Get Your Business From 6 To 7 Numbers" and we'll get a call to action at the end of each video to click the link in the description and get a free copy of our ebook: The Ultimate Guide to business growth for ecommerce entrepreneurs.

This e-book is our main magnet and an essential part of our acquisition strategy. If you give away this e-book free of charge, we will ask our ideal customer for his contact information (email and / or telephone number). This way we stay in touch with them to learn more about our business coaching and how we can help them grow their e-commerce business.

This ebook will also filter out anyone who is not an ecommerce business owner and is not interested in growing their business. In this way, you can ensure that the leads that we bring in through our acquisition strategy are qualified leads that may become customers.

Thanks to our lead magnet, we are expanding our lead contact list and it will be exciting!

But … what now?

The answer to this depends on your core product. In some cases, it makes sense to show that new ones are running a tripwire so that they get used to buying things from you. In other cases, it makes sense to show them your product at a reduced price. Or you may try to book them for a call to your sales team.

Let's quickly cover various tools and tactics you can use to get leads.

Tools & tactics to get leads

As we said in the last section, there are many (times 1,000) ways to get leads. It's different for each company, but we'll cover some of these options beforehand so that you get some ideas on how to work best.

You can use any of these tactics, some or all of them – you can adapt this section to your business at any time.

Lead magnets

This is the strategy we used in the example of the Business Coach for Ecommerce Companies offering a free ebook, the Ultimate Business Growth Guide for Ecommerce Entrepreneurs. This e-book is a key magnet and is used by this business coach to exchange knowledge for the email and / or telephone number of the reader. To receive the e-book, someone must enter their email address in the Business Coach form. This officially makes this person a lead.

There are countless different types of lead magnets that you can use. Here are some ideas:

  • Report or guide
  • Cheat sheet or handout
  • Toolkit or resource list
  • Video training
  • Software download or trial version
  • Discount or free shipping
  • Quiz or survey
  • rating

After you have created your lead magnet, you can use this audit to ensure that it is ready for use. Ideally, you would like to answer each of these questions with "Yes":

  1. Is it ultra specific?
  2. Does it focus on one big thing the lead will learn?
  3. Does it speak to a known desired after-state?
  4. Does it offer instant gratification?
  5. Does it move the relationship between you and the leadership forward?
  6. Does it have a high perceived value?
  7. Does it have a high real value?
  8. Does it allow for quick consumption?

Chamber of Commerce

If you are a local company, the Chamber of Commerce can serve as a place where you can meet potential customers. Split off some of these services based on the services you offer and then offer to teach them for free. Make sure your presentation is valuable, actionable, and includes a checklist, audit, or other tool that participants can use to continue.

As long as your presentation offers added value, your participants will be grateful that they have got to know you and want to see how they can work more with you. You will see that you know your way around and are already working to make you successful.

To start this tactic, simply contact your local chamber of commerce and let them know your presentation idea. Let them know that you are happy to hang out and answer all questions from attendees, or drop attendees' business cards if they want you to contact them later to answer their questions.

At the end of your presentation, you will receive contact information for those who come and ask you questions and for those who leave your business card.

Access your existing contact list

One tactic that many business owners overlook when looking for leads is to ask their friends and family if they know someone who needs their service or product. From there, you can ask past customers if they need more services or products from you, and if they know someone who needs your help. You can also ask potential customers who have never officially become customers whether they are now ready to work with you.

Your contact list goes even further – you can then use Facebook groups to talk to people looking for the solutions you have. You can find Facebook groups specific to your customer avatar. LinkedIn can also help you reach more potential leads.

Think of your friends, family, and social media accounts as platforms that can help you get your business better known.

Other places to find leads:

  • Conferences, summits, fairs
  • Local SEO
  • Social media ads
  • Events in business centers
  • Co-working spaces
  • Quora & Medium
  • Podcast interviews
  • Etc.

Get creative when it comes to getting leads! You know where your leads are – do you need a billboard to inform them about your company or do you have to give a presentation in your local co-working office? Test different strategies, see what works, and then double them.

