Attract New Customers Like the Giants

Attract New Customers Like the Giants

While I think that a lot of solopreneurs build their business upon a skill, talent or passion that they assume will easily make them profitable, it seems that not really knowing how to attract new customers is the main area they need help in. Whether you are just starting out or are well established, our challenge is the same as any other business, large or small:  identifying, attracting and keeping customers by getting a strong ROI from your marketing program. 
It is important to develop a strategy to make your marketing powerful, affordable and successful.  Yet many solopreneurs that I have worked with were overwhelmed by the possibilities and were marketing haphazardly and making costly mistakes.  

Following are a few guidelines to help you attract new customers:

Picture a dart board with a bullseye in the center. The bullseye represents your ideal customer–­ the one who loves what you offer, frequently buys, pays your asking price and refers others to your business. Surrounding the bullseye are outer circles which are still within the target borders. These are your target customers.  They are not perfect; however, they will buy from you and could be a referral source.  It is possible that you may impress them enough that they become ideal.

First, Seek to Understand

The more you learn about your ideal customer and target market, the more you will know how to create, package and sell your offering successfully.  This approach to identifying and understanding your target market is routine for big corporations and needs to be part of your routine as well.
The biggest mistake you can make is to assume that just because you are excited about your business or product, everyone will want what you have to offer.  Well, when you you want to attract new customers, it works the other way around. First find an unfulfilled and then use your skills, talent or passion to fill it. If you have been in business for a while and your business is not growing as quickly as you would like, remember that the marketplace changes at lightning speed and you may need to periodically realign yourself with your its changing wants.
Once you understand what your customer will pay for, you need to know what similar products or services your competitors are selling successfully and how they are doing it. They may have developed a successful way to reach your market. Search for your type of business, then check out competitors' websites, particularly those that show up at the top of the search results. Note what catches your eye.  What type of marketing are they doing? This information is priceless, since someone has already done what you are trying to do. They have developed an approach that works. You do not need to directly imitate them, but you can benefit by learning from them.

Check Out the Competition

Next you need to clearly define what differentiates your business from the competition. What makes you unique and valuable? This question needs to be answered from the first day you open your doors for business. A better price and better service do not count since so many businesses make that claim that it carries little meaning.
Dig deeper, refer back to your research and find out what will make customers think of you instead of your competition. Armed with the answers to these questions, develop a compelling 30-second statement that verbalizes what kind of clients need your services and what the result is after they work with you and use it whenever possible. Make this message client-focused not you-focused.
You may think that in order to market yourself successfully you need a huge marketing budget. Actually, many companies allocate their marketing budgets as a percentage of gross sales. How about starting with your projected yearly gross sales. Then allocate around five percent of projected gross sales (recommended figures vary) for your marketing budget. Decide what you need to achieve with your marketing this year. For example, how much will be devoted to attracting new customers and how much for building name recognition? Consider what overall strategies potential customers might respond to. Is it print, radio, direct mail, or personal relationships? Develop an overall "best way to approach them" strategy.

Create a Plan to Attract New Customers

Make a list of the ideas that seem interesting. Think carefully about the time and money involved in implementing each. Then choose those the top three that meet the highest criteria for achieving your marketing goals, fitting within your budget and aligning with your personal skill set.  For example, if you are a poor writer, writing articles may not be your first choice. But if have great technical skills, marketing on the Internet may be a perfect fit.  If a certain approach is essential, don't eliminate it because it is not a fit. You might be able to outsource it.
If you hope to spend less time on marketing activities in the future and more time on profit generating activities, you need a focused, detailed marketing plan. Most small businesses do not have one, because they do not know where to start.
Try listing each specific marketing activity you are committed to implementing in the next six months. Note how you you do each, which marketing materials you will need, how often you will repeat it, how you will schedule it and how much it will cost.  Check each to make sure it will attract your target market, fulfill your marketing strategy, fit into your marketing budget and your schedule and then stick to it.

Measure Your Results

Each month, track and measure your results so that you can determine what is  working and be aware of your ROI. Measurement is not difficult and is essential in determining what is bringing in paying customers. If you do not measure your results, you may be wasting your money. Measurement is valuable because it allows you to make course adjustments to your plan to keep it focused and on track. With all of the tracking programs available today, this is not so difficult.
If you follow these suggestions and get the professional help you need along the way, you will see powerful and profitable results.

Building a thriving business does not have to be a wish, hope, or prayer–it should be a reality.  Register for the free  "6 Blunders Female Entrepreneurs Make That Keep Them Stuck, Stressed & Strapped" series.  It is a success tool to help you stop making expensive blunders and start earning the money you deserve.  Simply complete the mini-form below to register:




About Online Biz Boomer Babe

Rachel Lavern is a Certified Business Coach and founder of My Booming Online Business--a blog for middle-age, global, uptown women. She is on a mission to transform entrepreneurs' finances by teaching the action set, mindset and skill set needed to get launched + make money.


  1. Very informative post Rachel. I am not selling anything, but I guess the advice is good to attract new visitors to the site.

  2. Hey Rachel, another great post. I love doing research about my avatar. At first it was hard but once I got the hang of it its so much fun. Thanks for this informative post.
    Lydia Brown recently posted…What is a Wet House?My Profile

  3. Great write up! Research is very important when building a successful business!

  4. Awesome post. Love the dart board analogy. Can’t agree more – customers are the lifeline of any business. Great advice on identifying, understanding and retaining customers.

  5. Great post. Seeking to understand what your client is in need of is so important. This creates such a wonderful starting point to growing a business that aligns with your ideal client and with you.
    Dr. Elise Cohen Ho recently posted…Is Daddy Your Super Hero?My Profile

  6. Checking out the competition and other influencers has been a major bonus for me. Back when I first started, I had no interest in seeing what others were doing because I was new and insecure. Now that I own who I am and have my own following, I don’t mind seeing what others are doing so I can learn a thing or two.

