Are you ignoring your perfect customers without even realizing it?
Sounds like a weird question, I know. But it’s really not. And I see it happening all around me still.
Plenty of businesses have grown by leaps and bounds after they figured out how to fix this error, so let’s get into it.
The Train station Problem.
Picture a busy train station. People are everywhere, it’s crowded, noisy, chaotic. And let’s say you HAD to get my attention.
How would you do it?
You could start asking people one by one if they had seen me. But there’s thousands of them, so that’s not practical.
You could yell and hope you’d spot me in the crowd. But most people would probably just think you’re off your rocker and ignore it. You might even get hauled off by the police.
The best way to get my attention?
Shout my name.
Makes perfect sense. But what does that have to do with getting your perfect client?
Bleeding Necks
When I work with clients I ask a lot of questions. One of them is: “Who is your perfect client? Who is perfect for your product or service?”
And every once in a while, a client says: “Everyone! We sell to everyone!”
No. You don’t. For two reasons:
- Not everyone needs your product or service.
- If you try to appeal to everyone, you’ll end up appealing to no one.
Your perfect client has a certain problem or desire. Something 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.
Reaching Your Perfect Client
Let me show you how this works in practice.
Let’s say you’re a dog trainer. You obviously 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 we’re trying to reach people that are either buying a puppy any minute or have just bought a puppy and are looking into behavior training.
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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On the surface it looks like a decent ad.
But it’s not.
Because it’s so bland, so vanilla, so nondescript… that no one is going to think:
“This is for ME!”
If you want to reach your perfect client, you need to make sure they have this exact response when they read your article or ad.
“This is for me. This scratches my itch. This person gets what I’m dealing with.”
Don’t be afraid to stand out. In today’s crowded world it’s the only way to reach customers.
If you want us to look at your marketing plan and see what we could do for you, get in touch with us today.