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Personal Branding, Podcast

How to become a magnetic brand your dream clients desperately want to work with

If you’ve ever said…

“I’m only attracting crappy clients” or…

“I’m posting to social and getting crickets!” or…

“There’s just too much competition, no one will ever choose me!”

Then this episode is for you.

The fact is, becoming a magnetic brand (personal or otherwise) isn’t something magical or only saved for “special” people.

But if you’re not currently doing that, there’s a good chance you’re missing one of the 7 key elements I talk about in this episode.

So instead of complaining or giving up, grab a notebook, hit play and get ready to ask yourself some tough questions. If you’re willing and coachable, I promise you can start making some improvements IMMEDIATELY. Deal?

💡 GRAB A FREE COPY OF THE IN-DEMAND BRAND BLUEPRINT
https://personalbrandingproject.co/blueprint/

👀 CHECK OUT SEEN, HEARD, PAID ACADEMY
https://personalbrandingproject.co/shp/


CONNECT WITH ME

Instagram: @iamkatelizabeth

Facebook: @iamkatelizabeth

YouTube: KatElizabeth

Read the full transcript 👇

You’re listening to Episode 33. How to Become a magnetic brand your dream clients desperately want to work with. So you want to attract dream clients. But how often do you actually stop to think about what your dream clients are looking for in a brand? See, the fact is, if you want to attract premium clients, you need to build a premium brand. And if you feel like you’ve just been going completely unnoticed by potential clients, or you feel like you’re only attracting PITAs, pain in the ass clients, then it might be time to take a look in the mirror. Let’s do this. 

Welcome to the personal branding project. I’m your host, Kat Elizabeth, an actor and personal branding coach who is obsessed with helping creative entrepreneurs like you build personal brands that change your life for good from attracting bigger opportunities, more joy and freedom in your life. And the ability to get paid to do the things that you love most. Each week, I’m bringing you inspiration, practical advice and the occasional dose of tough love. So you can stop dreaming and start doing what it takes to make those dreams a reality. 

Welcome back, thank you for being here as always. This is a really important topic today. I mean, essentially, my entire framework is based around this real key thing, which is making sure that you are that magnetic brand. So what I wanted to do today is first we’re going to take a look at what stuck service providers are doing. Okay, so those service providers who are just not seeing the results they want are stuck in that feast or famine type cycle, and really identify some of those key things that they’re doing that may be leading them to feeling desperate and invisible and ignored by their dream clients. And then we’re going to flip it on its head, and we’re going to talk about how you can become magnetic. 

So with no further ado, let’s just dive straight in there so stuck service providers. Now I say service providers, this really applies to any kind of brand on the planet. But I particularly love working with service providers and expert businesses where you’re the face of your business, because sometimes that takes a little bit more, look there’s a few more mindset things we often need to work through when we are personal brands. Whereas when you’ve got a business brand, and maybe you’ve got a team working for you, it’s not all on you. But when you’re a service provider, often it is all on you, if you’re not feeling it, if you’re not consistent, if you don’t have systems, then, you know, everything kind of falls apart. So that is why I’m saying the stuck service provider, but I just wanted to give you some context. So here are a few little examples of the stuck service provider… They’re only showing up on Instagram when they’re feeling inspired and have some free time but as soon as they get busy, or maybe imposter syndrome, or perfectionism kicks in, they disappear, go quiet, spend crazy amounts of time fiddling around on their website, but they never actually take the time to do market research and map out a strategy. It’s all just Band Aid solutions and fiddling. And if I just change this color or this font or get this really cute graphic, it’s going to be better. Hmmm. Between excuses about a lack of camera confidence and maybe a tight budget, they never invest in professional photos. So they’re hiding behind pretty graphics on social media, or maybe again, using that as an excuse to not even show up on social media. They’re scared of getting anything wrong. So they create vanilla content that just gets lost in a crowded news feed. And they say they can’t afford coaching or professional support or training until they land clients. So they just keep downloading freebies, thinking they’ll provide the answers. Okay, if any of those stung a little bit, I’m sorry, not sorry. I have been there. That’s why I’m able to speak about this in such detail. I know the traps and I know how easy it is to get stuck in there and so that’s why this episode is designed to be just a little bit of tough love. I have heard from you guys on the street that you know the tough love episodes are the ones that you particularly enjoy. So I’m hoping that this did sting a little bit and that you were like, oooh, that’s me. Okay. Because the fact is any of those things or you know a combination of them plus the whole list of things I didn’t even really list today, you know what those results in… no clients or at least not good ones and not consistent leads that lead to clients. Which means fear and scarcity mindset. So like in that constant panic of when’s the next you know, lead gonna come in, you know, what am I doing with my life, that kind of stuff, which means it’s even more difficult to show up as your best self in you know, your content on social media at networking events, wherever it is, you should be showing up because you just like in a terrible mindset, and therefore you become even more of a client repeller because clients don’t want to work with people who have that kind of energy. 

