Why You're Not Attracting High-Value Clients
Here's a logical answer, not a woo-woo one.
Content as Bait
Chances are you’re creating content to land more clients ultimately.
But for some reason, the high-value clients that you dream of… They’re a dime in a dozen.
And you’re left wondering, “What’s wrong?”
It’s no secret that your content reflects your quality.
For this very reason, freelancers, agency owners, and CEOs are investing in content strategists, producers, and editors.
But what if I have more time than money to invest?
If that’s the case, I’d like to challenge you to think of your content this way: Every piece of content you publish is bait.
Whales are attracted to big baits.
Fishes are attracted to small baits.
Shrimps eat literally anything.
So, before you go ahead and plan your next batch of content, I hope this article helps you attract your ideal customers.
Shrimp Bait
When you spend hours creating content, you want the highest return that you can get.
Wait, what is the lowest return then?
Your competitors.
They keep up-to-date with your content, grab every free value possible, and go after the same clients as you.
And the way to attract shrimps is by giving them value.
Examples of shrimp bait:
- How-to’s
- Tips and tricks
- Templates and resources
Shrimp baits are generally content that talk about how/what to do.
Though they are great for building authority, they’ll hardly attract whales.
And the reason for that is simple: Whales are not looking to do it themselves.
But your competitors are.
Fish Bait
Fish bait is your run-of-the-mill content.
It’s generic, focusing on surface-level topics that appeal to a broad audience.
While it might bring in numbers, the quality of leads is often low.
Examples of fish bait:
- Get your first X
- How to do X fast
- Inspirational quotes
Fish baits mostly attract people who are not ready to invest.
They are also often red-flag clients.
Sure, you might reel in a whale every once in a while…
But is that the proportion of leads that you want to get?
Whale Bait
To attract the big fishes, you have to use big baits.
These are deeper dives into niche and complex topics, a reflection of your high-quality services, and insights that demonstrate your ability to handle projects.
Examples of whale bait:
- How I got (my client) $X00K
- How to scale internationally
- What to do when hiring
This type of content will not appeal to the general masses.
Because it’s simply not beginner-friendly.
And non-beginner business owners are the ones who are used to the idea of investing $1,000’s or even $10,000’s.
Revising Your Content Strategy
Having gone through the 3 baits that I’ve shared, you must be thinking…
Should I do whale bait types of content? But I don’t have big bait knowledge!
Do I stop fish bait types of content then? But my social engagement rates will tank!
But there are plenty of others creating shrimp bait content and getting tons of clients…
As GaryVee says, “Too many make the mistake of deciding between one or the other. When in reality, you can likely do more than one.”
My recommendation is to use all 3 baits:
- Shrimp bait to grow your domain authority
- Fish bait to grow your personal brand
- Whale bait to grow your bank account
The world is a complicated place.
I wish there’s a straightforward answer that I can present to you… But there simply isn’t one.
Your results depend on your overarching content strategy.
But what better way to reach success than to figure it out on your own, right?
- Power Hour Call: Ask me anything you can fit into an hour. From diagnosing your business or getting in-depth advice for your content, go from feeling lost to gaining clarity.
- SIGMA™ Programme: This comprehensive 1-to-1 interactive workshop will provide you the system I used to grow from $6,000 to $120,000 in income. It has been rated 5/5 by past participants.