Ep #53: Have you been in the situation when you tell your client all good things about your service or product, put an effort in reaching them over and over, but in the end, they say they can’t afford it?

Or you can sell the work you don’t really like, but the one you like to do you offer for a low price?

And there are more other problems because of the wrong communication right in the beginning.

In this episode, Jeffrey Shaw shares how to communicate with your customers without competing on the price.

Having been one of the most sought-after portrait photographers in the U.S. for more than three decades, Jeffrey, a.k.a. the Lingo Guy, uses this honed intuition to teach entrepreneurs how to attract their ideal customers by speaking their Secret Language. 

Jeffrey is host of the popular business podcast Creative Warriors, a nationally acclaimed keynote speaker, a business coach for entrepreneurs, and author of the forthcoming book, LINGO: Discover Your Ideal Customer’s Secret Language and Make Your Business Irresistible.

Time Stamped Show Notes:

• [00:22] About the episode and Jeffrey Shaw
• [02:18] Jeffrey shares that his first business was selling eggs as 14 years old teenager, but after graduating from a photography school he became a professional photographer
• [05:15] Being able to successfully work on the specific market, people started coming to Jeffrey asking about business and marketing advice
• [07:00] How Jeffrey gave the best-selling pitch of his photography work for the premium price, but then realized that a woman simply couldn’t afford his service
• [09:59] The classic mistake that many entrepreneurs do is they try to fit people into their business when they don’t want to be there or can’t afford it
• [11:22] Jeffrey realized that he spoke the wrong language to the wrong people that’s why it was hard to sell
• [13:14] The secret language of the clients that Jeffrey discovered
• [15:57] Are you aligned in values with your ideal client?
• [17:30] A lot of marketing is very manipulative, which may not align with you. Instead, be caring about people
• [19:41] How can you know what people want, their value until you put effort into understanding them?
• [22:13] How to attract the right people with your price
• [24:28] No business is meant for everyone
• [25:40] When you price yourself too low you can make people think that there is not much value, so they can take advantage of you or try to get a discount
• [26:24] When someone compliments your work, listen to how they feel about it. That way, you appreciate them
• [27:47] When you start taking whatever work you can get it’s hard to get out of this circle
• [28:22] Working with your ideal clients help you to build a successful business
• [29:24] If people are not your ideal clients, you no need even to show up to them
• [32:45] What to focus on the next month to learn how to better communicate with your clients
• [33:30] Tips on how to better define your ideal client
• [36:30] Where to find Jeffrey and the infographic that will help you to develop that customer’s secret language strategy
• [37:57] For the show notes go to marinabarayeva.com/53 and subscribe to the Marketing for Creatives show

Let’s get in touch:

• What topics do you want us to talk about in the next episodes? Who should I interview? Let me know on Instagram
• Did you get new insights? Please leave a short review on iTunes
• Get more marketing tips on marinabarayeva.com
• Follow on Instagram @MarinaBarayeva
• Follow on Twitter @MarinaBarayeva