Episode 18: How to Get Clients Online: Part 3

Episode 18: How to Get Clients Online: Part 3

The #1 question that online service professionals are asking right now is, “How do I find my ideal clients online?” In the third part of this 3-part series, Pamela walks you through the final important component of online client attraction.

You’ll discover:

• The two different types of language to use in attracting your ideal clients online
• The 3 non-negotiable elements you’ll need to be taken seriously
• The “right way” and “wrong way” to dress for online video – it’s not what you think

Timecode Guide:

02:44: Let’s talk about how to use Muggle language (or Tribal Language for the non-Harry Potter fans out there listening!)
08:20: Discover everything you need to know and have to run a successful, on-brand Livestream
18:59: If you’re feeling stuck after this 3-part series, you can work with Jon, one of Pamela’s coaches, 1-on-1 in an exclusive session for podcast listeners here: BookMyBreakthroughCall.com

Podcast Transcription

Episode 18: How to Get Clients Online: Part 3

Intro

Intro (00:00):
You’re listening to ‘A Profitable Impact.’

Pamela (00:02):
There were three non-negotiable elements you need in order to be taken seriously in your online presentation, knowing what they are and using the right one at the right time makes the difference between attracting your ideal client and confusing, or even repelling them.

Gene (00:18):
Welcome to ‘A Profitable Impact,’ where every single week we help experts like coaches, healers, course creators and other online professionals to expand their reach, increase their impact in the world, and to be well-paid for their extraordinary skills and talents. My name is Gene Monterastelli, and I am the lead coach in Pamela Bruner’s Impact Accelerator coaching program. Now please welcome my friend, my colleague, and the CEO of Attract Clients Online, Pamela Bruner. How are you doing today?

Pamela (00:45):
I am doing great. And we get to wrap up our series on how to get clients online today.

Gene (00:51):
It’s really great that we get an opportunity to, but thinking about this in a thoughtful, deliberate step-by-step way, because oftentimes the people miss the mistake people make as they try and do it all at once without thinking about it in a deliberate way. And so by stepping through these three steps, it’s made it much easier for us to do it.

Pamela (01:05):
Yeah, exactly. That, and you can listen to this episode without hearing parts one and part two, but you will want to go back after you listened to this and catch the rest of the series.

Gene (01:13):
And so as we’re having this conversation today, if there are thoughts that percolate into your head and questions that you have about how you can apply the information that we’re sharing with you today in your business, we would love to offer you a free consultation with one of our coaches so they can help you do exactly that. All you need to do is go to BookMyBreakthroughCall.com. That’s BookMyBreakthroughCall.com, get on the calendar. And one of our coaches will help you to be more effective attracting clients online right now.

Pamela (01:43):
You know, in the first two parts we talked about who you’re looking to attract online, how do you identify your target market? We talked about the message that you use and how to craft that message in a very particular way. Today, we’re going to talk about how you share that message in a way that you appeal personally to the people that you want to attract. And so we will be going over two different kinds of language to use and attracting your ideal client online. And both of these are super important and it’s a fairly unique distinction. Also, what are the three non-negotiable elements you need to be taken seriously when you do any kind of online client attraction and the right way and the wrong way to dress for online video? It’s probably not what you think.

Gene (02:33):
Well, I’m excited about this, particularly for this first part, because you know that I love language and the way we use language so much. And when we’re communicating. So what are those two different types of language that you’re talking about?

Pamela (02:44):
You know, often people have a particular phrase or, or a particular process that they talk about, or they use a word in a unique way in their business. And that is what I might call brand language. And I most often called tribal language. So that is the language of your tribe. For example, we talk about Muggles language, and that’s a reference to Harry Potter. Muggles are people who are non-magic magical in the Harry Potter Wizarding world. And so when we say you need to use the language of the muggles or saying, you need to use language that won’t be understood, or that will be understood by people who are not coaches, healers or experts. And that is part of my tribal language. And there are many, many other examples. That’s just one, but you don’t use tribal language in your front-facing marketing. You use the simple language of your clients, of your ideal clients.

Pamela (03:39):
They don’t know your tribal language yet. And so one of the big mistakes that people make as they’re putting out videos, putting out articles, they lead with tribal language. Like if I led with a video that was how to use Muggle speak in your marketing. Now that might get some attention as a curiosity post, but it’s not really getting to the heart of the content that is in that. It’s more understandable to the ideal client for me to say, you’ll learn the three characteristics of a compelling message to attract your ideal client online. That’s a much clearer version of that. And so tribal language is language you want to use. Once people start watching a video, or once they get into some content that they’re consuming from you, because then they walk around going, this is such a cool concept. I’ve never heard of Muggle language before. I love this idea and they have a new concept. They got an aha and it’s wonderful, but you start with something that they understand. So you start with the ideal client language, which is one type. And then within your presentation, within your article, within your teaching, you teach the tribal.