So I really want to help you fix this, I just think all of these things are completely avoidable, which is why today, I decided to break down seven key elements in particular, there’s obviously more but these are seven of my go to’s, that I really focus on inside Seen, Heard, Paid Academy. And they’re all about creating a magnetic brand that attracts dream clients that desperately want to work with you. Wouldn’t that be nice. So let’s just dive into number one. Now I’m going to move through these quickly because seven is obviously a lot. But I’ll talk about how you can get, we can go even deeper after this, if you want to, if any of this is resonating, you’re like, ah, I need to help around one of these things, or all of these things then don’t worry, I’m not going to leave you high and dry. But I just want to make sure we get through this because this is all really important stuff. 

So element number one, messaging that speaks directly to your client. Okay, so I’m talking about when you create content, when you write something on your website, when you send out an email, they go, Whoa, it’s like they’re inside my head. How did they know that? Okay, so this is so important. Because the result of this means your audience, your ideal clients feel seen, heard and understood. And all of those things lead to trust, okay, so until they trust you until they’re even paying attention to you, like nothing else you do is even going to matter. So we have to do something that makes them go, Hmm, okay, I’m interested, keep talking. Does not mean they’re obviously going to start working with you immediately, like there is, depending on personality types, depending on the kind of service or products that you offer, sometimes the pipeline with someone could be a very long time. But sometimes it could be instant. And I’ve even had that I’ve had people that discovered me and got in touch, the second they discovered me filled out an application form and we just got the ball rolling. Other people quietly lurking in the background, and some of them have been following me for ages and are like, I am going to work with you eventually it’s just not the right time yet. But as I say, the key here is that we need to have them paying attention, they need to feel understood, they need to feel like you actually get them that you understand where they’re at, in the journey, where they’re struggling and what they need help with. And not that you’re talking down to them or throwing jargon at them or, or even playing into, like the, the fear triggers that you know, a lot of people love, like they like just like agitate the pain points agitate the pain points, but they’re kind of missing the point, all we have to really do is make sure that our ideal client knows that we get them and that we are equipped to help them. We don’t have to manipulate them. We don’t have to play with fear and scarcity to get them to click something and work with us, no, like, if they feel understood, and they trust you, they’re going to already be paying attention. Okay. And then obviously, there’s all these other things that play into whether they end up working with us, but this is really step one, okay, because if our messaging is off, you’re already not attracting the right people, you could be speaking to the wrong people, or you could be speaking to no people. Now messaging is a huge topic. So I’m probably going to have to do at least one episode just on this. But the I guess the takeaway for this one is I want you to have a think about that. How clear is your messaging right now? How sure are you that your message is cutting through that newsfeed reaching that ideal client and hitting them square in the face? I’m not sure if that’s an actual thing, or right in the heart, you know, and having them go ‘Oh, wow, like, finally, someone understands’. Okay, so if you are not confident in that, then it’s probably a sign that you need to add working on your messaging to your list of to do’s.

