The Law of attraction

They say you attract what you put out, when you want a specific client, you need to share the right content on social media and write the content for that client on your website.

For example, a friend was complaining her arms where so sore as she has so many Maine Coon clients. I reminded her, that if that is all she posts, that is the owners she will attract.

First you need to decide who your ideal client is. 

You can look at your existing clients to help find a clear indication of who you should be writing your marketing and content for.

Look at your service from the customers point of view

What does it do for the ideal customer? (Remove matting? Reduce shedding? Clean kitty?)

What problems does it solve for your customer? (More time? No allergies? Matting gone?)

How does your business service improve your customers life? (not scratched? Come to house? Grooming appointments organised for the customer? Save time? More cuddles? No allergies? Less cleaning?)

Define the ideal customer for your services

How?

The best way to find your ideal customer profile is to look at your existing customers and think of one who is your perfect customer. (regular, lovely, wants to be a great client, appreciative)

Also look at your not-so-perfect customers, the ones your do not want to attract. (no shows, last minute cancellations, complains)

Survey your existing clients- Many will be happy to help, maybe give them a freebie next time for helping out.

Who?

We need to know their background demographic: Age, education, occupation, location, family life?

What are their behaviours/motivations/aspirations?

Many people when looking at their pets, have an idea of what they want them to look like. Do they go to pretty google images or breed groups for ideas on what they would like their pet to look like? (These can differ from breed standard beautiful coats to lion clips they have seen) Or do they just want a short all over clip in summer to reduce shedding? Or are they not fussy?

What are their pain points?

Are they time poor, so require a regular schedule made out for them? Do they need their groom done now and cannot wait? Are they referred by a Vet so in dire need? Do they have a matted cat? Do they have shedding that’s driving them crazy?

Find a way to connect with your customers, whether it be the styles that your ideal customer would like, whether it be show worthy grooms, or dinosaur clips. It also works the other way, if you post matted before and afters, you will attract more matted cats. Totally fine if that is what you want.

E.g., Most of my clients work part time, age 35-40, use to work full time and have families, so now work part time, are time poor so need schedules worked out for them. Don’t have time to brush their cats, so are regular at my recommendations. They also love seeing their cats on Facebook after a long day.

Determine the location of your exact customer

Do they want to leave their cat with your for the day? Or stay while their cat is groomed?

Location may affect marketing, and if you offer services such as working at a vet, where they can drop kitty all day. Most of my clients drive on average 30-45 mins to me, so I do not target geographically for cat grooming, as I would for dog grooming.

Make sure that you are on the right social marketing platform for your ideal clients’ needs.

When would your ideal customer buy your services?

Seasonally? Regularly? On a schedule? On a membership plan? How does a customer go about deciding to buy your service?

Do you want the regular client that comes 4-6 weekly, and does not miss a booking? Add content about de-shedding and how happy your regular clients are ‘Mr Boots in for his four weekly de-shed.”

How can I meet their needs?

We need to focus our marketing and website content on what we can do for them.

Prove to them you are an expert in your field that has the answers to all of their pain points and are the perfect salon for their situation. Stand in their shoes for a minute. Where would they look for a groomer? What colour, style, writing would attract them? Would videos interest them?

Why is this so important to know all of these?

The ability to clearly define your ideal customers and focus marketing, website and social media content on them saves money and time.

Make sure your existing customers also attract others like them, if they already know your policies, and expectations, they will usually refer the same type of customer.

Download my workbook for free here so you can put this in practice.

Who am I?

I’m Lexie Goldsmith.

My slow introduction and low-stress handling techniques have been proven over 15 years of grooming cats without sedation and many happy clients, being the go-to cat groomer in my state.

I am contacted regularly by people all over the world wanting to learn cat grooming from me, and this makes me excited to see students now grooming cats with my videos, instructions and support.

I am a Qualified Veterinary Nurse, Pet Stylist and Master Cat Groomer, available for your cat grooming education needs.

Come join me on your cat grooming journey, I promise you will not be disappointed, I have a 30-day money-back guarantee for all courses.

More information on my courses here