Attract ideal clients by sharing your why and not overfocusing on credentials.

Change Your Story. Get More Ideal Clients.

When I talk with business owners and entrepreneurs who are struggling to get more ideal clients, one of the first things I do is look at their websites. Nine times out of ten, the ones who are under achieving over-focus on their credentials and protocols, but don’t give prospective clients a glimpse of who they are or their “why.”

Does this describe you, or someone you know who is not having the success s/he deserves?

In fact, letting your clients know about you as a person and about your “why” gives you a strong competitive advantage.

Your training is absolutely important, and prospective clients do care about it. But your credentials do not communicate your human connection and likability, or give a full picture of your trustworthiness.

Over-focusing on your credentials may even be off-putting, as it can make you sound like a technician, not a caring, empathic person.

My dad was an MD. He always chose family doctors based on where they went to school and did their internships, and how high their board scores were. At that time, he did not have access to sites where patients can leave reviews. And, we had some terrible doctors!

Now, when it’s so easy to check out credentials and reviews online, I ONLY see medical professionals who I resonate with as human beings. And, I feel (and am) much safer and happier!

Why do so many talented solo practitioners and firm owners over-focus on credentials and fail to tell their “why”?

There are many reasons, including:

  • Sometimes, this is about being too private and not telling your clients why you do what you do. You may feel that talking about yourself is inappropriate or self-indulgent. It’s not. People will trust you more if they know who you are.
  • You may not know how to do it in a way that will resonate with the kinds of clients you want to attract most.
  • And, sometimes, it’s because your inner monologue is telling you negative stories about yourself, so it’s hard to overwrite those old, outworn tapes with a new, positive story that reflects the wonderful you you are right now!
  • For many highly-trained professionals, over-focusing on credentials may be a conscious or subconscious response to the constant barrage of criticism thrown at the profession.
  • Or, you simply may not know why telling your story is important, or what to say. As Sigmund Freud said, “Sometimes, a cigar is just as cigar.”

*See the link on this page to grab a free appointment with me, or click HERE to open my schedule and pick a call time. and I’ll help you get started.

Why you should write about YOU

Your story helps build client engagement and shows that you have the courage of your convictions. This helps to make you likable and relatable.

And when referrals or other prospects come to you for the first time, they already feel a sense of connection with you and your purpose. You don’t have to work as hard to communicate your value, and converting them to paying clients is easier.

Here are three tips for talking about your “why” and capturing it in writing:

  • If you’re comfortable writing your story after that, go ahead. Or, ask someone you trust to interview you about why you do what you do. Then, have it transcribed. You can find very affordable transcription services on any of the virtual assistant and online outsourcing site. I’ve used Fiverr.com for transcriptions. Or, you may already use a service for your appointments; if you’re satisfied with them, use them.
  • Alternatively, a business or marketing coach can help you with this process. This will help you avoid over editing yourself.

Don’t keep postponing your results or staying on the hamster wheel of frustration and overwhelm. Use the sign up box on this page to book a call with me now, or click HERE to open my schedule and pick a call time.

Comments are closed.