This is easily the most valuable post I’ve written this year. It’s one of the most valuable I have ever shared with you. I strongly recommend you read it in full.
How would you like an endless supply of clients?
Moreover, how would you like an endless supply of clients, whilst making your business totally immune to any downturns in the economy?
Well, now you can have all that and so much more. This is not a play on words. I’m being 100% serious.
It’s all about something I call the new proximity. And it can transform your business, if you want it to.
The way things were
Until recently, the proximity of your business to your prospective clients was measured by their geographical distance from you. As a direct result, your marketplace was limited to those with a need for your services, who were within a certain number of miles of your location.
In 2017, this is no longer the case. At least it isn’t, for the majority of people reading this.
The new proximity
Today, the proximity of your business isn’t measured by how close you are in miles from a prospective client.
Today, the proximity of your business is measured by, how closely you are aligned with their needs, mindset and values.
So, if a prospective client sees your work and wants to hire you, thanks to low cost (or free) global digital communications, they can.
In other words: Geography is no longer a barrier for many business owners. In 2017, human proximity, not miles, is what determines the size of your marketplace.
For example:
- Imagine you need a copywriter who really “gets” what you want to say. If you find one, but they’re based 900 or 9000 miles away, it’s no problem. You can work together just fine.
- Imagine you need a graphic artist for a project and find one who’s right on your wavelength. It makes zero difference that they’re based overseas.
- Imagine you need a translator. If you find one whose work you trust, you’ll hire them regardless of where they are.
- Imagine you need a web designer who totally understands your unique needs. If you find one whose work you love, who can provide exactly what you need, you’ll hire her regardless of how many miles there are between you.
What counts today, is how closely a service provider is aligned to exactly what a client needs. That’s the proximity that matters. For example, in the past week alone, I’ve worked with clients in Australia, Canada, the UK and US.
These people are aligned with my work and the way I work, so we share proximity, even though were miles apart geographically.
Yes, if you’re a dentist and you physically must be in the same room as your patient, geography matters. Of course, you could still provide products and services, using the new proximity model. You could create videos for people with an irrational fear of dentists, and sell them globally. If your dental business is successful, you could sell the business model to dentists everywhere, who need to grow their dental business.
What about you?
Almost every business owner reading this can either switch 100% to the new proximity model or develop products and services for it.
However, in order for it to work for you, you need to adjust your current business model.
You see, it isn’t just a case of doing what you do now, but accepting clients who you’d have previously ruled out, due to the distance between you. If you do that, little if anything, will improve for you.
Why?
Because your marketing will still be the same and your services will still be the same. So, you won’t suddenly attract all those new, prospective clients. If you want to embrace the new proximity, you need to adjust things accordingly. This will change slightly, from industry to industry.
You will also need to make it a core part of your marketing message. Here’s an example of how I integrate it into one of my marketing messages (read this). My prospective clients are fully aware that my services are specifically designed, to be offered worldwide. As a result, I work with far more clients overseas, than in my own country. I’m proud to say this includes every state in the United States.
The wonderful opportunity in front of you
With hundreds of thousands, maybe millions of new prospective clients, those who fully embrace the new proximity, have almost limitless growth potential. Also, they no longer need to worry about the impact of the economy on their business.
When the UK decided to leave the EU, many UK based marketing providers recorded a drop in business, as the domestic marketplace cut back on spending. My business thrived, because the drop in the value of the UK Pound, suddenly made my service massively more affordable to overseas clients.
You may have also noticed an additional huge benefit of this approach to business: Freedom to live anywhere you want!
My wife and I relocated from London, to a small village in the north of England. Our son was born and raised here, he attended the tiny village school and we love our community. But we could equally have relocated to the mountains, the beach… anywhere.
Yes, it takes intelligent planning if you want to benefit from the new proximity. You need to do the right things, correctly. It may also require you to shift your mindset, if you’re too used to the old proximity.
But it’s worth it my friend. So give it some thought.
