Who doesn’t want to be loved and adored?
I’m not just talking being nose-to-nose and toes-to-toes with your fantasy date…I’m talking about the hot, sexy, breathless world ….of business.
How does one become loved, adored, or even stalked by the paparazzi in business? The same way that starlets and six-pack-sporting hunks have done it for years. No, not sleeping with studio execs…although… No, definitely not that.
You become loved and adored in business by becoming irresistible.
You’re an entrepreneur. A hired gun. A consultant. A coach … and whatever else you’ve called yourself over the years. You’ve been called lots of things, by exes, by angry teenagers, by just about everyone.
What You’d Rather Be Called is ‘Booked’
Booked solid with client projects, am I right? But not just any clients and not just any projects… I mean who wants to be busy working for clients who drain you of energy and address you with, “Yo, dude!” You want clients that:
- you love working with and for
- come to you easily and without a lot of effort
- pay you in advance and on time
You want to work on projects that:
- are aligned with your values, goals, and strengths
- make a difference in the world
- count for something, and
- add to your reputation
But you want more than just being busy, you want to be in a position to choose with whom you work and only on projects that matter
This Happens When Clients Find You Irresistible
Becoming Irresistible is a process and a method I developed when I first started out on my own. I was tired of making cold calls, tired of writing into the void, and tired of social media that went nowhere. I experimented, found what worked, and ket notes that became this book.
The Becoming Irresistible process will work for anyone in a solo business or self-employed practice who is tired of chasing clients and wants to learn how to attract clients instead.
And there’s no escaping the thrill of being popular with clients. Your phone rings, your ‘Buy Now’ buttons get the workout of their life, and you get to do your happy dance every …single …day.
It’s like suddenly becoming the prettiest droid on the block!
Who’s Becoming Irresistible for?
If you’ve had a hit-or-miss track record in business or just aren’t getting the kind of client responses you’re looking for, then this book is for you, regardless of your business type:
- Service Provider
You’ll learn how to be consistent in your marketing activities so that you’ll enjoy a consistent influx of client interest. Whatever your level of marketing experience; whatever your longevity in business, this book will become a reference for years to come.
“A complete how-to manual for the solo-business owner to go from relative obscurity to becoming irresistibly famous.” ~Mark S.
INTRODUCTION: HOW BECOMING IRRESISTIBLE WILL TRANSFORM YOUR BUSINESS AND YOUR LIFE
PART I – A NEW WAY OF THINKING
CHAPTER 1 WHY YOU’RE NOT IN THE COPYWRITING BUSINESS
Right away we flip current thinking on its head. Instead of focussing on the obvious, we look at the business that you’re in. It doesn’t matter if you’re a copywriter, a coach, or a consultant, in this chapter we focus like a LASER on the real business you’re in. It’s the mistake most solo-entrepreneurs make that you won’t have to.
CHAPTER 2 GETTING INSIDE YOUR CUSTOMER’S HEAD
Understanding client psychology is key to understanding your target market. You’ve got to get inside their heads; understand why they think the way they do and what they’re really looking for. The answers might surprise you!
CHAPTER 3 HOW MARKETING DRIVES CLIENTS AWAY
I knew it! Marketing is the Emperor’s evil spawn! (Ok, not really…) However, traditional marketing is intrusive and self-centered and it will drive clients away from your business. Those are just two of the five reasons why marking can actually hurt your business In Chapter 3 we discuss all five, including three reasons why you should NEVER, EVER place a cold-call to an unsuspecting client….unless you actually want to repel potential clients.
PART II – STEPS TO BECOMING IRRESISTIBLE
CHAPTER 4 DISCOVERING YOUR IDEAL TARGET MARKET
Toxic clients suck the life out of you while ideal clients make you do your happy dance. SO it seems pretty clear that we should only be working with ideal clients. And that’s correct, but it’s not as easy as vanquishing a Sith Lord with your lightsaber. No, it requires some additional learning…how to get to know who your ideal client is and how to tell the difference between the ideal client and the toxic, life-sucking clients you want to avoid.
CHAPTER 5 USING YOUR CLIENT’S PAIN TO ATTRACT ATTENTION
Pain rules the Universe of business. Businesses like yours exist because you (hopefully) have a solution to the most painful problems your clients experience. You have the definitive balm for their wounds; the wounds that ooze pus and blood all through the night messing up the sheets and keeping them from getting any sleep. Too gory and gross? Sorry, there’s more to come in Chapter 5 so strap on your Florence Nightingale outfit and roll up y sleeves, because it’s going to get messy before it gets better. The good news is you become the hero/heroine when the oozing, disgusting would is healed. Yay, you!
