January 15, 2016 by Scott Howard
Last week I was talking with a friend who is an expert in his field. He confessed that he doesn’t know anything about marketing.
As we enjoyed lunch, I learned that he is successful, but…
He is frustrated because the clients he has are not the clients he wants. At least a good portion of them don’t fit the profile of who he wants. Like 90%.
If he could rebuild his business and focus more on the 10% of the clients that he really enjoys working with, he’d be happy as a clam. But how does he bring in more of those people and stop bringing in the folks who fit in that 90% category?
That’s what advertising can do. But that advertising needs to be targeted to the people you want to do business with. There are several ways to do that, ask me when we talk in person.
By the way, how did he get that 90% of his business that he really doesn’t want anymore? From my conversation with him, those people became his clients due to something we call Word Of Mouth. See, he helped a few people and those people told others about him and that’s how his business grew organically.
But it’s like managing a garden. You can buy some good seeds and plant exactly what you want to grow, but let a weed or two take root and they’ll take over your garden.
The way to combat that is to continue to plant good seeds by inviting the people you really want and weeding out those that you don’t.
Can you relate to this? Want some help? Let’s talk.