3 Simple Marketing Tweaks to Draw in More Dream Clients
Want to keep your marketing efforts in top shape? Here are 3 key adjustments to ensure your marketing words are sending the right message — to the right people.
Your business is a living, breathing thing. Ideally, growing year after year, either in revenue, alignment, ease, or all three!
But sometimes, running a business can feel a little…stale.
When this happens, it’s important to pause.
To zoom out.
To pay attention to the big picture.
AND to hone in on some key details. Especially when it comes to your brand’s messaging.
Today, I’m sharing 3 simple tweaks you can make to your business language and marketing materials for a near-instant refresh.
Why?
Because often, though our business grows, our marketing materials and language don’t grow with it.
Over time, this typically leads to misaligned clients, uninspiring projects, and eventually, burnout.
No fun, friend.
I’ve been there. And there was a terrible moment where I realized: while most people in a 9-5 can blame burnout on a bad boss or annoying coworkers, this was 100% on me. I am my own boss, my own coworkers.
And somewhere along the way, I had accidentally created a business that didn’t serve me.
When that happens, we have to shift. To find out where things are no longer in alignment, and set them back on course.
Luckily, there are 3 clear places to start.
First? Hone your marketing language
Have you shifted your offers in the past few years?
Updated your process or client journey?
Niched down to a different type of client?
If the answer to any of these questions is yes, your marketing language might not be sending the right message anymore.
The good news?
This presents an amazing opportunity to get crystal clear on your brand’s messaging — to ensure that you’re attracting the right clients and the right projects. The kind that feel amazing and light you up.
Which is probably the reason you started that business in the first place, yes?
So ask yourself:
Who is my ideal client? Get specific here.
What exact services do I offer? What DON’T I offer?
What skills, experiences, and education do I have that my competitors don’t? How can I communicate that clearly to readers to set myself apart in the industry?
Why do I love this work? Again, get SUPER specific here.
How do clients benefit from working with me?
The questions above set the foundation for your entire brand. So take some time to really dig in and get clarity here.
Not sure how to nail down your ideal client? I’ve created a free guide for you! Snag your copy of the Dream Client Workbook here to get crystal clear on your audience, speak their language, and turn them into paying clients and raving fans.
Once you’ve answered the questions above, it’s time to look at your marketing language through that lens.
Do the words on your website, social captions, print materials, etc speak to that specific client?
Do they clearly outline your services?
Do they position you as the expert that you are?
Do they highlight the outcome clients will enjoy from partnering with you?
If not, time to do some editing, friend.
Here’s a before and after tagline example:
If your current tagline reads…
“Full-service residential interior design in Los Angeles”
…there are a lot of opportunities to be more specific. To draw in right-fit clients (and weed out the rest).
If you’ve identified that you love working with families, only want to take on 200k+ projects, and are hyper-organized and detail oriented, your new tagline could read:
“Whole-home interior design solutions and renovations for busy families in Los Angeles”
Feels better, right?
It’s a small adjustment, but these simple wording tweaks achieve 5 key things:
You’ve weeded out clients who just want a decor refresh or a powder room update.
The word “solutions” makes us think of problem-solving — not just pretty things — which will attract people who want your organization and details-focused approach
You’ve clearly identified your target demographic (families)
You’ve also named a common pain point (they’re BUSY!)
And, with the phrase “whole-home”, you’ve set a price expectation.
Such a simple shift. It’s only a few more words. Yet it completely transforms the tone, clarifies the benefits, and identifies the audience.
Feel like you could use more support with your messaging? I can help.
With the Brand Messaging Intensive, we’ll dig deep into your brand, ideal client, and unique service offerings.
In just one week, you’ll walk away with a full suite of custom marketing words, ready to plug-and-play wherever you need ‘em. (Think website, IG bio, social posts, and client communications.)
Learn more about the Brand Messaging VIP week here.
Second, take a look at your website language and images
For many, a website feels like a one-and-done job. You build it when you start your business and move along.
But this is a missed opportunity.
Your website is your digital storefront — and a key part of your business’ marketing collateral.
The good news? You probably don’t need an overhaul here. (Unless it’s a relic from the early 00s, in which case…maybe.)
But there are little things you can do to make your website more effective — and better aligned with the business you’ve built.
Examine your headings and subheadings
Some website readers will take in every word. But most will skim the subheads to see if it’s worth sticking around — or if they should move to the next search result on Google.
