Are you ignoring your perfect clients without even realising it?
Might sound like a weird question, I know, but I see businesses doing this all around me.
The good news is many businesses have grown by leaps and bounds after fixing this one issue. Let me show you how.
The Train Station Problem
Picture Paddington station on a busy Monday morning. It’s crowded, noisy and chaotic.
There’s someone within the crowd and you HAVE to get his attention.
How would you do it?
You could stand on a bench and try to spot him in the crowd, like a game of “Where’s Wally?”.
You could ask people one by one to help out. But that’s not practical with thousands of people to get to.
The best way to get his attention?
Shout his name.
“Okay….so what does a busy train station have to do with me getting customers for my business?”
The Bleeding Neck
When I work with clients, there’s an important question I always ask them:
“Who’s your perfect client? Who’s the perfect person for your product or service?”
Once in a while I’ll get someone that tells me:
“We sell to everyone, you know…everyone who understands that our product is valuable!”
No.
You don’t.
And here’s why:
- Not everyone wants or needs your product or service
- If you try to reach everyone, you end up reaching no one.
Your perfect client has something they want, a desire fulfilled or a problem solved, and your product fills in that gap.
In the marketing business we call this a “bleeding neck” problem.
A problem that needs to be solved right now. An itch that needs to be scratched.
Reach those people and you’ve fixed your sales and marketing problem.
Reaching Your Perfect Client
If you’re a dog trainer, you could hypothetically sell your services to anyone with a dog.
But let’s say your most profitable service is helping clients train their dogs to socialise well with other dogs.
In this case, instead of focusing on all dog owners, we’d only focus on dog owners with that specific problem.
The WORST way to reach those perfect clients would be to put up a post or ad saying something along the lines of:
===
John Doe’s Doggy Training!!
We train all dogs, of all ages and breeds to do absolutely anything!
Here’s a list of what we can do:
Training your dog how to fetch
Training your dog how to sit on command
Training your dog to stop chewing furniture
Training your dog to stop pooping in the house
Training your dog how to walk on a leash
If you have a dog, no matter the age, and want it to be trained by us for anything, please call us at XXX!
===
See the problem?
The message is all over the place, it’s confusing and nobody is going to read it and think:
“Ah, this is for ME!”
And that’s the exact response we want our perfect client to have.
“This is for me. This is exactly what I’m dealing with and this person gets it.”
So, don’t be afraid to stand out and tailor your message to your perfect client.
Talk soon,
Asher
P.S. If you want us to take a look at your marketing plan and see what we could do for you, get in touch with us today.
Leave a Reply