When I was starting out in marketing, almost 24 years ago, I remember my boss giving me some advice, which seemed odd at the time. I asked her what she liked best about being wealthy. I figured she would know, having built a multi-million pound business from scratch.
Her reply was simply this:
“Jim, the real value of wealth or money, is that it gives you more freedom of choice!”
Of course, these days her answer makes a lot more sense to me.
I often speak with the owners of small businesses, who find themselves working with clients or customers (herein called clients), who they would rather not work with, for various reasons. For them, it feels like they have no real choice, as they need the income these low quality clients provide.
Successful marketing gives freedom of choice
The quality of your client base is a barometer of how good your marketing is. It shows you, in very clear terms, the kind of people and the kind of fees, which your marketing attracts. The good news, is that when you refine your marketing correctly, you can improve the quality of your client base.
This is why one of the first things I do, when I start working with a new client, is to offer them the opportunity to redesign their client base. I want people to be able to work with the kind of clients or on the kind of projects, that energises and excites them. After all, isn’t that one of the reasons you went into business in the first place?
The dreams and ambitions you had when you first started out are still valid. You can have the lifestyle and business that you used to dream about. You can fall back in love with your business. You can work with clients that inspire you and who reward you fully for all that value you bring.
It’s all about choice and thankfully, the choice is always yours.
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IMPORTANT: If you want to make more sales, boost your profits and grow an amazing business, this will help you!