How To Get The Attention Of Your Perfect Client
How To Get The Attention Of Your Perfect Client
Are you ignoring your perfect customers without even realizing it?
Sounds like a weird question, I know. But it’s really not. Because I made this exact mistake for years. And I see it happening all around me still.
Imagine a busy train station. It's rush hour and EVERYONE is crammed into the station trying to get to their destinations.
In this crowd you HAVE to get the attention of one specific person.
How do we do this?
We could stand on a bench and hope they spot us.
You could ask people one by one. But with thousands of people that's hardly practical.
The best way to get their attention?
We shout their name! (Shocking, I know)
Makes sense, but what does it have to do with reaching your perfect client?
Fixing Bleeding Necks
When I work with clients I ask lots of questions. One of them is:
“Who is your perfect client? Who is perfect for your service?”
Every once in a while a client says:
“Everyone! We sell to everyone!”
No.
You do not.
For two simple reasons:
Not everyone needs or wants your service.
If you try to reach everyone you’ll end up reaching no one.
A perfect client has a problem, a desire, something they really want. And your service gets them what they want.
In the marketing business we call this a ‘bleeding neck’ problem.
Something you want to solve right away. An itch you want to scratch ASAP.
Reach those people and you solve every marketing and sales problem. Here’s how:
Reaching Your Perfect Client
If you were a dog trainer you could theoretically sell to anyone that has a dog.
But let’s say your most profitable service is helping clients train their puppy to stop chewing on furniture and stop pooping in the house.
So instead of targeting every dog owner we focus on puppy owners.
The WORST way to reach those perfect clients is to put up an ad or a post saying something like:
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Dan’s Dog Training
We train all dogs, all breeds, all ages to do anything.
Here’s a list of what we can do.
training your dog on how to fetch
training your dog on how to walk on a leash
training your dog on how to socialize with other dogs
training your dog on how to not break stuff when you’re out of the house
If you have a dog and you want to have it trained by us for anything, please call us at XXXX
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See the issue?
It’s so bland, so vanilla, so nondescript… that no one is going to think:
“This is for ME!”
And that’s the response we want our perfect client to have:
“This is for me. This scratches my itch. This person gets what I’m dealing with.”
So, don’t be afraid to stand out and tailor your message to your perfect client.
Talk soon,
Alexander
P.S. If you want us to look at your marketing plan and see what we could do for you, get in touch here.