Gene (04:50):
I think one of the things I’ve heard you say before Pamela is tribal language attracts a tribal audience, which means that we’re immediately cutting off a good group of people. And the after hearing you say that one time, it came very clear to me. When my sister was visiting me here in New York, I live in a very funky neighborhood. And within half a mile of my apartment, there are 16 different yoga studios. And my sister wanted to go to yoga. She loves yoga, she’s a trained instructor. And so she was looking around the neighborhood to find the yoga studio that made the most sense for her. And when she was doing it, she was using my computer. I was looking over her shoulder cause I was just curious where she wanted to go. And as I was looking at the website, I did not understand anything that was on the website because it was talking about a very specific type of yoga and teaching training and history. And for my sister, that was absolutely perfect because she was already part of the tribe. But for me, I would never walk into that particular yoga studio because I had no idea what they were talking about. And so when we are using that inside, we’re communicating clearly to the people who already understand. And it’s not that we’re not communicating with the other people. We’re actually building a wall, which makes it difficult for them to come through because they feel like they don’t fit in because they don’t understand what’s going on. Exactly.

Pamela (06:12):
So the message here is to make sure that you have pre transformational language, make sure that you have language that is easily understood by your ideal client before they listen to you. And then within your teaching, within your presentation, within your share, you can introduce them to some of your tribal language. Okay.

Gene (06:31):
I also want to highlight inside of that, Pamela, that just understanding that doesn’t mean that it is necessarily easy because it’s really hard to remember what it was like before we had that transformation. And so this is something that you need to be particularly skilled at and spend time to make sure you’re doing this in an effective way, because there are times where we think we are speaking in pre transformational language, and we’re still speaking in that tribal language.

Pamela (06:58):
Yeah. And it can be very helpful to be in a group or to be bouncing your ideas off of people who do not share your level of expertise, because they will tell you whether something is understandable or not. So let’s talk about three non-negotiable elements you need to have in order to be taken seriously when you are in online client attraction, when you are working online. And the first of these is good sound. So right now we are recording in a professional studio. We have very, very, very good equipment for this podcast. It’s something that we both believe in, and that’s a reflection of the brand. Now you don’t necessarily have to be using the hundred or thousands of dollars Mike’s that we’re using in this. But think about as you’re making a presentation, of course, in this particular example, I’m going to be talking more about video than I am about audio. Make sure that you’ve got something that enables you to get really, really good sound.

Gene (07:55):
It’s really interesting, even though we’re talking about video right now, Pamela, and we’re going to talk about different aspects of that as you move forward, sound is the most critical aspect of video because we can be in a circumstance where the visuals might be less than perfect. But if the audio is good, we can still learn from it and consume it. We can have dazzling visuals. And if the audio is no good, then the video is not very useful for us. And so that’s the reason why I think you mentioned that.

How To Show Up and Elevate Yourself Online

Pamela (08:20):
First and it does take us to the next, which is good lighting. Now, good lighting has become far, far easier lately than it used to be. There are ring lights that are available around iPhone cameras. I use a, you know, like a $60, $80 studio light that I bought online that it’s a light box and it goes mounts on a stand, very, very simple, very easy effect to do. Um, I bought that before the ring lights were even available. So good lighting, making sure that you don’t look either washed out or too dark. So people can’t see your features because they can’t connect with you. If they’re not seeing your features, they’re not seeing your eyes and your eyes light up and your mouth move and things like that. Good lighting is really important when you’re doing it.

Gene (09:05):
And one thing to pay attention to when you’re looking at your lighting is pay attention to where the windows are in the room that you are recording in. So for example, in my home office where I do a lot of my video stuff, I have immediately to my left a giant window. And if I don’t put something specific over that window to cut that light out, when you look at me, even with my lighting turned on here in my office, the left side of my face is completely lit up and the right side of my place is completely in shadow. And so in addition to thinking about the lighting that we’re adding, it’s also good to pay attention to the natural light that’s showing up and making sure you’re putting yourself in a place where the light you’re using is balanced so that you’re not in a circumstance where you are too faced and there’s half of you there. And half of you.