Now that you have an idea of ​​where to find customers, we will go into the specifics of how these leads can be converted into customers in the next section.

Customer avatar

Turn a lead into a new customer

Bum, bada bum! It's the moment we've all been waiting for – it's time to talk about how to take leads and turn them into paying customers. Since we've already done a lot of basic work, e.g. For example, to find out who our customer avatar is, where to find them, and how we can talk to them in a way that causes them to continue to deal with us, we will be able to do it easily to drive this part of customer acquisition.

When we turn leads into customers, we will get everyone whose contact information we have collected to commit to buying our product or service. There are countless different ways to do this, and we can't cover every single strategy in this guide, BUT we can tell you the two main ways.

  1. Email them
  2. I'll call her

Let us examine how you can email and call your leads to make them customers.

Email follow-up

Emailing leads to see if they may become customers is something you want to get used to. You have to assume that people are busy and may be totally interested in what you have to offer. But your first email could be stuck with something much more important at that time.

We'll cover the 7 parts of an email follow-up:

# 1: subject line

Your subject line is the first part of your email that a lead will read. You want it to get their attention and excited to open your email and see what you wrote in it.

Here are 4 ways to do it Your subject line Interesting:

  1. Build curiosity and attraction
    1. Ex. A bit strange, but very profitable
  2. Use scarcity or urgency
    1. For example, 85% off the sale ends at midnight
  3. Be direct and talk about a benefit
    1. Ex. Generate traffic when needed
  4. Submit proof of results
    1. Ex. (Case study) $ 188,674 from a dead list

# 2: Introduction / summary

Use your introduction as a summary of the last interaction or conversation you had with this lead. You can do this on a personalized level if you only reach a small number of leads at the same time and talk about the conversation you previously had. If you do this on a large scale, you can talk about the last email you sent with your lead magnet.

The key here is to remind them of the value you have already given them. Then you would like to introduce your company and tell it what it is about.

If this doesn't work for your lead acquisition strategy, you can use this introduction to talk about the issue your lead is dealing with. This is a good time to use your Before and After worksheet.

# 3: Pivot

The key is to shift your lead from thinking about the current status to thinking about the business. This is when you lead them to the after status that your product or service creates for them.

The reason why you start with the before state is to draw a picture of how their experience will be if they don't choose to work with you or buy your product. By smoothly transitioning to the after-state, you show them what experiences they could have if they decide to buy your service or product.

When recapitulating a previous conversation, you can remind them of the weaknesses they talked about during that conversation (before status) and why they were so attracted to working with you (according to status).

# 4: Authority Builder

If your lead thinks about how great it would be to live in the after state, you will show them how to create this after state for them. You want to position your company as an authority to help you solve your problems. Here you want to be careful and not be the hero of YOUR story. You want them to be the hero and you are just the guide who helped them reach their after state.

You can build authority by talking about your customers' past success, showing them testimonials, showing key metrics, etc.

# 5: main advantage

Okay, it is time – then you will talk about your services and offer. Make sure you show them clearly and precisely how your offer will benefit them. Avoid writing this in a long paragraph and instead use bullet points that are straightforward and address the benefits of accepting your offer.

If you use bullets, they will also be dragged into this part of your email if the other parts are scanned. Find out exactly what you can do for them and how much it will cost so they can see why it is so valuable to work with you or buy your product.

# 6: Call for action

Your call to action is a very important part of this email as it tells your lead what to do next. You want them to click your call to action the moment they read this email and they don't feel like they have to think about it for a few days.

Since your primary benefit has already spoken about your service or product, this call to action only focuses on what the lead needs to do for the conversion. For example, by clicking a button, answering the email, planning a consultation, etc.

# 7: P.S. statement

The last part of your follow-up email becomes a P.S. Statement. This is for everyone who scans your email and tries to see what you want from them without spending too much time on the content. We always find that P.S. Statements are always given great attention in our emails.

Your P.S. An explanation can bring an action home, bring benefits or highlight the important information in your email again. Just make sure your P.S. Statement is no more important than your call to action.