So ask yourself: If someone ONLY read the headings and subheadings — would they have a clear understanding of me and my business?
Do they clearly tell readers who you are, what you offer, and who it’s for?
Is this language still relevant and aligned with my business goals?
If you’re a location-based business, is your service area clear and easy to find?
Can *wrong-fit* clients quickly tell they’re *not* in the right place?
Are the benefits of working with you clearly laid out? (ie — not just service descriptions, but what transformation can clients expect?)
Not sure? Ask a friend or family member — someone who will tell it to you straight — the above questions.
If they’re at all confused or unclear, see where you can be more specific. Simple tweaks to this language make a HUGE difference for your website readers. Use the exercise and example in the section above to give key sections of your website a major upgrade.
Update headshots and images
Still rocking the Rachael cut in your website headshot? Time to upgrade, love.
Images are often one of the easiest ways to tell if a website is out-of-date. Luckily, these updates are fairly inexpensive and easy to make.
If you need new headshots, ask around for local photographer recommendations. Many will offer mini sessions — 15-30 minutes for a reasonable price, delivering a handful of shots to choose from.
If supporting images need updating, there are some great websites out there offering free stock photos.
Try:
If you don’t mind spending a bit for a more curated selection, other paid stock photo options include:
Canva (there’s a free version available, but a membership unlocks even more options!)
For less than the cost of dinner, you can completely transform your website and completely uplevel the first impression it creates with your readers. Money VERY well spent.
Double check the nuts and bolts
Now that your website LOOKS great, ensure everything is working as it should.
Click every link and make sure it leads to the right place.
Fill out your own contact form and see how it feels for your clients. Is there an opportunity to level up the client experience here?
If you have a blog, are there opportunities to link newer content to older, related posts? Every link is an opportunity to help readers find what they’re looking for. It’s also great for your website’s SEO (search engine optimization).
Is there anything on your blog that’s out of date or no longer relevant? Update it! Google loves updated websites — and your readers will appreciate the relevant intel.
By updating your website, you’re ensuring that potential customers get the same incredible experience no matter how they engage with you and your brand — in person or online.
And third, leverage your portfolio and client reviews
When you first started your business, those initial bits of client feedback or portfolio images were like GOLD.
And you were likely SO proud to put them on your shiny new website.
But over time, many service providers don’t prioritize testimonials and portfolios with the same zeal — or leverage them to their full potential. And that’s a HUGE mistake.
Why?
If you were buying a car, would you be more likely to believe the rave reviews of the salesman, or your neighbor who bought the same one 6 months ago?
We’d all want to ask our neighbor. Because, A) shopping for cars is terrible. And B) they’re much more likely to share an unbiased opinion. They have nothing riding on your purchase decision.
The same is true for your prospective clients.
They will be INFINITELY more receptive to the words and experience of past clients — people they can identify with, and who aren’t trying to sell them something.
So, round up kind words from recent clients — whether you’ve gathered formal testimonials or have a collection of emails from happy clients — and feature them throughout your website and marketing collateral.
And, if you’re in a visual niche like photography, design, or styling, pair these words with an updated portfolio. You’ll take those words from a hypothetical to something potential clients can envision. It’s truly a complete package.
One final note about updating your portfolio and testimonials: Make sure the projects and clients you highlight are what you want to attract more of!
Don’t love photographing weddings? Don’t highlight them on your website.
Want to attract whole-house renovation clients instead of simple decor refreshes? Make sure your testimonials are all about whole-house renovations.
Shifted your focus or niche? Make sure your reviews and testimonials reflect your current passions and offers.
What you promote, you attract. So if there are portfolio images or testimonials that speak to something that’s out of alignment with your current goals, replace them.
Wanna know the best part about all this, friend?
That stale, stuck feeling you have sometimes in business means you’ve shifted. You’ve leveled up or adjusted. You’ve grown.
How awesome is that?
Now, you just need to ensure your messaging grows alongside you. The tips above will help you realign your marketing efforts to attract better-fit clients and projects — and prevent not-right-fit ones from ever landing in your inbox to begin with.
Want some help defining your audience, new offers, or unique position in the marketplace? I can help.
Explore the Brand Messaging Intensive, where we’ll dig deep into your brand’s messaging. You’ll walk away with a custom suite of marketing language to draw in dream clients, book your best projects, and grow your beautiful business.