Pamela (09:51):
And the interesting thing about the cameras that are now available, you know, I use, I think a $200 Logitech. The cameras that are available now are more used to low light scenarios than they are to highlight. If you have a very, very expensive video, you’ll have to have very, very expensive video lights that give you a great deal of light in order for a camera like that to work effectively, ironically, the less expensive the camera in general, the less the light need. Uh, but again, I use, I have a window balanced by light. If there’s a lot of light streaming through the window, I have to close the curtains on the window and I just go with room light. And that eliminates very well. So as you were evaluating your video setup, as you’re thinking about doing Facebook lives or LinkedIn lives or Instagram TV (IGTV), or whatever the format is that you want to share, do give some thought to how can I make this lighting look really good and really professional?

Pamela (10:48):
It does not have to be an expensive solution. It just has to be a clear and consistent one, the third area to look at the third non-negotiable element, I believe you need to be taken seriously is a good background. Now I have a particular background for all of my video work. I’ve got the wall of my office, which has a fairly large painting on it. This painting was not an expensive painting, but it’s a great painting that makes a good background. It’s canvas. There is no glass on the painting, so there’s no reflection of glass behind me. People comment all the time that they love the painting and where did I get the painting and that kind of thing. And the truth is I bought it at a decor place online, again, not an expensive thing, but it creates a very neat and effective background for myself. Gene, you have a particular background that has a little more, I would say character and quirkiness than my background, which is a reflection of our personal brands. Do you want to talk about your

Gene (11:45):
Absolutely. So the first thing that I did was I completely repainted my background. Um, I actually behind where I normally record my video. I have a door and a doorframe, and so I painted it all a light solid color so that I have a nice contrast with me in front of it. And then the paintings and images that I have behind me are from street artists that I really love. Now. They’re not super, super complicated. They’re not super, super busy, but it shows a little bit more of my personality. And I wanted to make sure that I was doing stuff in a way that was looking professional and nice without being super, super formal. Because one of the difference between you and I is I am a little quirkier and you’re a little more elegant and it’s important that our space represents our branding and who we are as we’re showing up on camera.

Pamela (12:33):
Exactly. One thing that I will encourage you not to use is if you do a lot of presentations like zoom to Facebook live, you can certainly go live on Facebook, go left on LinkedIn, but you can also do Zoom to Facebook live or Zoom to LinkedIn. I would encourage you not to use one of those artificial zoom backgrounds while there’s reasons that people use them and they can be effective. I think they also subconsciously give the impression of fake. We know they’re fake backgrounds and sometimes we go, Oh, that’s a cool fake background, but we still know it’s fake unless fake is part of your brand message. And I’m guessing it’s not, I would suggest that you use a real background. Even if you have to go out and get some kind of, you know, screen to put up behind you as a background, it’s better than using something where as you move sort of the screen shifts a little bit, it goes in and out of focus or something like that.

Gene (13:26):
And there are all sorts of backgrounds now that you can choose. They’re really simple cough cloth backgrounds that are easy to hang that look like brick walls, wood paneling bookshelves, so that you can look that you are in a place that is appropriate, but looks so much more real than that fake little background. That’s keeps feathering around the edge of your body. That doesn’t really know when you stop and when the background begins.

Pamela (13:48):
So I think in order to look professional or be taken seriously, you need good sounds. You need good lighting and you need a good background, but you can hear in the way that we’re describing this, that this doesn’t mean that you have to pigeonhole yourself into a particular expression. As Gene said, he said, I’m more elegant. Thank you very much. I think I’m more formal for sure than you are. But again, I don’t have, you know, some kind of guilt-framed painting or mirror behind me. I have something that expresses my love of the outdoors and art and things like that. And you have things that are a little bit quirkier. It’s all good. It just has to be thoughtfully curated. So now let’s talk about the right way and the wrong way to dress for online video. And this may not be what you think. You know, you said something the other day, Jane, about how you show up at live events that I thought was a great indicator of how you want to show up on video. Can you share that? Okay,

Gene (14:44):
Absolutely. That whenever I show up at an event, even just as a participant, when I’m not, I always like to dress one half a step above what the average conference goer is dressed as. And it’s really funny that when I’ve done that for the last four years, cause I started tracking this because it happened so often I would go to conferences in which I was not speaking at. And inevitably at some point during the conference, someone would turn to me who I was just talking to him like, Oh, so when are you speaking? Just because of the way that I was carrying myself. So if it’s a conference that is pretty casual, like I’ve been podcasting 14 for 14 years. I love podcasting conferences. They’re pretty casual affairs. So I’m going to be in a circumstance where I’m wearing a nice shirt, maybe jacket, and I’ll be in jeans and boots.

Gene (15:35):
If I’m at something where people are in dress shirts, I will probably have a dress jacket on. If people are in jackets, I will probably have a tie on, I don’t need to be way out ahead of everybody else and way above them, because then you are not fitting in and you’re out of step, but by deliberately going, okay, this is where everybody is. I’m going to do that just a little bit nicer. It’s going to make it so that you stand out as someone who is showing up professional, the goal is not to be formal. The goal is to be professional. And in each context, what that definition is, is going to be a little bit different.