In this way, you create an email follow-up that inspires leads for the service you offer and is interested in working with or receiving your product.

Call Follow Up

For some companies, it makes more sense to call leads than send them by email. For example, if you have a high-ticket offer (e.g., a course over $ 25,000), your potential customers may want to speak to someone before making this investment.

If your company would benefit from calling your leads to turn them into customers, and it takes a lot of time and resources, there are three things to consider before you pick up the phone.

# 1: Treat your leads like a person

Just because you put it up doesn't mean you have to make the conversation a business. Be personable and friendly and show them that you are not just a voice on the other line, but a real person. They also want to make sure you respect their time. Don't make a terrific pitch that takes too much time, or you'll lose it.

# 2: Show them your gratitude

By showing your gratitude for the fact that you took the time to speak to them and showing them how nice it was for you to do so, you use a technique called boxing. This tends to result in your offer being accepted (assuming it would help them) because you made them behave like someone who is nice and someone who is nice is less likely to decline your offer.

# 3: Optimize your pitch along the way

If your pitch doesn't work great every time you hop on a call, don't be afraid to make changes. You want to update your pitch every time you answer more calls with leads and learn what works and what doesn't. In marketing we always support testing new copies. The same rules apply when you call your leads.

Here are 2 winning phrases that you can use to start and close your calls.

Start a call:

"Hey (prospect name) My name (your name) from (your agency / company name). I looked at your reviews online and found that (name of the reviewer) said you helped them (excerpt from the review) and I just thought it was so cool that I just had to call you and find out more. "

To graduate:

“I no longer want to take your time today because I know that I called you out of the blue and I want to respect your time. So would there be a better day or time I can call? You want to talk about how we are doing (insert name of agency) … "

As we said earlier in this section, there are countless ways to turn leads into customers. We highlighted the two most popular options that are suitable for any business, email, or call.

In the next section, we'll look at the metrics you should measure to see how well your customer acquisition strategy works.

Customer avatar

Metrics for customer acquisition success

Gaining customers should be an efficient and effective process and like good marketers – we know that the answers are in the metrics. When you land customers, you want to find out which metrics can tell you how well you land them. For example, if you've attended 5 conferences this year to attract new customers and only two, this may not be the most efficient and effective way to attract new customers to your business. OR, this may mean that your acquisition strategy is incorrect or that your follow-up email is not working.

So let's look at the metrics.

When choosing the metrics to consider, there is a metric that all companies can use. Then we added a few more that may be related to your business. Choose the metrics that best suit your business and how well you are winning customers.

Metric # 1: customer acquisition costs

This is the metric that any company can use regardless of the product or service it sells. These are the overall customer acquisition costs that simply tell how much we sent for marketing and how many customers it brought us.

The formula for determining your customer acquisition costs is:

Customer acquisition costs = marketing costs divided by the number of customers acquired

Your marketing costs are all you spent on marketing together. Wenn Sie beispielsweise an 5 Konferenzen mit einem Gesamtvolumen von 10.000 US-Dollar teilgenommen, 5.000 US-Dollar für kostenpflichtige Anzeigen in sozialen Medien ausgegeben und eine E-Mail-Marketing-Software für 1.000 US-Dollar pro Monat gekauft haben, um Sie bei der Nachverfolgung zu unterstützen, betragen Ihre Marketingkosten für diesen Monat 16.000 US-Dollar.

Teilen Sie 16.000 US-Dollar durch die Anzahl der neuen Kunden, die Sie gewonnen haben, und Sie können sehen, wie viel es Sie gekostet hat, jeden dieser Kunden zu gewinnen. Diese Metrik ist so wichtig, dass Sie sich darauf konzentrieren müssen, weil Sie nicht möchten, dass Ihre Kundenakquisitionskosten so hoch sind, dass Sie nicht rentabel sind. Vergleichen Sie, wie viel Nettogewinn Sie mit Kunden erzielen, mit Ihren Kundenakquisitionskosten und stellen Sie sicher, dass Ihre Marketingstrategien eine tragfähige Quelle für die Lead-Generierung sind.

