Are you walking right past your perfect customers without even realising it?
I know it sounds like a weird question. But it’s really not, I made this exact mistake for years. And now I can see it happening all around me, in the car, on the train, or through my social media.
“You will never know, what you don’t know”
Having been through this for way too long, I can say that this quote is almost always true. I’ve seen businesses grow so quickly after they figured out how to fix this. Let me show you how…
The Train station Problem
I’d like you to picture a busy train station in your mind. People everywhere, crowded, noisy, chaos, your sandwich knocked out of your hands.
Now, in that crowd is someone you need, let’s call them ‘Kevin’, and you HAVE to get their attention.
How would you do it?
You could stand on a bench and hope that Kevin sees you in the crowd.
You could ask everyone in the crowd, one by one if they’ve seen Kevin. But with thousands of people to go through, that’s not practical.
The best way to get Kevin's attention?
Shout their name.
That makes sense, right? 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 the first ones you’ll get is:
“Who is your perfect client?
Who is perfect for your service?
Who do you want to buy from you?”
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..(standing on a bench)..
Your perfect client has a problem, a desire, something they really want. And your service or product gets them exactly 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.
You can reach those people, and by knowing how to do that, you will solve every marketing and sales problem you have. 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 chair legs and stop pooping in the kitchen.
So, instead of targeting EVERY dog owner, we can focus in on puppy owners.
The WORST way to reach those perfect clients is to put up an ad or a post saying something like:
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 play fetch
training your dog on how to walk on a lead
training your dog on how to be calm with other dogs
training your dog on how to not break things 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
See the issue?
It’s so bland, so vanilla, so nondescript… that no one is going to think:
“Wow, this is for ME!”
And that’s the exact 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,
Thomas
P.S. If you want us to look at your marketing plan and see what we could do for you, get in touch here: www.thresults.com
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