The Hidden Secret About Successful Marketing
Marketing success is not about luck, it’s about knowing what only a few people know
What too many businesses fail to do in their marketing is think small or make the frying pan smaller.
Narrow your focus instead trying to be everything to everyone.
If you want to be successful, you’re more likely to achieve that by focusing on that single thing you do well better than others.
Far better to excel in a narrow field and serve a group of committed loyal customers than to provide a standardized service to a wide customer base who will leave you at the drop of a dime for a cheaper deal.
Once you’ve decided that you are going to appeal to a narrow segment of the market and zero in on your value proposition — the next step is determining who that ideal client is.
How to Discover Your Ideal Clients
Start with Profitability:
Which clients or services or type of engagements are most profitable?
The key is to understand the most profitable work you do. Is it a certain product or service, type of engagement, customer, geographic area, or even a problem that is most profitable for you?
Identify Tendency to Talk:
Which of these clients also talk about your business or service to others?
Here’s what I’ve found to be true about clients. Only happy clients talk about your business and happy clients are most often found because they had the right problem that you solved with the right approach which gave them the right experience.
This group of profitable clients that also talk about your business, holds the key to discovering your ideal client.
Analyze Sharable Demographics:
What demographics do these clients share?
Start looking at the physical characteristics that are shared by your ideal client group. You’re looking for any common characteristics that are repeated.
Look for Behavioral Identifiers:
What behavior do they typically display that might act as an ideal client signal?
This is the secret to attracting ideal clients instead of hunting ideal clients.