What are creative ways to attract customers? It’s a question you might be asking yourself when you’re just getting started in your service-based business, or even if you’re a seasoned veteran. Especially if you’re just getting started, it’s super easy to take referrals from all over the place – I mean, why wouldn’t you? You can grow your experience and get to know different people and experience different industries this way. Not to mention: it’s a massive cup-filler to know that people think of you to refer business. (Make sure to also listen to my podcast episode about attracting new customers here!)

Sometimes, though (and unfortunately more often than not) the referral doesn’t ‘fit the mold’ of your dream client… and honestly, you may not even blatantly know that. You just, perhaps, find yourself drawing blanks when you go to write their proposal or just aren’t as ~excited~ to get on the phone with them as you may be with others. This is where I can guarantee you’re straight up not having a good time. And likely… it doesn’t end well for you (or the client). 

You see, not every single prospect (potential client) who lands in front of you is going to be the right fit…

…and it’s okay to let them go.

(Take a deep breath, re-read that, and then breath again).

“So you’re basically telling me to turn away MONEY, LAUREN?”

Technically, yes, I am. But I’m also going to show you how to instead find creative ways to attract customers who fill your cup AND elevate your business to continue to evolve. (Are you still breathing over there? Great, keep reading).

Here are my tips for attracting new clients you actually want to work with:

Understand who your dream client really is

We’ve all heard ‘you have to define your Ideal Client Avatar (ICA)’ and many online coaches and mentors will tell you to define them via their age, gender, location, where they hang out online, etc.

But you have to take it a step further. You must dig DEEP into the personality type of your ICA. Of course, these all need to make sense with who you are and who you best work with. These are some of the questions I personally consider when thinking of my ICA:

1. What is their personality type? (Enneagram, Meyers Briggs, whatever you like to use)
2. Are they natural leaders?
3. Are they good at delegating tasks?
4. Do they possess strong time management skills?
5. Are they willing to learn/teachable?
6. Are they good listeners?

After all, your ICA is human. And so are you… so defining the personality types you best get along with and can work with will put you a step ahead when deciding if you’re able to take on the client with full confidence in a healthy working relationship. 

Create content that your ideal client is basically begging to know

Now that your ICA is thoroughly defined, you should get to the bottom of what their fears, goals, and struggles are when it comes to their business – and how you essentially help them.

The only way to do this is to get out there and have CONVERSATIONS. Because here’s the thing: if you took a shot in the dark and guessed all willy nilly based on what you THINK… you’re 10x less likely to reel in that client of your dreams.

So how do you find your ICA’s to have these conversations? Great question…

1. Talk to current or past clients who fit your ICA profile 
2. It all goes down in the DMs: locate your ICA on social media through your competitors’ followers and have an authentic conversation in the DMs – you can even lead with ‘pitch-free, I just want to pick your brain!’ *bonus points if you can throw them a Starbucks gift card for their time*
3. Ask your peers and/or current or past clients for market research referrals – aka people they know who you could ask these questions to

…and ask them: What are you struggling with most when it comes to [insert your industry]?; What are some of your goals with your business?; What do you fear the most in your business and in life?

Then, create content that DIRECTLY ties into those fears, goals and struggles. I promise you that when you collect these responses, content will start filling your brain and you’ll be zooming away with opportunities and possibilities for speaking right to them through your content.

Bonus tip: keep this content HIGH LEVEL – enough so they can’t do ~everything~ themselves but enough so they can implement your advice and recommendations, further instilling confidence within THEMSELVES (ultimately building your authority and trust to work with you). 

Don’t downplay a strong-a$$ lead magnet

Lead magnets: there is absolutely nothing simple about creating one for your brand. It’s time-consuming, techy… but OH SO REWARDING. Literally, it’s one of the most creative ways to attract customers I know of.

A lead magnet is essentially a piece of your brain in the puzzle of your incredible value ladder (getting someone to work with you long term) that requires the downloader to exchange their information (email) to receive it. Your lead magnet gives your ICA a taste for what it’s like to have something produced by you, for them. TRUST BUILDING TO THE MAX!

Here are some lead magnet examples I LOVE:

1. PDF Workbook (such as the Efficient AF Marketing Method)
2. Video-Series Mini Training (3-4 SHORT format videos)
3. Checklists 
4. Social Media Graphic Templates
5. Masterclass/Webinar
6. Document Templates/Prompts (ex: Proposals, Invoices, Contracts, Content Calendars, etc)

My advice: create a lead magnet (keeping it super simple, but mildly transformational) with an email nurture sequence that funnels straight into your low or medium ticket service (such as a VIP Day, Intensive, etc). 

Set limits and know when it’s time to say no to a prospective client

Picture this: a prospect comes waltzing along with a strong budget for your services. They check all of the boxes of your ICA… but straight up, they’re an asshole and you can tell from the moment you get on a discovery call with them.

I’m here to tell you: it’s not worth the stress. You have to set boundaries for yourself for what type of client you’re willing to work with and I am SURE that a raging b**** isn’t one of them. (Pardon le french).

This all goes back to really knowing the traits of your ICA and reminding yourself of what you’re not willing to waver on when it comes to working with your ICA for a Zen AF working relationship (ain’t nobody got time to be stressed and/or frantic). And think of it as just that – a ‘relationship.’ You wouldn’t go off marrying someone who treats you like garbage, would you?

This is where we talk about the word ‘no.’ ***Storytime***

I once had a prospect come to me to build out her website and help her with her messaging. Technically speaking, she fell into the category of my ICA because those were my two favorite things to do. She was super Type-A, go-getter and bold. I spent time with her, building trust, and ultimately writing her a proposal.

Not even 3 minutes into reviewing the proposal she was ripping it to shreds (and we weren’t even past the first item in the scope of work). She put me and my team down, questioned our knowledge and made us feel like absolute idiots.

We ended the proposal review without completing and I kindly shot her an email letting her know we’d prefer not to move forward, and provided her with recommendations of who we thought she’d work with.

I could have easily let her sign the proposal and taken her money – but I knew it would be hell to work with her. Sure enough… she respected this. Enough so to bring a plant and some chocolates to my office and personally deliver it to me along with a heartfelt apology.

This prospect went on to refer to us actual dream clients that we ended up working with long term. It was a win-win, through and through.

This may not always be the case for every person you turn down – but I’m here to tell you that it’s OKAY. Think of it as the ‘when one door closes another opens’ analogy. No’s = opportunity for something greater.

In conclusion…

Attracting your dream clients, and coming up with creative ways to attract customers is multi-faceted and it’s crucial to know how involved it can be – and how involved you need to be. It takes time, work and some would even say a bit of BST (blood/sweat/tears).

Once you’re truly attracting those dream clients, you’ll know that working with clients you actually love just *hits different.* (IYKYK). Don’t let your work and personal life suffer working any other way, and trust that turning away business that doesn’t suit you will do  more good for you in the long run.

– Lauren