When we are talking about Social Media and getting clients, communication is everything. Don’t you agree?
Depending on what kind of client you want, you will communicate your offer and value differently. That’s one part of communication. But, there is so much more to it than that.
Let’s take a look at a few different industries. I’ll start with my personal story.
When I decided that I wanted to do Social Media, I truly didn’t know where I wanted to start, but I knew I wanted to work in a different industry than I had been before. In other words, I knew I didn’t want to work with lawyers, because I had worked in the courts for so long. I knew I didn’t want to work with kids, because I’m not patient with them. I knew I didn’t want to work with not for profits because of the Library and it’s a difficult space. So I thought I would look for a space that could really use my help. I decided to work with Beauty Schools. I researched the industry, talked to experts and decided that they really needed me and my services. As time went by, I realized that when I was talking to schools, and they were asking questions, I didn’t have the answers! Why? Because that wasn’t an industry I had ever worked in and I didn’t know as much as I needed to know about them!
So I pivoted and decided to work with IT. Afterall, my husband works in IT and I love technology, so how hard could it be to reach this demographic? Again, it didn’t work and I found myself beyond frustrated! What was going wrong?
I re-evaluated and it suddenly came to me that I wasn’t communicating my value and worth in a way they understood. Why? Because I’m not an engineer. I have never worked in that space and I just didn’t get how they wanted to receive information. I didn’t understand how they interpret information, even though I “thought” I knew.
So here I went again, pivoting to a new demographic. This time I gave in, so to speak and went to lawyers. What I knew by now was that It was imperative I understand how my demographic wants information. How they interpret it, how they receive it and how they process it. Alas! I found the right niche! I was so excited! I knew, I was convinced that they needed me. I was researching their profiles and I could see they were a hot mess! So now I just needed to get my foot in the door. It’s definitely harder than I thought.
But I confronted with a new problem. Did THEY know they needed me? Well, to my surprise, they didn’t. So how to convince them? Easy, sort of. I had to reach out to them and explain what I could offer in a way that made sense to them. I had to wrote copy that spoke to their problems and the solutions I could provide. I had to be sure that the way I was writing was reaching them. Fortunately for me, I know what that looked like. I had worked with attorneys in the courts for 13 or more years. I knew how they received information and how they processed it.
I found, as I started reaching out to them, that it was the younger lawyers, solo practice lawyers and newer firms, that were more interested in what I had to offer. I really wanted older, more established firms, but they didn’t want me. So I revisited what I was offering and sending out and noticed that it was clearly written for the younger demographic. And that’s ok!
What I want to point out here is this. We may think we know who needs us and go after that demographic. But what we fail to consider are these 2 things:
So, are you in your magic space?