Today, I’d like to show you how to massively improve your sales results or attract more clients, with a simple and powerful improvement to your marketing.
Your prospective clients
Let’s start by taking a look at your prospective clients. You see, most small business owners think that everyone with a need for their service is a prospective client. That’s a mistake. An expensive mistake too.
Your prospective client is someone who needs what you offer… PLUS… whose world-view is already aligned with the value you provide.
Apple make billions marketing well-designed products to fashion-conscious people who have money to spend. Apple don’t invest a dime marketing to the coupon crowd. Think about that for a moment.
That kind of clarity allows Apple [and every other professionally marketed business] to create massively more effective marketing. It allows them to talk directly to their prospective customers.
It takes too much time and costs too much money, to change a person’s world-view. So, focus your marketing exclusively on those, who already value whatever your service or product represents.
Shun those who don’t “get it”. It looks like this:
- If you’re a high quality or specialist provider, focus on the quality crowd. The bargain basement crowd will always find you too expensive.
- If you’re a fitness service provider, focus on those who want to get fit. Those who are out of shape, who have no interest in getting fit, will ignore your marketing.
- If you’re a designer of high quality websites, focus on people who already have reasonably nice websites. Those who run a business behind an unprofessional piece of crap, won’t pay for a wonderful, professionally designed website.
- If you’re a marketing provider, focus on those who know they need expert marketing help. Business owners who dabble with their marketing think they can’t afford you… regardless of how much money they have.
Once you get specific about your prospective clients or customers, you can get equally as specific with your marketing. This allows you to market with clarity.
Just imagine how much more successful your marketing becomes, when you’re putting a clear, compelling marketing message, in front of the right people!
In short: Know your prospective client or customer. Market to them. Shun the rest. You will go broke [and possibly a little crazy], trying to convince the wrong people to buy from you.