Sie können diese Formel auch für die spezifischen Marketingstrategien verwenden, die Sie ausführen. Sie können beispielsweise die Kosten für die Kundenakquise ermitteln, um neue Kunden auf Konferenzen zu gewinnen, neue Kunden über bezahlte Social Media-Anzeigen zu gewinnen und wie viele Leads nach dem Lesen Ihrer Folge-E-Mail in Kunden umgewandelt werden.

Kundenakquisitionskosten = Bezahlte Anzeigen in sozialen Medien Kosten geteilt durch die Anzahl der in sozialen Medien erworbenen Kunden

Anhand dieser Kundenakquisitionskosten können Sie sehen, mit welchen Marketingstrategien Sie neue Kunden zum günstigsten Preis gewinnen und welche Strategie Ihre teuerste ist.

Metrik 2: Conversion-Rate

Dies gilt möglicherweise nicht für jede von Ihnen ausgeführte Kundenakquisitionsstrategie. Wenn dies jedoch der Fall ist, funktioniert dies folgendermaßen. Ihre Conversion-Rate ist die Anzahl der Personen, die die von Ihnen angeforderte Aktion ausführen. In diesem Fall untersuchen wir die Anzahl der Leads, die Maßnahmen ergriffen haben, um unser Kunde zu werden.

Wie im obigen Beispiel können Sie die Conversion-Rate Ihrer spezifischen Kundenakquisitionsstrategien (wie bezahlte Anzeigen und E-Mail-Follow-ups) ermitteln. Sie können die Conversion-Rate auch anhand von Anrufen mit Leads ermitteln.

Ihre Conversion-Rate folgt dieser Formel:

Conversion-Rate = Anzahl der Conversions geteilt durch Anzahl der Interaktionen

Interaktionen können die Anzahl der Leads sein, die Ihr Produkt gekauft haben, nachdem sie eine bezahlte Anzeige gesehen haben, die Anzahl der Leads, die sich nach dem Öffnen Ihrer Folge-E-Mail als Ihr Kunde angemeldet haben, die Anzahl der Leads, die sich bereit erklärt haben, nach Ihrem Anruf mit Ihnen zusammenzuarbeiten sie usw.

Genau wie in der Kundenakquisitionskostenformel können Sie Ihre Conversion-Rate für jede Akquisitionsstrategie ermitteln. Der Vorteil dabei ist, dass Sie sehen, welche Strategien wirklich gut funktionieren und eine hohe Conversion-Rate erzielen und welche nicht funktionieren.

Abhängig davon, wie gut sich eine Akquisitionsstrategie umsetzt, können Sie wählen, ob Sie mehr oder weniger Geld dahinter stecken möchten, um Ihre Strategie effizienter und effektiver zu gestalten.

Metrik Nr. 3: Customer Lifetime Value

Die letzte Metrik, über die wir sprechen werden, ist der Wert für die Kundenlebensdauer. Dies ist die Metrik, die Ihnen im Durchschnitt angibt, wie viel Umsatz Sie von Kunden erwarten können. Abhängig von Ihrem Unternehmen kann dies eine sehr wichtige Messgröße sein oder etwas, das nicht so wichtig ist.

Verwenden Sie diese Formel, um Ihren durchschnittlichen Wert für die Kundenlebensdauer zu ermitteln:

Wert der Kundenlebensdauer = (durchschnittlicher Betrag von USD pro Kauf x Kaufhäufigkeit) x durchschnittliche Kundenlebensdauer

Angenommen, Sie betreiben eine Marketingagentur und der durchschnittliche Kunde gibt monatlich 10.000 US-Dollar für Ihre Dienstleistungen aus. Sie stellen auch fest, dass Kunden ihre Arbeit mit Ihnen im Durchschnitt um insgesamt 6 Monate verlängern. Dies bedeutet, dass der durchschnittliche Betrag Ihres Kunden pro Kauf 10.000 US-Dollar beträgt und seine Kaufhäufigkeit 6 US-Dollar beträgt, da er 6 Monate lang jeden Monat Ihren 10.000-Dollar-Service kauft.