But let’s just move on to element number two, which is looking the part now I am not talking about dressing fancy wearing tons of makeup. No, I’m just talking about your first impressions. This is the Get Seen part of my five part framework. First impressions are like, Okay, so what is like, what is your client experience? When they first discover you? Okay, so whether they discover you on LinkedIn, or Instagram or your website or in a Facebook group… Is it consistent? Do you look professional? You know, are your images the same across the board? Do they you know, are they are they appealing? Do they actually kind of give a clear idea of who you are, what you’re about and who you’re here to serve? You know, do you have consistent colors and fonts, is your website user friendly? Can people even like read the text? Or is it you know, is it not done in a way that’s easy for people to access? If you’re sending an email, is it coming from like a hotmail address? Or is it like @yourname.com? All of these things, even though individually, they can be really small things and they don’t necessarily make or break an experience or you know, they’re not necessarily the deciding factor. But what we want to do is make sure we have enough yeses as possible so that we’re just removing that resistance and removing the chance that someone is going to kind of just go ‘Hmmm, no, I don’t think I trust this person.’ So all of these things really come down to someone seeing you as a professional. And that is important because obviously, if we believe you’re a professional, then there’s again, a layer of trust there, this isn’t about you trying to appear is something that you’re not. So I’m not saying go out and get these really like stiff corporate looking headshots, or that you have to have like a really expensive business card, you just have to think about your audience, what do they need from you to trust you like, what, what are they looking for in a professional, it’s never really about you, even though it is I know, this is like, I’ve probably said this before, personal branding is not about you, even though it’s about you. It’s about how we’re see, how we’re interpreted like everything that we do, it’s about the impression that we make on the people that we want to work with. So I want you to run a little bit of an audit and just go Okay, what is that first impression and think about every single platform you might be showing up on? I don’t care that you don’t use Twitter, if you’ve got a Twitter profile, someone could find you there and make judgments. So you know, if you don’t want to maintain certain profiles, because yeah, I just don’t use them, then just ditch them. But it’s better than sort of like half doing it, you know, where you kind of exist there, but you don’t. And so therefore your photos are out of date, your bio is like from 2005. Okay, that’s enough on that one. 

So let’s move it to element number three, making it easy to work with you. This is so underrated. As part of your strategy, you would be blown away at how difficult some people make it to be able to work with them. There is no clear path of action, whether you’re on their website, you’re on an email, you’re on their social media profile, reading a post of theirs. It’s always just kind of what I was mentioning, it’s implied it’s not even implied, it’s unspoken. If I land on someone’s website, and I’m looking and I can see that they do what I’m looking for, I then want them to tell me how I can take action and what my options are. So this is where website strategy comes in. It’s where clear calls to actions come in. And it’s also where even sharing on social media you do every once in a while just say like, let people know how they can work with you. You know, we get so caught up and trying to impress with things like ‘how to’ content and stories and all of that. And then we just missed the obvious, which is like, oh, by the way, if you want help with this, here’s how you can work with me. And I’m laughing while I say this because I forget sometimes too. It’s so easy to forget, we overcomplicate things, but sometimes that’s all people need to know. So when it comes to your website, I want you to look, this is a good idea, sometimes we don’t see it the same way like we have trouble putting ourselves in our client shoes. So it’s a good idea to send a few people to your website and get them to look at it. And go how easy was it to figure out what I do, how to work with me, like did you click anything that didn’t work? If you filled out a form, did it, you know, give you an error message, those kinds of things. And then obviously, when it comes to website strategy, like this is a topic in itself, obviously something that you know, I go into properly in my programs, but you know, just making sure that we cover all of those basics, like what do you do? Who do you help? How can they work with you? You know, maybe what’s your availability? Do you want to have any prices there? And then how do they get started? What is the next step that they should take, and that really should be available on every single page on your website, including your blog articles, okay. So the whole result of all of this just means removing resistance to work with you, which means your audience can actually take action while they’re the most engaged because this is what we forget about often people discover us while they’re the most interested in getting help, they discover us while the pain, the problem that they’re experiencing is bothering them the most. So there is nothing worse than having someone go ‘help I need you’, land on your website, get confused and go away disappointed because they actually did want your help specifically. So don’t do that. Make sure it’s easy for them. 