  7. I really need to do this again since I’ve finally been able to hone in on one business idea as opposed to being all over the place. This is good!

  8. What an awesome and extremely informative post Rachel!

    And three of your many points, definitely speak volumes for me personally.
    1.) You definitely have to know who your primary target market is, what they want
    most! And how you can best serve them on some level!

    2.) You most better have some type of written, flexible plan in place before
    you start, and be prepared to constantly tweak, and adjust it as you go!LOL!

    3.) And finally, you had better be keeping track (measuring) what you’re doing at all

    Great advice as usual! And big congrats BTW, for being one of the featured all stars on
    Donna Merrill’s round post!

    When I mentioned, there were several names on there, I personally admired, you were definite;y
    one of the individuals I was referring to!
    Mark recently posted…Why Extremely Savvy Entrepreneurs Don’t Just Market Their Businesses They Leverage Their Efforts!Part ThreeMy Profile

  9. Hi Rachel,

    Excellent advice for gaining new customers. This is something that takes strategy and you sure gave us a good way of doing it. I like making a plan the best. Once I plan things out, I don’t get lost in space but rather stick to the program. I think it is the core of getting it all accomplished.

    Making a time line of checking out competition, understanding your specific audience and measuring results. The later I’ve been ignoring for a long time, but this year it has been so beneficial.

    Donna Merrill recently posted…36 Loyal Readers of Donna Merrill TribeMy Profile

  10. Excellent advice and a very well-written post. Your site is lovely!

  11. As always, great tips, Rachel. We do all of this for my editing business, but man, it’s been a trick transferring that to my author business. But my blogging coach was just today helping me form that plan to attract more readers over the next year. Gulp. It’s one that has me out of my comfort zone, so I know it’s mine to do!
    Susan Mary Malone recently posted…Do You Even Know Why Being A Feminist Matters?My Profile

  12. Great post, Rachel. I find that scheduling time to analysis the people that visit my site on a regular basis is important to help me figure out what they want. Once every few months works for me.

  13. Great tips, Rachel. You can only offer your best when you truly understand what potential clients need and want, so doing the research and understanding your target customers is vital.
    Tamuria recently posted…EASY SPOOKY ART PROJECT FOR HALLOWEENMy Profile

  14. Love this post! I’ve recently decided to enter freelancing and haven’t been able to attract any new clients. I will use your tips to get a marketing plan going.

  15. A wonderful post, and great reminder about being of service to the people who matter the most to our businesses – our clients!

  16. Very informative! I’m presently not focusing on selling anything. But this might help me in the future. Thank you! 🙂

  17. Excellent post Rachel! Your tips are so important to remember if you want to attract the right kind of clients to your business 🙂 I have taken a few notes, thank you for sharing your value!

  18. I don’t do sales but this is all stuff I apply when marketing my blog. I’m struggling with measuring results right now!

  19. When starting out in this industry it can be daunting. “How am I gonna be like the big players?” is often a frequently asked question. You give some great tips here!

    All the best,


  20. great roadmap to follow. thanks! Understanding who our ideal customer is makes all the difference doesnt it? Ever since I started targeting this niche, my exposure and sales have increased.

  21. Hi Rachel,

    Good tips! Having a fair idea how you serve who you serve creates a connection between you and your customers. Like an energetic bond. Compassion in action. Or empathy in action. Me and my wife are releasing a new live class because we saw our readers and so many others suffer with their biz stuff, because they rarely if ever do mindset or energy work. We saw and felt them while creating the course framework, posts and copy to attract ’em, versus chasing them down. Thanks for sharing!

    Ryan Biddulph recently posted…7 Tips for First Time eBook Authors (Amazon eBook)My Profile

  22. Rachel,
    Great article and learned a lot about sales, I am in the process of building my buissness and this is helpful.

    Lori English

  23. I couldn’t agree more with everything you have stated here, Rachel.

    When you first set up your business or decide you want to sell something, these should all be considerations before you make an online presence. Of course, I am speaking ideally, but for many, they set up first and then research, identify their target audience, and so on.

    Your tips will help business owners at any stage. I am always looking for new ideas and new strategies. It’s always important to keep in mind that what you are selling has to be in demand by someone. Once you figure out to whom and why, then you keep in mind that it’s not about you, it’s about your end-buyer.

    I enjoy each of your posts, Rachel!
    Deborah A. Ten Brink recently posted…10 Ways To Tap Your Creativity [video]My Profile

  24. Hi Rachel

    This is an awesome advice for attracting new customers. I like the part of creating a cool plan to attract customers. This is the hard part as many business struggle with differentiating themselves. Thanks for sharing. Take care
    ikechi recently posted…Making a Difference: BlogFest With StyleMy Profile

  25. Very thoughtful! So many people make the mistake of thinking that they need a great idea first. You can do it that way and still be successful but it’s better to see what people want/need and then create something to fill that void than other way around.

    Monika recently posted…The Absolute Best Way to Conquer Your Editorial CalendarMy Profile

  26. Hi Rachel. I appreciated this article. I’m in the process of working on a blogging productivity course, and am scheduling these types of activities. It is difficult to place yourself in front of the right target audience, but with some strategic work, it can be done. Thanks so much for sharing this information.

  27. Hi Rachel,
    Great post. Before starting a blog it is mandatory to understand what our competitors are doing. Before I never had any interest in seeing what others were doing and I was new to the business. According to me, it is very difficult to identify and meet customer’s expectations but with these strategies we can get succeed.

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