CHAPTER 6 CREATING A MEMORABLE PERSONAL BRAND
Now that the oozing wounds are behind you, it’s time to tell the Universe how dashingly handsome and wonderful you look in your Dr. Kildare outfit. (Googled it.) You’re out to save the populace and you need every tool available to help get the word out. Chapter 6 dissects the personal brand issue and helps you begin to formulate a reputation for caring, guiding, and protecting your clients. When you create a brand, you will create a following. Followers need something/someone to follow. Be the leader your tribe is looking for.
PART III – ATTRACTING ATTENTION & MAINTAINING VISIBILITY
CHAPTER 7 ATTRACTING CLIENTS THROUGH PUBLIC VISIBILITY
I know you’d rather hide behind your laptop and write until the cows come home, but if you want to Becoming Irresistible, you’ve got to muster the courage to get out in public. You know, actually, leave your house? It’s actually a fun process to engage in even if you’re an introvert like me. Delivering free talks and presentations can explode your business, no matter what type it is. So can networking but at a slower rate. But you need to develop a solid understanding of the processes involved and start getting your feet wet. Chapter 7 takes you through these processes and finished up with a sweet little section just for laptop geeks who’d prefer never to leave the house. It’s not a license to avoid public visibility, but instead a way to continually publish like the prolific write you are.
CHAPTER 8 ATTRACTING CLIENTS THROUGH ONLINE VISIBILITY
Online visibility these days involves not only a website (if you don’t have a website, you don’t exist) but a dominant social media presence and a growing email list. You’re on Google Plus, Facebook, and Twitter, right? If not, you’re not in business and totally invisible online. Chapter 8 is about maintaining an online visibility that keeps you top-of-mind in your client’s world.
CHAPTER 9 ATTRACTING CLIENTS THROUGH PRIVATE VISIBILITY
Business is most effective (not to mention great fun) when you have periodic face-to-face and person-to-person interaction. In addition to public and online visibility, maintaining private visibility is also key to attracting clients and keeping them happy. In Chapter 9 you’ll learn how to organize a direct outreach program that yields continual results and how to use strategic alliances or partnerships to boot your visibility and profitability. I partnered with none other than world-famous copywriter Robert Bly to offer Becoming Irresistible to his worldwide following. It was a great adventure. You should be having adventures like this!
PART IV – THE 30-DAY ACTION PLAN
This chapter brings the entire book together in one comprehensive plan. But if you’re thinking that you can skip the preceding chapters and just jump right in here, whoa there, Nelly. Nothing could be further from the truth! You’ve got to put in the time building your brand, establishing your target market and all the rest of what the preceding 133 pages have been talking about. Without doing so, you will find only frustration and disappointment. You will think this book is a sham, a fraud, and not worth the money you spent. Mindset / Intentions / Limiting Beliefs / Lead Generation / Watering Holes…it’s all here.
PART V – AFTERWORDS
Some closing thoughts and well wishes. Fluffy, but hey…I’m a famous Jedi copywriter…gotta close things out on a high note, you know?
What’s It Like Becoming Irresistible?
It’s f*cking great! (Really, did you expect a different answer?) Seriously, becoming irresistible to clients and potential clients is the best possible outcome for anyone in business to serve others.
- Gone are the days when you wrote into the void of space without any sentient beings responding
- Gone are the days when your bills were overwhelming and your bank account had about as much value as Monopoly money
- Gone are the days when you’d rather get a root canal than market yourself and your business
- Gone are the days when your business card was something you kept hidden on your wallet or purse next to your seldom-accessed but the ever-ready supply of Trojans
- Gone are the days when you felt like a big fat phony
- Gone are the days when you didn’t have a choice of what projects to work on
- Gone are the days when your Google Analytics reports looked like math homework discussing the value of zero
- Gone are the days when…you were just a blip on a nonexistent radar
- Gone are the days when your phone didn’t ring off the hook or vibrate the hell out of your gonads
- Gone are the days when PBR was your exciting beverage of choice
How Much is Feeling Like That Every Single Day Worth?
A hell of a lot more than $17
Is it really that easy? No, Like anything…it requires effort
Everything in business takes effort. I’m not going to tell you that it was as easy as breathing, or I had an epiphany and 50 new clients suddenly materialized before my eyes.
Here’s what I found: When marketing my business was no longer a dreaded activity, like cold calling or pressing the flesh at a cocktail mixer, I was free to be myself. I learned that clients weren’t repelled by me; they were repelled by my attitude. When I got that right, everything changed.
But you don’t need another book…
I’m sure you’ve got a business library just like me. Maybe you bought each volume hoping it would be the one that contained the missing information.
The truth is, you don’t need another book. What you need is an investment in your business that pays dividends.
This is it.