Okay, now let’s move on to element number four, demonstrating your authority. So if you want to be that magnetic brand, we need to see that, you know, you are an expert. And so there are so many ways we can do this. And there are ways we can do this from the very beginning before we have much proof because obviously social proof is a huge part of this, you know, just even little screenshots of people saying, oh, you’re awesome. That was so helpful, you know, and it could be screenshots from a Facebook group or reply to an email. It doesn’t necessarily have to be formal testimonials just yet. But I know how difficult that is in the early stages. So you know, I mean, I always say like if you have no experience and you’re really struggling to get anyone to hire you because you don’t have any social proof. That’s why you might want to come up with some sort of entry level offer some sort of promo where it’s like just you know, you offer it to a very limited number of people at a very special price. Just to get some proof. Everyone’s you know, the jury’s out on this one people like don’t work for free and other people are like, you know, do what you got to do. Like I think it’s different for everyone if you feel in your worth if you feel like you know what charging only $100 for this, which is crazy, but is going to get me the social proof and the confidence that I need to land premium paying clients, then you do you okay, so I’m not going to comment on that. We all gotta do what we got to do. But aside from social proof, polarizing opinions, okay, so you actually having an opinion standing up for what you believe in, what do you disagree with that’s going on in the industry? Like, what is your audience just getting wrong, or like do they have any limiting beliefs about themselves or their misconceptions they have about the result that they’re looking for, speak to those nothing makes you look more like more of an expert than actually having an opinion on these things. And then obviously, we can go like this is a little bit more vanilla, in which I talk about, but providing valuable content is huge, too. If you can provide your audience with quick wins, show them that you know what you’re talking about by providing that value, then that is still going to demonstrate your authority as well. So there’s three areas are three of the really key ones. And the result for this is standing out in a crowded newsfeed, which is huge, obviously, because it is a noisy place out there. It also means differentiating yourself from the competition. And when I say competition, like there is no competition, if you really show up as yourself, if you’re sharing your story, sharing your opinions, being unique. But if you are just trying to fit in, you’re doing the same ‘how to’ content as everybody else, then you’ve got a lot of competition, let’s be honest. And then finally, this also means becoming your audience’s trusted advisor. If you can be there for them before they even know they need help, then of course, they’re going to think to lean on you when they do need that help. So don’t discount the fact that you need to start showing up now. Don’t just show up once you have something to sell like this is the perfect time, the perfect time to shop is now today, no matter what state you’re in, no matter how you’re feeling about yourself, just start showing up and it will get easier and you will start to build those connections.

