I’m never too embarrassed to admit and share the mistakes I made when I started my business.
I’m on a mission to help as many women as possible to attract your dream clients into your business so you can quit your soul-sucking (or was that just mine?) 9-5 and actually get paid to do the work you LOVE.
I was totally clueless when I started my business 16 years ago, and if I’d understood these key components, not only would I have saved HUNDREDS of hours but I’d have brought in way more money, for sure!
Okay, so what were the 4 main marketing mistakes I made way back in 2008 that stopped me growing my business?
Let’s dive right in…
1) NOT EXPLAINING MY SERVICES IN A WAY THAT GOT PEOPLE BUYING
When I wrote the copy for my website and marketing materials, I didn’t take into account how and why people buy.
So I didn’t effectively explain how it could help a potential client (in a way that they actually cared about)!
I wrote things like, ‘A colour consultation helps even out your skin-tone and makes your eyes pop’!.
And I just talked about what happened in each consultation rather than the transformation someone gets!
IT’S SO IMPORTANT TO MAKE IT CLEAR WHAT THE ACTUAL BENEFITS OF WORKING WITH YOU ARE - AND IN A WAY THAT MATTERS TO YOUR IDEAL CLIENT!
2) Not sharing my story
A lot of people tend to think Personal Stylists are just for the rich and famous. (This might be the same in your industry too?)
People saw my ‘after’ and didn’t realise that I’d gone through a transformation. A massive one actually.
I was busying trying to hide that part of me though. I didn’t think they’d take me seriously, as a stylist, if they’d knew the hot mess I’d been before.
I tried to look as ‘perfect’ as I could because I thought that would be the best way to get people to hire me.
Psst...it was actually the opposite!
The result = the people I was trying to market to couldn’t really relate to me.
PEOPLE BUY FROM PEOPLE. SHARING YOUR OWN JOURNEY/STORY MEANS OTHERS KNOW THAT YOU KNOW WHAT THEY’RE GOING THROUGH.
THEY ALSO SEE THE TRANSFORMATION AS A POSSIBILITY FOR THEMSELVES TOO.
3) I gave away too much or too little
I didn’t understand content marketing at all back in 2008 (you probably worked that out by now).
I either held back in fear that I was giving away all of my knowledge…
Or I delivered free events and gave them so much value they didn’t need to hire me!
YOU NEED TO POSITION YOURSELF AS AN EXPERT BUT YOU HAVE TO GET THE BALANCE RIGHT SO YOU’RE NOT GIVING SO MUCH AWAY THAT PEOPLE DON’T SEE THE NEED TO HIRE YOU!
4) I SPOKE TO THE MASSES (A.K.A EVERYONE AND NO-ONE)
I didn’t have a clue who my Ideal Client was.
I didn’t want to know.
I was terrified that if I niched down I’d ‘leave money on the table’ and wouldn’t get any paying clients.
It was actually the opposite! When you’re crystal clear on your ideal client marketing is a 1000x easier!
PEOPLE NEED TO BE ABLE TO IDENTIFY THAT YOU CAN HELP THEM SPECIFICALLY
WOULD YOU LOVE HELP KNOWING:
Exactly who your Ideal Client is.
How to explain your services directly to your Ideal Client so they know you’re the solution.
What content to share so you’re seen as an expert they want to hire.
Which part of your story/journey people will relate most to.
GET IN TOUCH AND LET ME HELP YOU FIGURE THIS OUT TOO!
Emma x
P.S. Want to read how I’ve helped others to grow their own businesses so they can do the work they love? Read their testimonials here.