Here’s a very straightforward, proven way to build a successful service-based business. I’m going to suggest you ignore the masses.
All right. That’s the intro finished. Let’s go!
Depending on the service you provide and your location, there are thousands, maybe tens of thousands or hundreds of thousands of prospective clients.
Except, they’re not really your prospective clients at all.
Whilst you may be able to provide a degree of service to some of them, for the vast majority you won’t be a very good fit. You can’t possibly be. None of us can.
- Some will require a boutique style service.
- Some will want a more local provider.
- Some will demand the lowest priced provider.
- Some will insist on the absolute premium, and happily pay the maximum to ensure it.
- Some will need a provider that speaks a certain language.
- Some will want a provider with a rare, highly specialist knowledge.
- Some will require a provider who charges annually in arrears.
- Some will only hire a provider with offices in multiple locations.
- Some will want unlimited phone access at no extra charge.
Given you can’t possibly serve the majority of your marketplace, I have a strong recommendation for you. I recommend you adopt a much more focused strategy.
Here’s why. Along with how it works.
Ignore the masses
The temptation is to try and have as wide an appeal as possible, so you get a shot at as many prospective clients as possible. That’s a very common approach, but it’s wrongheaded. And a very expensive mistake.
Because by trying to be somewhat relevant to everyone, you fail to be directly relevant to anyone… including your actual prospects.
Your actual (genuine) prospects need to see your marketing and immediately identify that you’re talking to them. By weakening that message, you lose them.
They’ll assume you’re not what they’re looking for… when you’re exactly what they’re looking for and exactly what they need.
So my plea to you is simple.
Ignore the masses. They’re not interested. They’ll waste your time. They’ll want ‘this’ when you offer ‘that’. And you’ll go nuts trying to make them happy, let alone keep them happy.
Embrace your ACTUAL prospects instead
Focus on being directly relevant to the prospective clients you can absolutely delight with your services. These are the people who will hire you, pay you the correct rate, recommend you to their friends and stay with you for years and years. These are the clients you can confidently build an amazingly successful business with.
These are the clients you need. And they need you. They really need you!
Now, go and let them know! Focus all your marketing, so that it’s strikingly obvious you’re exactly what they’ve been looking for.
It’s a strategy that improves everything, because your marketing will be speaking directly to the right people. And marketing that speaks directly to people, is marketing that motivates people. And motivated people are the people who hire you.