Serve First, Sell Later Marketing

#61 Is Your Marketing Pushing Clients Away?

• Sylvia Garibaldi • Season 1 • Episode 61

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Many professionals make a critical marketing mistake: they focus too much on their credentials and not enough on their clients’ problems. In this episode, Sylvia Garibaldi breaks down why your marketing should center on the client’s needs, not your resume. She shares practical steps to rewrite your messaging, audit your online presence, and strengthen referral relationships so that potential clients see you as the trusted guide they need.

In this episode, we discuss:

  • [00:00] Why Clients Do Not Care About Your Credentials
  • [04:51] How to Reframe Your Marketing for Maximum Impact
  • [07:51] Why Referral Partners Alone Will Not Sustain Your Business
  • [08:31] The Importance of Building an Online Presence
  • [11:24] How to Improve Your Digital Footprint
  • [14:14] Two Simple Ways to Strengthen Your Referral Network

Resources:


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00:00 - Sylvia (Host)
Hello everyone, and welcome back to episode 61 of the Serve First, sell Later marketing podcast. I'm your host, sylvia Garibaldi. Today we're diving into a topic that I see professionals struggle with a lot, and it's honestly the biggest mistake I see out there and it could be costing you clients. So many professionals are marketing themselves completely wrong, and hear me out on this. The reason here is simple and it's because they're just making it all about themselves. So it's about me as the professional, and they'll go on and on about their expertise, their credential, their amazing track record, but they're doing it in a way that they feel is adding value. But here's the problem Most clients don't really care about your credentials because they expect you to have the bare minimum of credentials. That is an expectation. So what they really care about is whether you can help them solve their problem. So think about it when someone's looking for a divorce mediator or an estate planning attorney or maybe a workplace mediator, they're not sitting there thinking, boy, oh boy, I hope I find someone with this many degrees or this many certifications. They're not doing that. They're looking for someone who gets what they're going through, someone who can guide them to a solution. So what's the fix? Well, that's exactly the focus of this episode, so let's dive in. 

03:22
I think the very first thing that I need to talk about in terms of a simple fix is to stop making messaging and marketing about you, the professional, or all of your degrees and certifications. They want to know that you're really good at your job. Yes, I would totally agree with that, but they want to know that you can help them solve a problem that they are struggling with. So think about it this way when someone's looking for, let's say, a divorce mediator. So think about it this way when someone's looking for, let's say, a divorce mediator, they are interested in really trying to find the right person. So they're looking for that person who has the experience, who has maybe solved the problems that they are currently experiencing, and so it's important for them to really start to tailor their messaging so that it attracts their ideal client. So let me give you an example If you're a divorce mediator, instead of saying I have 15 years of experience helping couples navigate divorce proceedings, you could try saying something like if you're feeling overwhelmed by the emotional and financial complexities of divorce, I can guide you through a smoother, less stressful process that puts your family's needs first. 

04:51
Another example if you're a workplace mediator and you are creating messaging that says something like I've mediated conflicts in Fortune 500 companies, that's talking about you and your experience. So instead of that, you could say something like is workplace tension affecting your team's productivity and morale? If so, I can help you create a more harmonious work environment where conflicts are resolved constructively. And I mean, there's so many different ways to say this. You can simplify the language even more based on the examples I've just given you. So I'm just trying to get you to see how these messages actually focus on the client's pain points rather than on the professional themselves. So that's what really grabs their attention. It shows that you understand what they're going through and you have a solution to their specific problem. 

05:47
So here's something else you can do right now. So take one of those marketing initiatives maybe it's a social media post, maybe it's your website, your LinkedIn profile and think about how you can rewrite it so, but this time I want you to think about putting your client's problem front and center. So give it a try and see what happens. And you know, here are some specific examples you may want to undertake, and that is audit your website. Go through your homepage and your about page and count how many times you say I or we versus you or your. So if the I's and we's are winning, it's time for a rewrite. I hope that's making sense, because it's got to be about the client first. The next thing you can do is you can do a social media audit. Maybe go through your last 10 posts and for each, am I talking about me, the professional? If it's the latter, brainstorm how to reframe it. Another thing you can do is revise your consultation script. So what do I mean by that? 

07:01
So when a potential client calls, start by asking about their situation rather than explaining your services. So it's all about asking questions about them and their pain points, and then, at some point in the conversation it will come to you and what your services are and how you might be able to help them. Another great idea you can do here is to create an FAQ page. So here's the twist with that one Write the questions from your client's perspective, like how can I protect my assets during a divorce? So that could be the question, right. So it's always putting it in their terms and in the pain points or problems that they are experiencing, and what this does is it shows them that you understand their concerns. 

07:51
All right, so the next way professionals are marketing themselves incorrectly, from what I'm seeing in the industry, is with respect to referrals. So here's the deal. Most of you are relying on referral partners to a certain extent, and that's great. But here's the problem those high-quality referrals aren't turning into clients like they used to. Have you noticed that? That's something I'm hearing in the industry a lot. And do you want to know why they're not converting as they used to? It's simply because people are doing their homework before they even pick up the phone to call you. 

