Why You Need to Have More than Your Clients

A client of mine came to me mentioning that he wanted to develop a website for his offline business, but there was a lot of hesitation involved:

“Look, James, here’s the thing. It’d be nice to have a website, but I don’t really need one. I do okay, I guess. I have my offline business and that does well. I’ve been operating on referrals and word of mouth and it’s worked so far. I’d like a website, but I’m having a hard time justifying the expense.”

Okay, no problem. I’m not here to push people into doing something they don’t want to do or don’t need to do. In fact, I’ve been known to tell clients not to hire us on certain occasions – they don’t have a good business plan yet, they don’t know what they want, they don’t have enough interest, or they simply don’t have enough money right now and should focus on more important priorities.

That wasn’t the case here. My client had money to spend, he had interest, he had a kickass business idea, and he had a good plan. He knew what he wanted, too: more of the kind of clients he loved to work with, more passive income, more security in being THE man for his target audience’s needs. He also had time to invest and was willing to put in some work to get there.

But he didn’t have the right motivation to make the decision to get online. He needed to know more about why he should spend money on a website he didn’t really need. He was doing just fine offline… was this online thing worth the money?

Oh yeah. Even if he never made one sale through his website, he still needed to have one up there. Here’s why:

If you want to play with the big boys, you need to act like the big boys.

My client deals with people who are extremely rich and successful. The people who hire him have large companies that bring in millions of dollars and a lifestyle that makes most of us drool. They spend thousands of dollars to work with my client. There’s no shortage of money at all.

Now, let’s say my client is in a business meeting pitching a new company. Let’s say that business meeting includes the CEO of Gucci. And let’s say that the CEO looks at my client, thinking it might be a good idea to sign a contract. He hasn’t signed it yet, mind you.

Then he asks my client for his website address. You know. Just out of curiosity. Because it’s the thing to ask. Almost every large company dealing with millions has a website these days, and these companies have it as an established fact in their minds that having a website is part of business. It’s the way professionals operate. It’s simply how it’s done.

So the CEO toys with his pen, glances up from the contract and says, “What’s your website again?”

And my client says, “Well… I don’t have one.”

When you have less than your clients, you don’t have what they want.

If you don’t look successful, you can’t convince people that you can create success for them.

Having a website? That’s a sign of success. It shows that my client had the means to walk out into the virtual world and stake a claim – a pretty snazzy one, too. A website like that conveys confidence, pride and prowess. It shows there’s been money invested, that someone was hired to do work, that someone was rich enough, powerful enough – successful enough – to have that site built.

It’s as simple as this: Ownership is a sign of success. We measure other people’s success by what they have – and what we don’t.

My client sells success – as we all do, when you really think about it. That new shirt is supposed to make you more successful at the job interview. That new car is supposed to convey success to passers-by. Anytime we pay money for any product or service, we’re buying success. My client says to the world, “I know a secret to success that you don’t have, and if you pay me some money, I’ll teach it to you.”

If my client can’t convince that CEO that he really is successful, how difficult do you think it will be to sell that CEO on the concept that my client has something he doesn’t already have?

So yeah, my client can continue on in business as he is, maintaining the status quo and taking care of the clients that want to work with him.

Or he could have more. He could put up a darned snazzy website that reflects just how successful he is. Impress them in a glance. Convey clearly – in an instant – that he has what they want, and that if they hire him, he can bring them what they want.

More success.

If you’re looking for a site full of success to show them you have what they want, contact us. We’ll set you up with a web design that impresses the socks right off them.

Post by James Chartrand

James Chartrand is an expert copywriter and the owner of Men with Pens and Damn Fine Words, the game-changing writing course for business owners. She loves the color blue, her kids, Nike sneakers and ice skating.