What are “5 Star Prospects”?
‘Quality Leads’ is the common term you’re probably familiar with.
This is how people typically describe a quality lead…
Someone who is your target audience, has done their research, urgently needs their problem solved and has the money to pay you.
While 5 Star Prospects have all of those qualities…
They are also people who show up at your doorstep friendly, cooperative and have a different mindset because they’re not skeptical, worried and afraid about what they’re buying…
Because they are already pre-interested, pre-qualified, and pre-sold to do business with you.
That means, they have already convinced themselves that you are the person they want to do business with, because they have been properly positioned in advance.
That’s why 5 Star Prospects are the best type of prospects to talk to in your sales conversations.
When you know how to predictably attract 5 Star Prospects into your business, turning them into clients becomes a piece of cake.
How hard do you think it will be to close the sale when they already know they want to work with you? 😉
You’ll close a heck of a lot more business and your business becomes more fun simply because you’re not spending your time getting rejected and wasting time with tire kickers.
So, how do you get 5 Star Prospects?
You don’t ‘get’ them, you create them.
By strategically designing your marketing so they can identify themselves to you.
Why is it important to strategically design your marketing?
Simple. Because not all customers are equal.
If you’ve been in business for any length of time, you’ll know this to be true.
The worst customers complain a lot.
They have a tendency to drag you and your team down. They ask for refunds. Their expectations are never aligned with reality. They’re never truly happy.
No business owner in his or her right mind would willingly choose to have that type of customer.
So, if you want better customers, you need to move upstream and attract better prospects.
If you want better prospects, then keep reading.
I’m going to share 3 steps you can take to attract 5 Star Prospects.
So you can move from a place where prospects ask you “How much do you charge?” right off the bat to “When can I work with you?”.
Step 1: Understand Your Prospect’s Mindset
The effectiveness of your marketing is hinged on this fact:
How well you understand your prospects and the conversations happening in their mind.
The better you understand the mindset of your prospects, the easier it will be to create marketing messages that appeal to their self interest.
Messaging that doesn’t match the intent of your prospects is one of the biggest reasons that causes marketing to fail.
Taking the time to understand your audience and where they are in their ‘customer journey’ is the foundational step most businesses miss.
Doing this groundwork will allow you to construct messaging that appeals to their self interest, and compels them to move toward you.
Step 2: Craft Your Message For Them (Not You)
Once you have a good understanding of your prospect’s mindset, then you can craft your messaging around the conversations happening in their mind.
See why Step 1 is important?
This means you’re focusing your marketing on them instead of on you.
The biggest mistake I see businesses make when marketing is that their messaging mostly focuses on the business instead of their audience.
Doesn’t matter if it’s websites, digital platforms, advertising or marketing materials. They are just “mediums” to deliver your message.
Typical messaging looks and sounds something like this…
“We are the best at what we do. We’ve been in business for 25 years! This is how great our products and services are… Look at our awards!”
It’s ego-driven marketing. It’s everywhere.
I’m not saying you shouldn’t be proud of your achievements, but that’s not what your prospects care about when they become aware of you.
Prospects care about themselves, they’re thinking:
“So what? What’s in it for me? I don’t trust you yet.”
The sad truth is, most marketing produced by businesses offer little value to the people they seek to serve.
It’s no wonder why their marketing gets little results.
Because businesses fail to deeply understand their prospects.
When you shift your focus from you to them, by serving your prospects first, and stepping into their shoes…
The messaging you craft will be led with empathy, respect and generosity, which makes your marketing valuable, and stops smelling like a ‘bad sales pitch’.
When you understand the fact that prospects only care about themselves, your marketing will perform much better if your messaging matches their intent.
If you find yourself complaining about your marketing not working, 9 times out of 10 it’s because your messaging is underperforming.
Step 3: Create Marketing Assets That Move Prospects Toward You
Marketing assets are content that can come in many different forms.
Usually these 3 formats:
While ‘marketing assets’ and ‘regular content’ can look exactly the same on the outside, they function very differently.
Regular content consists of information that’s just information. It’s run-of-the-mill stuff that anyone can easily find on Google.
It’s information that doesn’t lead you anywhere.
Marketing assets on the other hand feels different when you consume it.
It interests you, engages you and leads you closer to the solution you’re trying to find.
It pulls you along.
It’s no surprise that marketing assets are strategically designed.
When you create marketing assets that lead prospects toward the desired outcome they want with your solution…
You end up activating a “leveraged system” in your business that you can rely on over and over again to produce predictable results.
If you’re savvy, you already know that having systems in business is key to more predictability, profitability and freedom.
If there’s any area that’s the most important to systemise in your business, it’s the area that’s responsible for bringing in the money.
Don’t just “create content” in your business like everyone else, be strategic and design marketing assets that move prospects toward you.
So you can give your business an unfair advantage by selling in advance, without needing to be salesy.
Effective Marketing = “selling in advance” with leverage
It’s possible to attract better prospects, so your business can become more fun, easier to run and more profitable.