08:31
So think about it. If a therapist or financial advisor refers someone to you, what's the first thing that person's going to do? They're going to Google you, right? So they'll check out your LinkedIn profile, they'll browse your website, they'll scour through the internet to see what they can find about you online, and while they do trust the referral you online, and while they do trust the referral, that's not the only thing that's going to get them to say yes, because they are researching you. So what's the fix? Simply, you have to build an online presence that works overtime for you. It's like having a 24-7 salesperson right, because it's online and they can search you at any time of the day evening, morning, you name it. It's going to be there and they can find information about you. 

09:20
So here's what you need to do. First, google yourself, if you haven't done so already, and see what comes up. Is it interesting information? Is it crickets? So do your research and see what's there. Next, are you sharing your expertise on LinkedIn or other platforms regularly? And I don't mean just resharing or posting interesting things that don't really demonstrate your thought leadership. I'm talking about real valuable content that shows that you know your information and that you are a thought leader in your space. And here's a biggie Do your referral partners know how to explain why you're so awesome when they refer you? If not, it's really time to fix that as soon as you can. So here's some homework for you Set aside 15 minutes this week to do a quick audit of your online presence. 

10:19
Google yourself, check your socials, look at your website, make a list of things that you think need improving. And remember your online presence isn't just for potential clients, it's for your referral partners too, because if your referral partners are Googling you and they can't find enough information about you online, that know like and trust factor with that referral partner has just gotten longer right, it's going to take longer for you to get there. So this is why it's so important to curate your online content, and they need to see that you're a real expert in your field. So this way, when they can see all this information, they'll feel very confident sending people your way. So here are a few things that you can do to improve your online presence. So, as I mentioned, a Google audit maybe grab your phone or open a new tab right now. Google your name and your business name, what's showing up for you in the first page of results, and make a quick list of what looks good and what needs work. Okay, and it's very easy to correct that. 

11:24
Start to publish things online if there are gaps that you feel you need to look at, so that when a prospect or a referral partner is looking you up, they'll be able to find this information. You can do a LinkedIn makeover. So head over to your LinkedIn profile and check it out. When was the last time you posted something valuable? If it's been more than a week, then draft a quick post right now. Share a tip or an insight that your clients would find helpful. Think about a referral partner brief. And this is just creating a one-page document that clearly explains your services and the types of clients that you help, and email this to your top three referral partners this week. Like, don't wait on this, just think about how you can do it. Don't procrastinate and don't feel like it needs to be perfect. Just get something down on paper and send it out to three of your top referral partners and see if you can start a discussion with them. 

12:25
Content calendar. So open up your calendar app and block out 30 minutes each week to start creating and sharing content online. And, honestly, the key thing here is consistency. If you can do this consistently, you will see the results. You can also reach out to a recent client and ask if they're willing to provide a short testimonial. Add this to your website or your LinkedIn profile or any of your socials, but be sure to make that ask and get that out there socials, but be sure to make that ask and get that out there. So another thing you can do is to get somebody to give you a Google review, and that can happen online. So feel free to reach out to someone to do that as well. 

13:05
Online directory check. So this is important Search for your profession or other popular online directories and make sure that your information is up to date and pops up on these sites Really important. You want to make sure that you are on these, in both your profession and popular online directories like Yelp, google, my Business. And then, of course, all those industry-specific listings. Here's another example of what I'm seeing professionals doing incorrectly listings. Here's another example of what I'm seeing professionals doing incorrectly, and that's in their belief that referrals just happen overnight, or they happen magically, if you will. 

13:43
I think you see where I'm going with this one. So you know, when you meet someone at a networking event, maybe you swap business cards and you expect those referrals to start rolling in, but unfortunately, you see that that's not the reality. So here's the real deal. Building strong referral partnerships takes time and it takes effort. So it's like growing a plant. You can't just throw a seed on the ground and expect a tree to pop up overnight. You've got to water it, give it sunlight, be patient, nurture it. 

14:14
So how do you actually build these relationships? And I've got two super simple ways for you to do this. The first one is LinkedIn, and LinkedIn is a goldmine for professional relationships. You've heard me say this time and time again. So don't just connect with people and forget about them time again. So don't just connect with people and forget about them. I want you to actually engage with their content, comment on their posts, share their stuff and shoot them a message every now and then, so that you can start to get to know the real person. So doing some kind of reaching out to them via DMs. The second way is through what I refer to as joint marketing events, and this is where I think this is where magic really happens. 

15:04
So you team up with a potential referral partner and you create something together. Maybe it's a webinar, maybe it's a podcast episode. So let me give you a quick example. And so we have a client, a divorce attorney, who teamed up with a family therapist to host a webinar about co-parenting during divorce, to host a webinar about co-parenting during divorce, and it worked so well that the attorney got three new bookings in just one week, and that was the power of collaboration, right Getting onto someone's stage where you share the same ideal target market, which allows you to be seen as an expert and for these folks to be interested in wanting to engage in your services. 

