3 Things You Can Do Today to Attract Luxury Clients
Having worked with some of the biggest brands around on live calligraphy & art events, it’s no surprise that one of the most common questions that comes up is how to attract those types of brands, and turn them into clients.
The answer is not as complicated as you might think - in fact, it can be broken down into 3 simple steps that are guaranteed to set you off on the right path to becoming a magnet for your dream clients.
1. DEFINE YOUR BRAND IDENTITY
2. CURATE YOUR PORTFOLIO
3. CRAFT A KILLER ELEVATOR PITCH
“One striking image in your portfolio is better than twenty mediocre ones.”
1. Define your brand identity:
We discuss this topic a lot, and that’s because it is truly essential to building a successful business. You must have a solid foundation and deep understanding of your brand’s values in order to attract clients who share your values and trust your vision. Defining your brand identity will probably take more than a day, but taking the first step is crucial. Start by taking any online personality test (like the Myers-Briggs or the Enneagram) to figure out what your personal values are. This can be a revealing process in understanding why you started this business and what values you hold as an entrepreneur. Why does all this matter? Because while there are many factors involved in getting hired by luxury brands such as your portfolio, SEO, networking, etc - at the root of it all, you want your brand to be magnetic and appealing. To have truly defined your values, and to stand by them is to know who you are, and regardless if we’re talking about your brand or your dating profile, that level of confidence is attractive as hell.
PS. We have a free training that will help you refresh an existing brand and really figure out what you stand for and who you serve - check it out here!
2. Curate your portfolio:
There are a few rules of thumb for a portfolio that attracts a high end clientele. Number one is quality over quantity. So here, when we say “curate” we’re saying it as a fancy synonym for “edit, like, a lot”. We firmly believe and can tell you from experience that one striking image in your portfolio is better than twenty mediocre ones. That one strong photo will entice many more inquiries than an array of “meh”. It kind of feels like all we ever do is tell people to be mindful and intentional with the content that they create and share, but again, it’s just because it’s so incredibly important. You know that Coco Chanel quote “Before you leave the house, look in the mirror and take at least one thing off”? Approach your portfolio with that same philosophy.
3. Craft a killer elevator pitch:
Ah yes, the dreaded question - you know, the one that causes a cold sweat in an otherwise relaxed person at a cocktail party or networking event - “What do you do?” Not exactly an easy one for a creative to answer, especially when unprepared. Maybe you can get away with a rambling, self-deprecating description with your Grandma, but not with potential clients. Do yourself an enormous favour and prepare an “elevator pitch” that you can whip out without hesitation whenever you need it. Because trust us - nobody wants to hear that you “oh you know, I do like, calligraphy and art, and stuff. For like, weddings or restaurants or, whoever”. (Yes, we have said that to people - no, we’re not proud). If someone is asking you what you do, it’s either out of politeness or because they’re genuinely interested. But let’s just pretend, so that we’re always on our a-game, that everyone is genuinely interested - then let’s give them something interesting to listen to. Your elevator pitch should be 2-3 sentences that sum up who you are, what you do and who you serve. It should be concise enough that the listener gets a strong sense for your brand identity, yet intriguing enough that they want to know more. This will serve you in a multitude of ways - it can be used in the “About” section of your website, any time you need to provide a biography for publication or similar - you can even take that elevator pitch, throw in some some emojis and boom! - you’ve got an Instagram bio.
So there you have it - three things you can literally do today to make your business way more appealing to those big, fabulous, luxury brands.
