Peter Vander Wall argues that attracting better clients comes down to messaging, not ad targeting or production quality. He uses accountants as an example, showing how shifting from 'technical talent' to 'strategic advisor' closes the gap between what you offer and what ideal clients actually want.
Chapters
How do we attract ideal clients? And I want to break a belief that a lot of you hold, because a lot of you seem to think that it's your ad targeting or it's your branding or maybe it's the quality of your video content that determines the type of clients you attract. And the reality is it's just all about your messaging and your communication. Okay? The words, phrases, and ideas you use to convey your value are the thing that determines the type of clients that come to you. So, for example, most accountants are what we call technical talent, right? Like, there's a technical set of skills that make you an accountant, and these are related to tax. They might be related to bookkeeping. That's the general business owner's perception of an accountant. But most of you probably want clients who perceive you as more of a strategic advisor, right? Somebody who they get value from outside of just the transactional service. Somebody that they can ask strategic questions, should I do this? Can I make this big move? Is this wise at this time given my, you know, overall financial situation? And so, like, how do we bridge this gap between technical talent versus strategic advisor? And again, this all comes down to your messaging and understanding what your ideal client really wants.