Okay, I think we’re up to element number five. Yes. Okay. Showing up with confidence. So this is a bit like a bit of a segway like a perfect segway, really. But how you show up is just as important as what you’re saying and what you’re sharing. So this is where we have to go inside. Doing that inner work. I know how difficult it is to show up with confidence when you’re questioning everything. When you’re like, I’m a perfectionist, this isn’t good enough, I’m an imposter. People are gonna know I’m a fraud. I don’t know what I’m doing. I’m new at this. Or am I charging too much? Or do I really know what I’m doing? Can I really help people? I know there’s voices. Okay. I told you, I’ve been there. I am there. Every time I think I’ve overcome something. I’ll try and reach my next level. And those voices come back to scare me again. But here’s the thing. This is just a hot tip. Okay? If you can see those voices as a confirmation, a sign that you are growing, that you’re moving forward? Don’t you think like, that’s a cool way to see it. It’s like, ah great, I’m doing what I’m supposed to be doing because growth is the name of the game here. And if you never hear those voices, it means you’re stuck. It means you’re complacent. You’re not moving forward, you’re not changing anything, you’re not taking any risks. We have to take risks constantly as entrepreneurs, that is how we grow. It’s how we succeed. So you need to start figuring out a game plan. So not just like a strategy for your socials, a strategy for your website, all of those things, you need a strategy for how you’re going to uplevel internally, okay, this has been the biggest game changer for me. Anytime I start to see bigger results in my business, I’m talking like growth and like the revenue increasing. It’s actually a direct reflection of the work I’m doing internally. It almost never reflects the change that I do externally, like, you know, it’s like, oh, I just had this new social media strategy that just magically made me all this money. No, the work that I did last year, and maybe I’ll do a whole episode on this. Let me know if you’re interested. Send me a DM. But last year, so 2020. I actually tripled my revenue from the year before. Now there are a lot of factors that go into that. And obviously, I’m not sharing real numbers right now. Because that’s not this what this episode is about. But I can tell you right now, that as far as my strategy goes, and the products I was offering, it was just like this slog throughout the year, like I was just trying things I was experimenting. I was mostly consistent, but I didn’t. There was no breakthrough change where I was like, oh, suddenly I figured it out. Like this is what I was supposed to be doing, like I was like, oh, it’s all because I did this with my podcast. No. The work that I committed to the most consistently out of anything was the internal work of really owning myself worth, dealing with my money stories, really starting to see my value and pushing through that pain and resistance when I was in my head, okay, so that is what led to huge returns. So you need to do the same and how we show up, like I was saying the energy that we have when we show up is what is the most magnetic. So if you are showing up with pretty graphics, and well written captions, but internally, you’re like I’m a fraud, I’m a fake, I’m terrible, I suck, I’m never going to succeed, guess what, you are not going to attract your dream clients, you might attract some clients, but they’re going to be the wrong ones. So when we are able to show up with confidence, that’s like inside out confidence, the result is really you naturally just instilling your audience with trust, because you obviously know what you’re doing. And you’ve also got the energetics of magnetism happening like the stuff that we can’t really fully explain. But just like when your energy shifts, you just suddenly start attracting the right things like that is what happens here. 

Okay, let’s move on, though, because I could go on about that one all day. So element number six, being consistent, aka reliable. The fact is consistency builds trust. So when I say consistency, I mean, not just like about having your plan and you know, showing up if you say you’re going to post three times a week on Instagram, you post three times a week on Instagram, but I mean, consistency everywhere. Like, if people get one experience of you on social media, they better be getting the same experience of you behind the scenes, like if they decide to work with you. And you know, if your messaging is one way on one platform, it should be the same on other platforms like so it’s just, it’s all of that kind of consistency. And if you go above and beyond making them feel really special, when they first start working with you, are you going to make sure that they still feel like that, by the end of the time of them working with you, or is it all just about the beginning? So I want you to just have a think about all the elements of consistency, and make sure that you’re actually you know, you’re getting them down so that your audience can trust you because they know what to expect. And then when with the consistency of showing up, it’s really just making sure that they’re, you’re also there when they need you keeping in mind that for some people, they’re ready immediately to work with you for others they’re not. But if you disappear for two months, and then finally come back, you may have missed your opportunity. So you just want to be that constant for your audience. So that when, when they do need you, you are popping up in their feed, you know, you’re not, you haven’t gone completely silent, because that could be really dangerous. Like, they’re gonna be like, Oh, crap, I thought this, or they just might forget you completely, and then they’ll find someone else who was there for them. So consistency is huge. This is what I mean, I talked about consistency in pillar five, which is Repeat of my framework. And we’re not just looking at showing up consistently, but like then also reading the data so that we can double down on the things that are working really well for you and then tweak the things that aren’t. So, you know, consistency is less about just showing up over and over again, and not really paying attention to what’s going on. But it’s showing up intentionally over and over again and constantly making tweaks and adjustments. Hope that makes sense. 

