How To Get The Attention Of Your Perfect Client
Are you ignoring your perfect customers without even realizing it? Sounds like a strange question, I know. But it really isn’t. Because I made this EXACT many years ago. And after all this time, I still see it being made with others.
Johan Cruyff, famous Dutch football player, once famously said: “You’ll only start getting it once you understand it.”
Having been through this I can confidently say that Johan was absolutely right. I’ve seen businesses grow by leaps and bounds after they figured out how to fix this. Let me show you
The Train station Problem
Picture a busy train station. People everywhere, super crowded, noisy, chaos. In that crowd is a certain someone and you HAVE to get their attention. How would you do it?
You could stand on a bench and hope to spot them in the crowd. You could ask people one by one. But with thousands of people you’ll miss them for sure.
So what do you do?
You shout their name!
…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!”
…Yikes
No, no You do not.
I say this for 2 simple reasons:
Not everyone needs, wants or cares about your service.
If you try to reach everyone you’ll end up reaching no one.
A perfect client has a specific problem, a desire, something they really really want. And your product or service gets them what they want. In the marketing business we call this a ‘bleeding neck’ problem. Something you want to solve NOW. An itch you want to scratch ASAP.
Reach those people and you solve every marketing and sales problem. It becomes EASY to sell, Here’s how:
Reaching Your Perfect Client
Let’s say you’re a dog trainer. OK. You could theoretically sell to anyone that has a dog, right?
But let’s say your most profitable service is helping clients train their puppy to stop chewing on furniture, pooping in the house, and yanking the leash. So instead of targeting every dog owner we focus specifically on puppy owners.
The WORST way to reach these people is to put up an ad saying something like:
===
Darleen’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
===
The issue is obvious
It’s so bland, so plain, so… “meh”
No one is going to think:
“YES! Me Me Me!”
And that’s the response we want from our perfect client: “This is for me. This person understands what i’m about.”
So, don’t be afraid to stand out and tailor your message to your perfect client.
Aaaand there you have it.
Happy hunting,
-Jason Anderson
P.S. If you want us to look at your marketing plan and see what we could do for you, get in touch using the form below 👇
