3 easy steps to focus your marketing message

Market to your ideal client

If you really want to grow your business with the kind of clients that you dream of working with, your marketing message needs to speak directly to them.  First, you need to identify who your dream client is.  The easiest way to do this is to create an ideal client profile.  If you don't have an ideal client profile, you might want to take a look at my previous post about how to create one.  Next, revisit all of your marketing copy in light of your newly updated ideal client profile.  Be sure that your marketing materials speak to that person, the more directly you can speak right to them the more compelling and effective your marketing materials will be.

Resist the temptation to accept anyone

Most business owners push back from being so direct and specific, for fear of turning people away.  Part of the purpose of identifying your ideal client is to enable you to say no to relationships that don't make sense.  Clients that don't fit your profile end up under served, frustrated, use more of your resources trying to get their needs met and very rarely refer any new business.

Share your profile with others

Tell your centers of influence about your ideal client profile(s).  Having very specific details about your ideal client makes it easier for them to identify prospects to refer to you and brings you more of the people that you ultimately want to work with.  Using client profiles allows you to target very specifically the exact clients that you want to work with and helps build your business by working with people that stand to gain the most from your services.

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Posted By: Todd Tyler 14 years ago

Category: Marketing

Tags: Business, Business Development, consulting