If you put a 500 pound block of salt in the backyard, you will attract deer, not rats. If you put a 500 pound block of Wisconsin Cheddar out there – rats, not deer.
My mentor, Dan Kennedy said that in one of his books and it has always stuck with me. You need to be using the right “bait” in your marketing to attract the clients or patients you desire.
Unfortunately, most business owners do not think strategically about the client they want. They chase any and every client/patient they can get, instead of attracting those who are your ideal client.
Everyone and everybody should not be your client
Many business owners are too scared, too lazy or too sloppy to do anything other than wide, broad, vanilla advertising that is heavily focused on price or discounts.
Damning admission: I started out that way in my business. Crappy marketing, trying to make my company look bigger than it really was. I was trying to be something to everyone.
I ended up being nothing to no one.
A business built with poor-quality clients or patients is like a house of cards, knocked down by the slightest of breezes.
So I had to really sit down and think “who is my ideal client”?
Then I needed to create the “bait” to attract this ideal client.
That bait was my first book “7 questions you should ask any carpet cleaner before you let them into your home”
A lot of my consulting work with clients has to do with getting them into the “right bait for right critter” mindset.
- Attract, not pursue.
- Market, don’t sell
- Target & prospect specific, not Wide-broad-vanilla
Your best prospects CANNOT be moved from ‘cold’ to ‘sold’ by brute force, knocking them upside the head with an ad.
Maybe, if you have a 5 dollar product or you sell happy meals, it can be done.
But in order to get clients who stay, pay and refer for life, you need to use bait that attracts clients who stay-pay-refer.
A book will do that for you.
In September’s Mouster Class for DSNi Inner Circle Cast Members, I will be showing how to write and publish your book in 30 days or less… working only 1 hour per day on it.
Oh… wait, you are not an Inner Circle Cast Member are you?
Well, you can take care of that right here: https://www.deliverservicenow.com/invitation-to-become-a-dsni-inner-circle-cast-member/
But don’t dilly dally, this months Mouster Class goes into the DSNi vault at midnight on 8/31/21.
You can get the customer you want, and very often, the best way to get the best of those customers is by advertising, marketing, promoting and putting forth your book, rather than your products or services.