Okay, finally, element number seven, and whoa, whoa, this is a big one. Are you ready? Tough Love time, investing in yourself? Here’s a question for you. How do you expect others to invest in you, particularly if you’re offering some sort of premium package or product? If you don’t invest in yourself? I know, it’s like, it’s crazy to think but I’ve had conversations with people who are going ‘ah people just don’t want to spend any money on me and you know, like, I think I’m fairly priced’ But I know that it’s a service offering so obviously, it’s like, this is not some $27 thing that people are paying for like it’s hundreds, even 1000s of dollars and they can’t even spend a couple of $100 on themselves to either get, you know, to get some photos or to buy a course to upskill. Like they’re not spending a cent because they’re in that again, fear or scarcity mindset of like, oh, I can’t, I can’t until I get some money and I can’t spend anything. And they are surprised when people won’t invest in them. Investing in yourself is not just about upskilling, it’s about constant growth because trust me, it forces you to keep growing. It gets you to show up in a different way. So there’s like your energy shifts when you’ve got skin in the game your energy shifts, you show up differently. I mean, I’ve used this example in a previous episode, but again, I might revisit in more detail. But when I invested in the biggest investment that I’ve made in my business at the beginning of 2020 I immediately showed up for myself in a different way and there was this different vibe that I had because I was like I have to succeed. I am going to make this money back and it led to the biggest year of growth of my entire life on every single level emotionally, spiritually, financially, like all of the things. You know, it also means more accountability. Like, there’s just so many things. And the big one, you were really saying, and because this was the decision that I had to make, when I was trying to make the call about whether I invested in this program. I didn’t have the money, I didn’t know where it was coming from, like, I was not doing well, at that moment. And the thing, that voice that popped into my head just said, ‘Hey, Kat, if you don’t invest in this, it’s basically you admitting that you don’t believe you can make the money back’. And that blew my mind. Because once I heard that, I was like, well screw this, of course, I can make it back. Of course, I believe in myself. So therefore, I’m putting that money down. So that was a huge shift for me. And I think it’s this that is connected to self worth, again, like, do you believe in yourself enough to invest in yourself? Or are you just terrified that you’re not going to get that return on investment? So that was a big shift I had to make. And it’s one that I’m constantly making, like I’ve tackled that one. But there’s always more money stories there is always more self worth stories that we have to work through. But it’s like a ripple effect, it does actually get easier. So I want you to ask yourself, like, what is your approach to investing in yourself, whatever that looks like, like, for me, even I made a shift when I invested in a nutrition coach, I’ve never invested in that kind of coach before. And it was not money again, that I felt like I really had but I started to go, well, I need to do something different. I need to see a result that I’ve never seen before by doing the same old things over and over again. So a huge topic. But again, just be able to ask yourself the question. And if it stings, if you’re like, oh, crap, like, I’m asking people to spend all this money on me, and I’m not spending it on myself then obviously, there might be some work to do. So these are the seven key elements of building a magnetic personal brand, and not just about your brand, this is about success in general, okay, because so much of it, as you can see, connects to mindset and energy and all of that. So I really, truly believe that even if you were just to start focusing on one of these things you are going to start to see an improvement. But here’s the disclaimer. All of these things that I talked about really rely on the fact that you actually know exactly who you’re speaking to, what they’re going through, and what kind of transformation you provide. So here’s the deal. If you want to take another step in the right direction, grab yourself a free copy of my in demand brand blueprint, okay, so it’s, you can go to personalbrandingproject.co/blueprint, and you’re going to get like a little roadmap and a workbook and you can start to get a little bit of clarity of where you’re going. If you’re very impatient like me. And you’re like, I’ve got enough freebies, I just want real help, then you might be interested in my Seen, Heard, Paid Academy where I break down my entire five step framework to really helping you get Seen, Heard and Paid, obviously, so you can head to personal branding project.co/shp, seen heard paid, and you can get all the details. And I will obviously include all of the links down below in the show notes. If you have any questions if you have requests for me to dive deeper into any of these elements that I talked about today, just DM me on Instagram @iamkatelizabeth, if you enjoyed this episode, please screenshot it, share it to your stories and tag me I’ll absolutely reshare it and give you some love. And I would love it if you haven’t yet left a review for the podcast. It makes such a huge difference in helping the podcast get seen and heard as well. So you can do that wherever you listen to podcasts and just know that I would be eternally grateful but thank you as always for listening, and I can’t wait to chat to you on the next one. Bye for now.

ABOUT KAT

Kat is a copywriter, brand & messaging strategist personal branding coach and the founder of The Personal Branding Project whose mission is to help you go from best-kept secret to in-demand brand.

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