Pamela (16:09):
And so when I say the right way and the wrong way to dress for online video, again, it’s thoughtfully curating what it means to dress for your brand. Now my former profession was as a Celtic, harpist and singer. So I had, um, a very Celtic look going on. My hair was different, where it was much longer and curly. And um, and I also had a particular way that I dressed as a Celtic harpist. Um, think Stevie Nicks from the 1980s, flowing velvet tapestry kind of things. And that was very unbrand for me with that completely previous profession. Now I show up in a different way. Dressing on brand means something different to me. Do I still own some of those flowy tapestry, velvety things I actually do. And I may wear them occasionally in my off hours, but they are not part of who I am as a professional. And they’re not the way that I dress online. So think about what would it mean to dress on brand a half-step above my ideal client. I think Gene, you said, I don’t want to show up in a tuxedo and you’re right. You don’t, because it’s, it’s, off-putting, it’s too much of a difference, but you do want to show up as someone aspirational for your ideal client, someone that your ideal client wants to be, or, or believes they can trust.

Gene (17:30):
It’s interesting. So typically when I appear on camera with clients, because I do most of my work over Zoom I always wear a nice button-up shirt, not wearing a tie top buttons and done sleeves are rolled up. And I was wearing a couple of weeks ago with a new client, someone who we’d not met video before. And I was wearing a much more casual button-up shirt and we got online and she said, Oh, you look different than I thought you would look. And it was. And I realized in that moment is I was looking less professional than she expected me to show up in that particular setting because I was wearing, even though it was a button-up shirt, it was clearly a much more casual button-up shirt. And it was a reminder of yes, like people have a particular expectation of how we’re going to show up when we’re being professional in that context. And I didn’t need to have a jacket, a tie for her, but being at a different shirt would have created a slightly different first.

Pamela (18:30):
Sure. Such a great message. So with all of this, you know, thinking through what is my initial marketing language, what is the tribal language that I want to share? Do I have those three non-negotiable elements of good sound, good lighting and good background all in place? And how would I define my brand dress style in order to be present and to be aspirational for my ideal clients. When you get all of that wrapped together, you end up making a really good impression online.

Gene (18:59):
So, if you are in a situation where you’ve been listening to today’s episode or any part of our three-part series, where you’re trying to figure out how to more effectively attract clients online, and you’re feeling a little bit stuck, and you’d like some feedback on the work that you’ve been doing, we would love to have one of our coaches talk through any and all of this with you, all you need to do is go to BookMyBreakthroughCall.com. That’s BookMyBreakthroughCall.com. And you can get on the calendar of one of our coaches absolutely free. So they can help you to be more effective in communicating clearly online, which makes it easier for you to resonate and to connect with your ideal client. If you’ve enjoyed the conversation we’ve had today, and you know, another entrepreneur, a transformational healer coach who could use a conversation like this, please be our ambassador, pass it along.

Gene (19:45):
You don’t have to send it to everybody in the world, but you might know one or two people who this is exactly the right message that they need to be hearing today, which will help them to be more successful in their business, which means that they’ll be having a larger impact in the world as well. Please pass the episode along if you haven’t done so already subscribe to the show. Subscribing in podcasting is always free. You can subscribe an Apple podcast, Google podcast, Spotify, Pandora, Amazon music, audible, basically everywhere you get audio. All you need to do is search ‘A Profitable Impact,’ click Subscribe, click Follow, click whatever the button is in that ecosystem that you’re listening and turn on the Notifications so that when a new episode comes out, you are notified right away and you can get all of the goodness that we are sharing. If you have a question, a comment, or a topic that you would like Pamela and I to, to answer on a future episode, we would love to hear from you. All you need to do is go to AttractClientsOnline.com, click on that contact link, send us an email, put in their question for the podcast. We would love to hear from you. For ‘A Profitable Impact,’ I am Gene Monterastelli, and until next time, I hope you have an impactful week.

Want to know more about how to attract your ideal clients online?

Check out my blog post, “3 Ways to Attract High-Paying Clients Online” to learn more about how to find high paying clients today. I know that #1 will probably surprise you!

ABOUT THE PODCAST

Building a business as a coach or expert is challenging, especially if you’re trying to find your clients online.

Join business coach and online marketing expert Pamela Bruner as she uncovers the secrets of successful transformational businesses. If you want to make a difference in people’s lives, expand your reach, and attract high-paying clients, you’ll love this show!