Jetzt multiplizieren Sie 10.000 x 6 US-Dollar und multiplizieren diese Zahl mit der durchschnittlichen Kundenlebensdauer. In diesem Fall sind das 6 Monate.

Denken Sie daran, dass der Wert für die Kundenlebensdauer Ihre Ausgaben nicht enthält. Dies sind Ihre Bruttogewinne von jedem Kunden. Sie können auch den durchschnittlichen Betrag der Ausgaben ermitteln, die Sie pro Kunde haben, um Ihren Nettogewinn von jedem Kunden zu ermitteln.

Mithilfe dieser Metriken können Sie herausfinden, wie Sie Ihre Kundenakquisitionsstrategie effektiv und effizient gestalten können. As marketers, we love metrics because they can tell us so much about the success of our acquisition strategies, where we should spend more money, and where we should cut our budget.

In the last section, we’ll talk about how to improve your outreach and sales when you see your metrics aren’t as high as you want them to be.

How To Better Your Outreach and Sales to Get Clients

You know who your ideal client is, how to create an acquisition strategy to find more leads, and what to do to turn those leads into clients. You even know what metrics to look at to make sure that your strategy is a good use of your time and resources.

But what happens if you find that it isn’t? What if your cost per acquisition is way too high, your conversion rates are super low, and your customer lifetime value isn’t even close to what you’d hoped?

First off—there’s no need to stress. You can easily improve your outreach and sales and improve your lead generation and conversion of those leads into clients. All you need to do is remember one word:


The best way to improve your acquisition strategy is to always be testing different variations of it. For example, you can be testing the copy in your follow-up email, your script in your calls, or how you present your business when you meet a potential lead.

Here are 3 quick ways to better your outreach and sales.

#1: Test Different Variations of Copy

Copy lives everywhere when you have a business. It’s on your website, in your emails, your social media posts, and even in the things that you say when you talk about your business. You can improve your copy by using the Customer Avatar Worksheet and the Before and After State Worksheet that we talked about in the first few sections of this guide.

Using these resources, create copy that resonates with your customer’s pain point, goal, before, and after state. Then, use different variations of that copy in your marketing materials, A/B testing variations against each other to see what’s working best on what platform.

#2: Test New Acquisition Strategies

One of the best parts of being a business owner is being able to lean into your creative side. If you’re finding that your acquisition strategies aren’t giving you the ROI you’d hoped for, figure out new acquisition strategies that you could test out.

A great place to start is to see where your ideal client is spending time (by referring to your Customer Avatar Worksheet) and figuring out how you can put your business there. For example, if your ideal client is subscribed to a newsletter, you can reach out the newsletter and ask them if you could place an ad in the next one. Using a link you can test how many clicks you got to your landing page and then you can even see your conversion rate based off of the number of people who came to your landing page and the number of leads that signed up for your lead magnet.

#3: Test Lead Magnets

Unless your lead magnet is performing miracles on your conversion rate and customer acquisition cost, there is always room to add more lead magnet to your strategy. Since lead magnets can speak directly to a pain point of your ideal client, you can create lead magnets for all of the pain points they’re struggling with.

Another major pro of having lead magnets on different topics is that you can see what challenge a lead has right now and curate an email follow-up or a call that talks about the after state of solving that specific challenge. You can see which lead magnets perform best and then curate more content around that topic and even change your copy to highlight that topic as a priority.

Holy cow…you did it. You just read an entire guide on getting clients and we’re here to say—you know a lot about getting clients now.

Chances are that you’re a little dazed right now (that was intense, we know) but there are a few key points that are really sticking out to you. Write those points down so you can come back to them when you’re re-energized and ready to show your team what you’ve learned and how you can start applying it.

And feel free to refer back to this guide as you need to, we’ll keep it right here so you can come back as you take action on the sections that make the most sense for your business right now.

Like parents dropping off their kid on the first day of college, we’re proud of you, we’re excited for you, and we know you’re going to do a great job.

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