Cultivate fertile soil and your offerings will sell themselves.
If you struggle to fill your client sessions and group programs then you’ve probably not yet built an audience that needs (and is open to) your type of offerings.
So how can you know if you have a ripe audience? How can you tell if you have cultivated fertile soil to plant your offers into?
Here is the litmus test:
Write down a list of 10 people that you believe will benefit from your offer.
If you struggle to write down names then your offering is probably premature and you need to invest your efforts into growing your community.
This begs the question … how can we grow a community of potential clients?
Here are my favourite ways to build community:
Publish your own thoughts, ideas and opinions on your without any agenda to sell. If you can help your audience think differently about what’s going on in their life (without the inauthentic approach of pressing on pain points), then they will be keen to hear more from you.
Grow your network and reputation one person at at time. Look for common interests with people (not just ideal clients) and invite them to have a virtual or in-person cuppa.
Interview clients and peers about specific topics that would be interesting and helpful to your audience.
Let people know you are available to present or be interviewed for podcasts, summits and live events.
Submit articles to online and print magazines that share a similar audience to you.
Create opportunities to meet with your audience in real time. I do this is by hosting live online classes (paid classes, not webinars). Other possibilities could be hosting in person events such as workshops, lunches, mini-retreats, or attending live events such as conferences.
Sponsor an event, project or initiative that you and your audience care about. One initiative I’m sponsoring is Eco Pads Australia.
In this conversation with George Kao we talk more on shifting out mindset to community building before sales.
Which of these ideas feels good to focus on right now?
Let me know in the comments.