Jim's Marketing Blog

Marketing ideas to help you grow your business

Build a great client list with this 1 simple idea!

Some people just don’t get it.

You know the people I mean, right?

  • They know there’s a heatwave coming days in advance, yet they wait until it arrives before they shop for a fan.  They then find empty shelves, as they go from shop to shop in the blazing sun.
  • They know the best theatre seats always sell first, yet they book their theatre tickets late and end up with the worst seats.
  • They know garden centres are packed solid on a spring weekend, but they refuse to visit them midweek.  End result, they waste an hour or more doing what they could have done in 10 minutes after work, midweek.  They also miss the healthiest plants and the best deals, as these are always sold first.

When my mentor, Jim Rohn, started out, he told himself;

I will get everyone in this room to understand my message, even if it kills me.

He then confessed;

I had to stop.  I almost died!

No matter what line of business you are in, you have to learn to live with the fact that a subset of people will never “get it.”  In my experience, you are better off leaving those guys to your competitors.  I know what you are thinking; it’s OK for Connolly saying that, but I can’t afford to be so choosy!

Wrong! You can’t afford to waste your time and resources, trying to sell to people who are not interested.  It’s the lowest leverage form of marketing and the most expensive way to acquire clients.  It’s the total opposite of targeted marketing, where we deliberately look for the right profile of client.

Target your marketing toward people who have the need, resources and intelligence to work with you.  If you are reading this, I know you are an intelligent business owner, who understands the value of marketing – otherwise you wouldn’t be here!  That’s because my marketing is targeted, so that I only get inquiries from people like you – The kind of people I love to work with and who “get it!”  If you want to know how I target my marketing so effectively, read this as I explain everything!

To get the best results, your marketing needs to focus your resources on the right section of the marketplace, based on your ideal client profile.  Small business owners just don’t have the time to waste, chasing the wrong people.

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  1. Hi Jim,
    I love that as I make my way through the Blogosphere every day, I can come here and learn more about marketing! I just wanted to thank you for all your hard work and dedication to this and your other blog.
    I’m working on this concept though it has always b been a challenge because with my other business, I have three target markets. You’ve given me something to think about as I go back into the ring today! Thanks!
    Have a good one!

  2. On point as always. We waste so much valuable time chasing after clients who are unworthy of our services/products. It is best served to try to attract those who get it, thereby making our lives all the less stressful and more profitable for the future.

    • Hi there Anthony. You’re right, plus the people who don;t get it are also the worst to work for, if you are unfortunate enough to attract them.

  3. Ahh, the power of Jim Rohn lives on….maybe the finest man of the 20th century in my opinion, and no, I’m not exaggerating that.

    This was a great point Jim. The older I get and the longer I own my business, the more I look for ‘client matches’, not just ‘clients’…Do you know what I mean?? I’m sure you do, based on what you said above though.

    Great marketing in itself is a tremendous filter that will do just that.

    Thanks for your excellent work.


    • Indeed, Marcus. Jim was a genius.

      All clients are not created equal. A poor quality client list can make running your own business a lot less rewarding and a lot more stressful.

  4. People like you mention can make you dislike your work, best filtering them out as soon as possible!

    • They certainly can. I work with great people and that’s part of the reason I love what I do.

      My clients are a fantastic, motivated group of business owners. Pure gold dust.

  5. Hi everyone,
    You know why I love this blog ?
    Because, everything is so true : the reality is here.

    For many years, I’ve been running after all king of businesses, to get more clients, more incomes.

    I think every small business know what I mean : not every business opportunity is good to catch.

    Today, we have that great ability to choose our specific market, not necessary to focus on the same target as our competitors.
    We can differentiate ourselves and get more credits by segment in an intelligent way the people we want to work with and recruit enough resources in order to attract the market that fits to us.
    The thing is that we have to show availability.

    But we also have the chance to say “no” to the bad herbs.

    So instead of wasting our precious time that would probably drive us to a defeat, we can show more patience and work with fantastic people, we just have to let them coming in.

    • Thanks for your insight Yael.

      I think it is just as important to be honest with the client that you aren’t going to be working with them sooner rather than later.

      My question is, do you be blunt with them and state why you will not like to work with them?

      • Hi Stuart,
        Thank you for your reply.
        Well I think it depends on the situation regarding the type of business/deal it involves.
        For some business owners who show strong professional sides and keen interest to your skills, it could be very useful for them (and us by the same way) to explain the pro and the cons of an eventual collaboration (sometimes because the business is too much technical, or would take to much time,…).
        In many cases I think when you encounter difficulties to deal with a potential client, the debate is essentialy about the financial side.
        So if your market is pretty well done, and I mean if your outgoing message is clear and comprehensible, those who don’t want to deal with you won’t stay around for long.

        But if you’re about to attract the most largest market without clearly defining your segments you’ll attract more difficulties and in that case you’ll be the responsible of the situation.
        And thus, I don’t know what you could say to the person in front of you, but what is be sure, you’ll waste your time trying to explain your decline (even if I think that to be professional is also about announcing incompatibility).
        As many said before, for small business owners time is precious.
        So the more you safe, the less you worry.

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