15:47
So here's your homework. I want you to think about one potential referral partner. Reach out to them this week and maybe suggest a joint project. It doesn't have to be a big one. Maybe start with a joint social media post. The key here is to just start building that relationship and building that know like and trust factor. And remember, referrals don't just happen. You've got to nurture those relationships. But believe me, when you put in that effort, you will see the results. So it's time to put this advice into action. 

16:20
So here's a simple step-by-step action plan to get you started. So step one is shift your marketing from me to them. So what I want you to do is start by auditing your current marketing materials and making them client focused. So here's how you can do that. Or here are a few things you can certainly do to get started. Once again, audit your website and look at how many times you use I or we versus you or your. Rewrite those key sections to prioritize your client's pain points. Do a social media review. Go through your last 10 posts and ask yourself am I solving a client problem or am I just talking about my achievements? And if you are, then you want to rewrite any self-focused posts. Look at revising your consultation approach. So when you meet a potential client, start by asking them about their problems before diving into your services. So really understand their pain. Get them to share examples and instances of how and when these issues have been happening. So here's your action item Spend 30 minutes this week auditing and rewriting one key marketing asset and, as I said, check your website, your LinkedIn profile, your other social media platforms whichever needs the most work and get started there. 

17:46
Step two is to strengthen your online presence. So if people are Googling you after getting a referral, you need to make sure that they like what they find Okay, and here's how you can do that. So do the Google audit, search your name and business name, make note of what looks good and look at what needs improvement, and then go and start curating that content so that the people that are being referred to you and or your referral partners are finding this information online. You can do a LinkedIn refresh. So when was the last time you shared valuable content? Draft a post addressing a common client problem and schedule it for this week. Don't forget about those referral partner briefs. So that consists of sending a one-page document to your top three referral partners and in this brief, I want you to focus in on who you help, what you offer, who you help what you offer and the best ways to refer clients to you. That's super important. 

18:48
So your action item is to take 15 minutes to Google yourself and review your online presence. Identify just one or two quick fixes that you can make right away, whether it's updating your bio, maybe posting some new content or requesting a testimonial. The idea here is just get out and do one thing. Do one thing, because once you do one thing, you'll be encouraged to do the next, and the next, and the next. So it's all about just getting out there and taking action. 

19:19
Step three Step three is about building meaningful referral partnerships, and so referrals, as you know, don't happen magically. They don't happen overnight. They are the result of consistent effort. So here's how you can do that. You can engage on LinkedIn, so maybe you can comment on posts from key referral partners and share their content and send them a personalized message. You can very easily follow them on LinkedIn or set a notification so that anytime they post, you'll be able to see it. So you can certainly do that, so you can keep up to date with these referral partners, and then you can go in and actually comment on their posts. You can do joint marketing. So reach out to a potential referral partner and suggest a collaborative project Maybe it's a webinar, maybe it's a social media campaign or an email campaign. 

20:10
And then another important thing to do is the follow-up Really super important. You need to keep the relationship alive by checking in periodically, sharing updates, inviting them to collaborate again. If they're local, maybe meet them for lunch, coffee, maybe another Zoom call. So keep that relation alive by keeping those conversations going. And another great way to do this is to, you know, organize a meeting and ask them to share with you what they're sharing with their clients, so maybe they can give you a 15-minute presentation on what they present to their clients. So maybe they can give you a 15 minute presentation on what they present to their clients. And this can act as an education process for you so that you can get to better understand what they do, and vice versa, you can do the same as well. So it's almost like a practice session where you jump on a call or you meet in person. Let's make it every quarter and share a presentation or an update on what you are sharing with your clients A really great way to keep them in the loop and for you to stay in the loop with what they're doing as well. So your action for this week is reach out to one potential referral partner and propose a small joint event. Maybe it's a shared post, maybe it's that quarterly meetup I've just identified. 

21:27
The key here is to take the first step. So here's your weekly homework recap and this is basically like a checklist, if you will. So audit and rewrite one marketing asset to shift the focus from me to them, review your online presence and fix only one thing that could be holding you back. Reach out to one referral partner and start building or strengthening that relationship. That doesn't sound very hard, does it right? You've got this. You can do this. 

22:00
Small, consistent steps lead to long-term results, and you don't have to do everything all at once, but just start somewhere, because your next client or referral could be just around the corner. If you make these adjustments today, that should be enough enticement to get you working on this as soon as you finish listening to this episode. So let me know how it goes. If you have any questions or you want to share your progress, feel free to this episode. So let me know how it goes. If you have any questions or you want to share your progress, feel free to reach out. I'd love to hear from you. Thanks for joining me, and if you haven't subscribed to the podcast yet, please don't forget to do so. And if you're inclined to write a review, I would be most grateful. See you next time.