A simple way to learn who your best clients actually are

Here's the idea in a nutshell: Stop treating onboarding questionnaires like boring paperwork, and start using them to collect USEFUL info about the people who are paying you thousands/ten-of-thousands of dollars.

Most freelancers use onboarding forms to collect basic stuff like deadlines, passwords, files, and whatever else they need to start the project.

That stuff is obviously necessary... but the questionnaire can do something much more valuable.

While your inquiry form tells you about who is interested.

Your onboarding questionnaire tells you about who actually paid you.

Those are two very different groups.

Someone can fill out an inquiry form because an ad/post/email caught their attention, they were curious, or they liked the idea of getting help.

A new client made a real decision and paid you real money.

The goal is to notice the phrases, goals, concerns, and decision-making patterns that keep showing up among actual clients... then use what you learn in two places.

1. Use their language to attract more people like them

Your clients will often explain their problems more clearly than you do.

A brand client might say:

We just can't seem to land more wholesale accounts for our beer, and I know it's because our packaging doesn't stand out on the shelves.

A music client might say:

I’m tired of releasing songs i feel embarrassed about because the mixes are so weak.

A video client might say:

Our work is better than everyone else, but our content makes us look smaller than we are.

Those exact phrases can become:

• Ad hooks

• Email topics

• Website copy

• Social posts

• Case studies

• Package descriptions

The point isn’t to sit in a blank Google Doc while a blinking cursor taunts you, then try to guess what your ideal client might care about.

Your actual clients are already telling you.

The clearer your marketing gets, the more it will connect with people who share those same problems, goals, and concerns... and the less it will appeal to people looking for something completely different.

2. Use the patterns to improve your inquiry form

Some sales calls will go absolutely nowhere, and you'll feel like you're bashing your head against the wall just to get the close.

It's usually one (or more) of these things...

• They're just not a fit for what you're selling

• You're just not a fit for what they need

• Their timing is off

• They never had the budget to begin with

• They don't trust that you'll give them want they need/want

It can be difficult to figure out if you're looking at inquiry form answers, sales call transcripts, etc.

It's MUCH easier if you compare bad leads who never buy vs what you're seeing in your onboarding questionnaire data.

The same pattern showing up repeatedly is worth paying attention to.

You can turn those patterns into better qualification questions that help you spot poor-fit leads before they reach your calendar.

A brand designer might notice that difficult leads keep expecting a new visual identity to immediately generate sales.

That could lead to an inquiry question like:

What do you expect this rebrand to help you accomplish?

A producer might notice that poor-fit clients want someone to completely rewrite and perform their music for them.

That could lead to a question like:

How involved do you want to be in the writing and production process?

Your onboarding form helps you understand what made people buy, how they think, what they want, what they’re worried about, and what separates them from the people who don’t buy.

Those patterns can then help you attract more of the right people... and ask better questions before the wrong people ever book a call.

You don’t need a giant questionnaire

Nobody wants to complete a 40-question personality test immediately after paying you.

A few thoughtful questions can give you plenty to work with:

1. Was there anything that almost stopped this project from moving forward?

2. What made you choose us instead of another option?

3. What do you hope happens after this project is finished?

4. Was there a specific referral, testimonial, case study, ad, email, or post that influenced your decision?

5. Is there anything you’re still nervous, uncertain, or concerned about as we get started?

Each question gives you a slightly different kind of information.

The first two help you understand what almost lost the sale and what ultimately won it.

The third helps you understand the results your clients actually care about.

The fourth shows you which parts of your marketing are helping people decide.

The fifth can reveal concerns, expectations, or possible fit issues that never came up during the sales call.

The answers should lead to something useful

One questionnaire won’t tell you much.

A growing collection of them will start to reveal:

• Phrases that keep showing up among buyers

• Goals your best clients tend to share

• Problems that finally pushed people to get help

• Content that helped build trust

• Concerns that regularly show up before a project begins

• Expectations that often signal a poor fit

Use the phrases, goals, and problems in your marketing.

Use the concerns and poor-fit expectations to write better questions for your inquiry form.

That’s the whole point.

You’re learning who your clients actually are so you can attract more of the people who are likely to hire you... and filter out more of the people who probably shouldn’t reach your calendar in the first place.