Repeat, repeat, repeat. Your high value mantra.

There is a well known psychological phenomenon that advertisers have been using to market to us for the past 100 years.  The thing is, we all know about this approach to sell to us but we really don’t have a lot of power to prevent it.


The Familiarity Effect


By simply being exposed to an idea, person, image, etc. we will start preferring it.  You do not need to even engage with the thing you are shown, it can be in the background of your everyday life and it will still affect your preferences.


This idea has a huge impact on how our leads may view our services.  We all know that most freelance services can be found cheap, and anyone who uses the internet to search is bombarded by messages of low cost versions of what we do.


Just this week, just because I registered a new domain, I received no less than 20 emails promising me bargains galore.


“Click here to get a Video! 70% Off”

“We offer very low prices hand-made web design with costless logo, under $499.”


I have to mentally block these things out, and delete them as soon as possible.  That is my way of keeping my own value system related to what I do intact.  As developers/copywriters/designers seeing this information over and over affects us too.  The more you see it, the more you will question whether what you do is valuable and worth the rates that you charge.


You need to ignore the cheap message too.


For everyone else though, the more exposure they have to this information, the more it becomes the norm, and the more work we have to do to turn that belief around.


This is where defining your value becomes key.  This doesn’t haven’t to be an old school mission statement (although it could be) but it should be an overarching theme for your services.


For The High Value Client, I hope this is obvious.  I am putting the value on client relationships everywhere I can.  The ultimate goal may be to get more high paying customers for freelancers, but the method to do that is by creating a valuable relationship.


Spend some time thinking about what your core message is.  Here are 4 questions to get you thinking in the right direction.


  1. What problem do you solve?
  2. What are your values?
  3. How are you different than everyone else?
  4. Who is your audience/customer and why do they want you?


Defining your message creates your Mantra


What is a mantra then?  If I have my yoga hat on it is a word or sound that helps me focus and go deeper into meditation.  When we are talking about our businesses it is simply a statement/idea that we repeat frequently.  As we know from above, repeating our message to our customers makes them like it more.


Now that you know your mantra, how you know if it is the right one for you?  Or more importantly, how do you know it is working for you and getting you better customers?


Test it.


Have a conversation with your current clients.  Ask them why they decided to work with you?  See if their responses tie in with what you discovered above.


Use their feedback to adjust your message.  Choose some of their actual words and put it into the copy of your site.  Imagine how understood you would feel if your own thoughts are spoken back to you when you visit or speak with a new business.


Speaking to your current clients will make your message better.


How do you test your mantra with potential clients?


If you are starting out or have a very  small email list.


Guest posting is a great way to test a new market.  If you can pitch your ideas to another influencer in the market and get a guest post, you have the perfect testing platform for your mantra.


Take time to create a post that really reflects what your core message is.  Within this message should be value that you can give not only to the readers but to the influencer that you contacted.  Finish your guest post with a call to action.  There is nothing wrong with asking people directly whether you message speaks to them.  The responses you get from this will be a huge help in deciding if your mantra is speaking to people.


If you are engaging in several places with your audience already (FB groups, membership sites)


This is a great time to test an opt-in and carrot.  Create an irresistible carrot and post it in the groups you are active in.


If you have a decent size email list of your own.


Talk to your audience. Write an epic email about how you came to create your mantra, what it means to you, and what it means to them.  Then ask them what resonates with them and what doesn’t.


Once you know your mantra, repeat, repeat, repeat.  


Once you have taken a bit of time (or a lot of time) to really define your message.  Shout about it everywhere.  The best way to change anyone’s mindset is to show them the value that you bring over and over again.  As mentioned in the start of this article, familiarity turns into a preference for you.


The best places to create familiarity are:


  1. Your Blog
  2. Your emails
  3. Social media (tweetables, FB group)
  4. Every conversations
  5. Courses


These all sound like obvious places to talk about your value, but do you do it?  When is the last time speaking to a friend you said something different then “I work for myself”, or “I build websites”?  Is that all you really do.  Do you think anyone really cares about what you are saying.


I really struggled with putting my value into words that didn’t sound stupid or bragging.  The thing I was the only one that felt that way.  Everyone else’s reaction to ‘I get small businesses more customers by building them simple to use apps that save them time”, was ‘oh wow, how do you do that then?”
Yes I work for myself, yes I am predominantly a website builder.. But that isn’t the value I bring to my clients.


Find high value leads that don’t expect you to charge peanuts?

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